When it comes to businesses, LinkedIn is perhaps the best preferred social media platform. While it may not get as much attention when it comes to marketing as Facebook or Instagram, many firms still find their presence on the platform beneficial. LinkedIn is particularly valued by firms that operate in the B2B sector and need to attract business professionals as their customers.
With that said, you might still be wondering why you should start developing a LinkedIn marketing strategy.
Well, it’s simple. LinkedIn has more than 600 million members, out of which 303 million are active monthly members and 40% of them visit the site on a daily basis. Along with that, 97% of B2B marketers use LinkedIn as their main content distribution channels and 80% of their B2B leads come from social media.
Looking at these numbers, it’s clear that any business with a strong LinkedIn presence will benefit from it, which is why we’ve written this article that will help you build a marketing strategy to make your company stand out on the platform.
Now, without further ado, let’s get started.
Five Must-Know Tips for Building a LinkedIn Marketing Strategy
Building a LinkedIn marketing strategy is not that different from creating one for any other type of social media. The only difference is the audience you’re talking to. While on other platforms you’re basically targeting anyone from high school students to 50-year-old men, LinkedIn is a platform dedicated to connecting business professionals. Because of that, creating a strong following on it requires a little bit of a different approach.
With that said, let’s look at the top five tips we’ve gathered that will help you build a stellar advertising campaign on LinkedIn.
Define Your Marketing Goals
Much like with any other marketing campaign, you have to start your LinkedIn one by defining and setting your goals. To do that, you have to ask yourself why you are starting this marketing campaign and what you hope to achieve from it.
It’s best practice to set so-called SMART goals: Specific, Measurable, Achievable, Realistic and Timely. In order to do this correctly, you will also have to identify key metrics that you will use to measure the success of the campaign. Most commonly, the goals that LinkedIn can help you reach are the following:
- Increase brand awareness (can be measured with your LinkedIn page analytics)
- Generate leads (LinkedIn is a platform where you can find potential business partners and customers)
- Engage with your target audience (this data is also available in your LinkedIn page analytics)
- Sell services/products (especially applicable if you sell products used by professionals)
Know Your Target Audience
One of the most important aspects of successful social media marketing is understanding what your target audience wants to see and is likely to engage with. If you already know your target customer group, then you need to consider how they might be present on LinkedIn and which aspects of the platform they find to be useful.
The easiest way to figure all of this out is by posting content and analyzing how your audience reacts to it. After doing this for a while, you will be able to narrow down which type of content spikes engagement and which one doesn’t. Over time, you should be able to create posts that your audience finds engaging.
Promote Your Company Page
While good SEO knowledge will definitely boost your presence in search engine page results, you might have to do a little bit more in order to truly get followers to your page.
It’s vital that you promote your page whenever you can. First, promote it amongst your employees – they are the key brand ambassadors that can help spread your message to their friends and LinkedIn network. Then you can use your other social media profiles to direct traffic to your LinkedIn page. While doing all that, it’s also key that you give people a reason to follow your page – what are you promising them? Engaging content, useful information or the latest news on new products and services? Whatever it is, you have to use it in order to give people an incentive to become your followers.
Use Images and Infographics in Your Content
LinkedIn is a professional social media network and while a good meme here and there might be a fun way to showcase the spirit of your company, the images you use on the regular should be more serious. A good idea is to use photos that show the day-to-day operations of your company or infographics that provide your audience with valuable insight.
You have to know that even though LinkedIn doesn’t rely only on visual content, providing aesthetic imagery is still the best way to capture the attention of viewers, as many people are more likely to read a longer post once they’ve seen a good summary of what it’s all about.
Be Active in LinkedIn Groups
By participating in discussions surrounding your industry or other trending topics, you will boost the visibility of your LinkedIn company page. Along with that, by being a part of discussions, you will find it easier to network with other business professionals and establish strong connections with them.
If you choose the groups you join carefully, you might find yourself talking to members of your target audience consistently, which will boost the engagement and interest in your company page.
Once you have a significant following, you can even start and moderate your own group where you target your audience.
LinkedIn’s Greatest Benefit
The best thing about LinkedIn is that it enables you to shape opinions other businesses have of your company. By having a well-executed LinkedIn marketing strategy, you will be able to not only gain followers and drive traffic to your website, you will also have the opportunity to establish strong business connections with potential partners and employees.