LinkedIn Marketing

What is LinkedIn Marketing?

LinkedIn marketing is the process of using LinkedIn to build connections, build leads, improve brand awareness, increase business relationships and partnerships, share content and drive traffic to your website.  LinkedIn is an integral part of many successful marketing strategies today because of how effective it is at expanding professional networks.

When you use LinkedIn to market your business, you get access to useful features related to analytics, connectivity and brand-building, to name a few.  (Don’t worry, we’ll take a closer look at all of this in a moment.)

Why is marketing important on LinkedIn?

When it comes to social media marketing, you may be tempted to put all your resources into the big three: Facebook, Instagram and Twitter.  These are great platforms for reaching your target audience, but leaving LinkedIn is taking a huge toll on your business. 

As the largest professional network in the world, LinkedIn generates leads 227% more effectively than Facebook and Twitter, so it is an essential platform for your business in terms of marketing.  But first, here’s a quick primer for those of you who may be new to LinkedIn.

About LinkedIn

LinkedIn was launched in 2003 with a focus on networking, career building and sharing ideas.  The platform enables its members to connect and share content with other professionals, including colleagues, potential employers, business partners, competitors, new employees and customers.  This is why your business on LinkedIn is so strong – the platform is a great marketing tool.  For a quick guide to the tips below, watch our video on “How to Use LinkedIn for Business and Marketing”.

LinkedIn Marketing Best Practice

  1. Use hashtags. 
  2. Know when to use LinkedIn profile vs. LinkedIn page. 
  3. Create posts of different lengths. 
  4. Share external articles in the forum. 
  5. Keep your publishing schedule consistent.

LinkedIn lets you drive traffic to your website, identify quality leads, share your skills through thought-provoking content, and grow your network.  This is a great way to market job opportunities and attract new talent to your company.  LinkedIn is one of the few platforms suitable for all business markets.  Here are some more strategic ways you can incorporate LinkedIn into your social media content strategy. 

  1. Use hashtags.

Hashtags are often used to emphasize your LinkedIn posts, but they also serve a purpose that can change your marketing strategy for the better. 

These common phrases before the hashtag mark are gold mines for tapping into new audiences, art and niche.  But overuse, or worse – the mistake that can easily get your claim denied is to fail. 

This means that you will want to strike a balance between relevant and popular hashtags by researching hashtags on LinkedIn. 

First, use the search bar to ask for a broad hashtag  For example, if you work in Growth Marketing, start by doing a #growthmarketing search to see how many people are following the hashtag and how often it is being used.

From here, start with three to five hashtags that reach the audience you want to talk to.  The number of people following these hashtags should vary, so don’t focus too much on high numbers. 

Related but lesser known hashtags may limit your reach to most viewers who are likely to engage with your LinkedIn content.

  1. Learn When to Use LinkedIn Profiles vs. LinkedIn Pages

LinkedIn pages are able to follow without sending a link and without waiting for approval.  This means that when a LinkedIn user shares your page with their links, those people will be able to follow your page and immediately see the content of your business, which has a high potential for engagement. 

LinkedIn pages and LinkedIn profiles serve different purposes in LinkedIn marketing.  Pages are public and primarily used by businesses.  Profiles are personal and used by individuals. Each They work with the Linkedln algorithm, but you will have a variety of tools that you can take advantage of to grow your audience. 

LinkedIn profiles can also be followed, but what makes them unique is the ability to have face-to-face, private conversations that prompt you to join your network. 

If you are a consultant, work in direct sales, or prefer to adopt a personalized approach to your business, you need to have a LinkedIn profile to capitalize on this feature. 

These two LinkedIn entities can work together to create the ultimate marketing workflow.  For example, you could list yourself as one Hire your business by listing your business’s LinkedIn page as your employer on your personal profile.  That way, when a visitor visits your profile, they too will see your page. 

  1. Create posts of different lengths. 

Quick, bold post a punch pack on LinkedIn.  Long stories grab the reader’s attention and lead to a lasting stay in the app.  Both of these types of posts should find a place in your LinkedIn content plan. 

You don’t want to be a person who only shares monologues because of your network there will not always be time to read them.  On the same line, many short posts may lack the gist that can make you less authoritative as a thought leader. 

Changing the length of your posts (as well as adding photos and videos) can keep your content fresh and relevant to your network. You also have the power to control it. 

  1. Share external articles in the forum. 

Unlike other platforms like Instagram, Linkedln’s algorithm supports external links to blogs and websites.  Until you are satisfied If the post is relevant and relevant to your audience, you will find success in posting other people’s content on the platform. 

Even if you’re directly linking to their website, it’s not a bad idea to formally blame the author, tag them in your post, or use their hashtags to give them credit.  I don’t think so. 

Sometimes, they will share your post with their own followers, or comment under the post that introduces your profile to their viewers.  How cool is that?

  1. Keep your publishing schedule consistent. 

Known as the platform for the longest content lifetime, LinkedIn is a platform that does not require a ‘clock release schedule’.  All that is needed is coordination. 

Whether you publish daily, every other day, or even once a week, your network will regularly expect your content to build trust.  Choose a schedule that suits your business and stick to it for a month.  See which days and times provide the best engagement and make them a part of your publishing schedule.

Under, we shell cover few effective ways to use the LinkedIn platform. These tips can be tailored to your needs – your personal LinkedIn page, a business page or both – regardless of your industry or size.  However, you will notice that some of the points we are going to cover are more suitable for businesses that want to raise brand awareness or share content, others are more suitable for those who want to recruit new talent.

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