LinkedIn operates the world’s largest professional network on the internet. The platform caters to more than 500 million members from over 200 countries. There is a massive, well-targeted, interactive audience at your fingertips. It’s really a no brainer that you should advertise on LinkedIn.
If you’re in the B2B sphere, we highly recommend that you at least maintain a presence on LinkedIn. Users may not check their LinkedIn accounts as often as they do with other social networking sites, but when they do visit the site, they make the most of their time. Often, they are there for work-related reasons.
Being the world’s largest business stage, LinkedIn is a worthwhile platform to add to your marketing mix. If you want to make a splash in your industry, this is the right platform to do it on.
Here are 6 ways to use LinkedIn as a marketing tool.
Grow your connections
Job hunting and recruiting is usually the first thing that comes to people’s mind when we talk of LinkedIn. Along with recruiting, it is also a really helpful platform for building exposure for your business and enhancing your company’s online presence. Considering that the platform is composed of professionals, executives, and entrepreneurs, it is perfect for growing your network and expanding your reach.
LinkedIn search results heavily depend on your network of colleagues, friends, and business contacts. The more first degree connections you have, the more people will be available to you in your second and third degree network. That said, you should actively build your connections. The more connections you have, the better.
Stop playing coy with your LinkedIn network. It doesn’t matter if you know your connection well or not. What matters is your connection’s connections – who they know and who those people know.
Create a LinkedIn company page
Whether you work for a large company or you manage your own business, we highly recommend that you create a LinkedIn company page.
A well-managed, informative LinkedIn company page provides several benefits to your business. Not only will it help you grow your connections, it also provides you with an opportunity to scale your word of mouth marketing, engage with your followers, and tell your company’s story.
By setting one up, your company can easily be found on LinkedIn. Also, you’ll be alerted when someone mentions your company. Another powerful feature of a company page is the analytics. Here, you can measure the effectiveness of your updates and see how many impressions your post has received. This feature is not available in your personal LinkedIn profile. In a company page, you can pin your most important post at the top of your page’s news feed, so it won’t get lost in the vertical time lines of other members.
Content is (still) king
LinkedIn is the top online site for professionals. If there is one thing these professionals likes the most, it is a fresh idea!
Professionals visit LinkedIn to interact with their networks, stay informed, and advance their careers by working smarter. People go there for information. They are looking for industry thought leadership and knowledge. One study suggests that LinkedIn users spend at least 8 hours a week reading professionally-related content. This is the best place for you to share content from external sources or any of your blog posts.
Creating unique, informative, and valuable content has numerous benefits. Not only will it help you connect with prospective and existing clients, it will also enable you to further establish your network. It allows you to start important conversations while establishing credibility among your network.
Keep your audience in mind when creating content. Customize the content to suit your intended audience. People are likely to like, share or comment on your content if it seems relevant to them. When they do, all of their connections will see the original post in their feed, like magic. The more engaging your content is, the further its reach. For best results, keep your content fresh and current. If possible, try to publish articles a few times a month.
When creating content, make sure it is easy to read and understand. Language and vocabulary has to be kept as simple as possible. Content that is easily understandable holds a better chance of hooking readers.
Optimize your company page
LinkedIn has grown exponentially over the past years. Today, there are over 500 million users and 13 million company pages on the platform. With millions of companies vying for the attention of users, you want make sure your audience won’t have a hard time finding you on the platform.
LinkedIn is its own search engine. If you want to be found on LinkedIn, then optimizing your company page is a must. Implementing some SEO hacks and strategies will help you appear in search results more often and greatly increase your business presence on LinkedIn. It will help improve your presence and authority on the platform. Plus, it will lead you connect with individuals who are willing to connect with you.
Leverage keywords in your profile. Completely fill out your profile, and do so using descriptive keywords. Make sure that you include plenty of strong keywords in your company description. Also, be strategic with your content.
Join and participate in group discussions
LinkedIn groups is a valuable tool when it comes to connecting with like-minded people in the industry. It gives you an opportunity to post information that members may find valuable and participate in discussions.
There are over two million Linked groups out there. You are free to join up to 50 of them. You may think it’s fun to join as much groups as you can, but it won’t really help you in the long run. You should only join groups that are relevant to your business or organization. Search for groups by using keywords that are relevant to your niche or industry.
If you’re going to join a group, make sure that you connect with other group members and contribute to the conversation. You can also start a discussion thread by posting your own questions or sharing content. You may also share your blog posts to show off your knowledge and expertise.
While it’s okay to share your own content, please observe the 80/20% rule – 80% interesting content and 20% self-promotion. Make sure that you actively participate in the group, not just when you have something to push. People will appreciate you more if they see that you want to provide value, not just drive traffic to your site. Remember, the key to building connections is getting involved.
There are two LinkedIn advertising types: LinkedIn Advertising Partner Solutions and Self-Service Ads. Self-Service Ads include Dynamic Ads, Text Ads, Sponsored InMail, Direct Sponsored Content, and Sponsored Content. Self-Service Ads are a great way to dip your marketing toes into LinkedIn advertising. You can start today, all on your own. You just need to choose the ad format that best fits your goal.
If you want to outsource your LinkedIn advertising or you need help from an expert, LinkedIn Advertising Partner Solutions is your best option. Partner with industry leaders and take advantage of their expertise to save time and improve campaign performance.
Before setting up your ad, you first need to determine your end goal, who you want to target, and your budget. This will help you determine what type of ads is right for your business. Plus, it will help you get the most out of your ad spend and achieve stellar results.
If you are looking to tap into LinkedIn and get your business notice, Summit Web Marketing can help guide you through the process. From developing and maintaining a LinkedIn presence, to implement your ad campaigns, we can help your business stand out on the internets largest professional network.