LinkedIn is a professional networking and B2B marketing platform that allows businesses to connect with other professionals, potential clients, and partners.
With over 800 million users worldwide, LinkedIn has become an essential tool for businesses looking to build their brand, generate leads, and find new customers.
This article will explore how to create an effective LinkedIn marketing strategy to help your business reach its goals on the platform.
Defining your target audience is essential in creating an effective LinkedIn marketing strategy.
To define your target audience, consider the demographics and job titles of the individuals you are trying to reach. Demographics may include age, gender, location, and income level.
By identifying the job titles of your target audience, you can tailor your messaging and content to be more relevant to their specific roles and responsibilities.
Additionally, it would be best to consider the companies and industries in which your target audience works. This will help you understand your audience’s specific challenges and needs and create content that addresses those needs.
By defining your target audience, you can tailor your LinkedIn marketing efforts to be more relevant and effective.
Setting clear goals for your LinkedIn marketing strategy is important because it helps you focus your efforts and measure the success of your efforts. Without clear goals, it can be difficult to determine whether your marketing efforts are having an impact.
To set clear goals for your LinkedIn marketing strategy, consider what you hope to achieve through your efforts on the platform. Some examples of goals could include increasing brand awareness, generating leads, or finding new customers. It’s important to be specific and measurable when setting your goals.
For example, rather than just saying that you want to increase brand awareness, you could set a goal of increasing your LinkedIn followers by a certain percentage over a specific time.
Once you have set your goals, you need to determine how you will measure the success of your strategy. This could be through the number of followers you have, the engagement on your posts (such as likes, comments, and shares), or the number of leads generated.
By regularly tracking your progress against your goals, you can see what’s working and what’s not and adjust your strategy as needed.
Your LinkedIn profile is a digital resume showcasing your professional experience and skills. To make the most of it, you should include a professional photo, a strong headline summarizing your expertise and value proposition, and a detailed summary highlighting your accomplishments and goals.
Use keywords relevant to your industry and target audience, and include links to your website and other social media profiles.
You should also showcase your skills and experience through endorsements and recommendations from colleagues and clients.
In addition to your profile, you should also create a company page on LinkedIn. This will give you a dedicated space to showcase your products and services, company culture, and any news or updates. Encourage your employees to follow and share the company page, and consider using LinkedIn’s sponsored content and display ads to reach a larger audience.
Creating a company page on LinkedIn is important for several reasons:
Overall, creating a company page on LinkedIn can help you establish your business as a professional entity, increase your visibility and reach, improve employee engagement, and take advantage of advertising opportunities.
LinkedIn is a great place to make connections with potential clients and partners. You can use the platform’s search function to find and connect with individuals and companies in your target audience.
Connecting with potential clients and partners on LinkedIn is key to building your professional network and finding new business opportunities. By using the platform’s search function, participating in relevant groups, building relationships with influencers, and reaching out to people directly, you can expand your network and open up new possibilities for your business.
To keep your target audience engaged and interested in your business, it’s important to regularly post a mix of original and curated content relevant to them. LinkedIn’s publishing platform allows you to write long-form articles and showcase your expertise in your industry.
Here are some tips to help you get started:
To keep your audience engaged, it’s important to mix things up by sharing a mix of original and curated content. Original content can be anything you create, such as blog posts, infographics, or videos. Curated content is content you find from other sources and share on your LinkedIn profile. By sharing both types of content, you can give your audience various perspectives and keep things interesting.
To keep your audience engaged, it’s important to post content that is relevant to their interests and needs. Research your target audience to understand what topics they are interested in, and create content that addresses them.
LinkedIn’s publishing platform allows you to write long-form articles and showcase your expertise in your industry. These articles can be a great way to establish yourself as a thought leader and attract potential clients and partners.
Video content tends to perform well on LinkedIn, so consider using LinkedIn’s video and live video features to engage your audience more interactively. You can use these features to host webinars, conduct interviews, or give behind-the-scenes looks at your business.
Sponsored content is content you create and promote to a targeted audience on LinkedIn. This can be a great way to increase the visibility of your content and reach a larger audience on the platform. To create sponsored content, you must use LinkedIn’s ad platform and choose sponsored content as your ad type. From there, you can select your target audience, set your budget and schedule, and create your ad.
LinkedIn’s display ads are banner ads that appear in users’ feeds on the platform. These ads can be a useful way to increase your visibility and reach a larger audience on LinkedIn. To create display ads, you must use LinkedIn’s ad platform and choose display ads as your ad type. From there, you can select your target audience, set your budget and schedule, and create your ad.
Both sponsored content and display ads allow you to target specific audiences based on location, industry, job title, and company size. You can also use LinkedIn’s retargeting feature to show your ads to users who have previously visited your website or engaged with
As with any marketing effort, it’s important to track the performance of your LinkedIn marketing strategy and make adjustments based on what’s working and what isn’t. LinkedIn provides analytics that allows you to see how your posts perform and identify any improvement areas. Use this data to refine your strategy and ensure the best results possible.
Here are some actionable tips for analyzing and refining your strategy:
LinkedIn provides analytics that allows you to see how your posts are performing. You can view metrics such as the number of views, likes, comments, and shares for each post and the overall engagement rate.
Use the data from LinkedIn’s analytics to identify any areas for improvement in your strategy. For example, if you notice that certain posts are performing poorly, you may want to consider adjusting your approach or trying something new.
Once you have identified areas for improvement, use the data to adjust your strategy. This could include changing the types of content you post, adjusting your posting frequency, or targeting a different audience.
Don’t be afraid to try new things and test different approaches to see what works best for your business. For example, you could try posting at different times of day to see which time gets the most engagement or experiment with different types of content to see what resonates with your audience.
Regularly monitor your progress against your goals to see how your strategy works. This will allow you to make any necessary adjustments and ensure you are on track to achieve your objectives.
In conclusion, LinkedIn is a powerful tool for businesses looking to connect with other professionals, generate leads, and find new customers.
By defining your target audience, setting clear goals, optimizing your profile and company page, connecting with potential clients and partners, and posting engaging content, you can create an effective LinkedIn marketing strategy that helps your business reach its goals on the platform.
LinkedIn has evolved into an effective platform for B2B content marketing and generating new business leads. With over 722 million users worldwide, LinkedIn provides access to a massive professional audience. Successful brands have leveraged LinkedIn’s unique capabilities to drive engagement, boost awareness, and generate leads through creative content marketing campaigns. This article will examine some real-world case studies of impactful LinkedIn marketing efforts.
LinkedIn has good tools to help companies share content. These tools make it easy to connect with whom you want to reach. Using the tools smartly can help more people see and interact with your posts.
Moz, a leading SEO software company, wanted to maximize the reach of its educational SEO content. They focused on leveraging LinkedIn Elevate, a program that shares brand posts with a select group of followers who are prompted to like, share, and comment.
Using Elevate helped Moz a lot. Their LinkedIn page got 56% more views. They got 15,000 more followers in 2 months. This easy step lets Moz reach many more people who care about SEO.
Adobe wanted more people to know about their marketing tools. They put ads on LinkedIn that looked like regular posts but said “sponsored.” The ads targeted people who decide what tools a company uses.
In just six months, 15 ads got 46,000 clicks and 4,700 leads for Adobe. Almost all of the leads looked at a demo. It shows that matching ads to the right audience works well. The ads looked natural on LinkedIn. People were more likely to click and learn about Adobe’s tools.
Optimizing brand pages on LinkedIn by adding rich media, employee spotlights, and more can significantly increase engagement. Companies that invest in their pages reap the benefits.
Boeing makes airplanes. They saw their LinkedIn page was boring. It needed photos, videos, and news. Boeing added pictures of workers and planes. They put up videos and links to news stories.
In just two months, 25% more people followed Boeing’s page. People liked the new photos and videos. Engagement went up 95%.
The new stuff made Boeing’s page better. More people saw and shared it on LinkedIn. The changes helped Boeing connect.
AdRoll wanted people to see who works there. They showed staff photos and stories on LinkedIn. Each week, they featured one worker.
They put a new person in their cover picture and page posts. It lets people meet the AdRoll team.
In one quarter, engagement went up 336%. Followers liked seeing AdRoll’s culture. Putting workers in the spotlight made AdRoll seem real.
Other companies seem impersonal. Employee features help build trust. AdRoll gave a glimpse inside to connect with people.
Some brands have found immense success by developing custom content campaigns tailored to the LinkedIn audience and distributed through multiple channels.
Oracle makes software. They wanted to share smart ideas with people who buy tools for work. They wrote an ebook called “The Modern Marketer.” They put ads on LinkedIn to get people to see the ebook.
In one week, over 5,000 people downloaded the ebook. But Oracle did more. They split the ebook into 30+ posts on LinkedIn. They reused the content in the posts. It lets them reach double the people. Turning the ebook into posts was creative. It helped Oracle’s ideas spread further.
Drift, a conversational marketing platform, wanted to engage its audience by sharing videos on LinkedIn. They recorded short product demos, customer testimonials, and behind-the-scenes footage.
The video drove exponential engagement growth for Drift. Their videos averaged 48,000 views each, significantly increasing over their standard posts. Leveraging LinkedIn’s preference for rich media allowed Drift to capture attention in the crowded B2B space.
Posts should share helpful tips, data, or advice – not just promotions. Spark discussion by asking for opinions on popular industry topics. LinkedIn is about connections, so highlight employees with posts on promotions, anniversaries, awards, etc. Share sneak peeks of upcoming products or content to build excitement. Use visuals like images, charts, and videos to make concepts easy to digest and get more attention. Follow tips to create compelling updates people want to view and share.
To maximize impact, you have to:
LinkedIn is a good place for businesses to share content and connect. Companies have done well using LinkedIn’s built-in tools. These tools help people see and interact with posts. Companies should customize their page and posts for LinkedIn. Show off your employees and company culture. Make content just for LinkedIn users to get their attention. Follow tips to make good posts people want to read and share.
Yes, relevant hashtags help people outside your network find your posts in LinkedIn searches. Just don’t overdo it. Stick to 1-2 branded and industry-related hashtags.
Track views, likes, comments, shares, followers gained, and lead generation forms to quantify engagement. Use LinkedIn’s analytics to identify your best-performing updates and types of content.
What used to be a face-to-face job, has now shifted towards online selling and marketing. And there is no better place to connect and sell online than on LinkedIn.
LinkedIn has become a powerful platform for businesses to connect with potential customers and generate leads.
However, with more than 900 million users on the platform, it can be challenging to stand out and attract the right audience. To make this easier, we’ll discuss some of the best LinkedIn lead generation strategies to help you make the most of this powerful platform.
In a way, you should start viewing your LinkedIn profile as a distinctive personal trademark on this platform. It’s the first thing that potential leads will see when they come across your profile, so it’s important to make sure it’s optimized.
Go for a professional headshot. Your profile picture is the first impression that potential leads will have of you, so it’s important to make sure it’s professional and high-quality.
Write a compelling headline. Your headline is the first thing people see under your name on your profile. Use this space to showcase what you do and how you help your clients or customers.
Write a clear summary. Your summary should be a brief overview of your skills and expertise. Use this space to explain how you help your clients or customers and what makes you stand out from your competitors.
By optimizing your profile, you can make sure that potential leads see you as a credible and professional source in your industry. Now you can proceed to the next level: interaction.
To avoid being perceived as salesy and spammy, you must choose your prospects wisely. And what better place to achieve this than joining the right LinkedIn groups.
LinkedIn groups are a great way to establish LinkedIn connections with like-minded professionals and potential customers in your industry.
Joining and participating in relevant groups can help you establish yourself as an expert and build relationships with potential leads.
Try to stick to these basics guidelines for using LinkedIn groups:
By joining and participating in relevant groups, you can connect with potential customers and build relationships with them.
People usually dislike automated messages. When somebody reaches out to them they want to know the message is targeting them, and not just anybody.
Therefore, once you pinpoint your prospects you should make one more effort of writing personalized, customized, and unique LinkedIn messages.
These messages should contain certain elements that have proven to best an important and effective part of every good lead:
Sharing valuable content is a great way to attract potential leads and establish yourself as a thought leader in your industry.
Always try to compose, re-share and re-use valuable content such as articles, blog posts, or other content that is relevant to your industry or niche.
Consider creating your own content, such as blog posts or videos, to share on LinkedIn. Other platform users will quickly start recognizing you as a relevant, even expert source of information. And use relevant hashtags to make your content more discoverable to potential leads.
Sharing quality content is a proven way of attracting potential leads. At the same time you are establishing yourself as a credible figure within your line of business.
Also, don’t hesitate to recycle your old and successful content. LinkedIn algorithms can sometimes omit content, so offer those connections a chance to learn about you and your material.
Nowadays, LinkedIn is a must when generating leads and expanding one’s professional network. Through the use of targeted messaging, content marketing, and strategic networking, businesses and individuals can effectively reach their target audience and establish valuable connections.
It’s important to remember that lead generation on LinkedIn requires a thoughtful and personalized approach, as opposed to spamming or mass messaging.
By utilizing the best LinkedIn lead generation strategies, professionals can increase their visibility, build trust and authority, and ultimately convert leads into customers or collaborators.
As the platform continues to evolve, it’s crucial to stay up-to-date with the latest features and trends to ensure success in lead generation efforts.
LinkedIn is the undisputed king of social networks for professionals.
With over 562 million users in more than 200 countries worldwide LinkedIn has a global reach. Plus, the network makes up more than 50% of all social traffic to B2B websites and blogs.
While Facebook has more people, LinkedIn is the preferred network for pros — those who connect with the sole goal of doing business not just socialize. It’s the most business-friendly social site.
If you’re a serious brand LinkedIn is the place to be. But being there is not enough. You have to get noticed by keeping tabs on the platform’s best practices and use them to stay ahead of the pack. Plus, you’ve got to find a way to attract the right people to connect with you. That starts with optimizing the first thing people see when they view your profile page: the header area.
Before we get into the meat and potatoes, maybe you’re asking yourself:
Is LinkedIn worth it?
The answer is a resounding yes. Here’s why.
Think LinkedIn is all hype and no substance?
Not at all.
This platform is a marketing goldmine. It’s number one when it comes to a crucial metric all serious brands watch like a hawk: leads. That’s why LinkedIn must be part of your overall marketing strategy.
Clearly, LinkedIn is a lead-gen super-power. It makes all other ways of generating leads through social media seem like child’s play. Ignore it at your own peril. But to get those leads you’ve got to set up your profile wisely, especially the header area.
It’s the part of your profile page people see first. Botch it and prospects click away. Nail it and they stay on and give you a chance to engage them further— and woo them into your funnel.
Not only that.
Your header area is above the fold.
People see your header without having to scroll. Through it, you’ve got to convince would-be customers it’s worthwhile for them to scroll down and find out more about you and your brand.
A good header does four things well.
To achieve all this you’ve got to fine-tune and optimize three key elements of your header area.
Let me show you how.
People’s gaze naturally gravitates towards human faces.
So the first thing prospects will look at is your profile photo. And, they’re not just staring. Something deeper is going on.
Here’s the thing.
People make rush judgments about you solely based on how you look. Think that’s not fair? Well, sorry, it’s what it is.
Maybe you think you can make do without one? Bad idea. Not having a profile photo causes people’s minds go into overdrive and make negative assumptions about you like:
Hardly the impression you want to make is it?
What are the advantages of having a photo on your profile?
LinkedIn data shows that having a profile photo can get you:
Exciting stuff, hey?! But it’s not just any photo that’ll get you these results. Here are three golden rules to guide you so you come up with the perfect photo.
First, please smile. Preferably a teeth smile.
Don’t take a smile for granted. It packs a powerful psychological punch. Smiling makes you look welcoming, competent and trustworthy. Science aside, smiling just makes you look cool. J
Second, look straight at the camera.
Look sideways and people may think you’re timid, or worse, a car thief! Research shows people find a direct gaze attractive.
Third, make sure there’s no clutter in your photo.
It may distract people’s attention from you.
In short, look like a pro. Remember, LinkedIn is a platform for professionals (read with an accent!). So that vacation photo of you on the beach won’t do.
Jason Quey, who helps startups meet with contract marketers to grow their businesses faster, does a good job with his photo.
He’s looking straight ahead. Plus, he has a beaming smile. Looks like a nice guy to work with, doesn’t he? Well, that’s the idea.
A research by Princeton psychologists revealed that it takes just a tenth of a second for people to decide whether you are trustworthy and competent, just by looking at your face.
Better get your photo right so you make a great first impression. Mess it up and you might never get a second chance to wow prospects.
Once people have glanced at your (hopefully) nice pro-looking pic, their eyes wander around the rest of the page.
And probably land on the wide space behind your photo.
I’m surprised how many people leave this space empty. By leaving the default blue area untouched you’re not realizing your header’s full marketing potential.
Because it occupies the biggest space of your header, it sets the tone for the whole page. It provides a context for everything else that follows
What can you do to maximize this space?
A couple of things.
You could use it for social proof.
Show prospects you’re the real deal. John Nemo, who happens to be a LinkedIn expert, does a superb job of proving his authority. He plasters his header with the big niche sites his work has been featured on.
Think this works?
People acknowledge his expertise straightaway.
A variation of this tactic would be to show the giant brands you’ve served.
Second, use a gem testimonial that sums up what you do memorably or showcases your brilliance. Brownie points if it’s an influencer testimonial as they’re 3x as powerful.
Finally, you could use a graphic that underlines what your brand does. This way you give a visual emphasis to what you are about. Whatever you do, don’t put a generic graphic. It’d be such a waste.
Both your photo and background graphic are visual.
Not so the last piece of the puzzle, your professional headline.
It’s all about words, 18-20 of them to be precise, and how you weave them to powerfully communicate the value you provide your prospects.
Your title is not really about you. It’s about the unique value you convey to your prospects and customers.
Many people just use their job title. Big mistake. C’mon. You’re bigger than your title. All the great work you do cannot be compressed into one often dry-sounding and stifling title.
Say more. Describe all the awesome benefits of doing business with you.
But keep things simple.
After all Da Vinci said simplicity is the ultimate sophistication. Sam Ovens, who teaches ordinary folk how to start and grow a successful consulting business, keeps things basic but punchy enough to communicate his message convincingly.
In just 8 words people can tell what he’s into. Or, more importantly, how they’ll benefit from working with him.
That’s what you want. A simple and clear message people get easily. Don’t make it hard work for people to understand what you do for them. If you load your headline with your high-sounding title and corporate mumbo-jumbo, people will leave.
Your headline should answer these five questions that are burning in your prospects mind as she checks you out.
You may not be able to answer all of them. But the more the merrier. Remember, your headline should be client-facing. View it from the customers’ standpoint instead of being inward looking and focusing on your brand.
Ask yourself what’s in it for them.
That way you’re bound to scratch their itch and make them warm up to you.
A stellar header starts prospects on a slippery slope.
It grabs them and never lets go.
Once they’re struck by your brilliance they can’t help but scroll down to the summary and the rest of the profile.
Before they know it, they’ll be in your funnel’s orbit.
And, once they’re in your funnel, they’ll eventually become paying customers. That’s the ultimate goal, isn’t it?
According to his cheeky wife’s baseless claims, Qhubekani Nyathi aka The Click Guy, is an irresistibly handsome dude. He helps SMBs rapidly grow their income and impact through actionable long-form content that ranks high, builds authority, and generates tons of leads. He is a contributor to top blogs like Crazy Egg, Search Engine People, Techwyse, AWAI, and more.
Your LinkedIn page isn’t the same as your other social media profiles. Although LinkedIn is a fantastic way to connect with prospective clients, it’s also important to use LinkedIn to maintain professional relationships, boost your business and build authority for your brand. In many ways, your LinkedIn should act as an extension of your website.
When you use your LinkedIn page appropriately, you can create long lasting relationships with clients, business partners, your community and others. Relating your company’s LinkedIn page back to your company website can bring many benefits for your business.
But what are the benefits that a strong LinkedIn page can create? Let’s look at a few great LinkedIn profiles, how they enhance the company’s website and what you can do to improve your own professional online image.
If you’re sharing job openings on your website, this is great for the people who know to look. However, because most job searchers aren’t going to browse company websites looking for an open position, you could be missing out on some highly qualified talent. To attract the best employees, post your job where they’re already looking.
LinkedIn provides excellent tools to both job searchers and companies looking to hire. Target is just one example of a company that posts their job listings on LinkedIn, although there are many.
Target uses their LinkedIn page to attract better quality candidates for their open positions and even provides important insights to those looking, such as the languages people at the company speak and what employees care about.
When you post a new blog, you need to let your target audience know it is available. While other social media profiles allow you to share links back to your website so someone can read a blog, many may not be interested in clicking away from their timeline. This means you may be missing connecting with a potential customer or client.
On LinkedIn, they provide you with an opportunity to share blog posts and articles right in the website, such as Marketo does. As another place to share content, Marketo can attract new potential customers interested in learning about the brand but not committed enough to head to the website. This is great for making a first impression and building brand awareness.
Customers, clients and business partners all want to know who is behind the companies they work with. However, it isn’t always easy to get into the personal and professional details on a website. This can make it difficult to allow customers and partners to get to know your business leaders.
However, LinkedIn provides a terrific opportunity for company presidents and CEOs to establish authority for themselves. If we look at President of Mericle Commercial Real Estate Service Robert Mericle’s LinkedIn page, we see he is about to establish himself as a leader in his industry while supplementing the authority of his company. Through sharing his own expertise, articles and information, customers and clients know more about him and have more trust.
Your website is the perfect place to share information about your company’s achievements and growth. However, there are certain times when creating a new blog post or press release isn’t necessary. Small achievements, company anniversaries or events and other small details may be important, but you may not need a whole new website page.
Your LinkedIn profile will allow you to add recent updates in the form of posts, like Viacom does. These updates alert your community of news without much of a hassle, so you’re able to keep your audience informed quickly and easily. Viacom uses their updates to let their community know of everything from a recent blog post to details about their upcoming projects.
Putting testimonials on your website is a great idea. But for anyone to see those testimonials and reviews, they need to have enough faith in you to come to your website. If they don’t want to click through to a new page, you may not be able to show how highly qualified you are for their business.
This is another problem that LinkedIn can solve. Because LinkedIn allows you to put testimonials on your page, you can show off the great things someone has said about you as a professional or about your business within the social media site, such as Jason Curry, Founder and Head Growth Marketer at Hammersmith, does. As an easy place to collect testimonials, your LinkedIn page can help you build authority with target audience members.
LinkedIn is one of the most important social media profiles for any company or business professional. While it allows you to connect with target audience members, job prospects and even business partners, LinkedIn’s networking tools go above and beyond any other social media platform. However, to get the most benefit, you need to use it to supplement your website.
Your website will still be the place you educate your community, close sales and make lasting connections. But, with so many different competitors going after your audience’s attention, you need to accommodate them and their needs. Placing your content where they already are, such as on LinkedIn, is the way to do this.
Lexie Lu is a designer and writer. She loves researching trends in the web and graphic design industry. She writes weekly on Design Roast and can be followed on Twitter @lexieludesigner.
Facebook may be the world’s most popular social network, but LinkedIn is quickly surging as the most powerful. When LinkedIn initially went online 14 years ago, it started off mostly as an online version of business networking events. It did not take long for the network to become the most important source for online employment opportunities; years later, LinkedIn became an essential hub for business information and advice.
These days, LinkedIn is owned by Microsoft and has offices in more than 24 cities around the world, and it caters to users in 24 languages. In terms of social media advertising, LinkedIn is only second to Facebook. No other social network offers the sheer breadth of business connections as LinkedIn; when it comes to marketing, LinkedIn is regrettably ignored by business owners and brand managers who incorrectly believe that their companies would not be a good fit for the network.
It is important to note that LinkedIn is the world’s largest business-to-business marketplace. If your company operates in the B2B sector, an active LinkedIn profile is mandatory. Even if your company is a business-to-customer operation, you should make an effort to reach out to the more than 400 million users in this social network.
Marketing analysts believe that LinkedIn is home to the best prospective clients and customers you could ever hope to find. With this in mind, here are four branding and advertising strategies that you should be carrying out on LinkedIn:
Business owners should not forget that LinkedIn members tend to be successful professionals who are more likely to have higher levels of disposable incomes. The more active LinkedIn members tend to be those who earn the most; these premium prospects are easier to reach with native ads and sponsored content. An excellent LinkedIn strategy consists of creating great content that is not only about goods or services but also about the company. Like ASEA’s online portfolio, there must always be a professional angle in every LinkedIn account. By establishing this professional brand, you can then create content. Once the sponsored content has been seen by the targeted audience, the next part of the strategy would be to deliver native ads so that LinkedIn members are reminded of the original content.
LinkedIn power users tend to be very attracted to InMail, the network’s proprietary email system. For advertisers, InMail is an irresistible proposition in the sense that it can deliver marketing messages only when LinkedIn members are logged into the network and actively engaged. Even better, InMail messages can also include call-to-action buttons.
To really get the attention of LinkedIn members, a personalized and dynamic advertising campaign is required. Dynamic ads are highly targeted display units that can be used to reach top decision makers within companies. The structure of LinkedIn’s Dynamic Ads is simple: ad copy plus a call-to-action element; however, the magic is created with images that are borrowed from the profiles of the targeted members. The best action to incite from Dynamic Ads is for members to follow the advertiser so that future marketing efforts are highly targeted and meaningful.
Similar to Google AdWords, LinkedIn Text Ads can be used for general branding purposes, to generate website traffic and to create a book of warm leads. LinkedIn Text Ads have an advantage in the sense that they can be carefully targeted. For example, a law firm that specializes in corporate practice can target companies that have only been in business for a few months; this is typically when executives start looking for permanent legal counsel to advise them.
In the end, the marketing potential of LinkedIn is too great for any business to ignore, particularly now that the network is under Microsoft ownership.
Copyright: tashka2000 / 123RF Stock Photo
LinkedIn has increasingly become one of the most powerful social networks for marketers. An Oktopost survey of B2B leads generated through social media found that over 80 percent were generated through LinkedIn, leaving Twitter a distant second. 94 percent of B2B marketers now use LinkedIn for content creation and distribution, and 66 percent say it is their most effective social media platform, according to Content Marketing Institute research. But using LinkedIn effectively requires following some sound strategies. Here are seven essential LinkedIn do’s and don’ts to bear in mind when using LinkedIn to promote your small business.
Customizing your LinkedIn profile is one of the first steps towards optimizing your LinkedIn marketing strategy, says COGO Interactive Training expert Peg McDermott. For starters, your default profile URL includes a string of unnecessary numbers you can remove to make your URL more suitable for branding. You can edit your URL by hovering over the Profile link at the top of your homepage, selecting Edit Profile, hovering over the link beneath your profile photo and clicking the settings icon to access the URL editing field.
You should also customize your photo and the text of your page’s headline, summary and content. For instance, Amway’s LinkedIn page includes the company’s logo as a profile photo along with a description of the company and a tab to learn about Amway careers. Be sure to include relevant keywords in your profile text in order to attract prospects who might be searching for specific terms using LinkedIn’s search engine or Google.
Once you create your LinkedIn profile, it’s easy to forget to update it. If your employment situation changes or there’s an important development in your professional career, make sure to update your profile to reflect your current situation. A good way to make sure you do this is to schedule periodic reviews of all your social media profiles, including your LinkedIn profile. This will also help ensure that your various online profiles stay consistent.
Unlike email, LinkedIn doesn’t use a spam filter. This gives you more flexibility when communicating on LinkedIn, but unfortunately, it is also prone to abuse by spammers. LinkedIn is the social media equivalent of a professional business environment, so spamming prospects is likely to turn them off and hurt your reputation. In fact, LinkedIn recently had to pay a $13 million lawsuit when the company’s Add Connections feature sent annoying automated invitations to contacts of members, which litigants claimed hurt their reputation. Make sure that any messages you send through LinkedIn are personal, customized and relevant to your recipient and the relationship you’re trying to build with them.
By the same token, LinkedIn is not a network for posting selfies, personal content or humor videos, says inbound marketing consultant Ryan Shelley. Instead, use LinkedIn to share your professional knowledge, insights, tips and experiences.
One of the most effective ways to use LinkedIn to position your brand is by publishing content that showcases your expertise and the benefits your knowledge and experience represent to prospects. You can distribute content through LinkedIn’s internal publishing platform and use status updates to alert your followers to new content, suggests Linkfluencer founder Alex Pirouz. You can also build a discussion network within LinkedIn and use it to connect with prospects and promote discussion of your brand. For instance, Citigroup wanted to improve its presence among female professionals, so it built a LinkedIn networking group for professional women. For best results, plan your content in advance and follow a regular, consistent publishing schedule.
LinkedIn should serve as one tool in your online marketing toolkit and should support your other online activity. Use your LinkedIn posts and messages as opportunities to promote your total web presence, including your website, blog, Facebook page, Twitter account, Instagram page and YouTube channel. You can do this by including links on your LinkedIn profile, in your messages and in content you post.
To get the most out of your LinkedIn content marketing and prospecting, be sure to take follow-up steps when you post or connect so that your hard work doesn’t go to waste. After you post, be on the alert for comments, connection requests and direct messages. When you connect with someone or talk to them directly, use a customer relationship management tool to take notes on the date and content of your conversation. Look at the profiles of people who connect with you and take time to learn about their background and interests and what they’re doing on LinkedIn and other social media. Create a follow-up schedule to periodically keep in touch with connections you’ve identified as good prospects.
If you have multiple social media accounts and get lots of email, it’s easy to forget to check your LinkedIn messages or assign them lower priority than other communications. This can undo all the hard work you’ve put into LinkedIn marketing if an important message comes in and you didn’t notice it until its timeliness had passed. To make sure you check your LinkedIn messages regularly, schedule a daily time slot or two to check your messages, just as you would do for email. This will be easier to do if you turn on email notifications so that you don’t have to take the extra step of logging into LinkedIn to see your messages.
Posting on LinkedIn is not an end in itself, but a means to promote your business. To make sure your efforts are achieving this end, you should set goals and track the results of your LinkedIn activity. For instance, how much do you post on LinkedIn per week? How many leads per month is your LinkedIn activity generating? How many business partnerships have resulted from your activity? How many prospective employees have you connected with, interviewed or hired? Tracking these kinds of results can help you make the adjustments you need to make sure your LinkedIn marketing is achieving the goals you intend for your business.
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When you think about the website LinkedIn the words that might come to your mind would be: jobs, employment, recruiting, and networking. LinkedIn is truthfully all of that, but it’s more. It’s a content promotion platform, it’s a brand marketing platform, it ranks really well in Google, drives brand trust and it’s one of the largest websites online. With this in mind it’s true to say that businesses should have a strong and powerful presence on Google. The question is are they? Here’s some interesting stats to show why I’m crazy about this social platform:
If you’re not actively marketing your brand on LinkedIn, you’re missing the boat on some very exciting growth. When it comes to content marketing, companies tend to focus on publishing blogs and promoting them on social media sites like Twitter and Facebook. Well, LinkedIn is an excellent place to promote content too. In some way or another business’s need to market to adults. It may not be for product purchases, but it could be for employment. If not for employment or services it can be for investment. The main point is adult are an important audience with any campaign and adults are on LinkedIn.
Another social media marketing truth is not everyone is one Facebook. It might seem like it with Facebook’s massive global user-base but some people just aren’t on and they will usually be on LinkedIn.
To promote content on LinkedIn it may seem easy and simple, all you do is post and let the rest do itself. That’s false and not the case that we’re pitching. Simply posting content to the brands page isn’t enough. We’ve selected a few great tips and tricks for marketing content on this powerful social network, so study up to step up your content marketing game.
Even if you have to pay for it. Then jump on board with the LinkedIn Publishing Platform – Companies that learn the LinkedIn Publishing Platform tend to be the most successful with their content marketing efforts. It’s easy and simple enough to use, but LinkedIn offers a wealth of resources and tools for making the most of it. Designate someone at your company to learn the ropes.
Your content marketing efforts will fall on deaf ears if your company profile is bland, generic and stale. First and foremost, make sure it’s branded to be consistent with the rest of your company’s image. Nu Skin does an excellent job in this regard, they post frequently but not to the point where it’s spammy. Make sure the LinkedIn page has the same look and feel as its website and other online profiles, so people instantly know they’re reading content from a trusted source. Also, consistently update your company page, and make sure to engage in plenty of LinkedIn activities so visitors can see that your business is active and ready to go. Nu Skin gives us a great example of this.
The world is filled with boring content. Creating great content for LinkedIn is mostly about providing your audience with informative, compelling, interesting information that they can actually use. Therefore, you’ve really got to understand audience and be willing to provide it with content that dovetails with its needs and expectations. Avoid generic, fluffy content at all costs. Avoid rehashing the same ideas again and again too. Sure, it’s tricky coming up with fresh, interesting content on a regular basis, but doing so will help your star rise on LinkedIn and increase the odds of it being featured prominently by the social media giant.
Targeted content will always outperform content that’s delivered to a much broader audience. IBM does a great job with this. Through LinkedIn Groups, of course, you can target very specific users based on criteria like industry, company size and even job title. If you have specific product lines or other offshoots you’d like to promote, you can’t go wrong with LinkedIn Showcase Pages. They are basically niche pages that serve as extensions for your overall brand, and you can post content directly from them to deliver engaging information to highly targeted audiences.
Whatever you do, kill the promotional, salesy language. It’s annoying and no one likes it. Large companies don’t do this, so you shouldn’t. We don’t sell or promote their services at all with their LinkedIn posts. They’re a great example. People aren’t that passionate about brands where they will share promotional content like that. It’s frowned upon on most social media platforms, but it’s an especially major faux pas on a site like LinkedIn. People are there to make connections that will enhance their careers, so pushing the hard sell onto them will only alienate them and make your company look bad.
Invest time, money and resources into your LinkedIn. It will come in handy. It truly is a powerful content marketing platform, and it takes serious work to start reaping the success that can come from it.
There are plenty of guides out there dedicated to methods of promoting your LinkedIn profile and driving some traffic to it, but the truth is that the number of factors you can manipulate to reach your goal is so great that all of them may not be covered anytime soon. However, we can still chip away at that mystery, article by article, and so here is a look at eight of the many tips you can use in order to get the most out of your LinkedIn profile.
Of course, this may not apply to all LinkedIn users, but is still a useful tip that can end up paying off. While English is indeed the most widely-spoken language out there, there are hundreds of millions, and even billions of people who speak something else. For instance, let us pretend that you have an English profile established while you were in the United States, and recently, you have moved to Mexico. At this point, it would be advisable to open up a new profile in Spanish, directed at the Latin market. Expand your horizons and reach out to different cultures.
Whenever you are communicating with a customer, remember that if you say or write anything that will offend or displease them, chances are their opinion about you will spread throughout the net. When reaching out to a target audience it is of utmost importance that you choose each and every word carefully, keeping in mind the kind of people you are communicating with. If you manage to make your customers feel comfortable, chances are they’ll pursue their dialog with you.
There are plenty of little details to fill out on your LinkedIn profile, such as the heading, your current profession, your achievements, and so on and so forth. It would do you good to update these elements from time to time and make sure that the information used is in accordance with your goals and reflects reality.
People are always alarmed when someone pops out of nowhere, introduces him or herself to them, and starts to discuss business. Instead of appearing from thin air in the lives of the people you want to get in contact with, try to find some kind of mutual or third-degree connection who will be able to introduce you to each other. In other words, make the most out of the “request an introduction” feature.
When you request to be introduced to someone, don’t hold back information or your true intentions. Make your needs, wishes and desires crystal clear from the start; it will make it much easier for you to be introduced, and for the person to actually understand what you are looking for.
Every profile on LinkedIn has a thing called the skills list, and it is basically a self-assessment of one’s talents. Try to populate that list with things that are going to make you stand out from the majority, without going overboard, or else people will think of you as a boastful liar. Putting your profession-related talents is a good start, not to mention that it will help you get noticed by recruiters.
Not too long ago the LinkedIn crew has launched the website’s new profiles. There are some substantial differences when compared to the old profiles, with the new ones placing a much greater focus on your digital involvement, your online presence, as well as the connections different profiles have between each other. In other words, your profile’s worth is determined by who you associate with more than anything else and how much you interact with other users. Additionally, certain smaller changes have been brought to the profile’s layout, making the important elements more visible and the unimportant ones less prominent. At the moment, you need to request the new profile in order to be able to benefit from its features, and it’s recommended you do so seeing as how it brings greater social advantages, and in the end, everyone will end having to make the switch one way or the other.
Finally, the last tip on how to get the most out of your LinkedIn experience revolves around company pages. While in the past they were quite underestimated, company pages are now more useful than they ever were. They are a very good way of seeing what jobs any company registered with the network is announcing, as well as any updates and future plans they may have. If you have your own company, you should definitely create a page in order to announce your job listings and inform people, effectively improving your online visibility.