LinkedIn Marketing is the process of using LinkedIn to build connections, generate leads, improve brand awareness, promote business and relationships, share content, and drive traffic to your website. When you use LinkedIn to market your business, you’ll gain access to helpful features related to research, connections, and home building, to name a few. (Don’t worry, we’ll dive deeper into all of that in a moment.)
Why is LinkedIn marketing important? When it comes to social media marketing, it can be tempting to focus all your resources on the big three: Facebook, Instagram, and Twitter. These are great platforms for reaching your audience, but excluding LinkedIn makes your business a big deal. As the world’s largest professional network, LinkedIn generates 227% more traffic than Facebook and Twitter, so it is an important marketing tool for your business.
LinkedIn was launched in 2003 with a focus on networking, creating jobs, and sharing ideas. The platform allows its members to connect and share content with other professionals, including colleagues, potential employees, business partners, competitors, new employees, and customers.
Ways you can use LinkedIn for marketing
That’s why having your business on LinkedIn is so powerful – the platform is a fantastic marketing tool. For quick instructions and tips below, watch our video on “How to Use LinkedIn for Business and Marketing.”
LinkedIn Marketing Best Practices
- Know when to use a LinkedIn profile and a LinkedIn page.
- Create messages of different lengths.
- Share stories that are external to the platform.
- Keep your mailing list consistent.
LinkedIn allows you to drive traffic to your website, find leads, share your expertise through thought leadership content, and grow your network. These are just a few of the reasons why LinkedIn is a great platform for any business. Here’s another trick to incorporate LinkedIn into your social media content strategy.
Hashtags are often used to emphasize LinkedIn posts, but they actually serve a purpose that can enhance your marketing strategy. These simple phrases preceded by hashtags are gold for breaking into new audiences, industries, and new niches. But using too many, or worse, the wrong ones can limit your reach.
This means that you will need to strike a balance between relevant and popular hashtags by researching hashtags on LinkedIn. Use the search engine to search for a broad hashtag first. For example, if you work in growth marketing, start by searching #growthmarketing to see how many people follow the hashtag and how often it is used.
Know when to use a LinkedIn profile vs. a LinkedIn page
LinkedIn pages can be followed without sending a link and waiting for approval. This means that when a Linkedin user shares your page with their connections, those people will be able to follow your page and see your business content directly, which has high engagement potential. Each of them works with LinkedIn’s algorithm, but you will have different tools that you can use to grow your audience.
LinkedIn profiles can be followed, but what sets them apart is the ability to have personal conversations with connections asking to join your network. If you’re a consultant, work in direct sales, or choose to do one-on-one business, you’ll want to get a LinkedIn profile to take advantage of this. These two companies of LinkedIn can work together to create the best marketing strategy.
For example, you can register as an employee of your company by registering your company’s LinkedIn page as an employer in your personal profile. This way, when a visitor lands on your profile, they will also see your page.
Create messages of different lengths
Quick and bold packs a punch on LinkedIn. Long stories attract readers’ attention and lead to long wait times on the app. Both types of posts should have a place in your LinkedIn content strategy.
You don’t want to be known as someone who only shares monologues because your network won’t have time to read them. Along the same lines, too many short posts can seem pointless, which can make you look less competent as a thought leader. Changing the length of your posts (and adding images and videos) can keep your content fresh and relevant to your network. You have to have content that will attract people to see the next gem you drop.
Share content outside the platform
Unlike other platforms like Instagram, LinkedIn’s algorithm supports external links to blogs and websites. As long as the content you post is useful and relevant to your audience, you will be successful in posting other content on the platform. While you don’t have to worry about crediting the author if you link to their website, it’s not a bad idea to tag them in your post or use their hashtag to give credit. Sometimes they will share your post with their followers or comment under the post which introduces your profile to their audience. How good is it?
Keep your mailing list consistent
Recognized as a platform for having one of the longest content lives, LinkedIn is a platform that does not need a “24-hour publishing process.” What he needs is stability.
Whether you post daily, every other day, or even once a week, your network will expect your content regularly, which builds trust. Choose a method that works for your business and stick with it for a month. See the dates and times that will get the best engagement and add them to your posting schedule. Below, we will cover some effective ways to use the LinkedIn platform.
These tips can be tailored to your needs, whether you have a personal LinkedIn page, a professional page, or both, regardless of your company or size. However, you’ll find that some of the points we’ll cover are more suitable for companies looking to create awareness or share content, while others are more suitable for people looking to recruit.