A Guide to Marketing on LinkedIn

Often times, when businesses think about social media marketing, the first platforms that come to mind are Facebook, Instagram and Twitter. But what about LinkedIn? Can you use this networking platform to broaden the reach of your business? Even though many people view LinkedIn as a place to network and make professional connections, it may be worth considering as part of your social media marketing strategy. 

In May 2019, LinkedIn had more than 610 million users worldwide with over 303 million active users. 40% of these users visit the site daily. Knowing that 80% of B2B leads from social media come from LinkedIn, it’s clear to see this platform is essential to your campaign strategy. 

Marketing on LinkedIn provides opportunity to increase awareness through paid ads and amplify your social media. With paid ads, you can target audiences, locations and industries, but once your message is posted, the audience members can share your message with their network, helping you to reach an even larger audience. You can also develop thought leadership by posting informative content to your network, both as an individual and as an organization.

How to Develop a LinkedIn Marketing Strategy

Like marketing on any other social media platform, it is important to set goals and objectives for LinkedIn. Keep in mind that LinkedIn should be a piece of your overall marketing mix, not a standalone marketing channel. Think of ways this can be used for sharing blog posts, announcements or other pertinent information you want to share with your audience. 

Once you’ve defined how to measure your goals, think about ways to communicate with your audience. How often will you be posting? What kind of content will you post? Do you know if you will schedule posts out in advance? Once you determine the type of content and frequency of posting, you can determine which tools you need in order to plan for efficiency. 

Determining LinkedIn Marketing Goals

There are four goals to consider for your LinkedIn marketing strategy: reach, act, convert and engage.  For each goal, what type of content will you be posting? 

  1. Reach: For goals focused on increasing awareness, there are different LinkedIn features to help build a new audience. This can include LinkedIn Ads, individual or business status updates, influencer posts and sharing of content. 
  2. Act: For LinkedIn campaigns focused on getting your audience to take action, you can directly connect with new people, use LinkedIn Ads, increase referrals with influencers in your industry, share content on your feed or through LinkedIn email or with simple status updates. Depending on the call to action, your audience will hopefully try to learn more about the content you’ve posted.
  3. Convert: The best way to get people to convert on LinkedIn is through calls to action on your company page. Sharing content through email or status updates that includes a strong call to action will inspire your audience to take the next step in moving through the sales pipeline.
  4. Engage: If engagement is your number 1 marketing goal for LinkedIn then start conversations through the platform. If you post a company update, reply to comments and engage with your audience. Show that you’re willing to speak up and really get to know the audience you’re trying to win over. This communication can be done both directly and indirectly, depending on the updates and content you are delivering.

No matter what your goal is with LinkedIn, make sure the content you are sharing is exclusive to the platform. Don’t share the same post that you shared on Facebook. If your audience is overlapping, they are looking for unique content that can’t be found anywhere else. 

Other LinkedIn tips to keep in mind include:

  • Add LinkedIn sharing buttons to your website and emails. Let your current audience know which platforms you’re currently on. This is helpful for all social platforms.
  • Respond to questions in groups or on your feed. If people are asking for information that you already have, share that! This can help set your brand as a thought leader and build trust with your audience. 
  • Pay attention to who is liking and sharing your content, and like and share other people’s content, especially your existing followers and people within your target audience. Engage with the community.
  • Consider starting a group to share knowledge and highlight your expertise. Sharing knowledge can help build a new audience, and keep them engaged once they’ve discovered your brand. 

Do you still have questions about how to grow your audience on LinkedIn? Reach out! We’d love to hear from you!

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