Using LinkedIn in Your Marketing

Since its very inception, LinkedIn has been a social media platform specifically for business affairs. This makes it an excellent platform for B2B marketing opportunities.

We want to explore how you can fully utilize your business’ LinkedIn presence. 

What Can LinkedIn Do for My Business Marketing?

There’s quite a bit of value to potentially gain from utilizing LinkedIn, with plenty of uses to take advantage of to benefit your organization:

• LinkedIn can provide another means of sharing your content to get it in front of more eyes, directing prospects back to your website to learn more.
• The platform can also be a great place to highlight your company, publicize its values and culture, and establish that aspect of your overall brand.
• Company accomplishments can be highlighted, celebrating them while subtly bragging to your followers about your capabilities.
• Sharing your information on LinkedIn can actively support your lead generation activities, as prospects and existing clients can be inspired to investigate further. 

So, it makes sense that using LinkedIn is worth your time. Let’s explore how to do so most effectively.

Your Abbreviated Guide to LinkedIn Success:

How to Design an Impactful Profile

You can almost view your LinkedIn profile as your personal resume on the platform, so a lot of what goes on LinkedIn will be very similar to what you’d see there:

• Any jobs that demonstrate your leadership experience, including relevant volunteer work.
• Any relevant education or training you have received.
• Any relevant skills you’ve developed, ideally with the context you use them in.

LinkedIn also lets you share a brief summary of your experience, philosophies, and abilities in more detail while customizing your personal headline and professional profile photo. You can also include up to three links, which you can use to direct people to your business’ website, blog, or elsewhere, and include plenty of details supporting your qualifications.

As you do so, consider what a business leader might want to ask you and craft your summary appropriately.

How to Create an Impressive Company Profile

If you have yet to set up a LinkedIn page for your business, it is a simple enough process. From your personal profile, click into the Work menu at the top-right of the page and select Create a Company Page. You’ll be prompted to supply your company’s name, select a URL, and confirm you have the right to create this page. After all this, you’ll be ready to build out your business profile.

As you do so, there are numerous things you can focus on—similar to your personal profile—to make it as influential and convincing for a visitor as possible. For instance, ensure that your business profile also features a quality photo of your building, workspace, or logo, and that your business summary highlights what you offer. Take advantage of the tab LinkedIn provides to list out your products and services, in descending order of importance, linking them back to your website and its service pages. You should also do your best to collect social proof on the platform through LinkedIn reviews.

Finally, make sure you are using your company profile to share useful information through high-quality content and request that any team members with a LinkedIn profile help by sharing it with their connections as well.

How to Engage Your Followers with Your Posts

There are a few different ways to share content on LinkedIn that you should consider utilizing.

First, there are posts similar to those that any social media platform offers. Make sure you use them to share topics that resonate with your audience by researching their needs and priorities, linking the solutions they seek to your services. Tagging people and companies can help draw greater visibility to your posts, too, helping you cast your net out farther.

Using hashtags can also help tie different posts together, allowing your followers to find similar conversations—but you should be careful to use them sparingly and with a clear intention behind them.

Finally, it is important to acknowledge that longer posts are much more acceptable on LinkedIn, so it may be to your advantage to take the time and create some more thought-provoking content that can make more influential impacts. Sprinkling handy tips and insights into these posts can add to your credibility, making you a more valuable contact for a prospect to have.

How to Advertise on LinkedIn

LinkedIn also provides businesses with numerous paid options to promote their operations on the platform. Sponsored content, or posts with an extended reach through paid boosts, can help you generate new leads when they appear on other LinkedIn users’ feeds and pages. Direct sponsored content is similar, except that it doesn’t appear on your business’ page and can be tweaked to improve its efficacy as time passes.

LinkedIn also offers a native version of pay-per-click advertising, which operates like what you’d see elsewhere. Similar to this, sponsored InMail is LinkedIn’s native email marketing option, where personalized messages can be sent as part of dedicated campaigns. The social media platform even offers retargeting options to tie your company’s contact lists with LinkedIn members and vice versa.

Embrace LinkedIn As a Tool

LinkedIn is not just for networking but can be used as a tool for building meaningful business relationships that drive growth. It is a versatile platform for any business looking to strengthen its B2B marketing efforts. 

By building a well-rounded presence through a professional profile, an engaging company page, and regular content sharing, your business can effectively showcase its strengths, build credibility, and reach more potential clients. Foster valuable connections and highlight your brand’s expertise in a way that resonates with your audience whether through organic posts or targeted ads.