There’s no better place to connect with business decision makers and business professionals than on LinkedIn. LinkedIn is the world’s largest professional social network and you may use the platform for your personal profiles but it is much more than just an online resume.
LinkedIn is the ideal platform for professionals looking to make industry connections but it is also a powerful marketing platform. Through LinkedIn, you can connect, learn, educate and inspire while generating leads for your business.
Before we dive into how you can use LinkedIn to market your business, let’s take a look at why you should be using LinkedIn for marketing, employer branding and lead generation purposes.
As per the stats above it is clear to see that LinkedIn is no longer a social media network designed simply for recruitment purposes. The platform has grown to become one of the most powerful B2B marketing tools available today.
Now that we understand why LinkedIn is important, let’s take a look at how you can use LinkedIn to better your business reach.
LinkedIn is one of the fastest-growing social media platforms and is known for its strong B2B marketing capabilities. LinkedIn has the power to build a strong professional network for businesses and it is important you use the platform to power your B2B marketing efforts.
Let’s take a look at how you should use LinkedIn to market your business better.
Your LinkedIn Page is the ideal place to tell your brand story and highlight your business values. It is a place to showcase specific information about what you offer as a business and it is important you build a page that is helpful to your connections and target audience.
The important content of your page includes your banner image, list of products and services, status updates and of course career opportunities within your business. Essentially, turn your LinkedIn profile from simply a place to find employees to a platform where you can get massive brand exposure.
Your LinkedIn business page allows you 200 characters to describe your business, what your business offers and why people should follow your company page. Work closely with your content team to craft the ideal brand description for your business.
A great LinkedIn Business page image and cover photo are, of course, vital but there are ways you can enhance your profile for greater visibility.
Your business requires a complete profile to ensure presence on the platform. By creating a compelling profile you help your target audience and connections gain greater insight into what you do as a business. With this in mind, it is vital you fully optimize your LinkedIn page.
There are a variety of ways to optimize your profile, some of the most critical include:
Then, of course, search engine optimization. Get your SEO team to make sure your LinkedIn page is completely optimized for the search engines by using the right keywords in the page’s description. This will help the Search Engines understand what your page is about, helping you rank in the search engine results when users are actively searching your services.
Understanding your target audience is one of the most important factors for any marketing strategy - and this includes your LinkedIn marketing strategy. LinkedIn offers Website Demographics, making it easier for you to get into your audience’s insights and capture their behaviours and traits.
The LinkedIn Website Demographics tool informs you about the types of page visitors you are receiving and what content they are engaging with on your page. You are able to use this data to target your content to the right audience and measure the impact and better your return on investment.
LinkedIn also offers a variety of automation tools that will help you target your audience based on a variety of demographics in order to generate high quality leads to your business. If you want to connect your sales team to LinkedIn, you are also able to log into the LinkedIn Sales Navigator and use tools to generate leads directly through LinkedIn.
Just like Facebook, Instagram and TikTok, it is important you keep your LinkedIn page active and engaging at all times. This is why it is important to put together a posting schedule. According to statistics, LinkedIn pages with the most engagement post 3-4 status updates a week and 1 - 2 thought-leadership articles every month.
Make sure to focus on what time you schedule your posts in order to reach your audience when they are active on the platform. It is also important to engage with users when they interact with your posts - this establishes trust and provides a great place for lead nurturing.
LinkedIn offers a variety of ad types designed to drive brand awareness or propel lead generation. The social media platform offers a diverse range of opportunities for marketers with the top ad formats being Sponsored InMail, Text Ads and Sponsored Content. Let’s take a deeper look:
However, one of the latest and most powerful ad options is LinkedIn Video Ads.
Video content is becoming increasingly important and if you want to leverage your LinkedIn profile significantly, and gain high-quality leads, then it's time to invest in video marketing.
LinkedIn offers great analytics and you are able to track the success of your page and your ads through the app itself. It is also important that you define your tactics and strategies and understand which advertising model is working best for your business. Consider performing an A/B test to figure out the ideal marketing strategy for your business.
This will ensure that your campaigns are optimized for your ideal audience and that you will reach the highest quality leads at all times.
Today, LinkedIn is no longer a place to simply find employees, it is vital for business marketing success. If you are beginning your LinkedIn marketing journey, the above tips will help you reach your goals and objectives.
Today, Social media continues to evolve at a rapid speed, heavily influencing how businesses communicate and engage with their customers. When used correctly, it can positively affect your brand's perceptions and be the driver of generating more revenue.
Whether you're a B2C or B2B business, social media is a radical part of digital marketing. At Nexa, we offer a full range of social media services with a proven track record spanning 15 years, which marked the start of these pivotal platforms.