LinkedIn is not just for professionals and those looking for jobs – you can also use it to grow your business and market to potential clients or customers. The platform gives you and your business exposure to millions of connections that you can use to build relationships with individuals and other companies to grow your brand.
This is your complete guide on how your business should be using LinkedIn for marketing in 2023.
What is LinkedIn marketing?
At its core, LinkedIn is a professional social network platform where people can connect and communicate with like-minded industry professionals. As of January 2022, there are 722 million users, making the marketing potential for the platform vast.
When it comes to social media marketing, you may want to put all your resources towards the likes of Facebook, Instagram and Twitter. While these are fantastic platforms for reaching your target audience, LinkedIn is not to be underestimated as the world’s largest professional social network. In fact, LinkedIn generates leads 227% more effectively than Facebook and Twitter.
How to use LinkedIn for Business
Before you can begin to use LinkedIn for your marketing purposes, you first need to establish a presence for your company on the platform:
Step 1: If you haven’t already, set up a user account for yourself. This individual profile will act as the administrator for your Company Page.
Step 2: Create a company page by selecting the ‘Work’ icon in the top right. From here, scroll to the bottom of the menu and click ‘Create a company page’.
Step 3: There will be four options available, and once you have chosen the one applicable to you, you must fill in the details.
Step 4: With your page now set up, it’s time to optimise. First ensure that you have completed the additional information section, as it will improve your LinkedIn SEO and get you shown in the search results. For other optimisation: add keywords in your description, follow three key hashtags, and add a custom button.
Step 5: Build up your page following by sharing it on your individual LinkedIn profile, company website and other social media platforms. You can also ask your employees to update their profiles so people they engage with will be able to discover your company. The most effective way to generate a following is by sending out invitations to your LinkedIn connections, although you cannot guarantee them accepting and you are limited to 100 per month.
Paid Advertising on LinkedIn
If you have the budget to spend on paid advertising on LinkedIn, it may be worth it as research states 4/5 of LinkedIn users have the power to influence business purchase decisions.
- Sponsored posts
- Sponsored text ads
- Sponsored messaging to a user’s LinkedIn inbox
- Dynamic ads that can include a user’s details: name, profile picture, employer.
- Sponsored job ad listings
- Photo carousel ads
LinkedIn Marketing Best Practices
Consistent posting schedule
Building trust with your connections is essential, and can be achieved by you having a regular publishing schedule – be that daily, weekly, or once a fortnight. But don’t be too ambitious – make sure your schedule suits you and your company so that you can maintain it.
Use hashtags
Not only can a hashtag add emphasis to your content, but it can also improve your marketing strategy too. By hashtag-ing relevant keywords to your post and business, you can tap into your desired audiences. Aim to include 5 hashtags in your posts, but ensure the number of people that follow them vary. This is because related but lesser-followed hashtags will act to narrow down the reach to an audience who are likely to be interested and engaged.
Utilising LinkedIn Profiles and Pages
You have the option to publish content on both your individual LinkedIn profile, as well as the company page you have set up. If you are sharing more personal professional achievements and news, you may want to opt for your own profile as this content does better there. However, knowledge sharing and industry insights on your company page may offer others in the industry to follow and engage.
Creating posts of varying lengths
Your LinkedIn strategy should include both short and long-form posts. This variety will open up your audience as you cater for a range of users rather than just one type. You may also want to consider sharing slideshows, videos and infographic images for users that prefer visual content rather than text-based posts. This strategy will keep your content fresh and exciting, and people excited to see what you drop next.
Social media marketing agency topclick have the necessary expertise to help you grow steadily across a wide range of social media platforms, utilising the enormous reach available to target the customers you want to engage. Get in touch with us today for more information.