How to Use LinkedIn to Market a Business

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What Is LinkedIn?

LinkedIn is a social media platform that can be used to build brand awareness and relationships with consumers. Through participating in industry discussions and posting engaging content, you can use LinkedIn to market to potential customers and partners and grow your professional connections.  

LinkedIn is the largest resource for B2B marketers with over 675 million users, and 40% of those users using the site daily. This means that there are over 100 million professionals available to be reached every single day. According to SimilarWeb, LinkedIn received 1.17 billion visits from June 2020 to November 2020.

LinkedIn is an invaluable addition to any digital marketing strategy and has helped 45% of marketers with customer acquisition.

Why LinkedIn Marketing?

LinkedIn is different to other social platforms as it is much less about selling or marketing your products and services. In fact, blatantly pushing your business and hard-selling products is highly frowned upon throughout the platform. Instead, LinkedIn requires a different approach to marketing in order to get the results you want and appeal to your connections and other businesses.

So then why market on LinkedIn? That’s an understandable question to have when the process of marketing seems so different from the norm. After all, you want to make sure your efforts go into a platform that can deliver real results. Here’s a quick breakdown of some of the benefits LinkedIn marketing has been shown to have:

• Compared to Facebook, LinkedIn generates leads more effectively by 277%.

• LinkedIn accounts for 80% of B2B leads.

• LinkedIn also accounts for nearly 50% of the total social traffic coming to B2B sites.

• It is the top choice for professionally relevant content, with a little over 90% of executives choosing this platform.

• LinkedIn has helped 45% of marketers improve their customer acquisition.

The benefits of LinkedIn in a professional environment far exceeds the other popular social media channels out there, therefore you should focus your efforts on LinkedIn marketing and optimise any strategy you might already have to reap the advantages.  

Our Top LinkedIn Marketing Tips to Grow Your Business

1. Identify your goals.

Just like with any marketing initiative, clear goals are necessary to formulate a marketing plan that works. Some of your goals may include increasing your brand profile, generating and capturing leads, driving relevant traffic to your website, or promoting event appearances. Once your goals are established, it’s easier to formulate a marketing plan that works for you.

2. Complete your company profile.

First impressions are key! Your company profile will become the heart and soul of your online brand and will be the first thing most people see when they click through to your page. Company pages with fully complete profiles receive up to twice as many visitors than those with incomplete page profiles. Make sure you upload a high-resolution company logo and cover image that captures your brand well.

3. Create a consistent posting schedule.

According to LinkedIn, businesses that post at least once per month have shown to gain followers 6x faster than those that don’t. Scheduling posts is the best way to ensure you keep up to date with your posting schedule, and never miss a post.

4. Engage your colleagues and employees.

Your colleagues and employees are one of the most influential groups of people that can help with your LinkedIn marketing. They can boost your LinkedIn content while simultaneously increasing the visibility of your company page.

You should encourage your employees to fill out their LinkedIn profiles to include your company name in their current work experience. This allows their connections, or profile viewers, to easily click through to your businesses page. According to LinkedIn, it also makes your company more visible in search results both on and off LinkedIn.

5. Promote your company page beyond LinkedIn.

LinkedIn recommends a few cross-promotion strategies in order to experience the maximum growth rate. It takes a co-ordinated effort across all your digital marketing platforms in order to see consistent growth over time.

Final Word

In summary, when used effectively, LinkedIn is a useful marketing tool that can help take your business to the next level and create lasting connections with consumers. It’s too effective to not be utilising on some level or another. Check out our LinkedIn profile here and be sure to give us a follow!

I hope you've enjoyed this read, watch out for more content on our blog every Friday!

From The Team @ Cloud9 x