For those of you who haven’t had a chance to check out LinkedIn yet, this is the perfect opportunity to learn about what it is, how it works, and how you can use it to its maximum potential.
In short, LinkedIn is a social media platform mainly oriented towards B2B interaction and job-seeking. It is an absolute must for people who want to build their work history and success. LinkedIn works as a pseudo-CV since, as an individual, you can showcase plenty of information about who you are and what you do (or used to do). As such, it is a perfect place for businesses and companies to find employees, or vice versa.
However, the most important aspect of LinkedIn is its marketing potential. While it might not sound intuitive at first, LinkedIn is actually the leading choice for B2B marketers; much preferred to the most common social media platforms such as Facebook and Instagram. Twitter comes at a close second place but mainly due to its ease of use and quickness.
In fact, when we talk about the specific numbers about content distribution, Linkedin was the first choice of 94% of B2B marketers that took the poll; Twitter is at 80%, Facebook and Youtube share third place with 77% and Google+ coming in last with 61%
In this article, we’ll go through the basics of LinkedIn marketing as well as pointers on how to consistently get 100% from using LinkedIn.
What is LinkedIn Marketing?
Many people that don’t use LinkedIn on a daily basis but have heard about it or visit it sometimes don’t know that it is a perfect place to promote various aspects of a company. Whether it’s about driving traffic to your website or promoting your skills, there’s no better place to do it than there.
See, LinkedIn isn’t only for the hardened professionals and job seekers; instead, it is a melting pot of experiences, skills, and abilities in an endless number of markets. Because of this, it’s almost guaranteed that people will read and see whatever you post, especially if it’s a blog post with substance.
Research has shown that Linkedin is responsible for 64% of all corporate website visits originating from social media channels. Similarly, 80% of LinkedIn members wish to connect with companies to improve their decision making. Finally, it must be said that LinkedIn generates more leads for B2B companies than any other social media channel (Facebook, Twitter, etc.) or blogging, individually!
Also keep in mind that LinkedIn marketing does not mean ‘hard-selling’. Purposeful hard selling on Linkedin just doesn’t bring results. You’ll simply be sharing information that may or may not motivate people towards your ideals. This is why it’s important to provide interesting content.
Why is LinkedIn marketing important?
In such a professionally-oriented environment filled with businesses looking for new things or people searching for jobs we find that marketing has to be concise and precise. As said before, it’s almost a guarantee that many people will see what you post plus, they already know what they want. If you hit the bullseye with your marketing campaign, the generated leads and website visits will be immensely powerful.
The people who read your blog post will share it with others, who will share it with even more people and so forth.
At least a couple of these people are business owners looking to interact with you. In short, LinkedIn isn’t visited just by B2B, job seekers and business owners. It’s also visited by potential clients (for you that is). So there are plenty of open options for you to think about when creating a marketing campaign on LinkedIn.
What are the benefits of LinkedIn Marketing?
The main benefits that LinkedIn offers when creating a marketing campaign are lead generation, website traffic, and building brand awareness. Let’s go over them in more detail:
Lead Generation – Due to how LinkedIn was conceptualised and how it’s used today, generating leads has never been easier. With quality content and inviting headlines, your marketing campaign can drastically improve lead generation. People are always willing to learn more, especially if said content is about their field.
Website traffic – Website traffic greatly contributes to your business’ success. Convert those leads into potential clients by providing a richer experience on your website so when they open your blog post, there’s more to see. User experience plays a big role in keeping website traffic steady so make sure to keep this in mind when creating your marketing campaign.
Brand awareness – Each social media has its pros and cons and selecting the right one to build brand awareness is key in achieving success. Because LinkedIn is a professional platform, it doesn’t rely too much on imagery (like on Instagram) or video content (like Youtube), though such content can benefit your marketing campaign if done correctly. LinkedIn marketing brings in the exact type of people you want based on your marketing campaign and brand awareness can be increased quite efficiently.
How to set up a business LinkedIn page
Creating a LinkedIn business page is straightforward and quick. However, it’s best if you take time to perfect the page and add as much information as possible. The process itself is as follows:
Log into your LinkedIn account
Click the ‘work’ icon; it’s positioned in the top right corner
Click the ‘Create a company page’ button
At this point, you have a couple of options. Choosing a page for a small, medium or large business. Obviously this depends on what your plans for the future are and where you are now with your business.
The other option is creating a ‘showcase page’. This option should only be selected when you already have a main business page because the showcase page serves as promotion for another part of your business.
From here the process continues:
Enter all relevant information (page identity, company, and profile details)
Check the verification box (it serves to confirm you have the right to create and act in the name of that company regarding page creation)
Click the ‘Create Page’ button
After that, you’ll be able to finalise the page by clicking the ‘Start building your page!’ button.
How to market on LinkedIn
There are a couple of vital steps you must take when marketing on LinkedIn. These will prevent any errors or misjudgements during the creation process of your marketing campaign. They also serve as a reminder to always maximise what you are doing because only then will you achieve your goals.
Optimise your page
This simply means to fill out all the fields related to your company’s page. Put your website in, select the industry, headquarters, company size, founding year, and much more. This will give visitors the opportunity to quickly learn more about you before choosing to visit your website for more in-depth information.
Publish valuable content
The content you post should always cause intrigue and interest in the reader whilst also not giving them too much, especially certain practices you use within your company. Cause them enough interest to visit your website but not too much; they might not want to visit your website if they can already learn everything about your company from LinkedIn itself.
As for blog posts, they must be entertaining, knowledgeable, and backed up by facts. Choose a ‘voice’ that corresponds with your company’s ideals and character. Make it feel personal. Get them to love the industry you’re in and aspire to do business with you.
Ask employees to share posts
If one person shares your post and has 100 connections, only a 100 people will see that post. If 20 people share the same post where each has 100 connections, it’ll be potentially seen by two thousand people. The numbers are in your favor!
Use the ‘Matched Audiences’ feature to run ads
The matched audiences feature is perfect for specific targeting of your marketing campaigns. It allows you to create unique groups of people or companies to whom your posts will be presented.
You can learn more about matched audiences by watching this short and informative video by LinkedIn
Appealing videos and images
Sometimes, a text post is not enough, nor is sharing a link to your blog post. Enrich your LinkedIn posts by using videos and images that attract readers. The videos don’t have to be long (ideally between 3-5 minutes) and make sure the images are personalised in accordance with your brand’s image.
Check performances of posts regularly with LinkedIn Analytics
Monitoring your marketing campaign’s performance is something you’ll be doing throughout its entirety. There’s no better way to do this than to use analytics. LinkedIn has you covered because it has an analytics section where you can check how your posts are doing, how many people they’re reaching, etc.
Start your LinkedIn marketing journey with Tek Def!
The best way to achieve success is to give it your all. This guide was created in order to help you understand the basics of LinkedIn marketing, as well as to train you in specific aspects of promoting your business
However, this is just the tip of the iceberg; LinkedIn marketing goes much deeper and covers a wide range of content. Let us help you create a legacy by making your LinkedIn page perfect. Contact us for creating constructive and personalised LinkedIn solutions with peace of mind.