LinkedIn is the world’s largest professional networking platform and one of the most influential social media networks, with more than 756 million members in more than 200 countries and territories worldwide.
LinkedIn has historically been used by recruiters and job seekers who needed a location to publicly show their CVs, professional career history and highlights, skills and education. Businesses created LinkedIn profiles where they could list current vacancies.
In recent times, LinkedIn has been actively building out its platform to be more than jobs. While it is still a go-to location for users to scope out businesses, current and potential employees and clients, it has become a location for users to build their own personal brands and for brands to fortify their positions as industry and thought leaders.
LinkedIn is designed for businesses, so conversations on the platform are productive and can make buying decisions easier; it is a platform that dominates lead conversions. The most successful brands on LinkedIn are the ones who are utilising engagement strategies that ensure they are in front of their target LinkedIn audience. They do so by making full use of all (and the newest) features LinkedIn has to offer including live broadcasting, Stories, images and videos, sales insight tools and product pages.
How to Create a LinkedIn Business Page
In order for a business to succeed on LinkedIn, it needs a LinkedIn company page. To create a LinkedIn business page, visit the LinkedIn Pages section on the LinkedIn Marketing Solutions website and click “Create your Page”. Alternatively, click the “Work” dropdown in the LinkedIn tab bar, and click “Create a Company Page” at the bottom.
Then, select the appropriate Page type for your company. You have a choice of “Small business”, “Medium to large business”, “Showcase page” or “Educational institution”.
Once you have clicked the appropriate category, fill in the company details page. Ensure you have no spelling errors in your name, tagline or website links. LinkedIn provides a page preview as you add content to give you an idea of how the final page will look. When choosing a LinkedIn public profile, you should try and have the same handle as your business does on other social media sites. This will make you easier to find on LinkedIn.
Although not a necessary step to LinkedIn, it is highly recommended that you upload a logo and tagline to your Page. LinkedIn business pages with a logo receive six times more visits than those without.
Then, press “Create page”. Now you have the bare bones of a LinkedIn business page. While you can stop here, it’s not a good idea to. You should complete your page by adding more detail about your company. This will give visitors information about your company and improve your ranking within LinkedIn and Google search results—complete LinkedIn business pages receive 30% more views.
To complete your business page, click the pencil icon on the profile under your company’s name.
The company description is where you can tell visitors about your mission, values, vision and offer an overview of your products and services in a few short paragraphs. The description should continue your brand voice to provide authenticity. Include SEO keywords in your description as Google’s results preview up to 156 characters of your page’s text.
You can add multiple locations to your LinkedIn page. If you have global locations, make sure you add them all. This will increase your search rate and visibility on the platform.
Using LinkedIn hashtags will make your LinkedIn business page more searchable. Ensure you are using hashtags specific to your industry but are still commonly used.
To make your business page look as professional as possible, you should add a cover photo. This image should reflect your business and remain on-brand. It’s best to avoid images that are too cluttered as this can detract from the information available on your page. The recommended size is 1584 x 396 pixels.
LinkedIn offers business pages the chance to add buttons. These buttons can call viewers to action and include examples such as “Visit website”, “Contact us”, “Learn more”, “Register” and “Sign up”. Make sure any links and URLs applied are correct and will lead users to the right landing pages.
LinkedIn is a global platform, meaning it allows brands with global audiences and locations to be location-specific. You can change your name, tagline and description into over 20 different languages.
How to Build a LinkedIn Marketing Strategy
Now you’ve built a LinkedIn company page, how can you use this to perfect a LinkedIn marketing strategy? LinkedIn can help build brand awareness, increase website traffic and generate leads. However, as it is primarily geared towards B2B marketing, it requires a different marketing strategy than other social media platforms.
1. Define your goals
As with any social media marketing strategy, you need to know why you want to use the platform and what you want to gain from it. Once you have outlined your ultimate LinkedIn marketing goals, you can begin to build the steps needed to complete the goals.
Some examples of goals are:
- Build brand awareness
- Generate qualified leads
- Strengthen brand reputation
- Engage your target audience
- Sell your products or services
2. Know your LinkedIn audience
Once you know your LinkedIn marketing goal, you need to know your LinkedIn target audience. Knowing exactly who your target audience is will help you develop the type of content to post on the platform.
For LinkedIn, you should outline your audience demographics based on job title, location, industry and other career/business relevant information.
To understand your existing audience, use the analytics section within your LinkedIn company page. This tells you more information on your followers and page visitors. Knowing this, you can tailor your content strategy and posting times to your audience’s needs.
3. Optimise your LinkedIn company page
We have already discussed creating a LinkedIn business page and the importance of aesthetics (uploaded brand logo, title, tagline and cover photo), but you should also optimise your LinkedIn business page for search. An optimised company page can give you increased visibility on and off the platform.
One of the best ways to optimise your LinkedIn business page is to provide links to your page. These links could be across your website, blog, newsletters or other social media profiles. Additionally, you should encourage your employees to update their own personal LinkedIn profiles to include your company. This adds an extra link someone could click through. Creating more links to your company page boosts your inbound link profile, something that heavily dictates the search engine ranking of a page.
Keywording is vital to ensure high-quality SEO rankings. They are just as important and influential on a LinkedIn page as they are on a website or blog post. Identify key terms and phrases your target audience is likely to use when searching for products or services within your industry and incorporate them into your company description.
Aside from encouraging engagement, posting relevant content regularly can improve your search engine rankings. Everything you upload, and share will be indexed by Google and other search engines to help your page climb the ladder of search results.
4. Analyse competitor pages and activity
Benchmarking yourself against competitors is important when building a LinkedIn marketing strategy. LinkedIn provides a feature called “Companies to track” that shows a list of companies on LinkedIn that are similar to yours and reveals their key metrics. You can benchmark total followers, follower growth and social media engagement.
Monitoring these can help you understand what type of content performs well, when the best time to post on LinkedIn is and where you need to develop your own business page.
5. Promote your LinkedIn company page
It’s all good and well having a beautiful Linkedin business page, but what use is it if no one is looking at it? Promoting your business page and encouraging people to follow it is crucial to a successful LinkedIn marketing strategy.
Promoting your page guarantees all your updates will show in your audience’s LinkedIn feed. This, alongside a high follower count, increases the reach and credibility of your company.
The fastest way to gain followers is to have your employees and colleagues follow the company page. You could also add a “Follow” button linking to the business page at the bottom of email signatures, newsletters, blogs and websites.
Benefits of LinkedIn Marketing
You can accurately target your desired audience
A key benefit of using LinkedIn for business is that it has advanced targeting capabilities. You can narrow your target audience down by location, job title, company name, industry, education, interests and more. BY using “And/OR” statements, you can find potential audience members easily, no matter how niche a market.
In addition, LinkedIn offers Sponsored InMail where you can send personalised messages to chosen audience members. With this, you can encourage them to download exclusive content, sign-up or register for an event or motivate users to find out more/purchase a product.
You can tailor your LinkedIn budget
As with other social media profiles, you can tailor your budget for each campaign. You are able to edit your budget and bids in response to your campaign’s performance to ensure you are seeing the best return on investment possible. However, it is important to note the minimum spend for LinkedIn ads is $10 per day.
LinkedIn boasts a variety of ads
When advertising on LinkedIn, you can use text, images and videos that are available in different ad formats including carousels, email ads and more. Each type of ad has its own benefits so it’s best to test out a few different types of ads to see which ones resonate with your audience and brand messaging.
The list of ads available include:
- Sponsored content: these are the ads that are “Boosted” posts within your news feed. They typically include carousel ads, display ads and video ads.
- Sponsored InMail: a personalise inbox message
- Text ads: similar to Google search ads in the sidebar
- Dynamic ads: a personalised version to promote jobs, content downloads, LinkedIn page or drive traffic to a website. Also appears in news feeds.
Tips to Boost Your LinkedIn Presence in 2021
Don’t overload on posts
Consistency is key when creating a content plan, but posting too often on LinkedIn can be detrimental to your presence and engagement.
Businesses and LinkedIn influencers who less than 30 times a month see the most engagement, when compared to those posting 50+ times.
Posting high-quality and valuable content 2-3 times a week is optimal for engagement. The best time to post on LinkedIn is usually in the morning. This gives the post time to build engagement throughout the day, so when most people are online in the evening, the algorithm will show your post more.
Share visual and video content
Audiences are drawn to visual content—articles with images receive 94% more views than those without. LinkedIn allows posters to share images, videos, slides, podcasts and even documents.
When uploading to LinkedIn, the platform favours content that is uploaded directly to LinkedIn, rather than posting a link to another site that hosts it.
Host your own events
LinkedIn is an ideal location to promote your business as an industry and thought leader. Hosting your own events (online workshops or seminars, for example) on LinkedIn can help solidify your position. LinkedIn Events can be used to find communities, grow audiences, network and learn or share new skills.
Livestreaming has become popular across the whole social media sphere. Brands can use LinkedIn Live can lead to more authentic interactions from audience members. You could host an open conversation with LinkedIn influencers and other thought leaders relevant to your industry.
Live videos on LinkedIn receive more engagement compared to regular video uploads. There are 7X more reactions and 24X more comments.
LinkedIn for Business
LinkedIn continues to evolve to become a more influential platform. As we move to a new normal, new opportunities will form on the platform. Brands seeking to improve their LinkedIn presence should begin to maximise their potential on the platform now.
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