An Expert Guide on How to Use LinkedIn Effectively for Business

An Expert Guide on How to Use LinkedIn Effectively for Business - how to use LinkedIn effectively

“An Expert Guide on How to Use LinkedIn Effectively for Business” written by Mike Marko.

If you’re a business owner, you can benefit from learning how to use LinkedIn effectively.

LinkedIn is the world’s largest professional networking platform today. It has more than 575 million members. Of those, 260 million are active every month, and 40% of them log in daily.

That means around 100 million users to whom you could be marketing every day.

That’s why many brands now use LinkedIn to advertise and gain publicity online. More than that, they use it to show off products and achievements, recruit talent, build business partnerships, and more.

If you want your business to do these things on LinkedIn as well, you need to learn how to use LinkedIn effectively. I’m going to show you how to do that today.

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How to Use LinkedIn Effectively for Business

Simply having an account on LinkedIn doesn’t give you a shortcut to success. Learning how to use LinkedIn effectively means actually using it, not just being on it.

“Big deal,” you’re probably thinking. Everyone knows activity is necessary when you’re marketing on a social network, right?

But some might say it’s even more important when you’re talking about LinkedIn. That’s not just because users on the platform tend to be more open to marketing campaigns, by the way.

It’s also because there’s such a big opportunity for active marketers here that a lot of businesses aren’t seizing.

For example, even though LinkedIn is the top content distribution channel for B2B marketers, fewer marketers take advantage of it than you might think.

LinkedIn has 9 billion content impressions per week. In spite of that, only 3 million of LinkedIn’s users share content each week.

That means of the more than 575 million using LinkedIn, less than 0.5% are sharing content for their marketing weekly.

So there’s space here for those willing to do serious content marketing, among other things. But again, it depends on your being able to learn how to use LinkedIn effectively.

Fortunately for you, I’m going to show you how to do just that.

Below are the important steps on how to use LinkedIn effectively for business.

Since we’ve already started with the opportunities for content marketing on it, let’s continue with those. We’ll start our list with tips on publishing and sharing relevant content for your followers.

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Publish and Share Relevant Content

If you want to know how to use LinkedIn effectively, you should learn to do content marketing. That involves knowing who your audience is and what they want to see on LinkedIn.

The rule is to publish and share content that will benefit your followers. Don’t release content that only promotes your company.

Even if LinkedIn users tolerate aggressive marketing better, you see, you still need to offer them value. Doing that can lead them to the idea that your brand and its products will also be useful to them.

So how do you figure out which content is relevant to your target customers?

Create an audience persona. An audience persona is a representation of your ideal clients or customers.

After you’ve identified your audience persona, you can flesh it out with the help of questions that lead to content ideas. Ask yourself questions like these about the persona as though it were a real person:

  • What is this person’s goal in life?
  • What dreams or aspirations does this person have?
  • What challenges does this person face? Can you solve any of them?

And so on. You can also do industry trend research by checking out what topics your target customers are currently talking about in your niche. You can even get ideas from competitors’ content marketing.

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Get More Followers

Publishing useful and informative content is also a way to gain new connections and followers. There are many other ways to do it when you’re learning how to use LinkedIn effectively, though.

You can also try posting a LinkedIn badge on your website, for instance. Website visitors can click that badge and it will lead them to your LinkedIn business page.

You can also try adding your LinkedIn information to your email signature.

This is actually one of the basic steps for learning how to use LinkedIn effectively. If you do it, an email recipient can click the link provided and be sent to your LinkedIn profile.

You can ask your staff or employees to promote the company page on their personal accounts too.

You can also add your LinkedIn information to your business cards. You can give them to your personal clients or on-site customers so they’ll also find you on LinkedIn.

Use Tracking and Analytics

I already talked about the importance of publishing relevant content when learning how to use LinkedIn effectively.

One of the best ways to do this is by monitoring which of your already-published content or posts people like best.

Monitor and track your posts so you’ll determine what topics work and what don’t. How? By using LinkedIn’s own tool for it.

LinkedIn has a feature called Company Page Analytics. Using Company Page Analytics allows you to do these things:

  • Evaluate engagement on your posts,
  • Identify trends, and
  • Know your follower demographics.

By using Company Page Analytics, you can also learn more about your page traffic. This LinkedIn feature is free to use and obviously very informative.

But before you can use LinkedIn Company Page Analytics, you naturally need a company page.

Don’t have one yet? You can read my previous blog post about how to create a company page, then. You need to do it right to learn how to use LinkedIn effectively.

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Experiment with Video and Photos

In 2017, LinkedIn finally joined the ranks of social networks allowing video uploads on their platforms. If you want to learn how to use LinkedIn effectively for marketing, learn to take advantage of that.

Using the mobile app, you can take a video or photo and post it to your timeline. Use it to do any of the following things:

  • Share products and services,
  • Promote events, or
  • Simply provide useful data to your customers.

You may even upload photos or videos that just show what it’s like to work at your company. Or upload ones that show people how your products/services are made.

The idea is to show what your brand does — which is actually a very effective marketing method. After all, this is one of the main purposes of all marketing campaigns.

They’re supposed to show what your brand is about.

Don’t forget to tag people who show up in the videos or photos, by the way. It can help you promote the content too.

Create LinkedIn Showcase Pages

LinkedIn has a new feature called LinkedIn Showcase Pages. It’s a useful tool in how to use LinkedIn effectively.

The LinkedIn Showcase Page feature helps companies highlight important content and areas of their business. You can also use it to share content with a specific audience.

The LinkedIn Showcase Page is an extension of your company’s LinkedIn profile. It’ll allow your company to put out more content and publish messaging that is more relevant to more of your target audience.

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Final Thoughts on An Expert Guide on How to Use LinkedIn Effectively

In today’s blog post, you learned about the different things to do when learning how to use LinkedIn effectively.

Promoting your product and services through LinkedIn is a great opportunity for your business. As I’ve mentioned above, LinkedIn is one of the best marketing tools for business owners.

They just need to figure out how to use LinkedIn effectively to get all they can out of it.

Adding LinkedIn to your online marketing strategy will surely help you do the following things:

  • Expand your network,
  • Find clients and possible customers, and
  • Create a professional image for your business.

As a business owner, you need to make the most of what LinkedIn has to offer. It can help you find new leads and connections that can lead to publicity.

Let’s recap the steps to follow in order to learn how to use LinkedIn effectively:

  • Publish and share relevant content to get audience attention.
  • Use different methods to get followers.
  • Use tracking and analytics to keep an eye on your own performance.
  • Experiment with video and photo material.
  • Make use of LinkedIn Showcase Pages to spotlight important areas of your business.

But before you try any of the steps above, make sure you’ve created a worthy business page for your company.

Again, I’ve already published articles on the topic. You can review those for help. For example, try tips when creating a new company page on LinkedIn.

If you have more questions about how to use LinkedIn effectively, leave them in the comments section below.

Be sure to check out my Starter’s Guide to LinkedIn Marketing.  You can also check out this LinkedIn Marketing 101 Guide for Business.

If you need help with your LinkedIn account, planning your services and/or products, running marketing campaigns like Facebook ads, or creating capture pages or lead magnets, then feel free to contact me and we can talk about the different consulting options we offer. Or use the link below to apply for your “results in advance” free consultation and let’s get started right away:

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Suggested Articles:
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3. The LinkedIn B2B Advertising Campaigns You Should Study

An Expert Guide on How to Use LinkedIn Effectively for Business - Mike Marko

Author: Mike Marko
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Article:  An Expert Guide on How to Use LinkedIn Effectively for Business

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