7 Ways on How to Use LinkedIn for Business

7 Ways on How to Use LinkedIn for Business - how to use LinkedIn for business

“7 Ways on How to Use LinkedIn for Business” written by Mike Marko.

There’s a lot to be gained from knowing how to use LinkedIn for business.

LinkedIn is a social network that allows you to build credibility and professional connections. If you’re in B2B (business to business), you can’t afford to ignore the platform.

94% of B2B marketers are already using it to publish content. 80% of B2B leads from social media also come from it.

That’s because a good number of B2B brands’ target customers are on it, what with 45% of its users being in upper management.

To add to that, more than 2 new members join every second.

So learning how to use LinkedIn for business can be of great value for your B2B brand. But acquiring that knowledge takes time and a lot of trial-and-error.

Luckily for you, I’ve garnered enough LinkedIn experience to help you reduce the time and effort involved. Today, I’ll share with you my 7 foolproof tips on how to use LinkedIn for business.

How to Use LinkedIn for Business Effectively

LinkedIn is all about building networks and connections. It’s not only about the people you know but also about the people your connections know.

That’s the real power of  marketing on LinkedIn for business. It has the ability to tap into existing connections, create new ones, and grow your brand through sharing.

Want to do that for your own brand? Here are 7 ways you need to know on how to use LinkedIn for Business.

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1) Encourage Employees to Connect

Here’s a tip for how to use LinkedIn for business — your colleagues and employees are your best resources when you’re starting to grow an audience. Employees are also your biggest advocates.

Thus, adding them as connections will be beneficial for your LinkedIn profile.

When you add them as followers, they can easily tap you into their network. This helps in expanding your reach.

And wide reach is necessary if you want to know how to use LinkedIn for business.

Encourage your employees to share your content and engage with you too. Their interactions with you can actually be of help in fueling engagement.

You can also tell your company employees to mention their position in your company on their LinkedIn profiles. They can link to your website as well in their bio.

This can help you gain more exposure on the platform too. After all, it will encourage professionals who check your employees’ profiles to look up your business.

To learn how to use LinkedIn for business, learn to work with your circles—your employees, then your colleagues, then the people who know you.

With them sharing your content, linking to your website and engaging with you, you’ll have better chances of reaching new customers you couldn’t reach by yourself.

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2) Publish Valuable LinkedIn Content

No LinkedIn marketing strategy can go without involving high-quality content. It’s necessary if you want to know how to use LinkedIn for business.

Provide your followers with valuable content by posting articles or company updates regularly.

This can be in the form of text with links to your official blog or news and upcoming events on your business.

LinkedIn recommends a content publishing schedule of at least one post per weekday. Observing this will keep your LinkedIn account active and up-to-date.

You can also share relevant content from blog posts or news articles from other websites. Make sure that it’s still in your niche, however.

Otherwise, you may end up alienating followers or fans of your business. If they’re paying attention to your content, it’s because they want content on the topics you usually cover.

So to suddenly veer away from those topics may not be received well.

Remember that learning how to use LinkedIn for business is partly about knowing and pleasing your target audience on the platform.

Anyway, recall what I said earlier about using employees for your LinkedIn marketing? You can also ask them to help expand your content’s reach on the network.

Ask them to publish your articles on their LinkedIn profiles, for instance. This can help in boosting your company’s presence on the platform.

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3) Upload Rich Media Content

LinkedIn is a business-focused channel—but that doesn’t mean you should avoid including rich media in your content.

That’s because part of knowing how to use LinkedIn for business is knowing how to stand out on the network.

So you need to make sure that every post you publish has rich media content. You can include photos, videos, and other types of graphics.

Posts with images are more effective in getting followers to engage with you because these easily catches audience interest. The same for videos.

Apart from that, you can also link your YouTube channel to your LinkedIn account. YouTube videos play automatically in the news feed, which makes them easier for users to watch.

4) Join LinkedIn Groups

Learning how to use LinkedIn for business doesn’t just mean posting, sharing, and adding people as connections.

You also have to engage people who have the same interests as you… such as by joining a LinkedIn Group.

Why? Well, one thing you have to remember in how to use LinkedIn for business is that the platform was made for professionals to connect with other professionals.

So it would be more than a little odd if you didn’t take every opportunity it offers to connect with other people in your industry.

LinkedIn Groups are an example of such opportunities. They allow you to discuss relevant business topics with the people outside of your immediate circle.

Being in one also allows you to participate in a group discussion that can attract views to your Company Page.

This tells you joining a LinkedIn Group can help you network with other professionals and businesses in your field.

In fact, it’s practically a must if you’re at all interested in finding new contacts and partnerships for your business. That means it’s also a must in learning how to use LinkedIn for business.

Aside from joining in groups, LinkedIn also lets you create your own LinkedIn group. You can tag business partners to be in the group.

If you’re going to create a group or join a group that you want to showcase, you can add it as a featured group on your company page.

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5) Make Use of Showcase Pages

Showcase Pages function like subdomains of your Company Page that highlight a particular brand, product or event.

This allows companies with multiple brand messages to segment them easily and deliver them more effectively to their target audience.

LinkedIn users can follow one of these pages without following the main Company Page. That allows businesses to create content that caters to different audiences too.

So learning to make the most of Showcase Pages is important in how to use LinkedIn for business. Fortunately, they’re easy enough to make.

To create a Showcase Page, click the ‘Me’ icon at the top of your LinkedIn Page, then choose your company page under the ‘Manage’ section.

You can also click on ‘Admin Tools’ at the top right, then select ‘Create a Showcase Page’.

6) Understand the LinkedIn Algorithm

LinkedIn provides quite a bit of information about how its algorithm works. That’s something that you should understand better if you want to know how to use LinkedIn for business.

In a nutshell, LinkedIn’s algorithm is designed to make the homepage feeds more enticing and user-friendly. It’s focus is on quality content.

Among the things the algorithm measures is initial user engagement. That’s because it can be an indicator of the relevance, significance, or quality of content.

In light of that, make sure your posts speak to your followers, giving them reasons to engage with rather than ignore your content

There’s a bot that helps to evaluate your content’s quality. The algorithm also checks other types of content for spam so make sure you aren’t spamming anyone via direct messages.

Also, there are human editors who review content and determine whether it should continue to be displayed or even boosted. Again, their goal is to ensure the quality of the platform’s content.

That’s why the best way on how to use LinkedIn for business is to keep your posts valuable as well as interesting. Write for people and about things they’re interested in.

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7) Invest in LinkedIn Ads

One of the most effective ways on how to use LinkedIn for business effectively is to invest in LinkedIn ads.

Linkedin ads allow you to make laser-focused strategic decisions. They can also help you reach your ideal customers thanks to audience targeting.

There are many ad formats you can use on LinkedIn. Learning how to use them can help you figure out how to use LinkedIn for business the right way.

You can post as sponsored content. This can amplify your content’s reach so you get a wider audience than you could organically.

It also draws new interested people to your Company Page.

Make use of text ads too. These are pay-per-click ads that appear on the LinkedIn homepage, profile pages, group pages, search results pages and more.

Don’t forget, Sponsored InMail is a great way to use LinkedIn ads too. It’s similar to email marketing but kept within the LinkedIn ecosystem.

Messages through Sponsored InMail are delivered only to those members who are active on LinkedIn.

Final Thoughts on How to Use LinkedIn for Business

That’s it for today’s blog post on 7 effective ways on how to use LinkedIn for business.

LinkedIn is the perfect platform for B2B and professional networking now. It offers you myriad opportunities to build an online presence as well as engage both customers and business connections.

To help you there, I’ve given you 7 of my top tips for how to use LinkedIn for business. To reiterate, here they are:

  1. Encourage employees to connect with you on LinkedIn.
  2. Publish valuable content.
  3. Upload rich media as part of your content.
  4. Join LinkedIn Groups.
  5. Make use of Showcase Pages.
  6. Understand the LinkedIn algorithm.
  7. Invest in LinkedIn ads.

Just follow these tips to learn how to use LinkedIn for business. For more information about how to use LinkedIn for business, you can leave your questions 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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7 Ways on How to Use LinkedIn for Business - Mike Marko

Author: Mike Marko
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Article:  7 Ways on How to Use LinkedIn for Business

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