The Must-Haves for Your LinkedIn Marketing Strategy

Must-Haves for Your LinkedIn Marketing Strategy - LinkedIn Marketing Strategy

“The Must-Haves for Your LinkedIn Marketing Strategy” written by Mike Marko.

If you’re working on a LinkedIn marketing strategy but aren’t quite certain of it yet, you’ve come to the right place.

I’ve seen a lot of people waking up to the possibilities of the platform lately. I don’t know if it’s due to LinkedIn’s rising user numbers or revenues.

But the fact is, more business owners have been asking me for tips on a LinkedIn marketing strategy recently.

Well, I’m one of the people who’ve long-supported LinkedIn marketing, so I’m willing to help. This social network has been an untapped gold mine for a lot of brands, as far as I’m concerned.

So today I’ll show you how you can unearth a bit of that gold yourself. In this blog post, I’ll reveal the things you should cover in a LinkedIn marketing strategy.

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Core Points of a LinkedIn Marketing Strategy

A good LinkedIn marketing strategy is made up of several sub-strategies.

These sub-strategies account for things like content, promotion, and more.

Now while I discuss these points individually below, don’t make the mistake of treating them as perfectly discrete parts of your strategy.

The fact is, they should work with each other in order for your overall plan to get the best results.

In other words, develop a synergistic LinkedIn marketing strategy.

You can classify its parts for the sake of organization, yes. But never forget that they’re supposed to interact with and enhance each other.

Now that we’ve gotten that straight, let’s move on to the things you need for a good LinkedIn marketing strategy.


A Content Strategy

Trust me when I say a big part of your LinkedIn marketing strategy will depend on content.

That’s why your content strategy for the platform has to be among the first things you put together for your LinkedIn marketing strategy.

So what should you cover in your content strategy? Answers to questions like these:

  • What should be my content’s goal? What do I want it to achieve for my brand and marketing plan?
  • Who is going to produce my content? Can I appoint employees to it or can I do it myself?
  • How long should my content be, on average?
  • What are the best times for posting my content on the network?

The best answers to these are arrived at gradually, through testing. Still, you can start out with some rough estimates for solutions by doing research.

For example, you can find out what length your content should have by finding out how long the best-performing content in your niche usually is.

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Advertising Plans

This is likely to be another core part of your LinkedIn marketing strategy as time goes on.

While a lot of people are wary of adding an advertising component to their LinkedIn marketing strategy from the start, I’d actually advise it.

Sooner or later, you’ll find opportunities to make use of LinkedIn ads. So it’s better to be prepared for that ahead of time.

Try fleshing out details like what content or CTAs you want to boost using ads.

Are there things you think could benefit from advertising? App downloads, for example?

Determine in advance too how much you’re willing to spend on ads for your initial foray.

Finally, try to identify which ad formats may have the best returns for given goals.

A Video Marketing Strategy

Yes, this is important enough to deserve its own section in your LinkedIn marketing strategy.

Video is getting bigger than ever this year, with more and more consumers demanding it.

As much as possible, integrate this with the rest of your LinkedIn marketing strategy for content.

Be sure to plan mainly for native videos in this part of your campaign too.

That’s because LinkedIn still puts native videos first in its algorithm.

My advice here is to actually develop this in tandem with your text content. That way, you always have a video supporting the rest of your posts.

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Influencer Development

Influencers are more or less foundational in a LinkedIn marketing strategy.

What most people overlook, however, is the possibility of using internal ones.

That’s because people typically think of external influencers when the word is mentioned.

These are accounts on LinkedIn that aren’t directly linked to yours but with whom you build a partnership because their followers are part of your target audience.

Now those influencers are definitely useful. That’s why they’re so often used in LinkedIn marketing strategy.

Still, the other type of influencer — the internal influencer — is actually hugely useful too.

These are people who are part of your company and thus directly linked to you. Consider finding a way to have them promote or even publish content that markets your brand.

Leverage their following too, as this can lead to opportunities for business growth.

An Evaluation Scheme

You need to make sure this is part of your LinkedIn marketing strategy because it’s the best way to keep your efforts on track.

Determine ahead of time how you’re going to track the efficacy of your LinkedIn marketing strategy.

What goals are you aiming for (both primary and secondary)? What key performance indicators will you use to assess your LinkedIn marketing strategy?

How often will you do assessment with the rest of your team? Which people in your team are responsible for collecting and organizing marketing data?

How is that data to be shared with the rest of your marketing team?

How does the assessment work, e.g. how does the team evaluate the campaign against its results, how are improvements developed or suggested, and so on?

All of these are questions to ask for this part of your LinkedIn marketing strategy.

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A Cross-Platform Marketing Strategy

Here’s another thing you absolutely have to include in your LinkedIn marketing strategy.

The reasoning behind this isn’t complicated. The fact is, online marketing is best done as a multi-platform effort.

So when you start marketing on, say, LinkedIn, you’ll find that you have to do it too on platforms like Facebook to get the best results.

In fact, that’s one of the best ways to start doing cross-platform marketing for a LinkedIn marketing strategy.

Cross-platform marketing in social media can be very effective for brand promotion.

1) Involving Other Social Media Platforms

Your own audience lives on more than one social media platform. So, you have to keep up with them.

Cross-promoting content you have on LinkedIn via other platforms also helps you get as much as you can from each piece of content.

It expands your reach because it gives you multiple opportunities to get others’ attention.

2) Going Beyond Social Media

Don’t limit the cross-promotion in your LinkedIn marketing strategy to social media either.

For example, you can refer to and link to your LinkedIn page or content on customer emails or newsletters.

You can also do the same in your blog.

And while we’re on the topic, don’t forget to note all the other ways you can support your LinkedIn marketing strategy on your website.

Add share buttons or follow buttons for LinkedIn to your webpages. That also makes engagement easier for your audience, which is always a good idea.

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Final Thoughts on Your LinkedIn Marketing Strategy

Now you know the core points to cover as you come up with your LinkedIn marketing strategy this year.

Each of the elements I discussed is required if you want to make the most of what LinkedIn can offer your business.

Let’s go over them again, just to be sure you have them all straight:

  • Content strategy – This is a vital part of any LinkedIn marketing strategy because content is your main draw or method for attracting attention. It’s also how you express your message or call to action.
  • Advertising plans – Paid ads can do a lot to take your LinkedIn marketing strategy to the next level.
  • Video marketing strategy – Video is so big that you need to make an effort to include it wherever you can.
  • Influencer development – A LinkedIn marketing strategy can benefit greatly from the use of both external and internal influencers.
  • Evaluation scheme – This outlines how you assess your campaigns and improve them.
  • Cross-platform marketing – Cross-platform marketing extends your LinkedIn marketing strategy in terms of reach.

And that’s it! If you have any ideas of your own about must-haves for a LinkedIn marketing strategy, or questions about the ideas I’ve left here, then leave a comment 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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The Must-Haves for Your LinkedIn Marketing Strategy - Mike Marko

Author: Mike Marko
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Article:  The Must-Haves for Your LinkedIn Marketing Strategy

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