Guide on Using LinkedIn for Marketing

Guide on Using LinkedIn for Marketing - using linkedin for marketing

“Guide on Using LinkedIn for Marketing” written by Mike Marko.

Many business owners are already using LinkedIn for marketing. However, not all of them get the results that they want from it.

If this is happening to you, you might not be using LinkedIn for marketing properly.

There are a lot of things that you should do while using LinkedIn for marketing. Between connecting with influencers to posting relevant content, you also have to make sure you do those things properly.

If you don’t know where to begin with that, don’t worry. That’s what I’m going to discuss in this blog post.

Today, I’ll provide you with an easy guide to using LinkedIn for marketing your business.

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How to Use LinkedIn for Marketing

First off, there are many reasons people use LinkedIn for marketing.

It’s arguably the most professionally-oriented social network, for instance. This means it’s chock-full of businesses’ leaders and decision-makers.

That focus on business also encourages a more tolerant attitude to marketing among its users. Thus, you can be more aggressive than usual when using LinkedIn for marketing.

Business owners also use LinkedIn to connect with potential clients, business partners, or customers. As for consumers, they use this platform to find reliable brands.

Given all that, it’s not hard to see how using LinkedIn for marketing can increase your sales, brand awareness, and reach. But again, that’s only if you do it properly.

That’s where this guide to using LinkedIn effectively comes in. To ensure the success of your campaign, here’s a simple roadmap to how you should be using LinkedIn for marketing.

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Build a Presence on LinkedIn

Obviously, you have to begin by building a presence on LinkedIn. This is the first step in using LinkedIn for marketing a business.

Start by creating a company page. The only way you can properly market your business on LinkedIn is by having a company page.

Note that you shouldn’t use your personal account to market your business. You see, personal accounts lack the tools company pages offer when using LinkedIn for marketing.

Fortunately, creating a company page on LinkedIn isn’t that hard. To give you an idea, here’s a guide on how to create a company page when using LinkedIn for marketing.

Create a Company Page

First, you need to sign up to create a personal account. The personal account is needed before you can create a company page.

The process of creating a personal account is very simple. It’s just a matter of following the steps on LinkedIn’s sign-up page.

Note that you need to wait 7 days after that before you can create a company page and start using LinkedIn for marketing. LinkedIn does this to prevent people creating dummy company pages on its platform.

Once the 7-day period is over, go ahead and make your company page. Be sure to add vital info about your business.

Be sure too that you fill each field with accurate information. Doing this can help in making your company page look professional and reliable.

Also, give attention to the About Us and Description sections of your company page. People often check the About Us section in particular before engaging with a company page.

It’s best to include the following information on your About Us section:

  • Things that your company does.
  • Aspects of your industry that your company specializes in.
  • Factors that make your brand unique.

Apart from that, be sure to add the following info to your company page as well:

  • Website URL,
  • Company size,
  • Industry,
  • Company type, and
  • Location.

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Find Your Target Audience

After creating your company page, you need to find your target audience. This is a vital task that can decide the success of your marketing campaign on LinkedIn.

You see, it can guide your efforts at reaching out to consumers. Once you find your target audience, you can discover the best ways to reach them, what topics interest them, etc.

You can find your target audience in various ways. Try the following options, for example:

  • Do surveys of your existing customers to learn more about your client demographic.
  • Scour LinkedIn for discussions or posts in your niche and find out which users are engaging with that content.
  • Research who follows your competitors, because you might be able to steal them and convert them into customers for your own brand.

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Interact with People Connected to Your Business

Using LinkedIn for marketing also means interacting with people related to your business. This includes your employees, potential/existing customers, colleagues, and business partners.

Engaging with them is one of the best ways of using LinkedIn for marketing a business. It can help you increase your visibility and keep them interested in your brand.

Aside from that, engagement also creates a buzz that can get the attention of other potential customers. That can give you chances to convert them into actual clients.

There are many ways to interact with people in the context of using LinkedIn for marketing. You can ask your employees, customers, and business partners to promote your company page, for instance.

Apart from that, you can also try doing the following:

Create Engaging Posts

Posts that encourage your target audience’s engagement are among the best ways to interact with them. These include posts that ask for your audience’s opinions or ideas.

Just make sure that your posts are linked to your business. If your posts are not linked to your business, you’re not likely to get engagement.

That’s because they might seem irrelevant to your target audience, as a result. You might also be viewed as spammy if you post content on LinkedIn that doesn’t relate to your brand.

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Interact with Those in Your Niche

It’s best to partake in chats with the members of your community. This way, you interact with your target audience regularly, which helps build and strengthen connections with them.

The trick is to find discussions on popular posts in your niche. Once you find an active discussion, study the topic of the conversation.

Look for ways to help your target audience relative to that topic. Then, once you do join the discussion, you can subtly lead to offers or propositions that can help them.

Bear in mind that you should avoid introducing your products or services right away, however. This is not the best way of using LinkedIn for marketing.

That’s because it makes you look too much like that overly pushy salesman everyone avoids at car dealerships. People might ignore you too, as a result.

Instead, join the conversation by sharing your knowledge about the situation first. You can also try relating to your audience by responding or reacting to their own statements in the discussion.

You can even exchange private messages with them in some cases. Whatever you do, the point is to know them better as well as earn their trust.

Having the trust of your target audience helps in turning them into your future customers.

Connecting with Influencers

You need to connect with influencers in your industry. They can help you in using LinkedIn for marketing successfully.

Influencers are vital partners when doing any sort of social media marketing. They can increase your sales, reach, and brand awareness.

That is because influencers are popular people or brands in your industry. They have a large number of followers and have already proven their reliability to those followers.

Influencers thus have the trust of their followers. If they promote your products and services, there’s a high chance that their followers will consider your business.

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Make Content

Using LinkedIn for marketing involves content. That’s why you must have a LinkedIn content strategy.

Content can determine the success of your marketing campaign. After all, it does so many things for you, from getting you attention to conveying your marketing message.

Just keep in mind that your content should be related to your business or industry. People are likelier to follow you if your posts are in line with what they expect.

They’re also likelier to engage with you when the topic is relevant to their interests (and thus, your niche and business).

As such, only create content that is relevant to your business. Make sure that it’s useful or informative to your audience.

That will keep your audience interested. As a bonus, posting content that is useful or informative also helps you establish your authority in your niche!

Building authority should be one of the reasons you’re using LinkedIn for marketing, actually. People will take your company more seriously if you’re an authority.

For instance, they’ll be likelier to consider your suggestions or opinions on matters in your niche. That can make it easier for you to recommend or offer your own products.

At any rate, there are many ways to use content to build authority (and achieve other things!) when using LinkedIn for marketing. To help you with your content strategy, let’s go over the basics here.

Types of Content on LinkedIn

There are many different types of content on LinkedIn. My advice to you is to use as many of them as you can when using LinkedIn for marketing.

Focusing on just one type of content can sometimes bore your audience. It’s best to have a variety, especially as different content types may serve different goals better.

Say you want to establish yourself as an authority for a technical aspect of your business, for example. You’re likely to post content like training webinars, whitepapers, and industry studies, in that case.

That’s because these content types let you dig into and present technical data well. They’re great for sharing technical knowledge with a target audience.

These are far from the only options when using LinkedIn for marketing, of course. You can also post other types of content, such as the following:

  • Blog posts,
  • Videos,
  • Images, or
  • Slides.

Posting different types of content can also help you retain people’s attention. Your audience will have a reason to check your page regularly because your posts aren’t predictable.

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The Right Time to Post Content

But the What of your content strategy isn’t all you have to think about when using LinkedIn for marketing. You also have to think about the When.

That is, you need to think about timing your posts. To make your content more effective, try to study the activity patterns of your target audience and find out when most of them are active.

Post your content when most of them are online. This will improve the effectiveness of your content.

You see, your target audience will immediately see your content if you post it while they are online. This can get you more engagement and attention.

Tips to Make Your Content Interesting

Using LinkedIn for marketing won’t be successful if your content is not interesting enough.

That’s why you should have a clear structure or format for your content, especially if it’s a blog post. This makes your content easier to understand or read.

You should also create an interesting caption for your content. Your target audience will be more curious about your content if it has an interesting or engaging caption.

Apart from that, your content should also have an engaging picture. People often click on posts with an eye-catching picture because images naturally draw the eye first.

Also, don’t forget to use hashtags. Adding hashtags to your content will increase its visibility not only on LinkedIn but on the wider Web as well.

Having increased visibility can give you more chances of reaching potential customers. And at the end of the day, isn’t that one of the main reasons you’re using LinkedIn for marketing?

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Final Thoughts on Using LinkedIn for Marketing

In this blog post, I gave you a simple guide on using LinkedIn for marketing.

You should consider using LinkedIn for marketing. This social media platform can help you connect with potential customers, clients, or business partners.

But to ensure the success of using LinkedIn for marketing, you need to have a strong presence on it.

That starts with setting up a company page and ensuring you’re connected to people who are involved in your business.

Then, you need to interact with your target audience to start building connections with them and get their attention. This is one of the best ways of using LinkedIn for marketing.

Lastly, always post valuable, relevant content on your company page. Give your target audience a reason to visit your company page regularly.

And that’s it for my guide on using LinkedIn for marketing! If you have more questions about using LinkedIn for marketing, leave them in the comments 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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Guide on Using LinkedIn for Marketing - Mike Marko

Author: Mike Marko
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