Digital Marketing

Often overlooked — but LinkedIn Marketing has still made its mark when it comes to digital marketing.

The more the world is moving towards digitalization — the more social media has evolved over the past few decades.

Until the 80s, did anyone imagine that there would come a time when the world of promotions and marketing would move from print media to electronic media and from electronic media to social media? The idea was non-existent, right?

But here we stand today, in the world of social media, where marketers utilize apps such as Facebook, Instagram, TikTok, and LinkedIn to market their products and services socially.

If you are here, we presume you have familiarized yourself with the basics of social media marketing.

But what’s critical to analyze here is that every social media application has its own merits and demerits. The marketing technique that might work on Facebook might now apply to LinkedIn, and the technique that did wonders on Instagram might fail on TikTok.

That’s just how digital media works.

However, if you want to explore how you can utilize LinkedIn marketing to create a digital presence for your brand — you have to just the right place!

When thinking about marketing business on social media applications, the first few options that come to our mind effortlessly are Facebook and Instagram. One of the least thought applications would be — LinkedIn!

Given its fewer users, digital marketing experts presume that LinkedIn might not be beneficial — We are glad you chose not to opt for that option and decided to explore the benefits of LinkedIn Marketing yourself.

What Is LinkedIn Marketing?

LinkedIn is now an exciting social media platform where members can chat, exchange ideas, connect digitally, and improve their professional profiles. Furthermore, It has over 774 million members from over 200 countries worldwide.

It is an effective social networking site for connecting with professionals and businesses, strengthening brand identity, & investing in business-to-business marketing to advertise goods and services. It is an essential component of any thorough social media marketing strategy.

Marketing on LinkedIn utilizes the app to connect with people, create leads, raise brand recognition, establish business connections and collaborations, promote content, and drive traffic to your website.

Just like other social media applications, LinkedIn is now an essential component of many successful marketing campaigns for its effectiveness in establishing professional networks.

Linkedin marketing techniques can draw attention to the business and ultimately generate leads. To take advantage of these features, you must first create a LinkedIn business profile.

It also provides additional features, such as LinkedIn Boosting, LinkedIn advertising, and Showcase Pages.

Why is LinkedIn Marketing Important?

People come to LinkedIn to learn, grow themselves and their businesses, and not be marketed to. Hence, if you want to be successful, you need to develop a great LinkedIn marketing strategy for your content.

As you may be aware, content marketing is all about solving the same problems that your product or service does, but only through the media you develop and promote.

It is not about aggressively pushing your business, spamming, or hard marketing; it is about assisting people.

Hence, marketers are choosing to leave no stone unturned when it comes to marketing their businesses on social media platforms.

Over the year 2021, LinkedIn has seen a rise in B2B marketing — LinkedIn is amongst the top three players in B2B digital ads and is growing three times as fast.

Furthermore, LinkedIn’s advertising business crossed $1 billion in sales for the first time this quarter, up 97 percent each year.

Advertisers perceive LinkedIn as a trustworthy platform, and 58 million firms have created strong brands on the app.

Customers of LinkedIn make up 97 percent of the Fortune 500, and 96 percent use more than one LinkedIn marketing solution.

LinkedIn, the world’s largest professional network, generates leads 227 percent more successfully than Facebook and Twitter, making it a crucial platform for your business’s marketing.

Many organizations already utilize LinkedIn, making it an ideal choice for B2B interactions that other social networks cannot provide. You can also use LinkedIn to connect with relevant experts and businesses in your industry.

How To Setup A Business Profile On LinkedIn?

Your own private LinkedIn profile is ideal for showcasing your own brand, sharing your CV, and searching for new work opportunities.

On the other hand, companies can build a LinkedIn business profile to market their products/services, post job opportunities, and so on.

A LinkedIn business page allows your organization to showcase its products or services in another way. You can promote your products/services to your followers, highlight the benefits, and give links to your website.

A LinkedIn Showcase page can be created with a LinkedIn business page. This page complements your business profile and can be used to highlight a specific brand, product line, or initiative.

Here’s how you can set up a business profile for your business on LinkedIn.

  1. Step 1 — Create a Business Page

To begin, sign in to your personal LinkedIn account and select the Work icon in the top right corner of your dashboard.

A window will appear in the upper right corner; scroll to the bottom and click the Create a Company Page + button.

LinkedIn will now ask you to select the sort of company page you want to build. Small business (fewer than 200 employees), Medium to big business, Showcase page, or Educational institution are the options.

  1. Step 2 — Fill out the Company’s Profile

Then, provide all of your company’s information. You must provide your brand names, website, industry, size of the company, and company type on this page.

You can also submit your company’s logo and enter your tagline.

After entering all of your company information, check the box to confirm that you are an authorized representative of the organization and click the Create page button.

You now have a LinkedIn company page! Okay, that was simple, wasn’t it?

But, there are more things you should do if you really want to distinguish and get the most out of your company page.

  1. Step 3 — Enhance Your LinkedIn Business Page

You can further enhance your profile by adding a profile and cover photo, a description of your business (you have an option to write a short summary), add the location of your business, connecting to more businesses from your niche and industry, and keep yourself updated with new LinkedIn marketing trends.

  1. Step 4 — Upload Content Consistently

Now that you are done making your LinkedIn profile, make sure that you upload the content regularly. Keep your audience updated with the products and services your brand offers.

By sharing your blog content on LinkedIn, you can keep your page updated, showcase your company as an industry leader, communicate with readers, and drive more traffic to your website.

You can also use your LinkedIn business profile to share company or industry news, updates, or forthcoming events. Sharing material on your business profile regularly will help you engage more followers.

Create A Successful LinkedIn Marketing Strategy

Don’t just create a LinkedIn company page & magically expect it to pay off without you putting an ounce of effort. Manage the page, add information to it, and utilize it to participate on the social media platform actively.

  • Optimize Your Business Profile

The first step in improving your LinkedIn business page is to fill out all of the information when you create it (as discussed above). Make sure you include enough high-quality detail in all fields.

This guarantees that customers have all of the information they need about your company to decide whether or not they are interested in its products or services.

You may thus reach your target demographic more easily, driving relevant visitors to your page. This raises the possibility of conversion of potential customers.

Optimizing your profile might also make you appear more professional. Fill in complete the firm details, for example, rather than simply stating what you do.

Instead, stress what sets your company apart from the competitors. Furthermore, when including photographs (such as your logo or cover photo), make sure they are of high quality.

  • Have a Defined Target Audience

LinkedIn is a one-of-a-kind social network that is great for targeting specialists & B2B audiences. However, it is critical to narrow down this vast specialization to firms and professionals who are relevant to you.

Otherwise, individuals will visit your page and swiftly leave because your company isn’t of value to them. By identifying your target audience ahead of time, you can adapt your business page accordingly. LinkedIn simplifies targeting.

Evaluate all of the data you’ll need to provide to create your profile. Every other LinkedIn user should have followed suit! As a result, you can tailor contacts and engagements based on geography, business size, industry, and so on.

Determine who you wish to contact. Assume your company provides local corporate catering services to huge corporations. You can look for local businesses based on their size.

  • Consistently Publish Relevant Content

A good content calendar will make it easy to post regularly. You’ll know precisely what to publish when to publish it, and how to use hashtags. If you don’t have time to construct a calendar, employ a social media manager to do it for you.

All of your material should adhere to three criteria. First and foremost, it should be relevant to the industry. Second, it should be relevant to your brand. Finally, it should give value to the individuals who view it. However, whenever possible, try to think outside the box.

The more relevant and engaging your posts are, the more the LinkedIn algorithm would work to show your business profile to the relevant audience.

  • Use Clear Call-To-Action

When you created your LinkedIn profile, you had the option of adding CTA buttons. These direct visitors to your profile to take specific actions, such as visiting your website. CTAs should also be included in your content.

Make sure to keep your CTAs relevant to your target audience. People do not want to feel as though they are being sold something. For example, you could end a blog content about a relevant issue for your market with a CTA to read a more detailed study about it.

  • Use Data-Backed Content to Increase Engagement

People are fascinated by statistics and data. Figures and statistics provide quick, easy-to-digest information that users can grasp at a look. This is a wonderful technique to get someone’s attention on social media because people scroll through swiftly.

Incorporate facts, figures, polls, study results, and other verifiable data into your material whenever possible. You can also use such information to build infographics or pictures to tease your long-form content.

  • Publish Image & Video-Based Posts

You do not have to write all of your LinkedIn marketing content. In actuality, incorporating visual material such as movies or images can aid in the creation of more engaging and exciting content.

Photos and infographics with relevant data, for example, could be used as images. An FAQ video, an interview with your company’s CEO, or a how-to instruction for a product you sell are all examples of video content. Your industry will determine the format.

LinkedIn Marketing Best Practices

LinkedIn can help you boost visitors to your website, uncover excellent prospects, offer your skills through a viable approach, and expand your network. It’s also an excellent approach to advertising job openings and recruiting new employees to your organization.

These are just a few of the reasons why LinkedIn is an excellent marketing platform for all organizations. Here are some of the best LinkedIn marketing practices that you should utilize to give your business a strong brand identity;

  • Use Relevant Hashtags

Hashtags are commonly utilized to emphasize your LinkedIn post, but they truly aim to improve your marketing approach. These simple sentences, followed by a hashtag symbol, are goldmines for reaching new audiences, sectors, and niches.

However, utilizing too many, or worse, the wrong ones, can limit your reach to a great extent. That entails conducting hashtag research on LinkedIn to establish a balance between important and relevant hashtags. First, use the search bar to look for a broad hashtag.

For example, if you search #growthmarketing in the search bar — you’d be able to see the following results.

  • Upload Posts Varying In Length

Long-form tales hold users’ attention and encourage them to spend more time on the app. These sorts of postings should be part of your LinkedIn content strategy.

You do not want to be known or considered as the one who just posts dialogues because your network may not always have time actually to read them. Similarly, too many brief posts can lack depth, making you appear less credible as a thought leader.

Varying the length of your posts (along with the addition of photographs and videos) can help to keep your material fresh and relevant to your network. You’ll have stuff that makes folks eager to see what treasures you’ll release next.

Furthermore, you can utilize LinkedIn advertisements to promote your content to a bigger audience. If you are not familiar with Linkedin ads, here’s how to use them.

How To Use LinkedIn For Business Ads

Before we step into how we can use LinkedIn ads, we need to know how LinkedIn ads work;

How LinkedIn Ads Work

LinkedIn ad targeting can help you execute a successful LinkedIn marketing campaign since targeting the appropriate people leads to higher engagement and conversions.

No matter which sort of ad you choose on LinkedIn, the process of selecting the audience you want to target is the same.

When deciding who to target, LinkedIn offers over 20 different audience demographics and targeting categories to choose from, including company name, company size, member groups, member hobbies, member schools, job title, job seniority, and skills.

How To Advertise On LinkedIn

LinkedIn advertising consists of two steps: 1) building your LinkedIn ad and 2) developing your LinkedIn campaign.

  1. Create Your LinkedIn Ad Campaign

Your LinkedIn advertising campaigns will be administered on a platform separate from the LinkedIn interface you’re used to – the LinkedIn Marketing Solutions interface. Go to this page and click Create Ad to start your Campaign.

You’ll be prompted to register a LinkedIn Campaign Manager account if you haven’t already. If you have a LinkedIn Company Page, make sure to include it.

On your dashboard or “Campaign Manager,” you’ll see a call-to-action (CTA) to Create a Campaign. When you click that button, you’ll be brought to a screen where you may start setting your Campaign.

First, select a Campaign Group and give your Campaign a name. Campaign Groups assist you in organizing your Campaign. You can keep the Default Campaign Group or create a new one.

Because the campaign name is only viewable internally, we recommend using an extremely informative name — especially if you have several distinct people working on the Campaign.

You can begin creating it after you’ve decided on a Campaign Group and a name for your LinkedIn campaign.

  1. Set up your LinkedIn ad campaign

What you want individuals to do when they view your ads is your objective. Choosing an objective, according to LinkedIn, allows them to “customize your campaign creation, give the highest ROI for your intended objective, & show you relevant reporting.”

Recognition, Engagement, and Conversions are the three overarching campaign themes.

Select your target audience’s parameters. Targeting who sees your ad can help it achieve its campaign goal – the more detailed and relevant it is to your target demographic, the better it will perform.

You don’t have to utilize all of LinkedIn’s targeting options, but the more exact the targeting criteria, the more relevant it will be to the audience you choose. As a result, the higher your ROI.

Determine The Click-Through Rate (CTR) For Each Campaign

Is one Campaign performing better than the other? If this is the case, you may wish to pause the less effective Campaign.

LinkedIn will automatically appear less successful advertisements with a lower frequency, so spending as little time and money as possible on them makes sense. Investing more resources in effective ad variations and campaigns, on the other hand, is more likely to achieve your marketing objectives.

What’s New For LinkedIn Marketing In 2022?

Even in 2022, many individuals still see LinkedIn as only a resume & job posting platform. However, times have changed. Particularly for companies in B2B industries. LinkedIn is quickly becoming a lead generation giant. Here are a few LinkedIn marketing hacks that would help you market your business better.

  1. LinkedIn Groups

The various groups for various businesses and niches on LinkedIn are an often ignored asset for marketers. Look for a LinkedIn community with lively talks going on and join in on the fun.

You and your business will gain confidence and credibility if you participate as an active community member. There’s bound to be an active forum to meet your demands if you seek a new employee, job, lead, or feedback.

Connecting with your audience, if nothing else, increases brand awareness among elevated potential consumers, employees, businesses, and others.

It will also allow you to communicate and offer any suggestions or solutions. You will expand your network in this manner. Even if you are not connected, you can message the group members directly.

You have quickly expanded your network and established relationships with new customers without spending a dime.

  1. LinkedIn Stories

LinkedIn stories, which are now available only to Premium users, allow you to add photographs or videos and create 10-second clips with text, filters, music, and other elements to create and share compelling professional updates.

They will come to the top of your feed for 24 hours after being submitted, providing you with plenty of exposure.

  1. Creator Mode

We may have saved the best for now. This is for influencers who develop their own amazing content. LinkedIn launched Creator Mode in 2021, which is a fantastic feature if you create content.

It allows you to share the most popular topics (hashtags) with your audience and makes it easier for them to locate and follow your posts, allowing you to expand your reach and influence.

LinkedIn has an easy-to-follow tutorial to help you get started: Creator Mode on LinkedIn (Be aware, though, that the Creator Mode feature has been gradually rolled out, so it may not be available to you yet, and you may have to wait a little longer.)

  1. Sponsored Messaging

LinkedIn Sponsored Messaging is defined as an instructional or promotional native ad that may be shown to our partners as part of a marketing and hiring campaign.

It is only visible on a member’s LinkedIn Messaging web page or in the LinkedIn mobile app and is not distributed to a personal or professional email inbox.

Each LinkedIn member gets an inbox where they can connect with other people. Only 48% of firms use messaging to communicate with potential prospects, so you have a wonderful opportunity to be ahead of the curve.

Conversation advertising seems like “choose your own route” ads and message ads that are direct communications to potential leads.

  1. Live Videos

LinkedIn Live videos, like other platforms, now allow you to engage with your groups or audiences in real-time. However, there is a catch: you must first apply and meet their requirements.

LinkedIn Live enables you to strengthen your relationships and increase your involvement with the world’s largest professional network. Live videos receive 7x the number of reactions and 24x the number of comments than native videos produced by the same broadcaster.

  1. Sponsored Posts

Like other social media platforms, posting sponsored material on LinkedIn is simple. Still, the capacity to narrow down the demographic or target population to minor factors such as job title, skills, firm size, and groups is crucial.

You may directly target your audience without competing with unrelated businesses. Sponsored content can be used to effectively promote thought leadership and target your prospects with a suitable call to action.

People nowadays do not want to see standard commercials; instead, they want something useful for free.

The LinkedIn homepage for users includes a news feed tailored to the network of each profile. Sponsored content will appear in LinkedIn’s news feed, reaching a highly engaged audience.

This material is tagged “promoted” to differentiate it from the usual news feed. Single-image advertising, video ads, carousel ads, and event ads are examples of sponsored content.

Final Word

Are you ready to start marketing your company on LinkedIn? Do you want to opt for LinkedIn marketing strategies for b2b solutions?

With so many upgrades and improvements on the horizon for LinkedIn, we’re excited to see how the network continues to establish itself as an essential resource and platform for marketers, job searchers, candidate seekers, and other professionals.

Begin your marketing by trying one of these excellent techniques. LinkedIn ad campaigns can be a big element in your company’s marketing success with the correct amount of patience and a LinkedIn marketing plan.

LinkedIn offers a very effective advertising platform; don’t forget to include it in your social campaign marketing strategy. A well-planned, well-executed campaign can generate thousands of new leads – and sales.

All the material we went through above is the LinkedIn marketing tips and strategies that would help you in growing your business and finding the right audience for your brand.

Amanda Hayward

Amanda Hayward is a highly skilled Digital Marketing Manager and a key team player. From monitoring advertisements to devising clever marketing strategies, she works tirelessly to ensure client needs are met. Our clients love dealing with her as she guides them about the best suitable marketing strategies while explaining the process to them step by step. Her admirable hands-on experience is reflected in her wise decision-making abilities.

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