Social networking platform LinkedIn strategy is favored among business people. Many businesses have a presence on the site, even though it does not receive as much attention as other social media platforms like Facebook or Instagram. Visitors to the site include many specialists and visionary thinkers who come to learn and share their knowledge. It is particularly beneficial to businesses who operate in the B2B sector and seek demand generation strategies and demand generation campaigns and help from agencies such as International Marketing Agency.
LinkedIn is believed to have even more than 610 million members. Three hundred three million of its users are active members on a monthly basis, with 40% of them visiting the site on a daily basis. LinkedIn is used by 90 million high-level influencers/opinion leaders and 63 million decision-makers, making it a valuable resource for many firms globally. LinkedIn is used as a content distribution channel by 97% of B2B marketers, and it accounts for 80% of all B2B leads generated through social media.
In the world of business, LinkedIn is the social network of choice for CEOs, managers, and thought leaders. When it comes to insightful posts shared on LinkedIn, serious decision-makers who normally don’t give a damn about Facebook statuses, Twitter messages, YouTube videos, or Instagram photographs are typically very interested in them.
As a result, most businesses should have a presence on LinkedIn, and they should consider incorporating it into their overall online marketing plan. Companies that sell to businesses should make sure that LinkedIn strategy is a vital element of their marketing strategy and vice versa.
Identify your LinkedIn marketing objectives
There is no difference between LinkedIn marketing and any other form of social marketing. You must define and state your demand generation campaign’s objectives at the outset of each campaign. Consider why you are running this LinkedIn marketing campaign and how it will benefit your company’s bottom line. What do you aim to accomplish as a result of your actions?
If you want to achieve success, you should set SMART objectives for yourself. SMART goals are specific, measurable, achievable, realistic, and time-bound. In particular, you want to make sure that you will be able to use proper metrics to evaluate the effectiveness of your campaign.
Some common aims (which are not totally SMART but are generally expressed here) are as follows:
- Increase the number of people who are aware of your company’s existence (probably best measured using data on your LinkedIn page analytics).
- Make new business connections (after all, LinkedIn is the social network site where you are almost sure to appear across potential company decision-makers/customers), and strengthen existing ones.
- Engage in conversation with the people who matter to you (again, you will find data on this in your LinkedIn page analytics and less tangibly in your participation in LinkedIn Groups)
- Make your product known and sell it (perhaps less common on LinkedIn, but still possible indirectly).
Know your target audience
A thorough understanding of your target audience’s tastes and interests is one of the most important keys to effective social marketing. There is no sense in wasting important resources and time marketing to people who will never be interested in your goods or services. For example, if you sell a product aimed at teens still in school, you wouldn’t perform much, if any, marketing on LinkedIn because teenagers aren’t interested in your product.
If your potential consumers spend a significant amount of time on LinkedIn, you’ll want to provide more specific information about their demographics.
Before you can learn about the firm that they work for, you must first learn about the essential features of the people who are most likely to purchase your goods. Even though you sell B2B items, it is not a corporation that determines whether or not to purchase your product; instead, it is specific management within each firm. So it is essential to think about which boss would make the decision, or even which person inside a company would be most likely to make purchasing recommendations in this situation. It is possible to use LinkedIn data to obtain a solid sense of the kinds of people who have an interest in your company if you have a functioning business profile. If you don’t already have a functional corporate page on LinkedIn, you should consider creating one.
Perfect your company’s website and promote it
When it comes to LinkedIn’s two sorts of profiles -personal and company – there are a few things to keep in mind. LinkedIn will generate a corporate page for you as soon as management or employee add your organization as a workplace. But unless you provide information and fill in the holes, your company page will appear unclaimed and sloppy.
Any company on LinkedIn must have a visually appealing and comprehensive corporate page. It’s a safe bet that your target audience will visit this page. In order to get the most out of LinkedIn, you need to think of it as a virtual showroom.
All of your organization’s achievements can be showcased on your LinkedIn company profile. If you’ve won any honors, you can utilize it to show off your squad. LinkedIn is a network of people, so use your corporate page to highlight the public faces of your firm.
To find information about your company on LinkedIn, potential customers will have to go out of their way. Your company’s products, services, location, and senior management and executive ranks are among the most often researched aspects of your business.
While the usage of keywords on your company page can help it appear in LinkedIn searches, if you want people to see your site, you need to give it a significant boost in terms of visibility. If you do not comply, you may only get one or two additional visitors each month if you are not in compliance. Any and all opportunities to advertise your page that show themselves to you should be taken advantage of to the greatest extent possible.
Including your LinkedIn logo on your website and other social media accounts can be as simple as inviting people to follow you on the social media platform. The greater the visibility of your LinkedIn profile, the more probable it is that you will be successful on the network. Once someone has subscribed to your page, they will receive notifications of new posts and updates in their news feed, which will help to keep you front of mind.
You should begin by requesting that all of your employees and management like and follow your company’s Facebook page; this should provide you with enough initial followers to appear credible. You can include a link to your LinkedIn profile in a variety of locations, such as your email signature or newsletters. It is essential that you remind all of your current customers to view and follow your newly modified LinkedIn company profile.
Create and share interesting and helpful content
You must be social on LinkedIn, just as you must be on any other social network. It can’t be considered “set it and forget it” marketing because it requires constant attention. Following your account serves no purpose if they receive no benefit in return for their efforts. They would gradually forget about you and add you to a long list of other followed and neglected accounts.
In light of the fact that LinkedIn is considered a more “adult” and serious social networking site than many others, it is not the most excellent place to share cat memes, for example. On the other hand, it is a fantastic platform for generating and distributing blog posts that will value the people who read your content. Pieces of Thought Leadership are particularly suited to LinkedIn since they enable you to demonstrate your knowledge in your specific sector.
You can share links to pieces on your existing blog, but studies have shown that LinkedIn’s algorithm favors content written on the platform rather than encouraging off-site links.
Rather than leaving the platform, LinkedIn allows you to make blog posts within it. Even though it is not currently available on LinkedIn’s mobile app, its publishing platform will enable members to write, edit, and share articles on the social networking site.
You don’t need to come up with something new for almost all of your LinkedIn posts. You can offer links to other stuff that you think your readers will find interesting. Maintaining a LinkedIn profile is all about providing value to your target audience, and both unique and relevant content may help you do that.
Use images and other media in your content
But even though Instagram and YouTube are far more visual, LinkedIn is still vital. It’s usually better to have a good111 image rather than a lot of text. I’d instead include the image or text in a text-based post than just share it in most cases.
You should incorporate graphics to enhance your shared post, even if the content is all text. Using pictures or videos to entice people to read your information will increase their likelihood of doing so. If they enjoy what they see, they may decide to follow your page if you keep up the excellent work. Sharing films from YouTube is no longer encouraged on LinkedIn. Multimedia content can be added anywhere in a LinkedIn post, including photographs, videos, podcasts, slides, tweets, and more.
Include LinkedIn ads in your campaign
You may increase your brand’s performance on LinkedIn, just like you can on most social networks, by purchasing advertisements. Because LinkedIn provides effective targeting options, you can be sure that your advertising is only delivered to the people who are most interested in them.
Advertisements that you can purchase include:
In this case, you pay to have your content shared more widely. This implies that your posts get seen by far broader audience than you could have reached otherwise.
LinkedIn text ads are pay-per-click adverts that appear on a variety of LinkedIn pages, including the LinkedIn main website, user profiles, search engine results pages, and club pages, among others.
These services, which are similar to email marketing but done within LinkedIn, allow you to deliver targeted messages to members of the LinkedIn network.
Actively participate in LinkedIn Groups
Participating in LinkedIn group discussions is another approach to establishing a social presence on the networking site. Connecting with other business experts is a fantastic approach to further your career. If you are picky about the groups you join, you should concentrate on communicating with the people who are most important to you. You may use the LinkedIn search bar to look for groups that are a good fit for you.
You can even decide to start and run a group to reach out to your target demographic. The process of keeping conversations going and making it worthwhile for individuals to participate will, of course, take time.
Examine Your LinkedIn Analytics
We’ve talked about how important it is to develop SMART objectives for your LinkedIn marketing strategy. It would help if you met certain conditions, one of which is that your goals be measurable. Therefore, you should set aside some time to evaluate your progress toward achieving your objectives.
A lot of the time, the LinkedIn statistics of your company profile will provide you with valuable information to use. This will give you a beautiful opportunity to learn more about the people who have visited your page and how they have interacted with the content you have provided.
Benefits of having a good LinkedIn strategy
Regarding publishing on LinkedIn, the advantages of having an effective communication strategy are self-explanatory.
They will assist you in determining whether you are on the correct route and whether you should continue in that direction, or whether you should adjust your future activities.
- It serves as a continuous source of information about your consumers’ needs.
- It indicates locations where you may make changes both within and outside the network. It is beneficial.
- It opens up new channels of communication that you may not have considered before or may have never considered at all.
All of this appears to be simple on paper, but when it comes time to put it into action, concerns and queries may arise, as well as questions that you are unsure how to resolve. That is why it is, and if you believe it is convenient, you should consult with a qualified specialist.
Each of us is an expert in our field, and it is impossible for all of us to be thoroughly knowledgeable about everything at the same time. As a result, projects improve dramatically when you surround yourself with professionals who can assist you through the areas in which you are not as skilled or do not have the time.
Regardless of your choice, whether you do it yourself or hire a professional from a marketing agency to assist you, always remember to apply strategy, strategy, and more strategy.