LinkedIn has rapidly grown from a tiny professional networking site into a professional social media giant. It has grown as the best place to network with industry experts, aid in brand development and establish a professional relationship with the consumers. It is filled with business professionals, decision-makers and executives who are there busy networking with a particular motive. In 2021, more than 80% of social-generated B2B leads come directly from LinkedIn. Recently, it has grown into a platform for brand awareness and building relationships with your customers.
Define Your Goals: Like any other social media marketing strategy, defining and having a clear picture of the reason that you want to market your brand on LinkedIn is important. You should define the expected returns and set the goals you want to achieve from your LinkedIn marketing campaign. Typical LinkedIn goals for businesses can be building brand awareness, generating qualified leads, solidifying brand reputation in the industry, selling your product or service etc.
Find Your Target: The next important step is finding your target audience on LinkedIn according to the services you offer. You need to send out connection requests to relevant personalities and businesses in your industry. Identify your core customers and make sure they find you too. For example, if your business involves products that target school children, LinkedIn will be of little or no use to you. On the contrary, if you provide digital marketing services, you can find ample industry experts, clients and potential customers who can help you with lead generation. It is important to study the characteristics of your consumers and stakeholders, since it's not the business that makes up its mind to purchase your product, but some specific manager in that company.
Create a Perfect Company Page: Like Facebook, LinkedIn too has two types of pages- personal page, where people list their expertise, experience, achievements and current designation. The other is the company page. LinkedIn creates a company page for you once a user adds your business as his/her place of work. This page allows you to promote your brand as a separate entity from your own personal LinkedIn profile. Since it is the first interaction of your target audience with your brand, it should contain everything they would want to know about your business. It strengthens your credibility and professionalism in the industry.
Share High-Quality Content: The advantage of good content is that it can be highly targeted at your desired consumers. There is no point in having users follow your account and receive nothing in return. Attracting followers can be a tiring task, but what is more difficult is engaging and retaining them. It requires publishing and sharing relevant content that adds value to your follower’s knowledge base. The quality of the content you share matters the most on LinkedIn. You cannot expect leaders of industries to follow you by sharing pictures of your dog! You have an option to hire agencies that can take care of the quality of content and assist in the content marketing services of your brand on LinkedIn.
Types of Content: LinkedIn allows users to share a variety of content formats that include images, videos, business updates etc. A well-chalked out content marketing strategy for LinkedIn can help you make effective use of the platform. Since your connections consist mostly of like-minded individuals who can resonate with your thought process, the selection of topics to share becomes easy. It can be business articles, videos about business and market, links, informative status updates, Long-written content, etc. Status updates, be it about your industry or some daily experience in your job, is one of the best ways to stay connected and make a considerable impact on your target audience. Videos about your business, industry developments, expert interviews, Q&As about your industry will help you establish and connect with big players of the industry. LinkedIn has an article publishing platform that can prove to be a goldmine to connect and communicate with your target audience and expand your reach.
As mentioned above, sharing personal and unprofessional content should be strictly avoided. Refrain from sharing sensitive/emotional topics as it is of no use to professionals. Also, try to limit the number of posts per day.
