LinkedIn is a professional social networking site which is a powerful platform for businesses to connect with professionals and market their business among the right audience. Launched in the year 2003, LinkedIn is centred around career building, networking, and sharing. Over the years, it has also evolved as a stellar marketing tool which stands out among other social networks, as it strictly restricts to professional conversations and engagement. In this article, we will study in detail about what is LinkedIn marketing and how businesses could benefit from a well-knit LinkedIn marketing strategy.
What is LinkedIn Marketing?
With around 660 million users globally, LinkedIn is becoming a popular marketing tool among businesses. LinkedIn is all about making connections and tapping into the network for brand building, lead generation, and fostering business relationships and partnerships. Businesses can reach out to the right target audience by sharing relevant content and then drive traffic to their website and other digital platforms.
Today, LinkedIn has become an important part of the marketing strategy of many businesses. The main reason being access to highly sophisticated analytics features, high-quality network building with genuine connections, brand building through word of mouth and more.
Let us start with how to set up a LinkedIn page for a business:
Setting up a Company LinkedIn Page
Step 1: Create the page
Visit LinkedIn Marketing Solutions and click on the ‘Create Your Page’.
Select the type of business that fits your business, and continue.
A showcase page is an extension of your company’s LinkedIn page. One can use it to highlight individual brands, initiatives, or business units under the umbrella of the company. These showcase pages are listed under the affiliate pages on Company’s main LinkedIn page. Learn more about showcase page here.
Step 2: Fill in your Company Details
Enter your official company name along with a URL that will help people find your business on LinkedIn. Choose the URL wisely as you cannot change or edit it later. Also, fill in other required mandatory fields.
When you scroll down on the same page, there is an option to add a logo and company’s tagline. You should use the same logo and taglines for all your online platforms and pages.
Click on the verification check-box, and ‘Create Page’
Step 3: Create a Company Description and Add a Cover Image
Once you create a company page, the most important thing is to write a brief about the company within 2,000 characters for your connections to get to know you better. The first 156 characters are the most important as they appear on the Google preview of your company’s LinkedIn page. Hence, intelligently craft a concise message that includes products, services, strengths, and any other information that might be relevant to your connections. Get your marketing/ content team on board to create the description as it holds immense importance on your page.
The Cover Image should ideally capture the essence of your business and should be of the size 1536×768 pixels. For example, if you are a startup found by known faces, a picture of the founding team members could be a good choice to start with. You can change the cover image whenever you want.
Step 4: Manage Administrators
To add administrators, click on admin tools on the top right corner, and click ‘Add Admins’. Here you can add administrators who can post and contribute to the page. They can also make edits to your page.
Step 5: Optimise
Once you create the page and it is up and running, monitor what is working and what is not to run the page at its full potential. Refer to analytics to understand the performance of various types of posts and content. Follow best practices to get maximum out of your Company Page and keep optimising these practices depending on your short term and long term marketing goals.
Next, let us have a look at the best practices for LinkedIn Marketing
LinkedIn Marketing Best Practices
- Connect with Highly Targeted Customers
- Share Company Updates and News Regularly
- Build a LinkedIn Community
- Maintain brand consistency while choosing a more formal tone of voice
- Sponsored Content
1. Connect with highly targeted customers
LinkedIn gives you the possibility of connecting with professionals that fall into your very specific customer personas. You can sort people with their age, location, exact job role, etc. and connect with your target audience
2. Share company updates and news regularly
Update your employees, customers, stakeholders, and investors regularly on how you are working as a company. Share all big and small updates and advancements on the Company’s LinkedIn page.
3. Build a LinkedIn Community
LinkedIn is a great platform to build a community of like-minded people with similar interests. You can spark engagement where community members can collaborate on shared interests about your company, products, services, or industry in general.
4. Maintain brand consistency while choosing a more formal tone of voice
Unlike other social media platforms, LinkedIn is strictly for professionals. Hence, follow a corporate and formal tone of voice. But this does not mean that you sway away from your brand identity. Keep your brand’s image consistent on all social media platforms including LinkedIn.
5. Sponsored Content
Both sponsored and organic content are essential for an effective social media strategy. Same holds true for LinkedIn as a social media platform. Along with organic posts, you should also schedule sponsored content from your company page. It will give you the opportunity to reach the high intent audience as you can set in the LinkedIn Ads section. It is also easy to track the conversions from sponsored posts, hence there is a scope for A/B testing your content for maximum engagement.
These are just a few tips on how to utilise and optimise LinkedIn as a marketing tool. There’s a lot more to learn about social media marketing and LinkedIn as a platform specifically. To learn more, upskill with Great Learning’s Digital Marketing Program.