When you think of LinkedIn, it’s the social media platform’s ‘professional approach’ that first comes to your mind. This is why LinkedIn Marketing is important. Besides, this social media is also known for it’s potential to help you network, and connect you to your industry peers and experts.
This is also probably the reason why the platform has over 740 million users, with 55 million companies onboard. With so many people using LinkedIn, almost on a daily basis, businesses can’t afford to miss out on the humongous opportunity that this platform provides.
So let’s take a look at what LinkedIn is all about and why your business needs to be there, on this social media professional networking platform, and why Linkedin needs to be included in your business’s marketing strategy.
LinkedIn Marketing: Statistics
LinkedIn is a social networking platform, that can be tapped, to reach out to and connect with skilled professionals, industry peers and experts, employers and more, through leveraging this social platform.
People use this platform for a number of reasons – to get an internship, to get a new job, connect with industry experts, and share ideas and more…
While LinkedIn is extremely popular amongst the working professionals, it’s also extremely popular with most businesses. Here’s why.
- Hubspot states that LinkedIn is 277% more effective at generating leads, than any other social networking platform.
- 79% of all marketers use LinkedIn for lead generation.
- For B2B marketers, LinkedIn generates almost 80% of their leads.
- As per Hootsuite, 59.9% of LinkedIn users are between the age of 25 to 34 years.
- 57% of LinkedIn traffic is from mobile phone users.
- 4 out of 5 LinkedIn members lead important business decisions.
- From the above, 41% of older millennials (26 years – 35 years) have the final decision making responsibility, in their respective companies.
This is why you need LinkedIn. It’s the best platform for you, if you want your business’s content out there or if you just want to connect with other businesses. Then, this social media networking site can do wonders for you.
In terms of marketing, LinkedIn can attract applications and applicants to your job openings, help drive traffic to your website, and it also helps you source quality leads for your business. Now for all of this and more to happen, you need to get started with LinkedIn Marketing. So let’s take a look at this.
Getting started with LinkedIn Marketing
Some marketers are wary about this, but it’s actually a simple process that won’t take up much of your time and energy.
Create a Company Page
This is your first important step. A LinkedIn Page will help professionals and other businesses identify you and your business on the platform. Here’s how you can create a Page on LinkedIn.
- Click on the ‘Work’ icon on your personal homepage.
- Select ‘Create a Company Page’ at the bottom.
- Choose from the Categories provided by the platform – Small business, Medium to large business, Showcase page, Educational institution
*A showcase page is an extension of your current LinkedIn page where you’d like to share a particular kind of content with specific audiences. You need to be a Super Admin to be able to create this page. Thereafter –
- Fill in all the essential details.
- Verify yourself as the Admin.
- Click on ‘Create Page’.
Fill in Company Details
You may have already put in some basic information to create your page, however you can always alter most of this information, even after you have created your page.
In the About section you need to add details about your company, what it does and about your companies products, services, and other offerings. Use the right keywords to optimize your LinkedIn profile page.
Different sections on LinkedIn have different limits on the maximum word/character count, the maximum being 2000 characters for About/Summary section. Sections on LinkedIn have a limit on the maximum number of characters that can be used, and you can take a look at all of it here.
After this, all the other details such as your Website URL, Company Size, Industry, etc., needs to be filled up. This is a rather simple exercise and helps the social networking site ensure that your page is discoverable. Then comes your business location. Now, keep in mind that this is critical for three reasons.
First, it’ll help you in targeting your audience effectively. Second, your business will get easily accustomed and known to those living in your area. Third, you can also have the content and happenings related to your location published on your page, which will create a sense of association and bonding with your audience.
Also remember to add Hashtags to make it easier for LinkedIn’s search engine to find you.
Every LinkedIn page needs a profile image and a cover image. Your profile image needs to be related to your company/brand. You can use your company logo here.
Your cover image also needs to be associated with your company/brand, and should reinforce your brand identity. You can convey more information about your brand through your cover image, making it informational and engaging.
Remember, most of all, both these images must look professional at all times. Although LinkedIn is a social media platform, it’s purpose is to drive professional and business engagement.
Add Custom Buttons
You can add buttons like Contact us, Sign up, Register, etc. on your page, to encourage traction and grow engagement on your LinkedIn page.
You can add hyperlinks to these buttons, so that your audience on clicking these buttons are taken to all your relevant landing pages, and you can track all of this using UTM (Urchin Tracking Module) parameters.
Tap on Language
People from different countries use LinkedIn, and it’s not necessary that everyone speaks the same language. So if yours is a big brand spanning across countries and continents, you can use LinkedIn to your advantage, as LinkedIn facilitates around 20 different languages on it’s platform.
Done with setting up your LinkedIn company profile page? Now, you need to get going and start sharing it. Employees are the ones who relate to, and connect with your company’s page first. After all, 30% of all engagement on your LinkedIn page, comes from your employees.
You can also reach out to your employees, to connect with your company’s LinkedIn page. You can initiate this by shooting a company-wide email regarding this. You can also share posts on your page about your company’s culture, as a result of which your company becomes relatable, and is know far and wide.
Also, don’t miss out on sharing your page with all your potential consumers. Use all your current digital sales channels that you have at your disposal, like your own website, and your other social media handles to promote your page. Add the LinkedIn button to the header and the footer of your website.
If you’re a page admin, you can also send connection invites to people. Just go to Admin tools and click on invite connections.
Craft your LinkedIn Marketing Strategy
There’s a reason why you chose to get onto the platform. Now for the next big move. Creating and curating your LinkedIn Marketing Strategy. First, you need to list down the goals that you want your company to achieve through LinkedIn – Lead generation? Hiring employees?
Whatever may be the reason, note them down and finalize your goals. Accordingly, make a content calendar. Along with marketing, you can write and publish leadership articles, post pictures, videos, share other insightful articles, infographics, and more. There’s a ton of variety available.
Plan what content you’d like to post on what day in advance, as per your calendar. Run them by your LinkedIn goals to double check if your content meets those criteria.
Conclusion on LinkedIn Marketing
Finally, remember that LinkedIn is a platform that encourages and values a professional setup and culture, unlike Instagram, Facebook and Twitter, where you can get more creative with your marketing strategy.
So ensure that you keep your LinkedIn strategy focused on your company and it’s offerings, discussing about the latest trends in your area of specialization, and in your industry. Don’t forget that people want to know what’s happening in your company, so also try to publish posts about your company and it’s culture often.
What kind of content gets you the most engagement on your LinkedIn page? Or if you have any other questions related to ‘Getting Started With LinkedIn’ or ‘LinkedIn Marketing Strategy’, or LinkedIn as such, let us know in your comments below.