Oh, LinkedIn. Whether you love it or hate it or … just aren’t sure how to use it properly, it’s a social media platform that could get you some great leads if you figure out a great marketing strategy. Over the years, LinkedIn has slowly transitioned from a job-seeking platform to an actual social media platform that is great for both B2B and B2C marketing. If you’ve been avoiding hopping on LinkedIn thinking it’s not for you or your brand, you might be missing out on some major clients. To help you get started, we’ve put together our top tips on creating a LinkedIn marketing strategy and how to get started today.
What is a LinkedIn marketing strategy?
Okay, so what the heck is a LinkedIn marketing strategy
anyway? Well, it’s an overall plan that’ll help a business, brand, and anything in-between figure out a way to reach their target audience, build their brand, and achieve their overall marketing goals on LinkedIn.
Cool, sounds easy enough, right?
It’s definitely similar to how you would approach building a marketing strategy on other platforms but the biggest thing to think about is the audience that is on LinkedIn.
LinkedIn is an incredibly unique social media network. While on other platforms brands usually take a backseat to users with more personal stories, LinkedIn is designed more for businesses and business professionals. While it started off as a tool to help people build their careers, expand their networks and grow their businesses, it’s now shifted to being more of a social network for B2B marketing to help businesses connect with potential clients in a whole new way.
How to create a LinkedIn marketing strategy for B2B marketing?
Sweet. Now you know exactly what a LinkedIn marketing strategy is, how in the heck do you create one? If you’re looking to build out a marketing strategy for B2B on LinkedIn, here are some steps to help you get started:
Define your target audience
Psst, if you don’t know who your audience is, you’re doing it wrong. You need to start off by identifying who you want to reach on LinkedIn, such as decision-makers, industry experts, or specific job titles.
Use LinkedIn’s targeting options to create custom audiences based on job titles, company size, and other relevant criteria. From here, you can really fine-tune who you want to reach, and how you will reach them, and start building your list.
Set clear goals
Determine what you want to achieve with your LinkedIn marketing campaign, whether it’s generating leads, increasing website traffic, or building brand awareness. Make sure your goals are specific, measurable, and achievable. If you’re unsure where to start, check out this blog post about SMART social media goals and how to get started for your business.
Create compelling content
This might seem like a “duh!” to you but it’s important to remember when developing your marketing strategy—create compelling content! Develop content that resonates with your target audience, such as thought leadership articles, case studies, or industry insights. The best thing to remember is to make sure your content is informative, engaging, and tailored to your audience’s interests.
Optimize your LinkedIn company page
Make sure your company page is up-to-date and optimized for search engines. When people Google your business, you want your LinkedIn page to show up too, so be sure to include keywords in your page description and use a professional logo and header image so people can find you and know exactly who you are straight away!
Use LinkedIn advertising
If you’ve got the budget, use LinkedIn advertising to reach your target audience with sponsored content, sponsored InMail, or display ads. To get started, set a budget and bid on the most relevant ad formats for your campaign.
Engage with your audience
If we’ve said it once, we’ve said it a million times—engage with your audience! The best way to grow your audience and build a better marketing strategy is by getting to know your audience by engaging with them! Learn when your audience is online and start responding to comments and messages, sharing relevant content, and participating in LinkedIn groups. When you build relationships with your audience, they start to trust you and believe in your brand more and more.
Measure your results
After you’ve put your marketing plan in place, use LinkedIn’s analytics tools to track your campaign’s performance and measure your results. Confused? Don’t worry! We’ve got a blog post to help you figure out your LinkedIn analytics to help you with your B2B marketing.
Remember that B2B marketing on LinkedIn requires a long-term strategy and consistent effort to build relationships with your audience. With the right approach, LinkedIn can be a valuable platform for reaching decision-makers, generating leads, and building your brand (which are all things YOU want to do!). 👏
Best practices for LinkedIn as a brand
If you’re wondering how in the world to get started on LinkedIn, we’ve got a few best practices to help you dive in.
Optimize your company page
We said it above but this is a MUST. Ensure that your company page is complete and up-to-date. This includes adding a:
This is hugely important on LinkedIn! While sharing compelling long-form stories is great, add some nice visual elements to it as well. Use multimedia such as images, videos, and infographics to make your content more engaging and visually appealing.
Showcase your company culture
One of the best ways to get people to buy into your brand and want to know more about you and your company is by showcasing your company culture! Share stories and photos that showcase your company culture, as this will help you attract top talent and build a strong employer brand.
Participate in groups
Want more people to follow you and engage with your content? Join groups relevant to your industry and participate in discussions. This will help you build your thought leadership and network with like-minded individuals, thus helping you with your marketing strategy approach.
Collaborate with employees
One of the best ways to get more people to engage with your content is by encouraging your employees to engage with your content and share it with their networks. This will help you increase your reach and build your brand’s credibility.
Ready to dive deeper into LinkedIn, how to build your strategy, and learn everything you need to know about your LinkedIn analytics by clicking here
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