LinkedIn Marketing is the set of sales strategies and techniques expressly designed for B2B and which bring your professional profile or LinkedIn company page to be noticed by a quality target audience.
But who is LinkedIn’s target audience? Companies aiming for new partnerships – without disdaining B2C sales -, managers and top roles, professionals looking for work or collaborations, recruiters. Differently from the others, LinkedIn is a professional social network and, according to recent statistics, the most performing platform in terms of lead generation.
How to use LinkedIn marketing to find a new job or find new customers? I tell you about it in this article, and in particular, you will discover:
- What is LinkedIn and what is meant by LinkedIn social selling;
- How to build a LinkedIn marketing strategy in 5 steps;
- What is LinkedIn for companies?
If you are a freelancer or a company looking for new clients and business opportunities or if you are considering a new job, know that marketing on LinkedIn is your next step.
Making yourself known, maintaining strategic relationships with potential customers, and consolidating your position on the market are essential for any type of business. Thanks to the LinkedIn marketing course, it will be possible to improve your online presence and increase your web reputation.
In the video you will find the answers to:
- For whom it is advisable to adopt this strategy;
- Why LinkedIn Marketing is Useful for Companies;
How to market on LinkedIn in 5 steps
How do you get started marketing on LinkedIn? And why is LinkedIn marketing talked about specifically and considered different from other social channels? Ever since it was launched in 2002 as a professional social network, the required data for creating pages was company information and curriculum vitae. Over time it has taken on more friendly features, as demonstrated by the 7 different reactions now possible (recommend, celebrate, support, funny, heart, brilliant, interesting). But what is the purpose of the LinkedIn social network?
Born as a professional social network, LinkedIn is the number one social media for B2B Marketing.
So why should you use LinkedIn? The main advantages of any type of business are:
- Build and/or improve personal branding or corporate brand identity;
- Lead generation;
- Identify prospects, potential customers, or decision makers;
- Build relationships and expand your network of contacts;
- Explore job opportunities (find work and/or new candidates).
Concretely, opening your own LinkedIn company page (or company page) and understanding how to use LinkedIn in broad terms are the first steps to start promoting your identity and philosophy internally among employees, or towards potential customers or collaborators.
The corporate marketing strategy that works involves addressing your ideal customer, speaking in the right tone of voice, and responding to their expectations. Based on this the company profile has to be created. by filling in these fields:
- Description: it must be captivating, clear, and optimized from an SEO perspective thanks to the use of keywords of interest to your reference target;
- Image: this can be your brand logo or even better, a photo of your company’s staff or management team;
- Banner: it must be an image capable of immediately describing what the company deals with;
- Company information: website, type of company and its size, tags that describe its focus.
1. Identify your buyer personas
Why is LinkedIn marketing good for business? Because, right from the acquisition of contacts, you have to set up a strategy to identify the right pool of followers and invest all your energy only on that. The first step, therefore, is precisely the identikit of your buyer personas. Here vanity metrics not only don’t count, but they risk weakening the effectiveness of the communication strategy.
The content published on the LinkedIn company page, conveying useful information, will use keywords and hashtags that speak to your ideal customer: it is the customer-centric virtual place par excellence.
One of the strengths of LinkedIn is the ease of interaction with prospects and the amplification of their reactions: use this advantage by inserting Call To Action (CTA) in the tone and style that your audience likes, launching surveys, and entering contact with them. This type of activity, in addition to enhancing your company presence, will help you sharpen the identification of interested customers.
If you manage a company page, also consider the employees of the company as part of your audience, because doing LinkedIn marketing is also a good method to increase employer branding, actively involve those who work with you on company initiatives, and transform your people into brand advocates.
2. Plan a content marketing strategy on LinkedIn
Publishing quality content is the absolute diktat for this platform. Precisely because it is a social media focused on business, to understand how to communicate well on LinkedIn it is necessary to set up a solid and thoughtful content strategy.
On the other hand, content marketing is now an indispensable tool in the digital environment; no professional can compete effectively in their market niche if they don’t offer good content, written or visual, useful to potential new customers.
Using LinkedIn marketing as a tool to benefit the company requires planning and analysis: an editorial plan is needed that takes into account holidays and industry events and considers the best time slot for publications.
All interactions with the community must be analyzed based on precise measurement metrics.
Therefore, to design a successful LinkedIn Content Strategy it is necessary:
- Take care of the quality of everything that is disclosed: publish valuable content. Adopting a content mix strategy is successful, therefore it is advisable to alternate the type of content between targeted texts, infographics, photos and videos, rich media, white papers, or with the new Slideshare function. It is also advisable to offer paid content and to carry out tests.
- Search for interesting content to share: in line with the concept of content mix, it is also advisable to find other resources to share with your network of contacts. The marketing material in question can come from sector studies, conferences, research, and market surveys capable of circulating important news and keeping professionals and potential customers updated in the reference sector. It is also possible to communicate news, perhaps relating to a new product or service, collect contacts, and recruit staff.
- Hiring a content manager: If you were thinking of delegating the preparation of content to be published on LinkedIn to anyone, know that it is not the right choice. Writing content for the web is an activity that requires specific preparation and cannot be done in spare time.
- Use appropriate, simple, and understandable language to communicate with the target audience: if the intent is to find new B2B customers, it is not advisable to use terms used only within the company or in the strict professional sphere.
- Possess moderate writing skills (knowing how to write well is only the first step). The preparation of content intended for the digital market requires mastery of both technological tools (also from an SEO perspective ) and specific communication techniques.
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3. Generate leads
One of the peculiar methods of this to reach your potential customers on LinkedIn and acquire new contacts is to use groups. In this case, the choice is twofold. You can:
- Create your group on LinkedIn;
- Participate in thematic groups.
Opening a group from a LinkedIn marketing strategy perspective means creating a further possibility for the exchange of valuable information between and with users, showing oneself as authoritative in a certain area, and generating lead generation.
As a second option, joining an already created group favors the growth of the company’s authority and, therefore, constitutes an indirect promotional tool.
Understanding which topics are of interest to group members can help in building the LinkedIn marketing, content marketing, and brand awareness strategy.
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4. Engage the target audience
Sharing is all the more profitable for the company the more this content is commented on and shared on LinkedIn.
LinkedIn marketing means being able to take advantage of scalable and granular communication tools to facilitate new business opportunities. I am referring in particular to the LinkedIn showcase pages (showcase page). They are extensions of company pages used to promote particular initiatives, brands, or products. Structured companies or international law firms frequently make use of these pages to give support and visibility to the various corporate offices and divisions.
Each showcase has its followers and can publish updates on its status, with texts aimed at a particular market niche. The showcase pages represent an indispensable tool for large multi-brand companies, but they could also translate into a winning marketing strategy for smaller companies or professional studios.
The commercial promotion of one’s products or services within the groups themselves is strongly discouraged. The reason is simple: in LinkedIn marketing, it is more important to encourage interaction between people, as long as it is based on topics of real interest to the community involved.
Furthermore, overly aggressive advertising, which is well suited to other social platforms such as Twitter, Facebook, or Instagram, is unwelcome and too invasive for LinkedIn.
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5. Invest in LinkedIn Ads campaigns
What are LinkedIn Ads? It is a tool for advertising on LinkedIn through sponsored content to increase one’s notoriety beyond the contacts already acquired.
Business-to-business (B2B), i.e. companies that market products or services with other companies resort to using a precise editorial strategy of LinkedIn Ads to increase traffic to the company website.
In this regard, the options offered by LinkedIn are essentially two:
- direct sponsored content: they perform the function of disseminating updates in a direct sponsored form without these having been previously published on the company page. The promotion of paid content is introduced alongside the “organic” one. Being sponsored content, it is possible to give them a greater commercial connotation than what is published on the company page;
- sponsored page updates: it involves posting an update on the company page and subsequently sponsoring it through an ad hoc campaign. This option is ideal for disseminating relevant news, LinkedIn marketing blog content, and other documents such as statistics, commentary, and updates on topical case histories.
The advantages of LinkedIn Ads, achievable through paid advertisements, are linked to a better visibility of the contents, therefore to an enhancement of the possibilities of generating leads.
How much does a LinkedIn campaign cost? Well, significantly more than a campaign conducted on other social networks such as Facebook or Instagram, but it can count on more specific targeting and could lead to a sudden positive ROI (Return Of Investment).
To maximize investments, it is essential to monitor the results of LinkedIn Advertising. With LinkedIn Analytics you will not only be able to analyze the number of people who have seen, commented, or shared the post, but you will also be able to better understand your target audience.
Thanks to the statistical insights of the platform, you can then create targeted content for that specific target and also launch remarketing campaigns to find target B2B customers.
Why use LinkedIn marketing for your business
If you’re wondering why LinkedIn marketing is important to business success, here are some of the benefits this strategy can bring to your company:
- Strengthen the brand awareness of the company or professional: it is used to make yourself known within a circle of subjects such as other companies or professionals who may be interested in what you offer.
- It helps to promote events that you want to highlight: such as a conference, a presentation, a career day, etc. As a company, you could decide to offer coupons that can be downloaded online, with discounts on participation in events, after completing the appropriate form. This action mirrors the so-called lead generation strategy.
- It creates engagement, with positive repercussions on brand awareness: this applies, in particular, to those discussions that have arisen around a specific issue that has aroused interest.
- It can lead the user to purchase a product advertised on LinkedIn. This new sales strategy is now so developed as to take the name of Social Selling, “sale through social media”.
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LinkedIn B2B: advice and best practices
Here are some ideas to improve your marketing on LinkedIn:
- Search for highly targeted clients and connections: carefully choose which industry, type of company, or professional role you want to intercept.
- Maintain constant contact with the target audience, with those subjects who reflect the characteristics of your ideal customer: thanks to LinkedIn, it is possible to post status updates and blog posts that can arouse interest and curiosity among those you would like to have or keep as customers.
- Use connections to build lasting relationships: remember that thanks to LinkedIn, the contacts you have established with other professionals must lead you to obtain tangible results, such as professional collaborations. Having so many contacts just to indulge your vanity is not good for your business.
- Increase the list of customers, actual or potential, for e-mail marketing purposes: you can do this, for example, by thanking the people who have been added to your contact list, and inviting them to subscribe to the newsletter.
- Establish the guidelines and the brand policy and respect it scrupulously: apply it also to the comments posted or to the messages sent.
- Remember the centrality of your profile and that of other people linked to your company: LinkedIn is a formidable tool for building your identity and consolidating your reputation.
Conclusions and strategic advice
With more than 810 million users from over 200 countries around the world, LinkedIn is undoubtedly the social platform to use for business marketing.
In summary, at a B2B level, marketing on LinkedIn allows you to reach the target audience at the right time. You can make yourself known by publishing quality content and news related to your company. In addition, you can connect directly to users who match the profile of your buyer personas.
To this end, you can consider adopting not only organic solutions but also paid solutions such as LinkedIn Ads actions or tools such as LinkedIn Pulse.
Remember that LinkedIn marketing can also be adopted for the sale of services and products, also offering B2C (business to consumer) solutions, or as a job search tool. In this case, we’ve seen that by grooming your profile and doing personal branding, you’ll have a good chance of being the perfect candidate.
If you want to know what the boosts for your business are among the potential of this working network, request a free strategic consultation and expert coaches will be able to advise you.
I direct Digital Coach®, the professional training school, leader in training all professionals who work in the Digital Marketing & Sales field.
As a trainer, I have trained over 35,000 business professionals from over 300 large multinational companies and over 5,000 Italian SMEs.
I devised the “Digital Strategy Framework®” method, thanks to which since 2014 I have been helping companies to define and improve over time a digital strategy that maximizes the generation of turnover and online sales.