Design your LinkedIn strategy as you would design a work presentation. Before you head into the conference room, you should have a good idea of who your audience will be, what presentation style you’ll use, and how you’ll involve your coworkers in the conversation.
The same approach can be taken to your LinkedIn strategy. If you want to make sure that your company and personal brands look their best on social media, you need to do some preparation and analysis.
The Importance of a LinkedIn Marketing Strategy
One of the main benefits of using LinkedIn is that it is popular with high-level influencers, people who make decisions, and influential thinkers.
In order to grab the attention of top-level executives, LinkedIn marketing should be a focus. There are LinkedIn marketing strategy templates available online that can make the process easier.
Unlike other social networking sites, LinkedIn is a great opportunity for B2B marketers. The following infographic from LinkedIn shows the percentage of workers in different sectors who feel engaged at work. The infographic from LinkedIn below shows the percentage of workers across different sectors who feel engaged in their work.
A strong LinkedIn marketing strategy is key to the success of your business. It can help you build brand awareness, increase website traffic, quality lead generation, and much more.
Being an industry thought leader can help establish yourself. You need to have a set of well-defined goals and strategies if you want to promote your personal brand on LinkedIn.
Having a deep understanding of your target audience is also important for developing an effective LinkedIn strategy.
below are the steps for creating a successful LinkedIn marketing strategy.
1. Define Your Goals
The content you publish and the way you distribute it on LinkedIn depend on what you want to achieve. It is important to start your LinkedIn marketing strategy with a clear goal in mind.
Typically, you may want to target one or more of the following goals:
- Build brand awareness
- Generate qualified leads
- Strengthen brand reputation
- Engage with your target audience
- Sell your product or service
2. Understand Your Audience
After you have decided on your marketing goals, you need to choose your target audience. You need to have a clear idea of what you want to achieve with your LinkedIn marketing strategy before you start developing it.
You can group your audience by different characteristics such as job title, geographic location, or industry.
You could say something like: “If you’re looking to learn more about influencer marketing and how it can benefit your brand, then this ebook is for you. It covers everything from finding the right influencers to working with them to get the best results for your brand.” Your audience for this case may be marketing professionals. Some people’s job titles refer to work with social media. These positions might be called “social media manager” or “social media executive.”
It is important to understand both who your target audience is and who your existing audience is. To have a successful LinkedIn marketing strategy, you need to focus on understanding who your audience is and what they like.
The analytics section on your Company Page can tell you more about your followers and page visitors.
Conducting audience research can be useful in helping you understand your audience’s preferences and the type of content they respond to. This means that your LinkedIn marketing efforts will be more effective if you cater to the needs of your audience.
3. Create a Captivating Company Page
Your LinkedIn Company Page is a key part of your LinkedIn marketing strategy. This means that your target audience’s first impression of your personal brand will be based on your social media profile.
This means it will help them learn everything they want to know about your business. This refers to your company’s information on its products/services, employees, and headquarters, etc.
Include your company logo, website URL, industry, company size, and other details. Adding more details to your company’s profile on LinkedIn will help make it seem more credible to potential customers, which in turn will make your LinkedIn marketing campaign more effective.
You should create a description of your company and offerings that contains important details.
You can add a cover image to your profile that reflects your brand. An up-to-date company page strengthens your brand’s image by reinforcing your credibility and professionalism.
If you want to learn more about Schneider Electric, you can take a look at the company’s LinkedIn page. The Overview section is important because it provides a lot of information in one place.
This text provides information about a company, including its website URL, specialties, and social media profile links.
4. Optimize Your Company Page
When people are searching for your company on LinkedIn, you want your page to come up as one of the top results. You can do this by optimizing your page for search engine optimization, or SEO. It’s important to have a LinkedIn marketing strategy as part of your overall marketing efforts.
Optimizing your company page will help you to be more visible in search results on and off of LinkedIn. By having a LinkedIn profile, it will be easier for people to learn about your company through search engines as well as LinkedIn.
You can optimize your Company Page for search with the following techniques:
Use Keywords
Keywords are crucial to your LinkedIn marketing. Don’t just use your target keywords on your website and blog.
What terms and phrases would your target audience use when searching for your products or services? Mentioning your industry credentials in your company description and list of specialties will help to boost your credibility.
Link to Your Company Page
The quality and quantity of a page’s inbound links are one of the most important factors in its search engine ranking.
To make sure your LinkedIn marketing strategy is effective, you need to optimize your LinkedIn Company Page for search.
The easiest way to share your LinkedIn profile is by providing links to it. You can use these tips on your website, blog, newsletters, social media profiles, etc.
Additionally, it would be beneficial to your company if you encouraged your employees to complete their personal LinkedIn profiles and add your company as their employer.
This helps improve your Company Page’s ranking and visibility, and increases the number of inbound links. As a result, your LinkedIn marketing gets a boost.
Publish Relevant Content
uploading and sharing content on a regular basis not only allows you to connect with your audience but also makes it easier for Google to index.
This will also improve your search engine rankings and help your Company Page appear higher in search results.
5. Analyze Competitors’ Company Pages
To be successful in LinkedIn marketing, you need to know how you compare to your competitors.
LinkedIn has a feature called “Companies to track” which pulls up a list of companies similar to yours. Accessing a few key metrics is also an option.
This includes things such as the total number of followers, how many new followers are gained, and social media engagement. You can improve your Company Page by evaluating other similar pages.
By observing what works well for other companies on LinkedIn, you can learn from their example and improve your own LinkedIn marketing.
Tactics to position your business as an authority in your industry
1. Use personal profiles and company LinkedIn pages to build your audience
If you try to use your personal social network to promote your brand on other platforms, it can get complicated. While other social media platforms are used primarily for personal use, LinkedIn is unique in that it is used for both professional networking and personal social media. Using both company pages and employees’ personal accounts together is the most effective LinkedIn strategy.
LinkedIn company pages are a good way to make your brand known and to share company updates or articles.
“The main target audience for our LinkedIn company page is other businesses and decision-makers who might be interested in our products,” says Peter Morrell, growth marketing at WizardPins, a company that produces custom promotional products.
He mentions that people usually anticipate self-advertisement from a company’s page, yet he states that his personal page is more focused on assisting people he knows, rather than directly advertising his company.
People connect more easily with other people than with brands on LinkedIn. Therefore, company LinkedIn posts usually have less engagement. However, company pages offer more audience targeting options and paid advertising options. If you invest money in your LinkedIn marketing, you can target your specific audience.
Adding personal profiles to your company’s LinkedIn strategy is important because it puts faces to ideas.
It is not common for company pages to be shared as much as personal pages, according to Katie Mitchell, head of marketing at UserLeap. She says that they prioritize all of their content on personal pages and try to flow traffic back to the company page.
Gong also encourages its team members to use LinkedIn to build their own audiences on the platform. Content marketing manager Nehal Tenany states that LinkedIn is one of the main channels Gong uses for content strategy. It allows us to better target our audience and generate leads that are better qualified. Additionally, it establishes Gong and Gongsters as thought leaders in the community.
Think of your LinkedIn company page as a sort of elevator pitch for your business. Just as you wouldn’t go into a work presentation unprepared, you’ll want to make sure your company page is up to par. Your company page is a great place to share high-level overviews of company news and blog posts. This is a great way to keep people updated on what’s going on with your company. Then, encourage your team members to share updates about themselves on social media to get to know them better.
2. Get your team involved with your LinkedIn strategy
The LinkedIn algorithm thrives on interactions. Involving your team in your marketing activities can have a significant impact on your company’s reach and expansion.
You should encourage your employees to post about their individual areas of expertise on their personal accounts. This way, they can share their knowledge with the world and help to promote your brand at the same time.
According to Mitchell of UserLeap, personal audiences can be leveraged to great effect by funneling them back to the company page.
Your team’s personal posts can be thought of as different versions of your presentation. Each personal profile should be unique and tailored to that person’s skills and personality, while still being relevant to the overall presentation.
Gong asks its team to share the company’s LinkedIn content in their own way. Tenany says that they follow the Gong tone, stick to branding, add their personal flavor, and interact heavily with each other. “We’re a team at the end of the day, so when we have a win or a new piece of content or something exciting to share, the entire company is on it. Your entire newsfeed is flooded by the Gongsters,” she adds.
3. Experiment with different post types
When it comes to consuming content, everyone has different preferences. Post formats are a great way to engage with a wider range of people and focus on what your followers respond to.
4 LinkedIn post types to test out
1. Text-Only
Don’t underestimate the power of text-only posts. Not everyone wants to click on a video or look at an infographic, sometimes text is enough to reel people in. On LinkedIn, text-only posts work well because you have some formatting options, both on company pages and personal profiles.
2. Long-Form Posts
LinkedIn posts by companies can be a maximum of 700 characters, and personal status updates can go up to 1,300 characters. There are advantages to writing longer updates, even though you shouldn’t treat every update like a blog post.
LinkedIn profiles are like digital portfolios. Everything you post is saved in your activity tab so that people can go back and read your insightful content. If you want to be seen as an expert in your field, writing detailed posts with insights is a good way to do that. This will make you look more authoritative and trustworthy, which will make people more likely to see you as a valuable resource.
3. Multimedia
Images, videos, and LinkedIn Live can be used to capture people’s attention as they scroll through their feeds.
with the text According to LinkedIn’s 2020 Sophisticated Marketer’s Guide, including a relevant image with your text can help people retain 50% more information.
4. Leverage LinkedIn analytics to optimize your content
To see what efforts are working best with your audience, you can track LinkedIn analytics either through LinkedIn or with third-party tools.
To look at your company page analytics on LinkedIn, click on the “Me” button (under your profile photo), select the name of your company page, and then click on “Analytics” from the menu bar.
LinkedIn analytics will show you your activity for the past 30 days on the left side of the home page. This includes things like how many visitors you had, new followers, post impressions, and custom button clicks. To view the stats for an individual post, scroll through the posts until you find the one you want. Stats for each post, including impressions, reactions, click-through rate, comments, shares, clicks, and engagement rate, are available.
A clear LinkedIn strategy can pay off fast
LinkedIn is special because it not only relies on how much engagement you get but also on who the engagement is from and when you get it. You can still be successful on LinkedIn even if you are not a celebrity influencer or a well-known brand. If you want to be successful on social media, it’s important to post content that your followers will enjoy and that reflects your brand well.
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