LinkedIn Marketing: How to Leverage a LinkedIn Marketing Strategy (2023)

Before launching her modern canned goods company, Heyday, founder Kat Kavner considered herself a passive LinkedIn user, keeping her profile up to date but not posting. But once her business began to take off, that all changed.

“I posted on LinkedIn announcing the brand launch in 2022 and got a really amazing response,” she says. “The post resonated well beyond my primary contacts and with the broader CPG community on LinkedIn.”

LinkedIn stands out above other social media platforms in its focus on business. If you’re starting your own business, you can use your LinkedIn Company Page to build brand awareness, recruit employees, and generate leads from other LinkedIn users. You can also run LinkedIn Ads to greatly increase your exposure.

Read on to learn the why and how of building an effective LinkedIn strategy with Kat’s proven tips.

Why use LinkedIn for marketing?

So then Business to Business (B2B) MarketingLinkedIn reigns supreme. B2B Marketer Survey A survey by digital marketing agency Wpromote found that marketers are using LinkedIn for lead generation, with 62% of these marketers reporting that they’ve received new leads from LinkedIn posts.

At the heart of it all LinkedIn Strategy Increase your company’s visibility. You can use your LinkedIn account to introduce your business to others in your network. You can also use it to grow your network. Buying ads Direct LinkedIn members to your business page.

For many business professionals, your LinkedIn profile represents credibility, and being active in your LinkedIn marketing efforts can help strengthen your brand image in the eyes of your business peers and potential clients.

How are businesses using LinkedIn for marketing?

Companies LinkedIn Page It accomplishes four main goals: Your LinkedIn marketing plan can focus on the following:

Brand awareness

Business owners use LinkedIn as a marketing tool, Brand awareness Share your company’s accomplishments: Use your company page to let potential customers know about the services you offer.

You can also post content on your company’s LinkedIn page to announce expansions, new hires, awards, important contracts, etc. Consider highlighting your team members and adding links to their LinkedIn profiles.

One of the best ways to grab the attention of your customer base is to post content that is relevant to them. LinkedIn internal data According to , 97% of B2B marketers use the platform for content marketing, making it a key audience hub. Keep up with the competition by regularly adding engaging content like polls and updates to your LinkedIn feed.

Lead Generation

Use LinkedIn to generate leads from other companies (B2B marketing) Business-to-Consumer (B2C) MarketingWhile both digital marketing strategies are effective, LinkedIn Other Social Networking Sites Ability to reach business customers.

Many companies customize their LinkedIn content to engage with professionals who use the platform through their business LinkedIn account. LinkedIn Analytics Data It turns out that the platform’s B2B buyers typically work in IT, finance, business development, accounting and operations.

Recruitment

Companies use LinkedIn marketing to strengthen their employer brand and recruit new team members, and in most cases, this means using LinkedIn to post job openings.

Instead of running widespread campaigns, you can also target individual LinkedIn users and send them personalized messages. Keeping an up-to-date business LinkedIn page with an accurate company description and location can improve your recruiting efforts.

Strengthening corporate culture

LinkedIn is a great tool for communicating with employees and existing customers. You can use LinkedIn posts to articulate your company’s values ​​and goals. These posts will be seen by potential customers as well as people who are already connected to your organization.

You can also suggest that your employees create and maintain their own profiles to provide updates on the work they are doing with your company.

How to align your marketing content with the LinkedIn algorithm

Like other major social media platforms, LinkedIn uses an algorithm to deliver relevant content to its user base. The algorithm prioritizes keeping users engaged by delivering quality content and minimizing spam. Use these general LinkedIn marketing tips to ensure your content appears in the feeds of your target users:

Make your posts easier to read

Use concise sentences. Avoid using too many marketing jargon in your sentences.

“A lot of people have a weird tone and style on LinkedIn — super long posts that are always one-sentence paragraphs about how busy they are or how hard they are,” he said. Hayday Canning Co.“Write in your own human voice,” he says.

Stay relevant

Talk about topics related to the services you offer. For example, if you sell software as a service (SaaS), consider writing posts about developments in the information technology sector.

Minimize outbound links

LinkedIn’s algorithms may flag outgoing links as spam or low-quality content. If you must include a website URL, use the actual address (not a shortened link) and provide context about the site you’re linking to.

Include images and videos

LinkedIn Metrics LinkedIn shows that video posts are 20 times more likely to be shared than other types of posts.

Use hashtags for related keywords

Hashtags help your content show up in LinkedIn searches. Make sure these hashtags are relevant to the central subject of your post. Avoid using hashtags like #subscribe or #follow, as they are not helpful to users and may be considered spam.

Tag other LinkedIn users (within reason)

Tagging other LinkedIn profiles can encourage those you tag to share your content with their networks, but tagging too many people can cause your post to be flagged by LinkedIn’s algorithm, limiting its exposure.

Tips for building an effective LinkedIn marketing strategy

Following six simple guidelines can help you increase your visibility on LinkedIn: Get started with these tips for publishing your content on LinkedIn.

Post at the right time

According to the study: Best times to post on LinkedInWeekday mornings tend to see more engagement, while evening and weekend posts get less exposure.

Provide high-quality content

Approach your content posting strategy with the goal of educating your readers. Focus on your niche and publish content regularly. You can link to your company website and highlight your achievements, but be careful not to overload your readers with sales pitches.

Leverage your LinkedIn connections

LinkedIn gives you the opportunity to connect with other business professionals online. Once you’ve added people and companies to your LinkedIn network, include them in your posts.

For example, you can tag a post to get feedback, or you can add your own comment and share the post.

“I post everything from my LinkedIn and then reshare it from my Heyday page,” says Kat. “I Consumer Goods Over the past 12 years, I have a pretty big network of friends and connections in the CPG industry, so if I post that way instead of posting through the Heyday page, I can get a lot more exposure.”

Join our LinkedIn group

LinkedIn Groups An opt-in forum for people who share an industry or general interest, you can join as many LinkedIn Groups as you like.

While it’s not wise to post blatant marketing content on these forums, being active and participating in group threads can help increase brand awareness. Establish yourself as an honest, reputable group member.

Encourage team members to contribute

Your employees are some of your best ambassadors. Encourage them to share content from your LinkedIn business page and post their own updates. Their posts can reach LinkedIn users who don’t already follow your company on the site.

Reply to a comment

User engagement is one of the key metrics that LinkedIn’s algorithm relies on when recommending posts. In other words, a post with lots of comments is likely to appear in more people’s feeds than one without. You can encourage dialogue by joining the discussion yourself. Ask questions in your posts and reply to other people’s comments.

How Founders Can Leverage Their Personal LinkedIn Pages

Not only can LinkedIn be used to market your business and products, but it can also be a great platform for founders to position themselves as business leaders. “[I]post all my big news stories on LinkedIn to spread the news and create buzz in the industry,” says Kat.

Here are Kat’s tips for leveraging your personal LinkedIn profile as a founder:

• Post it from your personal LinkedIn and share it from your business page. “Sharing the news from your own perspective makes your posts more interesting and human, and makes your readers feel like they’re along for the journey rather than posting from a brand account,” says Cat.

• Write in your own voice. “Tell your story and honestly share the motivation or ‘why’ behind what you do,” says Kat. This will help LinkedIn users make a connection with your brand.

• Think of your LinkedIn posts as mini press releases. “Use it as your own mini press release; in many ways it works that way,” says Cat. LinkedIn is a great place to share business news informally. press release.