LinkedIn Marketing Strategies to Maximize Your Business Growth

We’re more connected than ever these days, and that’s a bit of bad news for the B2B marketer. A smaller world means the never-ending lead generation process has an ever-shrinking window.

How do you find new ways to generate leads, then? With LinkedIn.

The social media platform is one of the best tools for generating B2B leads, but you can’t just post content and hope for the best.

Before I show you how to market on LinkedIn, you must understand the platform’s power.

With a community of over one billion members and 67 million registered companies, LinkedIn is an invaluable resource for businesses aiming to connect with their target audience and drive meaningful business leads.

The bottom line: LinkedIn marketing works, but you’ll need to be strategic and find your audience.

That’s what I want to share with you today.

I’ve compiled some powerful ways social media marketing can help you start generating leads on LinkedIn right now.

Are you ready? Let’s get started.

Key Takeaways

With a community of over a billion members and 67 million registered companies, LinkedIn is a powerful platform for businesses to reach their target audience and drive leads and sales.
A well-optimized LinkedIn profile is essential to your business’s visibility and credibility.
Advertisers can generate between two and five times higher Return on Ad Spend (ROAS) from paid advertising on LinkedIn. Also, adding Lead Generation forms to your Message Ads can increase conversions threefold.
To create engaging content on LinkedIn, it must be authentic, engaging, and valuable to readers.
Inviting followers to engage with your post, directing people back to relevant content on your website, and responding to comments are effective methods to increase engagement on LinkedIn.

How to Market on LinkedIn

If you want to learn how to market on LinkedIn, this section is for you. But first, to give you an idea of what a well-optimized profile looks like, check out this example from Google:

It’s got everything a profile needs to start gaining traction. The list of specialties, for instance, provides space for keywords. Then, it’s got the Google logo and banner for branding, and a brief overview of the company.

Now let’s see how you can do the same.

Optimizing Your Personal Profile

Want to stand out from the other two million plus freelancers on LinkedIn? Then, learning how to market on LinkedIn is essential.

Look at this example from established freelance writer Jennifer Goforth Gregory:

The “About” section highlights what she does, what she specializes in, the brand she’s worked with, and the intro sets out why you’d want to work with her.

These are all things that you can include in your profile, but there’s more you can do, like:

Showcasing your services: Just hit “Get started” and follow the prompts:

Optimize your profile: See our example? The top of your profile is perfect for placing a keyword like “Freelance B2B Technology Writer.” You can stand out even more by adding your location, and optimizing for keywords throughout.
Show your results: Don’t be shy! Your LinkedIn profile is ideal for highlighting your achievements, success stories, and past clients.
Get ahead with recommendations: Ask clients for testimonials and recommendations to make your profile shine.
Add stand-out images: Include a professional-looking image and a background banner consistent with your brand.
Network and Engage: That’s what LinkedIn is all about! Join groups like the Freelance Writer’s Connection, for instance, and join discussions.

Creating a Company Page

There are currently over 1 billion global members on LinkedIn.

Not being on LinkedIn means you’re missing out on reaching a worldwide audience and gaining leads.

But there’s a simple fix. All you need to do is create a free company page.

Just enter some basic company details:

Add your company name, website, industry, and additional information indicated on the form. You’ll also want to create a personalized URL to create a unique LinkedIn address and add your job title and keywords.

Next, you’ll need to create a tagline that encapsulates your brand. Note that LinkedIn has a 120-character limit.

Here are a few other Linkedin best practices for you:

Complete your profile page: LinkedIn says full profiles gain 30 percent more views.
Don’t forget to add a logo. You can use Canva or your usual design software.
Fill out your company overview: Flesh it out with relevant terms and phrases because LinkedIn users can search by keywords.
Add your company URL, location, company size, and sector.
Wrap it up with a CTA that matches your company goals.
Don’t forget to track analytics!

Develop Your Content Strategy

LinkedIn once said it takes ten pieces of content to get one conversion, so you’d better get posting.

There are two rules, though:

Publish regularly. It doesn’t have to be every day, but pick a day or a time when you’ll post fresh content so your audience comes to expect it.
Do it with intention. Share content likely to interest your target audience, gain traction, and attract leads.

But there must be more to it than that, right? Yup! So, let’s dive into creating a comprehensive LinkedIn marketing strategy.

Test Different Content Types

Rather than just sharing your articles or links to external articles, you can keep things fresh with various types of content to catch the eye of different audiences. Think about it. Millennials are all over LinkedIn and prefer visual content like videos and infographics.

Plus, offering freebies like white papers, eBooks, and templates can be a win-win because they give your leads valuable content while growing your list, and they’re broadly popular.

If you’re stuck for inspiration, here are some examples of different types of content you could create:

Free e-books or guides:

Videos:

Then there are polls, like this one from TED Conferences. You can use short polls to understand more about your audience and the kind of content that’s most likely helpful for them.

You can then tailor your content better to suit the interests and preferences of your audience, resulting in a more engaging experience.

Targeted company updates or staff insights can inspire others in your niche and boost your authority and reputation on sites like LinkedIn.

Here’s an example from NP Digital:

And as Tierney Brannigan, senior manager of content at NP Digital, says, whatever you post, it must be authentic.

“We’ve probably all seen a meme or TikTok making fun of those cringey LinkedIn posts filled with forced enthusiasm and sound like they’ve been written by a soulless robot.

People can tell when you’re faking it, so don’t. As scary as it may be, being real—and vulnerable—on LinkedIn will help people relate to you more, meaning they’ll like your content more.”

Post Consistently

I’ve already touched on consistent posting, but let’s dive a bit deeper. It’s simple: You can’t expect to build an audience if you don’t show up regularly.

If time is tight, you can repurpose content like blog posts. These can soon become videos, infographics, or snappy LinkedIn posts to share with your followers.

And if scheduling posts works better for you, go for it! You can set things up and publish content posts automatically.

To begin:

Go to your LinkedIn homepage and click on “Start a Post.”
Wait for the pop-up window with “Create a Post.”
You’ll see a field that says, “What do you want to talk about?”
Find the clock icon in the lower-right-hand corner and click to access scheduling.
Schedule a date (it can be anything from one hour to three months.)
Click “Next” to see your scheduled time and date.
Click “Schedule” to see confirmation.

Use Hashtags and Mentions Effectively

If you want to boost your LinkedIn visibility, then adding hashtags to your posts, profile, company pages, comments, and articles can be your key to success.

Using hashtags helps others find your content, builds a community, and even gives your posts a chance to go viral.

You can use Hootsuite’s Hashtag Generator to find the right hashtags or simply search for hashtags according to your niche and wait for suggestions. Sendible’s industry list is handy, too.

To use LinkedIn hashtags effectively:

Add them to the end of posts, etc.
Tag specific companies or people if you mention them.
Don’t go overboard with hashtags. Three – five hashtags are enough.
Start each word with caps for improved accessibility, like #DigitalMarketing.

LinkedIn Marketing in Groups

Are you looking to make meaningful business connections? Or maybe you want to show off your expertise and become a thought leader. You can do that through LinkedIn groups.

At the last count, there were a whopping 2.9 million groups (though you can only join up to 100). They’re the ultimate hot spot to connect, share ideas, and stay in the loop with the latest hot trends.

Take a look at this example from RE.WORK:

And it’s not just about chatting with others in the same industry. You also get to understand what your customers are dealing with, what they want, and what they need.

Once you’ve got your head around that, you can start creating offerings that’ll make them happy and boost your customers’ satisfaction. LinkedIn marketing doesn’t get much better than that, right?!

Tips for Finding Groups

You know how important groups can be for your LinkedIn marketing strategy. Now, you’ll want to start searching for groups in your niche.

As I’ve just detailed, LinkedIn Groups allow you to connect and interact with like-minded professionals in your industry.

When you check out the Groups page, you’ll see the curated highlights:

Once there, look and see which groups are the most active and join the conversation.

You can also discover new groups in your industry and request to join them.

Another way to find relevant groups is to go to the Home page, add a keyword like “digital marketing,” select “groups,” and see what appears.

Now, you can share ideas and insights or ask questions of other individuals in your industry and build relationships. All for free!

Start Your Own Group

Another excellent way to generate leads on LinkedIn is by creating groups.

To get started, click the “Groups” link on your homepage and select the “Create Group” option.

Then, you’ll have to fill out details like:

Group name
Description of your new community
Logo
Location
Industry
Options for group visibility and discoverability in searches (public or private)
Rules to set the tone and expectations of the group
Permission settings for members about whom they can invite
Permission settings for admins reviewing posts before they are visible or not

Much like your Company Page, you want to ensure that your description is succinct, accurate, and engaging enough to grab attention.

You also need to set up some rules for your group. You can opt for a Standard Group viewable in search results or unlist your group and make it invite-only for a more exclusive feel.

Networking Tips

LinkedIn is not just for showing off your professional achievements; you can also use it for networking.

For networking in groups:

Join relevant groups: Find groups that match your niche and check that they have a substantial, active membership
Join in: Use groups as an opportunity to share your expert insights, ask questions, and provide solutions.
Share helpful content: Link to content about industry trends, new developments, and hack-style posts.

For networking with outside groups:

Use profile optimization: Create a compelling profile that details your skills, experience, and accomplishments. Use relevant keywords throughout.
Engage: Build on existing connections by engaging with their posts and getting noticed by other LinkedIn members.
Invite your followers to engage with your post. Brannigan suggests asking questions in your post copy and encouraging people to leave their answers in the comments.

LinkedIn Advertising Strategies

Have you thought about bringing paid advertising into your LinkedIn marketing strategy? Sure, paid ads can take some tweaking to get right, but advertisers who use them can rake in a 2-5 higher ROAS.

With paid ads, LinkedIn offers text, dynamic, and video ads to heat up your marketing game.

Text ads are pay-per-click ads that let you set a budget and have several CTA options, such as “Subscribe,” “Download,” and “Request Demo.”
Dynamic ads include follower ads that seamlessly promote your LinkedIn page and spotlight ads that highlight products, services, events, etc., to increase landing page traffic.
Video ads target leads through every step of the buyer’s journey.

But wait! There are more types of ads. Let’s talk about them next.

Messaging Ads

Message Ads let you send messages to users’ inboxes and can spur prospects into action. With these LinkedIn marketing ads, you can:

Shoot out a targeted message featuring a clear CTA and add a Lead Gen Form to collect leads.
Increase engagement and response. LinkedIn says more than one in two open message ads.
Measure the impact: You can monitor how your message ads perform using the LinkedIn Conversion Tracking tool to see who’s clicking and converting. You can also use demographic reporting to see which roles/companies act on your LinkedIn messages.

Here’s an example from Shopify:

To set them up:

Go to “Create Ad” and follow the steps. If you’re new to LinkedIn’s Campaign Manager, they’re directions to walk you through setting up an account by adding an account name and your LinkedIn page.
Select your campaign aims.
Build your message around your aims.
Then, measure your results using LinkedIn Campaign Manager.

You can also add Lead Generation forms to your Message Ads; LinkedIn says these increase conversions threefold.

If you need extra help, LinkedIn has a bunch of resources like creative requirements, a Getting Started guide, and a Lead Gen forms tutorial. You can find all these goodies using the “Create Ad” link above.

Forms

LinkedIn Lead Gen Forms help you generate quality leads from your LinkedIn ads by including pre-filled lead forms. You use them with Message Ads and Sponsored Content, and they allow a seamless user experience, enhanced tracking, and customizable forms.

These forms assist your LinkedIn strategy by helping you:

Keep an eye on your campaigns’ cost per lead.
Check out how many people are filling out your lead forms.
See how engaged your audience is.
Collect leads.
Download leads from Campaign Manager and add them to your usual automation or CRM tool to keep everything organized and accessible.

There are just a few LinkedIn marketing strategies for forms to consider:

Include four fields, max as this can increase your lead gen form’s conversions.
Pay attention to LinkedIn’s text and image tips.
Follow up with leads when you promise to.

Finally, use this LinkedIn Playbook to get even more from lead gen forms.

FAQs

What are the key steps to create a LinkedIn marketing strategy?

Decide who your target audience is and establish your goals. You can then optimize your Linkedin company page and position yourself. You’ll also want to post and promote your content, answer and questions and measure your metrics to see what works.

How can a LinkedIn marketing strategy benefit my business?

A LinkedIn strategy can increase brand awareness, generate leads, and help you build relationships.

Sharing helpful content also helps you establish yourself as an expert or thought leader, giving you credibility and trust.

What are the best practices for a successful LinkedIn marketing strategy?

Some LinkedIn best practices include using hashtags, joining or starting LinkedIn groups, optimizing your profile, and using paid ads. Ensure you brand your LinkedIn page with a logo, images, and a tagline, too.

How does LinkedIn marketing help in B2B businesses?

LinkedIn can connect you with the top decision-makers of the world’s biggest companies, making it an ideal platform for networking and promoting your business.

Is there a certification for LinkedIn marketing strategy?

Yes. LinkedIn Marketing labs offers a certification. It’s free and takes 60 minutes. The certification expires after two years and you need to be signed up with LinkedIn.

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Conclusion

Consider using LinkedIn as a complementary lead-generation tool to flesh out your digital presence.

You can start by creating a high-powered, convincing Company Page and link it to your website.

Next, start routinely sharing quality, actionable content. Then, search out individuals and groups that help you connect with like-minded professionals, or launch your own group and establish yourself as a thought leader and grow a community.

For a more personal touch, premium members can use InMail to reach out to prospects, and, of course, you can keep up with what’s hot through the LinkedIn marketing blog.

Use Matched Audiences to retarget your existing leads with Matched Audiences or paid LinkedIn Ads if your budget allows.

Lastly, consider using the powerful Sales Solutions tool to create a seamless transition between targeting, research, and outreach.

This should give you a well-rounded LinkedIn marketing strategy that gets you long-term results.

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LinkedIn Marketing Strategies to Maximize Your Business Growth

Key Takeaways