With more than 756 million members in over 200 countries and territories worldwide, including executives from every Fortune 500 company, LinkedIn is the world’s largest professional social media network. Every moment, professionals create two dedicated new accounts on LinkedIn. Over the last two decades, more and more businesses are highlighting their presence on LinkedIn. The focus is to develop a pool of effective marketing strategies to connect, network & sell effectively and efficiently.

But, Why Is LinkedIn Marketing Important?

This thought might ignite questions in your head, and it’s really digestible because, as a business person, you want to ensure that your efforts convey insightful results. According to the Influencer Marketing Hub, 97% of B2B marketers use LinkedIn as a content distribution channel, and it’s responsible for 80% of B2B leads from social media channels.

LinkedIn is more important than Facebook and other social media platforms for Marketers, making it the most used social media handle among professional users to recruit and increase brand visibility.

So, how to create an effective LinkedIn marketing strategy?

Steps to Craft a Successful LinkedIn Marketing Strategy

Numerous LinkedIn marketing tools are available for each and every sort of business, scaling from start-ups to multi-industry companies.  Now, let’s start!

linkedin marketing strategy

Perfect Your Business Profile

This may seem like the most basic step, but an instructive, all-inclusive business page has its own profound significance. It will be the very first touchpoint for your target audience to interact on their visit. It’s like a virtual space where you sell products and services or just use LinkedIn to positively create brand recognition and recall.

But always remember the rule of thumb that LinkedIn audiences are very mature and are not attentive to unnecessary content, unlike Facebook, Twitter & Instagram’s flashy marketing material.

Target Highly Defined Customers

Connections are critical to LinkedIn Marketing. Your content must be delivered and visible to the specified followers and connections to have a chain reaction. This will assist you in driving traffic to your business page, website or promoting the offered product or service.

Sending out connection requests left and right will make you look like a spammer or a fake profile. If you wish to connect with professionals, you don’t know or are unfamiliar with, feel free to tell them ‘why’ in your connection requests.

Click to know all about how to use LinkedIn to build your brand.

Keep Customers Interested

Connect with like-minded people who have shown interest, and stay in touch with them. Simply post daily / weekly LinkedIn blog posts to register your product or service in the minds of your network. Send monthly emails that clearly define what sort of business solutions you can provide and present the salient features and milestones you have achieved for other valuable clients.

Also, invite your followers to a customized webinar or a live interactive session; this simplified and economical process will lead to new business prospects.

Sponsored Content

Another excellent LinkedIn Marketing Strategy is to target a specific audience eliminating the competitors’ voice and positioning. This feature is very similar and present on other social media channels, but the point of differentiation is the audacity to narrow it down to company name, job title, function, skills, etc.

A sponsored ad is a prolific approach to promote thought-provoking content with a strong call-to-action (CTA). By boosting your business product/service through a LinkedIn Sponsored tool, you can not only target a niche audience but also retarget them, as most people might not convert on their first interaction. If the needs and wants gap is abridged, it will eventually convert into business leads.

linkedin strategy

Use Email Marketing

This is highly recommended to all business profiles; sketch a customized letter saying thank you for being a part of your network and that you invite them to become a part of your list of email marketing.

LinkedIn allows you to send 50 messages at once. As a matter of fact, LinkedIn InMail gets three times more responses than regular emails. Your email must contain a hyperlink for the signup, explain and make your followers believe what exactly they will receive and how that information will practically create value for them.

Turn Employees into Influencers

You need influencers or key opinion leaders who can present their claims by their credible experience and reliable expertise. Usually, the C-suite are the decision-makers in an organization and have prominent sway in their respective circles. Now just sit back and imagine that your CEO or Board of Directors are sharing the company’s accomplishments and successful brand stories. It may be a tough call, but that is why influencers need to rise from your own organization.

According to LinkedIn, the content shared by employees has 2 times higher engagement versus when the company shares the same content. This clearly shows that engaging employees on LinkedIn is not only just advantageous for marketing and branding but also directly connected to the overall business growth.

Wrapping Up:

Remember, unlike other social media platforms, LinkedIn is a platform where your business is defined by the quality of content and well-founded information you share. With the right frame of strategy, LinkedIn can be a mighty and engaging medium for both companies and entrepreneurs. Surely, these tips will give you a better understanding of how to navigate LinkedIn and why this platform is so essential to business professionals.

Niclas Schlopsna

Niclas Schlopsna

Hi! My name is Niclas and I am one of the founders of brandvidual. I am an expert in the field of personal branding and LinkedIn. My professional background started in 2014 with a banking trainee. Later I have worked for several companies like N26, Civey, or Deutsche Bahn.

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