How To Market On LinkedIn

By Mervyn Kinuthia on March 16, 2018

LinkedIn is the go-to site for all professional networking. Unfortunately, not many people think of LinkedIn as ideal for social media marketing.

This doesn’t have to be the case. In fact, LinkedIn can be quite instrumental in helping to create the buzz around your business. Using strategies which I’m going to show you, LinkedIn can prove very useful for building your brand.

Business LinkedIn Network

There are a couple of things this article hope to achieve including how to target the right audience for your marketing campaign, creating content that will set you up as an influencer on LinkedIn as well as how to measure your progress and determine which of your efforts you should continue doing and which you should discontinue.

Defining Your Objectives

This is true not just for your LinkedIn marketing but also for other marketing campaigns on other social media platforms.

You need to determine what objectives you plan to achieve by executing your marketing strategy on LinkedIn. There are a couple of reasons why you might want to sell your brand on LinkedIn, they include:

  • Sending traffic to your website
  • Generating more leads
  • Establish yourself as an expert in your industry
  • Increasing content shares

Once you’ve identified what you want to achieve think of how LinkedIn can help you achieve those goals.

Here are some things that LinkedIn is known for:

  • Lead Generation

According to a survey conducted by HubSpot, LinkedIn visitors convert by 277% more times than leads coming in from other social networking sites.

  • Brand Awareness

LinkedIn is a great networking site where you can connect with your target audience and let them know about your business.

  • Recruitment

If you hope to get quality employees then you’re likely to find them on LinkedIn. This is based on LinkedIn’s own research.

  • Establishing Authority

You can share valuable content using LinkedIn as a platform for distribution and when done well, it works wonders. You can easily become established as an authority in your field of expertise.

  • Conversion Tracking

Like any good marketing strategy, you’ll need to track your progress by measuring the number of conversions you achieve within a particular period.

Here’s how you track your conversions using Google Analytics.

Go to your Analytics dashboard and select Acquisition then go to Social.

From Social choose Conversions and then select LinkedIn.

From there simply select the desired date to show you conversion data for a selected period.

Another way to track the number of conversions you achieve is by using LinkedIn’s Lead Gen Forms. These forms are able to collect your lead information directly from your profile.

Tracking The Number of Shares Your Content Should Receive

In order to find the total number of times your content has been shared, you’ll need to use LinkedIn’s in-app analytics.

So, from your LinkedIn profile, go to the in-app analytics and choose Updates. Use the drop-down menu to switch to Shares.

How Much LinkedIn Traffic Are You Receiving

Using Google Analytics it’s possible to track traffic that’s directed to your site from LinkedIn.

From your Google Analytics Dashboard, select Acquisition then choose All Traffic.

From there select Referrals and find LinkedIn.

Google Analytics will provide you with a graph that shows you the number of visitors you’re receiving on your website from LinkedIn. You also get to see that number in terms of percentages as well.

You can set a traffic goal you want to achieve in future by setting a particular period as the baseline on which future traffic will be measured against.

Using LinkedIn To Raise Your Profile

There are a number of ways you can raise your profile on LinkedIn and establish yourself as an authority. These include:

  • Publishing content regularly
  • Joining LinkedIn Groups in your industry and becoming a regular contributor

Though the above mentioned ideas might help you to stand out from a crowd, what will really get other people to respect your opinion is putting out valuable content that’s well thought out. Your content should be original and thought-provoking. It definitely should be powerful enough to spur a conversation.

There are no direct metrics that will show you how much of an authority you are in your field. However, there are a couple of metrics on LinkedIn that might give you an idea.

  • Quality of engagement
  • Shares
  • Growth

By growing the number of followers on LinkedIn, you can be sure that your content will receive more shares. The more your content gets shared the more engagement it will spur.

As you can see this is a great way of measuring your influence.

Now that you’ve seen that it’s possible to measure your authority, the question becomes how can you create goals that would help improve the number indicated by those three metrics?

Go to your in-app analytics dashboard and choose Followers in the drop-down menu. This will show you the growth gradient of your followers.

For shares growth click on Updates.

You can set goals around these metrics using the same process as before.

Who’s Your Audience

If you don’t identify your target audience, chances are that any content you create will be a hit and miss. That’s why I’m now going to cover how to identify your target audience.

Some people make the mistake of taking content from other social networking platforms like Facebook and retrofit their content for LinkedIn. However, you need to understand that you can’t do that reason being that different social networks cater to different demographics. Just because your content performed well on Facebook doesn’t mean that it will have similar success on LinkedIn.

To determine the make-up of your target audience, you’ll need to find out:

  • What problems they’re experiencing
  • When do they experience said problems
  • Who are they
  • Where are they experiencing problems

In other words you should create a comprehensive persona for your ideal audience type.

Optimizing Your Profile on LinkedIn

Optimizing your profile is the last thing that you’ll need to do before you start marketing your brand on LinkedIn.

  • Set Your Profile Picture

For your brand your profile image should be your brand’s logo. The standard size for LinkedIn is 400x400px.

  • Use Your Banner Image

By using a banner image on your profile, you can add more personality to your brand. It could be something standard or it could be a picture of your office.

  • Ensure To Fill Out Your Bio

When you don’t fill out your bio you’re hurting your business. It might not seem like a big deal but trust me it is. A good biography might be the thing that gives potential customers that final push to call you.

Your bio on LinkedIn is very easy to edit; it allows you to drag and drop assets from your website. Here’s how you edit your company profile.

Your brand’s bio should include the following:

Information about the products and services you provide

A company overview

Recommendations – According to a study by LinkedIn, 92% of people trust peer recommendations and not ads. You should showcase some of the recommendations you’ve received from your past and current clients.

If you would like to learn more on how you can market your brand or even yourself on LinkedIn, get in touch with us.

 

 

 

 

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