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How to Incorporate LinkedIn Marketing Into Your Social Media Strategy

With over 770 million users, LinkedIn cemented itself as the number one digital network for businesses and professionals. It’s a powerful platform that offers many benefits like allowing you to connect with other professionals in your industry, together with potential clients. It’s safe to say that LinkedIn opened a new horizon for B2B focused companies.

Like all social networks, LinkedIn too is a great place to build up your brand awareness. Similar to Facebook and Instagram, your goal is to position your brand amongst the most popular ones by posting great content and engaging with your followers. The key difference is already mentioned — on LinkedIn, your followers are professionals and decision-makers.

Chances are you already have a profile there and on other social media networks. 

If you’re a B2B company, LinkedIn is the perfect place for you. Having a social media strategy today is quite necessary for B2B lead generation since the majority of internet users have social media profiles.

But, as a B2B oriented company, you’ll want to target the right group of people. You don’t want to lose money on an irrelevant audience. The goal is to propose to business professionals, decision-makers, and industry experts. So, you should include LinkedIn marketing into your social media strategy.

Why should you include LinkedIn marketing into your social media strategy?

Social media are great tools for most businesses, helping them raise brand awareness, stay relevant and engage with users. You create a connection with your audience and nurture your relationships. But for B2B companies, that’s not enough, you want to find the most relevant target audience to make the most of your opportunities.

With LinkedIn, that’s what you can get. You’ll be able to develop a relationship with your connections, advertise with great targeting precision and increase your revenue.

Still, LinkedIn marketing isn’t that easy since it requires time to optimize your profile, produce and share appealing content and build your network of connections. That way, you can increase visibility and create a legitimate image for your brand.

Social media strategies are important for businesses because they allow you to stay relevant and to remind users about your value and benefits. But, for best results as a B2B company, LinkedIn marketing is a must. Let’s take a look at a few ideas on how to use LinkedIn marketing!

#1 Optimize your LinkedIn profile and company page

Switching to a company page from a personal one is a no-brainer. With LinkedIn being so popular, it’s viewed as the voice of your organization. You communicate with your audience through it, grow your followership and drive business results.

So, having it properly set up is important. You need to be direct about what you do, what you offer and introduce them to your product or service. Like with your brand on other channels, you need to have everything in order:

  • Your profile image and banner need to have your logo, be in the right format and be visually pleasing
  • Write a thorough “About Us” section
  • Use relevant keywords so that users can find you easier
  • Check the list of employees and encourage people to add your company to their profiles 
  • Fill in the basic info about your company such as the address, company size, niche, an adequate URL

Building a career page is also a great way to showcase your professionalism and culture, improving your brand image. You can customize the page by adding high-quality images and videos, boosting your visual presentation. There you can recruit the best talent, although you could learn how to post jobs on LinkedIn for free.

An optimized profile helps you keep visitors that came from searches or your ads. First impressions are important, and some users might bounce if they feel that your profile doesn’t look very professional.

#2 Build a network of connections

In the business world, meeting people and making connections are essential. It allows you to find new partners, generate new leads and acquire potential clients by asking for referrals. It’s the same for LinkedIn, but easy and fast. You’ll be surprised how many people you know have LinkedIn. Start by adding employees, partners, clients, etc. Follow industry influencers, send connection requests to all your peers, and always grow your connections.

The more connections you have, the larger the network, the bigger your reach. People also have a certain fondness for numbers, so having your company page have a large number of connections means that you are doing well.

When you build your network with a lot of connections, it boils down to you sending a lot of connection requests. However, there’s a limit of messages that you can send in a single day. 

Remember, LinkedIn doesn’t allow you to send a message to a large number of profiles, since they want to protect their users from bots and spammy messages. But, you can still avoid these rules; you just need to learn how to automate messages on LinkedIn. It can allow you to grow your network and increase your outbound sales prospecting, without getting banned.

#3 Create and join groups

The best way to work on your LinkedIn marketing strategy is to try to use its organic benefits as much as you can. You do this by joining groups, making connections by being active in discussions, or by creating your group. You’ll connect with a lot of potential customers to whom you can later send messages and propose your offer.

The important thing to know when creating your own is that it should be relevant for other users so they would join, and it should be related to your product. This way you can create open discussions about your offer, get crucial feedback and learn about your audience. On the other hand, they can share their opinions, suggestions, and concerns. Just remember, you can’t just create a group without taking care of it, or it could disappear quickly.

If you join groups that are closely related to your product, you can get relevant info there too. Listen to the audience, what they like about the competition and what problems they are facing. You could join the discussion and maybe even provide a solution that your competition couldn’t offer.

#4 Increase visibility

There are two ways to get traction on your page: organically or with paid ads. Like all other platforms and networks, LinkedIn also cares about the experience of its users. So having a huge budget for your LinkedIn marketing ads isn’t going to be enough, you also need to work on your page.

This means that your business needs to be active, provide attractive content, engage with the audience, and share products. You should post daily updates and blog posts so your page is visible to your prospects. This takes a lot of time, so you might want to consider hiring a social media manager.

Look what your competition is doing and you can understand which content works best so you can implement it into your LinkedIn marketing strategy.

#5 Use LinkedIn ads

LinkedIn invites business professionals, which isn’t the case with other social networks. This is a perfect environment for B2B companies to generate leads, increase traffic and get more conversions. It’s important to understand that LinkedIn marketing is an integral part of your social media strategy. Additionally, LinkedIn offers advertisements so you can make sure your ads and offers are shown to your potential clients.

While LinkedIn is a platform full of industry experts, it’s still populated by a diverse demographic. To be effective, you should use the precise targeting that LinkedIn offers. You can target users by:

  • Location
  • Experience
  • Company size
  • Groups
  • Interests
  • Gender
  • Age
  • Job title and function
  • Language
  • Industry

It’s also pretty neat that you can retarget relevant visitors with ads after you’ve collected some data.

LinkedIn marketing is more expensive if compared to other channels in your social media strategy. But, the leads you get from other channels are often less relevant since you don’t have the same targeting options as those that LinkedIn offers.

You have a couple of campaigns to choose from, depending on their objectives. You can pick between:

  • Brand awareness
  • Consideration (traffic)
  • Conversions

After selecting the desired campaign, you need to decide which ad formats you are going to use. There are:

  • Sponsored content — it’s an ordinary post that gets boosted so it gets more traction
  • Text ads — they are featured in the sidebar of the user’s screen and have a compelling headline, subheadline, and logo
  • Single image ads — promote directly in the feed
  • Carousel image ads — you can tell a short story through multiple image posts
  • Dynamic ads — personalized ads for each member based on LinkedIn profile data
  • Video ads — quickly becoming the favorite type of content for users, video ads are among the best ways to promote your business

Video ads get the best results as far as to reach and impressions and social network platforms also seem to push this type of content. Popular amongst the B2B industries, social media testimonials can be a powerful tool for attracting new customers. We recommend you consider adding them to your LinkedIn marketing strategy.

Depending on factors such as targeting, audience group, and objectives, you can choose the right ad formats for the best possible results in your LinkedIn marketing strategy.

Bottom line

LinkedIn proved to be the best place for business professionals, so your B2B company needs to quickly integrate LinkedIn marketing into your social media strategy. Not only can you increase your brand awareness, but you can also make connections and build a network of potential clients.

You’ll be able to create or join groups with them and be proactive in discussions so you can learn more about your target group. Listen to feedback and concerns from your audience, but also your competitors. It’s a quick way to discover what your industry needs and how to provide a solution.

Optimize your profile, work on increasing your visibility, and with the help of LinkedIn ads, you can reach out to a lot of prospects that may become your customers, one day.

Stefan Smulders is a SaaS entrepreneur and a founder of the world’s safest software for LinkedIn automation – Expandi.io. He’s enjoying his family life in the Netherlands being a proud father of a lovely 4-year old son Steef.

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