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HOW MARKETERS ARE PLANNING TO GROW ON LINKEDIN

Updated: May 31

LinkedIn, as the name suggests, is designed specifically to ‘link’ career and business professionals. It has evolved into a powerful marketing tool since its inception in 2002. Whether it is its publishing platform, the networking opportunity it provides or its ability to build business influencers and generate leads, LinkedIn is undoubtedly the leader in business networks.

Its unbeatable leading position in the eyes of the business community worldwide can be gauged from the following statistics:

  • Whopping 75% of marketers spend their time building LinkedIn networks.

  • It has over half a billion users and over 61 million users are senior level-influencers.

  • 91% of marketing executives regard LinkedIn as a top platform to find quality content.

  • 94% of B2B marketers use LinkedIn as a content distribution channel, compared to Twitter at 89% and Facebook and YouTube at 77%.

  • It has an in-depth dataset of companies, industries and individuals contact information for more than 500 million members.

  • According to Hubspot, LinkedIn visitors convert 227% more often to leads than visitors on other social media sites.

No wonder businesses are buckling down while planning and perfecting their LinkedIn marketing strategies to tap into the world’s largest professional network and gain benefits from the huge opportunities it offers.


Setting up a LinkedIn Company Page

Over the last decade, LinkedIn has grown into an ideal place to drive business results, raise brand awareness, offer career opportunities and provide information to potential customers of a company’s product or service.

Planning a great LinkedIn page is a must to help LinkedIn members learn about your business, brand and job opportunities. A company’s page should clearly show the company’s official name and URL so that people can easily locate it. A cover image and company logo help build your brand image which will attract online users to your site. LinkedIn data shows that companies with logos get 6 times more traffic on their company’s page compared to companies without logos.


Company Overview: A comprehensive company overview help people understand what your company is all about – what a company does, what are its specialities and what are the values the company lives by.


Information about Products or Services: It is essential to make sure that the information on your various products and/or services are well represented on the company’s page. These serve as tags or keywords that aid people in finding your business on LinkedIn.


Recommendations: 92% of people trust peer recommendations over advertisements. Posting some of the recommendations that you have received from your current clients is the best way to persuade potential customers to opt for your product or service.


Voice and Tone: According to Buffer, ‘your voice is your brand personality described in an adjective while your tone adds specific flavor to your voice depending on different factors or situations.’ Select an adjective that best describes your brand and it will become your voice. For example, are you informative, purposeful, empathetic, or artistic? Finding voice is akin to giving a specific personality to your business, whereas, your tone will change from time to time, depending on what you are posting about.


Encourage Employees to Connect with Company’s LinkedIn Page

Colleagues and employees are the best assets that help in the growth of a company. As per a survey by LinkedIn, employees have, on average, 10 times more first degree connections than a company has followers and companies who pursue a strong employee advocacy strategy attract 58% more top talent than those who don’t. By adding your employees as followers, your company can gain access into each of their networks, thus broadening your horizons tremendously.


Content Strategy

A sure way for a company to grow on LinkedIn and retain its followers is by posting value added content and company updates on a regular basis. Content needs to be unique and useful to your target audience. Content that develops empathy and an emotional connection with potential customers is the most successful. They show your customers your understanding of their problems and pain points while providing solutions at the same time. If you want to share more in-depth information or expertise with viewers, it is best to publish articles on the LinkedIn Publishing Platform.


Take Advantage of LinkedIn Groups

A company can benefit hugely by being an active participant in LinkedIn groups. It is useful in building networks with other professionals and businesses in your field of expertise. Active participation in group discussions will also attract viewers to your company’s page.


Try Showcase Pages

Showcase pages can be used as subdomains of a company’s main page. This allows company to highlight specific functions and products of a business. By default, a company can create 10 showcase pages on the LinkedIn network. Viewers can opt for one or more of these showcase pages depending on their interest in a specific area or product of the company.


Go Global with Multi Language Tool

LinkedIn provides multi language facility to its members. For example, if you have customers or want to attract potential customers in regions where English is not used, you can develop custom descriptions of your company in 20 different languages. LinkedIn also allows its members to configure the settings of the multi language tool for their global followers to let them see company’s content and updates in their particular language. This way companies can successfully build their credibility with international members on LinkedIn and widen the market for their product or service.


Incorporate LinkedIn Ads

LinkedIn has exceptional capability that allows companies to take decisions on how to use its ad facilities into their marketing strategy. It offers a number of different self serviced advertisement solutions to its members:

  • Sponsored Content: Sponsored content lets businesses to take their best performing organic content to a wider range of viewers.

  • Text Ads: There are pay-per-click (PPC) ads that appear on the LinkedIn homepage, profile page, group page, search result pages and more.

  • Sponsor In Mail: Sponsor In Mail allows companies to send personalized ads to the inboxes of LinkedIn members. Messages are only delivered when members are active on the platform ensuring that the messages get noticed.

LinkedIn also offers ad production facility to businesses through its ad platform, or through LinkedIn marketing partners.


Learn from LinkedIn Analytics

LinkedIn provides detailed analytics to help businesses learn how their marketing strategy is working for them; whether their efforts are bearing fruits. For example, it gives insight into what kind of content your followers are most likely to like and share, gives an understanding of your follower demographics, and helps you track traffic and activity on your company’s page. There are three kinds of analytics that LinkedIn offers:

  • Engagement Analytics: These helps you to find out how often your audience likes, comments or shares your content. It tells you what types of content they favor.

  • Conversions Analytics: Conversion Analytics show how often one of your followers are taking actions such as buying a product, contracting a service or signing up for your newsletter.

  • Web Traffic Analytics: As the name suggests, web traffic analytics gives insight into how often your followers are visiting your website or how many new visitors are clicking their way from LinkedIn to your site.

These analytics give a clear picture regarding the rate of conversion, the time spent on your LinkedIn page and the performance of your content. It also helps you to figure out how to fine-tune your page and imagery to best connect with your viewers and how to improve your content to engage more traffic to your site and establish you as an expert in your field.

Being the most successful social media site for a business, it is highly recommended that you take advantage of the benefits that LinkedIn provides to businesses and open your company’s page on this channel, develop a strong digital presence and build a strong professional network. Ogling has in-house social media experts that can help you build and implement an effective LinkedIn marketing strategy for your brand. Get in touch with us today!

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