Marketing Your Business On LinkedIn

LinkedIn is typically viewed as the go-to platform for professionals, seeking networking opportunities and a chance to connect and talk business with other industry figures and companies. But what many don’t realise is that LinkedIn is also a prime platform for business marketing and growing a reputable and credible online presence.



In this article, we will be uncovering the benefits of building a LinkedIn business profile and sharing some tips and tricks to ensure your LinkedIn profile is drawing in the right audience and gaining the right connections.

The Benefits Of A LinkedIn Business Profile

Before we dive into the benefits of LinkedIn for your business, it pays to know what kind of stats and impact you are looking at. LinkedIn is home to over 30 million business profiles, and they’re all already out there sharing the best knowledge, connecting with the best influencers and professionals, and attracting the best talent to their companies.

A LinkedIn business accounts enables you to build a profile which becomes the face of your business on the platform. Once set up, team members can link their own profiles to the business profile to show they work with you, and you can integrate all sorts of additional information and links into your business page to create a credible source of information.

There are three different groups you can attract and connect with through LinkedIn:

• Industry professionals
• Potential candidates for job vacancies
• Recruiters
• Customers

When it comes to establishing your core audience on LinkedIn, the platform is not necessarily where you will find your end customer (unless you are selling B2B services or products), however, it is a prime place to connect with both industry professionals, business people, and those in the recruitment market / looking for new roles.

The better your LinkedIn business profile, the more likely that you will create a presence that showcases your company as a credible and viable place to work or business to connect with.

Other benefits of a LinkedIn Business profile include:

• Analytics and Insight that helps you understand who is engaging with your profile and where they come from
• The ability to find other similar profiles to yours and use analytics to see how they are using the platform to their benefit
• Showcase pages tool which allows you to build additional pages away from your main business profile. These pages can be used to celebrate and advertise specific products and service lines
• LinkedIn can help boost your SEO and search engine ranking
• LinkedIn Mail is an engaging alternative to email - with a far greater open and response rate!

So, how do you get there and start reaping the benefits of LinkedIn?

Building A LinkedIn Business Marketing Strategy

The more information you can put on your LinkedIn Business profile, the better. And once your profile is up and running, it’s all about creating engaging content that will drive people to start conversations. Sharing existing blog posts is a great way to keep your LinkedIn feed fresh and up to date, with the caption, you share helping to draw people into the subject and invite them to interact and engage. This in turn will also boost your website leads as interested followers will click on the blog post and continue their journey onto your website in order to access the full article.

From here, the journey they undergo is up to you - for example, you could invite them to comment and share their own experiences, get in touch with your company for more information, or sign up to join a mailing list for exclusive access to future content.

LinkedIn also supports ads and sponsored content for those who want to take their marketing to the next level, or you can engage in a series of free tools and activities which include creating an email campaign driving people towards your LinkedIn profile, adding a ‘Follow us on LinkedIn’ button to your website, and even looking to create a highly engaging company video or post which will garner large amounts of likes and shares and get your content and brand name out to a wider audience and network.

Some other tips regarding successful and effective LinkedIn marketing include:

• Include images, videos, and other rich media in as many posts as you can. Making your post visual allows it to stand out on the LinkedIn feed of your followers and will encourage higher rates of engagement.
• Keep keywords and relevance at the heart of every post, to tie in with the LinkedIn algorithm.
• Include simple and clear call to action phrases and buttons.
• Respond to all comments.
• Tag relevant people and other profiles where necessary, to boost engagement and visibility of your post.
• When you create your business profile, include your location so that LinkedIn and other users can see if you are a local or an online business.
• Guide the actions you want readers and followers to take - for example ask questions in your caption or encourage them to click to view the full story or announcement.
• Research the best time to post for your audience.
• Live video sessions are a great way to encourage interaction and they give you something to post about and share in the lead up to the event. Clips can then be saved and shared at a later date to attract the attention of those who may have missed the live recording.
• Use LinkedIn organic targeting for ads, which allows you to target posts based on the data you know about your target audience.

LinkedIn is the social media of the business world, giving businesses access to like-minded companies and users, influential professionals and individuals in their industry, and a platform through which to find the best talent for upcoming vacancies. Set up your business profile today and explore the world of business marketing - for businesses!