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LinkedIn for Business: The Complete Marketing Guide for 2019

You too can build your brand with LinkedIn and use it to your business’ advantage – and we’re here to help you out.

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By Ana Simova
content writer at Ranking Press

Do you want to boost your digital marketing strategy? Have you thought about doing it through LinkedIn? If the answer is no, then we’ll make you think twice, and show you why LinkedIn is the social media platform where your business needs to be.

In “LinkedIn for Business: The Complete Marketing Guide for 2019” you’ll find the best LinkedIn advertising practices, marketing tools, and ideas on how to improve your marketing strategy, and all the best LinkedIn marketing tips you can incorporate in it for best results.

Whether you need LinkedIn to market your B2B or B2C company, the benefits LinkedIn can provide are suitable for all kinds of businesses. So, without further ado, let’s tap into the reasons to use LinkedIn for business and then dive into the different ways of using LinkedIn for marketing.

Reasons to Use LinkedIn for Marketing Your Business

Why is LinkedIn suddenly so popular for business owners and marketers?

How come this platform became the third most popular social media platform for businesses?

Why should your business be on LinkedIn?

Let’s give you a few reasons.

Building Relationships (Clients & Other Businesses) and Generating Leads

LinkedIn has become the go-to place for generating leads and building relationships with both clients and other businesses, and no wonder! Being the third most popular platform among business owners, LinkedIn’s popularity in the digital world will only continue to grow.

If you’re an active participant in the LinkedIn community, you can target and engage potential leads with your content, hopefully turning them into customers. By indirectly marketing to potential leads, LinkedIn now has higher conversion rates when compared to Facebook and Twitter, imagine that!

LinkedIn is King for B2B

B2B marketers, rejoice! Since LinkedIn is all about business networking, this is the perfect platform for B2B lead generation.

The facts are that up to 97% of B2B marketers use LinkedIn for content marketing – which has completely changed LinkedIn. Nowadays you can see more content on the platform than job posts, and a good chunk of it is branded content. This makes total sense since by sharing content, B2B marketers acquire a following that leads to conversions, and in turn, more clients.

Another reason why LinkedIn is a B2B king is its capacity for growing brand awareness. By utilizing the different features this platform has to offer, B2B companies become more exposed and increase not only their brand awareness but their brand credibility as well.

B2B buyers use LinkedIn much more than other popular social media platforms.

The main reason for this is because B2B buyers can decide on the value and credibility of the business mostly via the company’s LinkedIn page rather than the other social media platforms the business in question uses.

So, if you have a B2B business, LinkedIn is definitely the place to be.

Recruiting Qualified Employees

LinkedIn is the perfect place to find qualified talent for your business.

Due to the platform’s search options, you can target exactly the kind of employees you need according to various statistics – from demographics to qualifications.

According to some statistics, if you use LinkedIn to find future employees as opposed to other sites and social media platforms, you’ll save up to half of your time.

Product Feature/Showcase Pages

Did you know that if you sell products or services you can list them on your company’s profile page? This is great for increasing your website’s traffic as well since those who click on the products will be automatically redirected to your site. Moreover, your customers can review your products so they’re directly shown on your company’s LinkedIn page, which is great for establishing credibility and encouraging other visitors to turn into clients.

Brand Awareness

LinkedIn helps in increasing brand awareness and not only for B2B companies. By publishing content, joining various groups relevant to your business, and utilizing the other valuable features that LinkedIn has to offer, brands can easily improve their business’ visibility.

If your business’ LinkedIn page is fully optimized with the right keywords, it automatically becomes more searchable and exposed on the platform and other search engines like Google.

So, do you want to know how you can perfect your LinkedIn company profile and improve your brand’s awareness among other things? We’ll go over this in the next paragraph, so read on.

Fully Complete and Optimize Your LinkedIn Company Profile

Let’s assume that you already have a company page on LinkedIn. Is just having a company page set up enough so that you utilize all the benefits LinkedIn has to offer to you and your business? Not in the least.

In order to grow your business speedily on LinkedIn, your company page needs to be fully complete and optimized in the right way. The reason for this is simple – completed and optimized profiles receive double the views of those that aren’t.

So, in order for you to be sure that your company page is fully completed, we’ll give you the most important information you need to include as well as important insights regarding optimization.

In case you don’t have a LinkedIn company page, let’s begin by showing you how to set up one and continue with the rest.

How to Set Up a LinkedIn Company Page

The following are the necessary steps to create as well as fully complete and optimize a LinkedIn company page from scratch.

Create Your Company Page

This is a quick and easy process and you need to have a personal profile on LinkedIn first. Simply visit LinkedIn, click first on the “Work” tab and then on the “Create a company page” tab.

The first things you need to include are your company name and the URL. Your company surely has a name already so this is the easy part, even if there are more pages or profiles on the platform with the same exact name. The URL, however, needs to be completely unique. So, if your company’s name is an already used URL, you can include a hyphen, a numeric character, or something else that relates to your business.

After you click on the “Create page” icon you’ll need to verify your email, and once that’s done just click on the “Get started” icon and it’s done – you have yourself a company page for your business.

Now comes the editing and completing your profile part, after which we’ll give you a few tips on how to optimize it even further.

Complete the About Us Page / Company Description

You have up to 2 thousand characters that you can use for the “About Us” section of your company page, so use each character wisely.

Include information on what your business is all about, where its location is, what products or services it offers and why, why visitors should become clients by explaining how your business will benefit them, how potential clients can contact you, and more.

The way in which your company’s bio is written should represent your brand’s tone of voice, so make sure to express it while remaining professional.

Another important aspect to focus on is keywords. You must include relevant keywords in the company description so that your page is more searchable and visible both on LinkedIn and search engines. If you’re not exactly sure which keywords to use, you can use various SEO tools you can find online, the Google Keyword Planner being the most popular. You can also go through the bios of your successful competitor that have a large following on LinkedIn to see which keywords they used the most as well as to gather some inspiration.

Beware that the first 150 characters are those which will appear in search engines like Google, so include the most popular keywords in the first few sentences. Pay attention that you don’t overcrowd the bio with too many keywords since it’s important that it sounds natural and is a great representation of your brand’s voice.

Add Your Company Logo

Adding your company’s logo to the profile picture of your company page is a must if you want to come across as a credible and professional business.

This is important since when somebody searches for a particular business on LinkedIn, the profile image is the very first thing they see. So, if a potential client sees a generic gray box or your face, they’ll most likely think this business is not serious enough and move on to the next.

Company pages with a great profile picture get more visits as opposed to pages with either unprofessional profile pictures or without one – it’s as simple as that, so don’t ever skip this step.

Including your company’s logo is a must. But wait, what happens if your company doesn’t have a logo? Well, if you want to grow your company on LinkedIn but also outside of LinkedIn, you should have one.

If you’re up to the task, you can create one yourself. If you’re not, however, you can hire a graphic designer for this short-term project via one of the many websites for freelancers. It won’t cost you a fortune and you can find a really experienced designer and explain what exactly it is that you want so you receive a logo that really represents your company and brand.

Add Your Cover Photo

Adding a cover photo is of importance as well, but don’t just put anything up there. You or a graphic designer can create a photo that matches the logo so that the profile looks consistent and professional, like in the following example.

That being said, you can take the easy route and add a great-looking photo by using the websites that offer free high-quality images. We recommend one of the following three – Pixabay, PicJumbo, and Unsplash. You can use all of them and find the perfect cover photo for your company page. Just make sure that the photo you choose is related to your business in some way and makes sense with the profile photo.

Complete the Company Details

Makes sure to include every information in the company details part of your page when creating it. Info like the type of company, the year when it was founded, its size, its location, the URL from your business’ website, and so on.

It’ll be very beneficial to fill out every field since, as we mentioned already, fully completed profiles receive double the views as opposed to not completed ones.

Add Company Specialties

Right below the bio of your company you’ll find the place where you should include your company’s specialties. Make sure to use those keywords which mostly relate to your business, products, and/or services that you offer.

Before doing this, do a keyword research to see what words people use the most when trying to look for your company online or any other company from your industry. This will make your LinkedIn company page more searchable both on LinkedIn and in search engines, so include as much relevant specialties as you can.

Create a Showcase Pages

Does your company offer more than one type of product or service? If this is the case, you should have showcase pages that are placed right below the company bio.

Since showcase pages do appear in search engines and on LinkedIn, creating them will increase the visibility of your brand and hopeful and get you more followers.

Showcase pages can be about many other things except for different products or services, like testimonials from customers, different target audiences like “Men’s Fashion” or “Women’s Underwear”, contact service, and more.

When creating your showcase pages, make sure to use relevant keywords. Beware that no two showcase pages can have the same name on LinkedIn, so gather as many keywords as you can and use your creativity.

Complete and Optimize Your Personal Profile Also

So, you fully completed your LinkedIn company page? Great! There’s one more thing, however, that needs to be done before continuing with more tips and ideas for your LinkedIn marketing strategy – and that’s your own profile.

If you’re the business owner, the social media manager, or you have some other important role in the company, your profile needs to also be completed and optimized accordingly. Why you might wonder?

Well, first of all, you represent the company so your profile must be professional, and second of all potential clients might want to connect with you, and by you, we mean your personal profile. When a potential client sees your profile, that’s the first impression they’ll get for your business as well. This is why your personal profile must be done to perfection just like your company page.

We won’t go into much detail, just mention the most important parts you need to complete.

  • Have a professional headshot as a profile photo.
  • Include a visually appealing cover photo (use the previously-mentioned sites where you can find beautiful and high-quality photos).
  • Add contact info and all the necessary basic information.
  • Write a compelling summary about who you are and what you do.
  • Include all of your skills, expertise, and accomplishments.
  • Don’t forget to use keywords.

More Tips and Ideas That’ll Help Create Your LinkedIn Marketing Strategy

Completing and optimizing your company page and personal profile were only two of the nine tips we have for you for improving your LinkedIn marketing strategy. Let’s take a look at the other ones.

Know Your Audience and Define Your Goals

In order to provide value to your audience, you first need to figure out who your target audience is and what your goals for the company are, don’t you think? There aren’t many decent marketing strategies out there without a clearly defined audience and goal – so those two are definitely a must!

First things first, find out who your target audience is.

You can use LinkedIn analytics to see what your current audience is if you have followers or the other social media pages for your company. If you’re a new business that doesn’t have a large following on any social media platform yet, then analyze your current and potential customers, and most importantly, ask yourself – who is most likely to use my product/service?

After having a clearer idea on who your target audience is, it’s time to define the goals for your company. What do you want to accomplish? Increase brand awareness, generate leads, grow your social media following, or something else? Which one has the highest priority?

By knowing what your goals are it’ll be easier to do the next steps like attracting followers, creating content, sponsoring your posts, and so on.

Create Engaging & Relevant Content

So, now we come to the content creation part, the goal being to create content that is not only interesting to your followers and relevant to your business but also content they find valuable and engaging.

If you think these are too many factors to take into consideration, think again. If you know who your target audience is, and I mean really know their likes and dislikes, interests, hopes, and so on, choosing topics for the content will be the easy part.

So what type of content is best for posting on LinkedIn?

Let’s start by saying that there are four types of content you can currently publish on LinkedIn: status updates, videos, photos, and blog posts. So, what type of content is best for your company page?

The short answer is all of them. The long answer is what follows.

Learn more about how to increase your social media engagement to grow your channel.

Social media platforms have changed the meaning of “engagement” when it comes to posts. Likes are not enough anymore. Even if your post has hundreds of likes, if it doesn’t have any comments or shares social media platforms, LinkedIn included, won’t show it to many people. So, whatever you post, make sure it’s something your target audience will like to not only like but share and comment as well.

Also, make sure that everything you post is of high quality. Don’t use cheap tricks like clickbait posts. You can’t grow an engaging community that way, so stay away from those type of posts entirely.

Your content also needs to be of value to your audience and help them in something or answer a question they have. You can do this by sharing content, even make collaborations with people from your industry and share each other’s content.

Lastly, post visual content. Photos and videos on LinkedIn work very well and increase engagement, as on any other social media platform for that matter. So, whenever you want to post something textual, add an image as well. Or whenever you want to curate content, if you don’t make videos yourself, share other people’s videos related to your business. Remember, rich media works so utilize it to your advantage.

In the meantime, you can also check out our Content Marketing Strategy: A Guide on How to Make it Count for a more general approach to devising a killer content marketing plan.

Attract Followers

Creating and publishing content is only one part of the equation, the second one is actually attracting the people who’ll read it. There are a few ways in which you can do this.

Connect with your employees. This especially goes if you’re starting out and don’t have a following yet. Set up a meeting, in-person or on Skype, and explain the vision you have for your company to your employees.

Let them know that you’re trying to improve the social media marketing strategy for your business, or more specifically the LinkedIn marketing strategy. Tell them that in order to grow your following you need to start from somewhere, and ask them to connect with your company’s page and to share the content they personally connect with the most.

Your employees are the biggest advocates of your business, so include them in your marketing strategy and make sure to motivate them by taking them out for a drink, getting them something small but meaningful, and so on, you get the gist.

Invite your friends and customers. Find your friends who use LinkedIn and connect with them on the network. Ask your closest ones to share your content from time to time in order to help you out. You can also connect with your customers as well. Contact them directly on LinkedIn, or via emails, newsletters, blog posts, and so on.

Include a “Follow” button to your site. If you don’t already have, make sure to include the “Follow” button for LinkedIn on your company’s website by using a plugin generator. By doing this, those who visit your website can reach your LinkedIn company page by simply clicking on the button.

Sponsor Your Posts & Create Ads

LinkedIn’s sponsored content and other types of ads can be great tools for marketing your business. If you have high-quality content already shared on LinkedIn or plan to publish it soon, then you must familiarize yourself with this useful option LinkedIn offers.

Many businesses want to be found by their target audiences online, and that’s why they create useful content that’s valuable to their potential customers. However, finding your potential clients by yourself can be even better since you’re the one who knows your target market the best. Ads and sponsored posts let you do just that – find your audience and target it.

If you use it correctly, sponsored posts and ads can be very helpful for your business, but if you don’t then you won’t maximize the benefits you can acquire.

We’ll shortly explain how to sponsor your posts, and afterward, we’ll describe the other types of ads LinkedIn has to offer.

So, Where Do I Start With Sponsored Posts?

First and foremost, update your business page if you haven’t already so that you can publish sponsored content.

With that out of the way, you can focus your attention on another vital factor for setting up sponsored content –  identifying your target audience.

LinkedIn has more than 562 million users around the world, but you must narrow down that number considerably. Specify the industry of the people you target, their skills, years of experience, job titles, interests, and so on.

It’s also very significant that you choose the right kind of content. Otherwise, your target audience might not find it interesting or useful and won’t read and engage with it. Having captivating visuals for your posts is very important for achieving higher click-through rates.

When running ads or sponsoring your posts, it’s always a good idea to run a few, slightly different ads or posts in the beginning in order to see which ones will respond the best through the simple method called “A/B testing”.

Testing and analyzing the results can lead you to choose one of those ads – either the one that produces the highest CTR or the one that delivers better engagement (depending on your goal) for the same amount of investment.

Use Automation

Automation is the future of social media marketing and no wonder!

Many business owners and marketers have their business on more than one social media platform. Managing multiple social media accounts is no easy feat. If there’s one important rule when it comes to social media marketing, it’s being consistent. This means posting content on all platforms daily, even multiple times every day.

Since visiting each account and posting each post separately takes time, automation lets you use that valuable time elsewhere. By using the already integrated scheduling tools on each platform, the posts are posted automatically and you don’t have to worry whether you posted on LinkedIn at 3 p.m. today or didn’t – or whether your post actually meets that platforms format requirements.

Even better, by using a social media tool like Amplifr, you can manage all the accounts at once. Amplifr schedules and shares your content on all of your social media accounts, including LinkedIn. What’s even handier, Amplifr gathers audience data and lets you know what are your personal best posting times –  the times when your engagement is highest and when your audience is mostly online.

Sign up to Amplifr to receive the best posting time predictions and schedule your content effectively on multiple social media accounts.

Know Your Analytics

Keeping track with your analytics means keeping track with the success of your business on social media. So, in order to be sure that your social media strategy works and bring results, it’s crucial that you know your analytics.

Learn the basics of social media analytics for businesses in our analytics and reporting guide.

LinkedIn provides analytics for company pages, so you can check all the important metrics directly on the platform. It provides information on reach and engagement, your followers, people who have visited your page, and so on.

That being said, checking your analytics separately for all the social media accounts you have for your business can take a lot of your valuable time. This is where a tool like Amplifr can help you out.

Amplifr not only schedules your content for the best times on multiple social media accounts but it also gives you an overview of analytics for all of your social media accounts as well.

With Amplifr, you’ll know whether your audience is growing or not, how big is your reach, what are your social metrics, your engagement, and so much more. You’ll get all this information in a detailed Excel report, even for external posts – meaning those posts that were not scheduled with Amplifr.

Sign up to Amplifr to receive analytical insights for all of your social media accounts.

Other Types of Ads on LinkedIn

LinkedIn offers a couple of different types of ads. Besides the sponsored content, you can use LinkedIn to publish: Text Ads, Sponsored InMail Ads, Video Ads, Display Ads, and Dynamic Ads.

Text Ads on LinkedIn are a great way to get more visitors to your company’s page or directly to your website. You can choose your audience, have access to analytics, and can also choose how to pay – per click or per thousand impressions.

Sponsored InMail Ads are shown directly in the messages and inboxes of the LinkedIn users. With them, you can attract more people and get more leads, do promotions, and send invitations for your online events.

Video Ads are video advertisements shown on the LinkedIn feed. You can use them in many ways: to reach new audiences, promote your business, increase awareness for a cause or your brand, get the attention of LinkedIn users with some specific skill, and so on.

Lastly, there are the Dynamic Ads, which offer you a way to dynamically show personalized ads to people while using LinkedIn. You can target only those who search for companies in a specific industry and show them that your company is in need of employees within their skillset. Dynamic Ads are excellent for getting a higher number of responses, generating customizes messages, choosing the people to whom the ad will be shown, and so on.

Over and out!

Whether you have a B2B or a B2C company, LinkedIn is the place to be if you want to generate more leads, promote your content, and of course, drive traffic to your website. Therefore, bookmark this guide and discover the true power of LinkedIn marketing once you incorporate the above-mentioned tactics into your marketing strategy for your business in 2019 and beyond.

Do you need a marketing guide for other social media networks like Facebook, Instagram, Twitter, or Tumblr? Check out our other marketing guides for more tips and inspiration for your social media marketing strategy.

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