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LinkedIn Marketing Strategy: Unleash the Business-Building power of LinkedIn!

Marketing & SEO
Nikhil 28 February, 2018
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According to stats and numbers, LinkedIn social media marketing strategy can generate more than 80% of business’s social media leads when all other major social media platforms put together only amount to 19.67% of leads. if you are a B2B marketer, you must explore new features and updates while using LinkedIn for marketing to generate quality leads, to drive traffic, and much more. If you find difficult to get involved with your linked advertising, here are few beneficial tips on building an effective LinkedIn marketing strategy.

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LinkedIn Marketing Strategy Tips

Structure Your Company Page

The page structure should lead to a conversion action which can be a click through to your company website description or recent updates page. You must work on the header image to grab the visitor’s attention; the first two lines of your company description must be compelling enough for a LinkedIn lead generation, and do recent updates in the form of blog posts or links to infographics by keeping in mind that these updates must generate more clickthroughs from your target audience.

Build Showcase Page for Inbound LinkedIn Traffic

This LinkedIn marketing strategy works best when you want to represent a business unit, brand or company initiative to a specific audience. Such Linkedin Advertising helps in developing a long-term relationship with a specific segment. Your company showcase page must include-places to link back to your company, larger header image, above-the-fold update posts, simple and relatable words, and short page name. The page must be conversion-primed.

Linkedin Advanced People Search & Saved Search

This feature of LinkedIn allows you to identify and locate exact type of prospects you want to target. This LinkedIn marketing strategy provides you to filter your audience search on the basis of a number of factors like school, profile language, industry, location, current company, past company etc. The bigger your personal network will be, the better chances become of locating right prospects.

For steady pipeline of sales, you are required to maintain consistency in your prospecting. Saved Search option in LinkedIn lead generation strategy allows you to locate the exact search again and can set up alerts.

Block of Leads through Search Groups

Using LinkedIn for business comes with a number of beneficial features. A person searching for leads is a very detailed approach. You can search and join groups to generate leads using relevant keywords, you can perform a simple group search. Select groups that are highly active, medium-size, and relevant. You can narrow down your search in accordance with factors like category, relationship level, and language etc. Gain leadership in the industry by becoming a moderator of your own group, start your group but do not sound ‘salesy’ to gather target audience.

Publishing Content

If you have access, you must definitely explore Linkedin content publishing platform as your LinkedIn marketing strategy. The members who are using such platforms stated that they have achieved lots of success. The content which helps your target audience either by answering their questions or helps in addressing their pain points work great on LinkedIn. People mostly look for how to articles or industry trends and news. In the ‘updates’ section of your company page analytics, you can collect rich data on clickthrough rate (CTR), social actions, impressions, engagement rate etc.

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You can make LinkedIn marketing strategy around the job functions of your followers. Gain information about the demographics of your followers under the Followers section of your analytics and tailor your content which matches their interest areas.

Make use of Rich Images and Videos

One of the best things using LinkedIn for marketing is that you can run your LinkedIn Company Page through making use of multi-media content. It has been observed that images can result in more than 98 percent comment rate and links to videos approx…76% more share rate. Try to upload videos onto LinkedIn directly instead of posting links to YouTube videos.

Time to Post

Yes, you heard it right, there is the best time to post on LinkedIn for business according to the LinkedIn survey, posts in the morning earn higher engagement but the best strategy would be to keep experimenting. One should imply that LinkedIn marketing strategy which works best for their company. By making use of LinkedIn analytics and studying few top posts with the highest CTR or engagement rate in the updates section of LinkedIn Company Page analytics, you can come to know the best time to post.

Other techniques which can use is visiting Buffer’s analytics section for your LinkedIn profile. First, click on the Posts tab and then on the Most Popular. This action will sort your LinkedIn posts as per likes, comments, and clicks. You can also select from a list of presets and choose a custom timeframe. Notice the trend and plan your LinkedIn advertising posts timings accordingly.

Scheduling Posts

According to LinkedIn marketing strategists, posting 20 posts per months can assists you in reaching at least 60% of your target audience. You should remember that more posts will lead to larger reach but the point of diminishing returns also appears. You must try to capture the attention of the audience who can be found log on most often. Maintain a schedule of posting 20 quality posts every month will be an ideal beginning for a LinkedIn lead generation campaign.

Companies to Track

This is one of great feature one can use to analyze the performance of other company’s pages or competitors while using LinkedIn for marketing strategies. You can study about social engagement, total followers, follower growth of company’s pages which are similar to yours and can compare with your LinkedIn Company page. Learn what’s working for them and incorporate necessary changes on your Company page to experiment with new lead generation strategies.

SEO for your LinkedIn Company Page

Search Engine marketing and optimizatrion techniques can let your target audience easily locate your LinkedIn Company Page on and off LinkedIn. You must add specific keywords to your company profile (in sections of description and specialties) page which clearly states who you are and what’s your work/business is all about. Create useful links for boosting your search engine rankings. Link your company page to your blog, website, and any other marketing material. An up-to-date employee and colleagues LinkedIn profiles can also help in creating backlinks.

Create Ads on LinkedIn

As a part of any successful LinkedIn marketing strategy, you can create three types of ads:

  • Sponsored content (appear in the LinkedIn feed directly).
  • Sponsored InMail (deliver personalized content via LinkedIn Messenger).
  • Text ads / cost-per-impression (CPM) / pay-per-click (PPC) (appear on the side in LinkedIn).

Creating Linkedin Ads is another way of achieving improved rankings and LinkedIn lead generations are to publish updates from your Company Page regularly. When you share updates with your followers, content appears on your public page which allows it to easily get indexed by Google. You can also take advantage of paid LinkedIn marketing services.

Summing up LinkedIn Marketing Strategies

You can send your posts or updates links to employees or colleagues for more engagement and for spreading it to several other LinkedIn users. You can also encourage them to fill their Linked profiles. The list of LinkedIn advertising strategies is exhaustive and you can opt for ways and marketing plan which work best for your brand.

LinkedIn for business offers tremendous opportunities, but in the absence of right LinkedIn advertising knowledge, it becomes just another social media platform. It is high time to start using LinkedIn for marketing by implementing proper strategies.

Tags: digital marketing marketing strategies online marketing social media social media presence
Author: Nikhil
Nikhil Agrawal is the Co-founder and Digital Marketing Head of IS Global Web, a leading digital marketing agency that provides world-class search marketing services and web & application development. He has extensive experience across digital marketing verticals for over 8 years. He is helping many businesses for their search traffic, conversion optimization, product launches and their online presence. You can find Nikhil on LinkedIn & Twitter
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