No longer just a professional networking site, LinkedIn boasts 660 million users and has transformed into an extremely useful marketing tool. With that in mind, you need to ensure you are executing a successful LinkedIn marketing campaign in order to really capitalise on this incredibly useful platform. Here, we discuss the most essential steps you can take in order to do just that.
1. Define Your Goals
It is crucial to outline your goals at the onset of your LinkedIn marketing strategy. Typically, you may want to target one or more of the following goals:
Build brand awareness
Generate qualified leads
Strengthen brand reputation
Engage with your target audience
Sell your product or service
2. Understand Your Audience
Next, it is time to define your target audience in order to develop a solid LinkedIn marketing strategy. You can outline your audience on the basis of different parameters such as job title, geographic location, industry, for example.
It can also be useful to help you gain meaningful insights about your audience and the type of content they prefer. This, in turn, will help you tailor your LinkedIn marketing strategy to cater to the needs of your audience.
3. Perfect Your Company Page
Think of your LinkedIn Company Page as one of the biggest assets of your LinkedIn marketing strategy. It is one of the first interactions your target audience is going to have with your brand and it should help them learn everything they want to know about your business.
You need to show your company logo, website URL, industry, company size, and other details which in turn builds your company’s credibility making your LinkedIn marketing strategy much stronger. Adding a cover image that resonates with your brand is a good idea too.
4. Optimize Your Company Page
A well-optimized Company Page will help you gain increased visibility in search results, both on and off LinkedIn. This makes it easier for people to learn about your company using search engines as well as LinkedIn. You can optimize your Company Page for search with either keywords or a link to your company page.
5. Analyze Your Competition
It is always crucial to see how you measure up against the competition! LinkedIn provides a feature called “Companies to track” that reveals a list of companies similar to yours. It also gives you access to a few key metrics, including, the total number of followers, follower growth, and social media engagement. This will help identify what is working well for them and integrate those tactics into your own LinkedIn marketing strategy.
6. Promote Your Page
In addition to optimizing your Company Page for search, you should also encourage people to follow it. Increasing your visibility is crucial to creating a successful LinkedIn marketing strategy. It ensures that all of your updates show up in their LinkedIn Feed which, in turn, increases the reach of your content. Remember, a high follower count also reinforces the credibility of your company.
7. Create Engaging Content
Retaining your audience and engaging with them is a challenge! Even if you have achieved a high number of followers already, you really need a plan to keep them! The best way to so this is simply by creating engaging content. If they are engaged, they will keep coming back.
We also recommend creating a content calendar. Consistency is the key to retaining your audience and keeping them hooked to your LinkedIn Company Page. It’s an essential element of any successful LinkedIn marketing strategy.
8. Use Images and Videos
Despite being easy to implement, many marketers overlook this LinkedIn marketing strategy even though it is of the best ways to grab the attention of your audience. Yes, we are talking about using images and videos. It is so easy to do as LinkedIn now allows you to upload videos directly onto the platform.
We recommend that you create short 1-2 minute videos with proper subtitles. Make sure the videos are authentic and reflect the vision of your brand in an appropriate manner.