Marketing on LinkedIn: Best Practices

Should your business invest in a LinkedIn marketing strategy? Marketing on LinkedIn is an excellent idea if you’re a B2B company. Some B2C businesses are also using the network, considering it’s the world’s largest professional networking platform. 

According to LinkedIn, four out of five of its members drive business decisions, and LinkedIn audiences have twice the buying power of the average web user. Depending on your business model and goals, it might be worth exploring this platform for your marketing efforts. Here’s what you need to know and some best practices for LinkedIn marketing. 

What is LinkedIn and Who Uses It?

LinkedIn is the largest social network for business people and businesses. It is considered a vital platform for B2B marketing and professional networking. Companies use LinkedIn to showcase their products and services, find new talent, and generate leads. Professionals use it to build their networks, make business purchases, and establish thought leadership within their industry. 

According to LinkedIn, the site has more than 830 million users worldwide, with 180 million within the United States. Roughly 40% of the 310 million monthly active users visit the site daily. 52% of LinkedIn users have a college degree, and over 60% are between the ages of 25 and 34. 

Benefits of LinkedIn Marketing

With LinkedIn’s large user base and high engagement rates, it can be a powerful tool for digital marketing. The platform boasted an impressive $5.91 billion in ad revenue in 2022, a figure that is expected to grow to over $10 billion by 2027. Some of the ways your business can benefit from LinkedIn marketing include:

Increased Brand Awareness

With millions of eyes on the platform daily, businesses can increase brand awareness with the right LinkedIn marketing strategy. When a user likes or comments on a post, it shows up in the feeds of their connections. Any content you post has the potential to get in front of new people.

Build Authority and Trust

LinkedIn is considered the premier B2B marketing platform. It’s where business professionals go to connect with one another and position themselves as authorities in their industries. A strong LinkedIn marketing strategy can boost your overall efforts. 

Networking Opportunities

Because it’s the world’s largest online professional network, LinkedIn allows businesses and professionals to make valuable connections. These are opportunities for you to connect with industry leaders, potential clients, referral sources, and new talent. 

Lead Generation

Many B2B companies use LinkedIn to generate leads. However, your business needs a proper LinkedIn marketing strategy to cut through the noise and achieve the desired results.  

Best Practices for a LinkedIn Marketing Strategy

There are many different ways to use LinkedIn. For example, some businesses use it solely as a talent resource, and others use it as a branding tool. That said, here are some best practices to set your organization up for success on this unique platform. 

1. Define Your Goals

Begin with a clear set of objectives that outline what you’d like to achieve using LinkedIn for marketing. These should closely align with your social media and overall marketing goals, such as generating leads or increasing brand awareness. This step will help define the rest of your marketing strategy. 

2. Optimize Your LinkedIn Business Page

Having an optimized LinkedIn business page should be one of the foundations of your LinkedIn marketing strategy. When people are curious about your brand, this the first place they will go. Beyond filling in the basics, make sure you showcase your products, services, values, and top talent. 

3. Create a Content Strategy

Posting content on LinkedIn will be an excellent way to highlight your products, services, and industry expertise. One of top ways to rise to the top on this platform is through “thought leadership,” which you can accomplish through discussions and threads, storytelling posts, and firsthand tips for readers. 

4. Leverage Employee Advocacy

Millions of people have personal accounts on LinkedIn that allow them to connect with other professionals. These accounts can also act as an extension of your business for promotional purposes. While it shouldn’t be a requirement, it’s helpful when your employees like and share your brand’s content to boost its visibility on the platform. 

5. Use LinkedIn Ads

In addition to competing for organic traffic, you can take advantage of LinkedIn ads to reach your ideal customers and produce results. Some of the paid advertising options LinkedIn offers include text ads, sponsored content, live event ads, dynamic ads, and InMail ads. You can target users based on demographics, interests, industry, behaviors, and more. 

6. Post Engaging Videos

Today’s consumers love video content, and it’s no different on LinkedIn. You can share video content as regular posts on LinkedIn as well as use LinkedIn Live to host live events. These can be informative webinars or informal Q&A sessions about your products or services or topics relevant to your industry. 

7. Explore LinkedIn Stories

People are drawn to short and engaging content, which is what makes LinkedIn Stories a compelling option. These allow your business to post show text, photos, videos, or GIFs that are visually-appealing, short, and engaging. While these are shareable, the content disappears after 24 hours. 

8. Review Your LinkedIn Analytics

Similar to many social media platforms, LinkedIn offers some robust and useful analytics for users. Make sure you are closely tracking your efforts so you can measure your performance and make adjustments to your LinkedIn marketing strategy. 

Contact Too Darn Loud Marketing to Elevate Your Social Media Marketing Strategy

LinkedIn marketing isn’t the perfect fit for every business, but it can be profitable if your target audience uses the platform to connect with other brands. If you’d like to pursue LinkedIn marketing as part of your social media marketing strategy, we can help. 

Too Darn Loud Digital Marketing is a full-service digital marketing agency focused on helping small businesses get found and chosen by their target audience. We’ll take the time to learn about your industry and business before customizing a strategy designed to produce results. Call us today at (800) 649-1764 or contact us online to schedule a free consultation.