Summary
LinkedIn marketing is a tried and tested strategy for building connections with B2B companies and professionals. Users are familiar with navigating the platform with its similar features of how content feeds are tailored on other social media.
However, the content on the platform is more focused on the brand’s profile, services, products, and customer relations. You can optimize your brand’s profile page and engaging content as you use it to build relationships with prospects and customers.
There are also marketing campaigns that LinkedIn will help you with through their LinkedIn ads and a campaign manager for stats and performance of your marketing campaigns.
LinkedIn is a platform where you can grow your reach to prospects and customers and build brand awareness. LinkedIn is also a great avenue for reaching out to businesses and professionals.
There are 808 million LinkedIn users worldwide. It is the most effective platform for getting leads or contacts that can be prospective customers. Marketers have also sourced at least one customer from LinkedIn.
You’ll get more reach using a premium account. Getting faster responses and time consumed is more convenient than holding events and gathering these professionals.
You can get targeted connections from LinkedIn and the ability to highlight your brand or company’s products, services, employees, advocacies, and mission. So I’m going to share with you the strategies for LinkedIn marketing to reach new customers, build relationships, and showcase what your company can offer.
LinkedIn Marketing
LinkedIn is an outlet to be consistent with your company’s branding through the company profile, for content-sharing, and to reach and drive conversions of companies and professionals on the platform. The following strategies are doable for beginners and can help to boost connections with targeted prospects and customers.
1. Create An Official Company Profile
LinkedIn can accommodate a global audience. Your brand can reach out to customers, and potentially leads overseas.
Local businesses can also reach out to people near the area, targeted in terms of location and the demand for the products or services.
- First, create and set up your company page.
- Fill in the necessary details to introduce and highlight your brands, such as the brand logo, company description, and location.
- Don’t forget to include keywords and phrases on the company page as a way to be optimized on the LinkedIn search results page.
- Upload a high-quality image to the profile picture and a relevant cover photo that’s still consistent with your brand
2. Make Connections Using LinkedIn Groups
You’ll be able to connect and relate more with people in the same industry as yours. Also, you can find and connect with professionals and companies who are interested and be able to share your insights and experiences with them.
With LinkedIn Groups, you will have the opportunity to ask for help and guidance from your other colleagues within the same industry. But in creating and starting your own LinkedIn Group, you can establish your company as a thought leader in the industry and be able to share your advocacies and innovations.
On your own LinkedIn Group, initiate discussions to encourage the users who joined your group to participate and contribute content or ideas.
3. Follow and Read LinkedIn Marketing Blogs
LinkedIn tries to improve its features for users and, at the same time, helps businesses and marketers grow their connections through the marketing blogs they provide.
These are helpful contents to know and optimize the workarounds of the platform since they also give updates on their tools and new features. But they also provide blogs that can help you with content ideas and apply them in reaching out to potential clients.
4. Increase Engagement Using Different Media
Engaging content and using various media to illustrate what you want to share with users makes a difference, especially in hooking them with new ideas and gimmicks. This could be images such as illustrations, memes, or videos that could better explain and be more appealing to your audience.
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Whether it’s ad campaigns or weekly content on LinkedIn, think about which media and design would also create an impact to drive potential leads or keep your customers.
Live videos on LinkedIn have a 25 times higher engagement rate, which can be suitable if there’s an ongoing event, office or work area tours, or Q&A session.
5. LinkedIn Ads
LinkedIn has featured LinkedIn ads to accommodate your ad campaigns so you can reach more and increase brand awareness to targeted audiences. You can choose from the following, which would be suitable. Depending on how you want to connect with a large volume of people or personally with individual users.
Sponsored Content
Sponsored content lets you reach targeted professional audiences in different ways, such as:
- Single image ads
- Video ads
- Carousel ads
- Event ads
Through these different formats, thought leadership, events, and products or services are highlighted and drive interest to these audiences, as they are tailored on their feeds.
Sponsored Messaging
Sponsored messaging provides a more personal approach to reaching out to customers and potential leads. A personal message to the targeted users lets them have tailored updates of your events, promos, and discounts.
Sponsored messaging is available in two formats, such as:
- LinkedIn Message Ads
- Conversation Ads
Conversation ads have interactive features like automated calls-to-action, such as a link for registrations or getting more event details.
Dynamic Ads
Dynamic ads are used for prospects giving them personalized ads tailored and featured with the professional’s LinkedIn profile data such as profile picture, job title, or company. Through this ad, you can build brand awareness among your prospects and eventually drive conversions.
You can tailor your dynamic ads depending on your campaign objectives and marketing goals and choose between brand awareness, web traffic, conversions, and more.
Along with your campaign objectives, are the formats you can choose from:
- For acquiring followers – use LinkedIn follower ads and promote your LinkedIn page
- For driving conversions – use LinkedIn spotlight ads and promote your products, services, or events
- For generating leads – use content ads to feature a curated piece of your content that will capture your leads
Text Ads
Text ads are pay-per-click ads that you can get within your budget, where you can choose the targeted audience and direct users to landing pages or your website. You can download LinkedIn Text Ads Optimization Guide to get the most out of using Text Ads for your ad campaigns.
6. Search And Connect For Targeted Customers
Using LinkedIn’s Search bar, you can filter your search based on location, connections, companies, jobs, schools, and other filters. In that way, you can connect to these professionals, whether they’re in the same industry or company or went to the same school or events.
You can then tailor your message that you can relate to and be able to introduce yourself and send LinkedIn connections to them.
For example, you’ve attended the same event with certain professionals or have been co-speakers in that event. You can introduce yourself to them with the same event you both have been to as a way to connect with them on LinkedIn.
7. Let Your Employees Advocate Your Brand
Nothing beats your employees promoting your brand since it gives the public the impression of their environment while working in your company. It also boosts brand awareness as they associate their LinkedIn profiles with your LinkedIn company page.
Since your employees identify with your company, it’s easier for them to share your articles and other media content. Thus, the people within each of the LinkedIn accounts of your employees can see your company page and contents, which reaches out to a large volume of audiences.
Also, connecting with your employees on LinkedIn is convenient, especially if you have company updates and events.
Conclusion
LinkedIn can build your branding and establish your reputation within your industry. It’s also easy to connect with B2B companies and professionals, which can be your targeted customers or partners, and build further relationships with them.
From creating and optimizing your company profile and using LinkedIn ads to encouraging your employees to share your brand on the platform, these strategies can help establish connections with potential leads.
Besides connections, LinkedIn provides blogs to guide you in marketing using their platform and paid ads in different formats. Such features mean LinkedIn has been established to connect you with targeted professionals and B2B companies using organic and paid reach.
Want to know more about boosting your brand on different platforms? Check any of these posts!
