LinkedIn is used for business by over 30 million organisations. Not simply because it is the most effective social network for attracting and retaining top personnel. LinkedIn marketing is being used by an increasing number of companies to network, connect, and sell, with over 690 million members.
LinkedIn marketing solutions are accessible for every size and style of organisation, from small to huge, and from B2B to B2C. This book will teach you how to utilise it for business, provide you with the finest tools, and assist you in making the most of your marketing plan.
Table of Contents
Learn how to set up a LinkedIn account for your company.
1. Create a LinkedIn Page
A LinkedIn page is required before your organisation can begin LinkedIn marketing. Here’s a simple tutorial on getting one up and running. You must first establish a profile if you haven’t previously done so.
How to Make a LinkedIn Profile:
- Visit the LinkedIn Marketing Solutions website and navigate to the LinkedIn Pages area. Create your Page by clicking the button.
Select the relevant category for your company.
Fill in the company information. A page preview shows how the page will look as you add content. Choose an appropriate URL for your brand. If possible, make it the same as your handle (username) on other social media platforms.
Upload your company’s logo and tagline. This step is optional, but it should not be skipped. Companies with logos receive six times the number of visitors as those without.
- Click the Create Page.
2. Complete your Page
Increase the degree of detail on your Page to take it from basic to advanced. This informs visitors about your company and raises your position in Google and LinkedIn search results. There’s a reason why full pages receive 30% more views.
To add information to your profile, click the pencil symbol next to your company name.
In three to four brief paragraphs, tell them about your company’s vision, goal, and values, as well as a summary of your goods and services. Copy should be genuine and written in the tone of your brand. Google results show up to 156 characters of your page’s content, so include keywords in your description to make it SEO friendly.
Location: Fill up the blanks with your shop or office locations. By selecting +Add Location, you may add numerous addresses.
Hashtags: To make your profile more searchable, you may add up to three hashtags. Choose hashtags that are widely used in your sector and that are appropriate for your business.
Cover photo: A backdrop photo might help to enhance your profile. Choose a picture that best represents your company. Avoid images that are very crowded or cluttered. The recommended dimension is 1584 pixels wide by 396 pixels tall.
Custom button: Add a button to your profile to inspire people to take action. Visit the website, contact us, learn more, register, and sign up are all options. Make sure you provide the relevant URL so that visitors who click the button are directed to the correct page. Make sure to provide a UTM parameter for tracking as well.
Manage language: You may add your name, slogan, and description in over 20 different languages if you have a worldwide business or a bilingual audience.
3. Share your page
Inform folks that your LinkedIn Page is now live. If you have workers, inform them via a company-wide email. Tell them how they may follow the page and add it as a work location.
Share your appreciation for the individuals who contribute to the success of your company. Connect visitors with thought leaders at your organisation. Also, provide potential consumers and employees with a look into your company’s culture.
Also, share your page with your consumers. Use all of your digital touchpoints—newsletter, social networks, website—to solicit followers. Tell them what’s in it for them, from employment opportunities to LinkedIn Live sessions, when you do.
Page administrators on the platform may also encourage their connections to follow them. Simply choose Invite Connections from the Admin Tools menu in the upper right corner.
4. Add LinkedIn buttons
Include social network buttons in the header or bottom of your website or newsletter so that visitors can easily locate your LinkedIn Page. The most recent version of LinkedIn’s logo and brand standards may be found here. Alternatively, you may save the pictures below.
The plugins can also be used to add Share and Follow buttons.
Now that your Company Page is up and running, it’s time to consider your marketing plan.
What objectives can your organisation achieve on this platform? Will you utilise this platform for company hiring, social selling, customer engagement, or all of the above? Should you incorporate advertising in your marketing budget?
Learn about its demographics. It’s a terrific place to start understanding who utilises the site and who you may reach out to. Conduct a competitive analysis on this platform. Examine how they utilise the platform, what works, and how you might differentiate your page.
Create a content calendar for LinkedIn. Plan your posts ahead of time so you can acquire photos, compose thought leadership pieces, and prepare the material. This also enables you to guarantee that all of your marketing objectives are met, from webinar promotion to engagement.
Canva is a free application that allows you to design unique pictures (in-app purchases are also available).
Remember that LinkedIn postings with photos are more engaging. Canva has a large stock picture collection as well as branding and customisation possibilities. Canva, on the other hand, may be used to generate graphic pull quotes and data visualisations. Alternatively, as a picture, post a branded hashtag.
Canva may also be used to make GIFs and movies using recordings, stock footage, or images. There is also a free music collection accessible, so you won’t have to worry about licencing songs.
Have an event presentation or whitepaper that you’d like to share on LinkedIn? SlideShare is LinkedIn’s built-in professional content sharing tool. Upload your PDF, PowerPoint, Word, or OpenDocument file to share with your followers.
These presentations add heft to your posts. LinkedIn’s audience appreciates this type of material. Unsurprisingly, 90% of professionals rank this platform as their preferred platform for professional content.
SlideShare uploads can attract over 70,000 monthly visitors even if you do not publish your presentation in an update. SlideShare also tracks metrics. So you can observe which pages people click on and share, and you can pull out popular slides into several articles.
3. LinkedIn Groups
LinkedIn Groups, like Facebook Groups, provide an online platform for your community. As a brand, you can be a part of the conversation rather than just the subject of it, and build real relationships with customers.
There are LinkedIn groups that are beneficial to both page administrators and company owners. These are some examples:
- Forum for Entrepreneurs and Small Businesses
- LinkedIn Innovators in Small Business
- Network for Small Businesses and Independent Consultants
Join groups in your company speciality to keep on top of trends, identify influencers, and interact with other members of the community. You’re bound to come up with a few LinkedIn marketing ideas—and perhaps a few business ideas as well.