LinkedIn is a social networking website that serves as a hub for people to connect with employees, colleagues, clients, potential customers, strategic partners and other professionals. It is widely used by people across the globe to seek job employment and is, therefore, home to several recruiters. It is an extremely impactful marketing tool with a great presence among more than 450 million professionals. LinkedIn is about connecting people and adding value to their lives. The popularity of its content is increasing at a rapid pace.
LinkedIn is especially used for B2B networking and gaining website traffic. You have the option to follow industry leaders and gain all the information that they impart. Garner ideas, discuss implementation techniques and strategize like never before by getting suggestions from reputed professionals and top-notch business idols.
How to use LinkedIn for Marketing?
Why is LinkedIn Marketing important for the Startups?
LinkedIn is regarded as the most important tool by many marketers. Before delving deep into why that is the case, let us look at some highly impressive statistics:
LinkedIn is the largest professional network in the world with more than 610 million (as per latest stats) members spread over more than 190 countries.
New users are joining LinkedIn at a rate of 2 users per second.
There exist more than 39 million students as well as fresh graduates on LinkedIn.
They comprise of the website’s fastest-growing demographic.
Executives from all Fortune 500 companies are present on LinkedIn. The corporate talent solutions offered by LinkedIn are currently being utilized by a total of 94 out of the top 100 Fortune companies.
Unique publishers, over 1.5 million are using LinkedIn as a preferred social media platform to send content.
After reading these statistics I think you have got an idea, how big the opportunity is to market your startup or product on LinkedIn. Even if you want to build a personal brand LinkedIn is the best platform to start. However, you can organically market your business on LinkedIn only if you have a good amount of followers and their engagement on your posts. So, you need to learn how to get more followers
How to Get Followers on LinkedIn?
Now let's talk about how you can build your audience on LinkedIn. Below we have listed all the information you need to get started,
- Create an engaging profile
The first step to get started is to create a profile of your own which can tell anyone who you are? what you are doing? and what you want to do? That way people will get a clear picture of your personality and it will help them to connect with you on the both emotional and professional level.
- Add the LinkedIn ‘follow’ button to your company’s website
Adding the follow button on your website will allow you to easily convert visitors who come to your site. While we are still on this, also add the LinkedIn share button to your webpages to encourage your visitors to share your content within their network, which will inturn bring more traffic back to your website, and also increase your followers. In addition to that, add a link to your company page in your email signature.
- Create a Company page
After creating your own, profile your next step is to create your company's page on LinkedIn. The company page will represent your brand. Use the full name of the company as your LinkedIn page name. Upload an attractive cover image and logo, people should identify you just by seeing the brand logo. Just like your profile you also have to create good content for your LinkedIn company page. Update the page with quality content at least 20 times in a month. Also, add images on your post as it helps to engage more people. You can also drive traffic to the company page from your website by adding "Follow on LinkedIn" button on your website.
- Cross promote your LinkedIn company page
You can cross promote your LinkedIn company page on other social media profiles. There are many people who are not active on LinkedIn, maybe they are your customer, so to engage more audience you have to promote your LinkedIn page on other social media platform.
- Participate in and start LinkedIn groups
More than one million groups have been established on LinkedIn, which can be used to highlight your company’s page and attract more followers. By joining and contributing to groups, you can attract followers. You can also create your own group where you can put up offers and get users to engage with your content and follow your company page.
- Keep posting valuable content
To increase your followers you have to be consistent when it comes to updating your feed. To get more engagement on posts, create good content in your niche and post regularly on your LinkedIn profile. For even more engagement, create content on a trending topic, observe your audience's behaviour after posting any content. Create content that is valuable and relevant for your connections or audience. Creating good and engaging content is the best LinkedIn marketing strategy which will help you in the long run. However, with good content, you also need to be consistent with your content. Upload regularly and keep a constant flow of content to keep users engaged. Maintain a frequency at which your regularly post your content.
- Optimize your content for maximum traffic
Optimize your content for search engines and also analyze your users behaviour. Use LinkedIn analytics and optimize your content to get maximum traffic. Post useful and quality content for your users. Infographics have a 300% more chance of being shared than other content. You can also post YouTube videos in your post as nowadays people prefer to consume video content more than text. Moreover, you can ask your employees to engage with your company page content and try to post your updates during busiest hours that are in the morning and midday from Monday to Friday and specifically Tuesday, Wednesday & Thursday. Also, instead of sharing articles written by others, use LinkedIn's publishing platform which allows you to post long-form content. This will help create a unique brand and distinguish yourself. It will also increase your visibility, exposure and engagement. After following all these things chances are your post will get maximum reach.
- Use your networks exhaustively
Encourage your employees to add your page as their workplace, and consistently share the posts and update from the company page to increase engagement and help your company page grow. Once they include your company name in their profile, they will automatically become followers of the page. Engage with your current followers, like and comment on their posts, hoping they return the favour, and ask your network to share your content with their connections. Sync all your contacts, personal and business from your phone onto LinkedIn. Also encourage clients and possible customers to follow your page by highlighting how you can get updates through it. Emphasize your LinkedIn profile when following up on potential business prospects, customers as well as personal contacts. When you send connection requests, make sure to go to the person/company’s profile and send personalized requests with a message which may be very useful in establishing connections and help increase followers. Also add your page address to your business cards and other stationery.
Benefits Of Using LinkedIn for Marketing
In The Sophisticated Marketer’s Guide to LinkedIn, Jason Miller from LinkedIn Marketing Solutions said that research released by the Content Marketing Institute (CMI) at the start of 2017 shows more content marketers finding success on LinkedIn than on any other social platform. That’s because LinkedIn is the natural environment for a Sophisticated Marketer. As the world’s largest professional content platform it embodies the potential of social and content combined — but it can do a lot more besides. Here are some of the benefits which you can get from LinkedIn Marketing:
- Your target audience is already there
LinkedIn has over 590+ million users, with more than 260 million monthly active users. LinkedIn also have an algorithm like Facebook, which decides what will show up on your connections feed. Most of the users on LinkedIn are there to build reputation and relation with other businesses. Hence, it is the perfect platform for B2B marketing and because your target audience is already there, they are ready to see what you will offer. Besides, LinkedIn is focused on professional opportunities so your audience will not get distracted or lost.
- Build a reputation for your business
As your target audience is already there you have the opportunity to build reputation and trust for your brand. Post quality content regularly and try to interact with business professionals as many as possible. This way you will be able to learn from experts and also it will help you to increase your network. Time has changed now the more you communicate the more you earn.
- Build business relationships with experts
If you are a startup or planning to start a startup then LinkedIn is the perfect platform where you can gather knowledge about business. Success comes from experiences but if you start anything without enough knowledge then chances are you will end up with failure. So, on LinkedIn, you can take advantage of learning from experienced people. Try to interact with people from whom you want to learn, add them to your connection and send a welcome message explaining why you want to connect with them.
- Generate leads for your business
LinkedIn considered as the most effective media for B2B lead generation. 80% of social media B2B leads come from LinkedIn. It is really easy to generate leads on LinkedIn both via organically and LinkedIn ads. Optimize your content for search engines and join LinkedIn groups and you are well on your way to generate organic leads for your business.
Relevant read: 100 ways to Generate Leads for your Business
Should you take help from LinkedIn Marketing Agencies?
You will come up with some LinkedIn marketing agencies online which will promise to get to more followers through their strategies. There is no harm in paying for these services as most of the time, these agencies do help you. However, you can easily save a lot of money on it by hiring a Freelance LinkedIn Consultant, a Freelance post writer and visual content creator. With the help of a consultant, you can get some ideas and strategies for content planning. To find a LinkedIn consultant, you can contact any person who regularly get a good engagement on their post and ask them provide you consultancy service. If you think you don't need a consultant as you are already familiar with the platform, you can just find good writers on the LinkedIn only and ask them write engaging posts for you. You can then post them consistently and see your brand grow.
Also read: The right way of using Twitter for Marketing
If you are into B2B business model, then LinkedIn is the perfect platform for you. You don't have to constantly tell about your brand and your achievements repeatedly. You can build an engaging profile and put all the information in one place, it will not only save your time but also will help you to develop your products quicker as per the market need. LinkedIn has all the tools needed to build a relation between businesses and professionals. It has allowed brands to bring quality service to their customers by communicating with them directly.