LinkedIn is by far most the important social network to reach out to business buyers and connect with professionals in general and thus one of the major platforms in B2B social media (and increasingly in content marketing). The network allows you to build relationships, establish thought leadership, generate leads, gain insights, conduct market research, improve reputation and build online communities.
Now Lets See How is LinkedIn used for marketing?
Keep your LinkedIn profile updated
- Aim for close to 100% completeness and continually optimize your profile.
- Add new skills, achievements, and examples of your latest work.
- Introduce your personality. Authenticity is as important as experience.
Create awareness and improve reputation.
LinkedIn is an ideal platform to increase your online presence. With more than two professionals signing up on LinkedIn every second, businesses have the opportunity to network with an increasing number of interesting contacts. Using the different personal and group features in LinkedIn, companies and the people representing them can all improve their visibility and credibility, both as individuals and (thus) as a brand.
Don’t forget the use status update functionality, an underutilized feature, although with the new design, the updates are more prominent visible on the homepage.
Thought leadership and influencer marketing.
Several LinkedIn features allow you to position yourself as leaders in a particular domain. From providing high-quality content, improving your personal profile and participating in LinkedIn communities to answering questions: the network is fertile ground for thought and practice leaders, aiming to become trusted advisors. Leadership and reputation go hand in hand with influence. As the main purpose of LinkedIn is networking, it also enables you to identify and engage other influencers.
Define your audience and goals
Whether raising awareness or generating leads, targeting is key.
Once you know what you want to accomplish, it’s easier to define your audience. If your company sells a productivity tool for social media, your goal may be to raise brand awareness among LinkedIn members with job titles like “social media manager” or “social media lead”.
Better-defined audiences lead to better lead generation.
One of the strengths of LinkedIn that is not often mentioned is its power in link building and traffic driving. Just as other social networks do, LinkedIn has a social sharing button that enables you to share content in your status updates (which are visible on the homepage) and in LinkedIn Groups (communities) you are a member of. This works especially well for business-related content and can lead to viral effects. Business content often gets shared more often via LinkedIn than via Facebook.
Optimize your page for search
A well-optimized Company Page can help you gain visibility among the people searching for what your company offers.
- Insert keywords. Incorporate keywords and phrases that potential customers might use to search for your product or service. Include them in the About tab overview, clearly representing who you are and what you do.
- Link to your Page. Links are essential for boosting your search ranking. An easy win here is to link to your Page from your website. Also, make sure the LinkedIn profiles of employees are up to date.
- Share relevant content. Share often. The more frequently you share content your followers engage with, the higher your Page will appear in search results.
LinkedIn is ideal in a social CRM context: it allows us to gain a better view on – prospective – customers and other contacts. This can be done using simple Social CRM applications but also by using ‘connecters’, for instance, for Outlook. Although most Social CRM solutions offer integration with LinkedIn, you can also set up a basic integration of your contacts as LinkedIn supports Google Contacts. A benefit of a social CRM tool is that it allows you to see what your contacts are doing on LinkedIn in real-time, offering valuable additional information on their behavior and preferences. When targeting a contact, LinkedIn itself allows you to see this information in its own environment.
Selling and generating leads.
LinkedIn is probably the best network to generate leads. On top of traditional techniques such as mentioning interesting content potential customers can download or driving traffic to relevant sources, LinkedIn offers very personal ways of identifying potential leads, engaging them and turning them into customers. This is done by a good combination of listening, analyzing, participating, sharing, networking and responding. Networking with potential clients and marketing to them indirectly through LinkedIn will increase the opportunity to make sales.
Customers and prospect are more likely to post questions and needs, 18% is Group-related posts which gives the B2B marketers an opportunity to identify new leads. Another 18% are content sharing and liking content, which gives you insights on what they find interesting.
By giving answers to questions on LinkedIn, you can demonstrate know-how. If your solution/answer, in the form of a response to a question, is what potential customers are looking for, they will initiate a contact.
Listening and gaining insights.
Last but certainly not least: LinkedIn is perfect to listen, ask questions and gain insights. Which is the case for all social media marketing!