LinkedIn Marketing: Everything That You Need To Know

LinkedIn is the most popular social media platform for professional and business-to business (B2B) marketing. It has more than 750,000,000 members and 600 million decision-makers.

Mastering LinkedIn marketing is crucial for anyone who wants to share thought leadership, create leads, and build their business. What’s the best way for you to start using this social media channel?

Let’s take a look at LinkedIn marketing: from creating a personal profile to promoting a business page, to setting up a personal profile.

What is a LinkedIn Marketing Strategy?

LinkedIn marketing strategies clarify your goals and audience, identify the best tools, and justify investing in resources. This is essentially a guideline that you can use to create content and plan your time on social media.

Identify your marketing goals

First, decide what you want to do on LinkedIn. This will help you create a plan that meets your goals. For example, your LinkedIn marketing goals might include …

Growing your audience and attracting more followersEstablishing yourself as a thought leader by sharing valuable insights and contentGenerating leads with lead magnets, subscriptions, free trials, and product demosAcquiring new customers and closing dealsCultivating a community of loyal customers

It is a good idea to establish a general goal. Using the SMART goals framework can help you transform your LinkedIn goal into something that you can work towards and achieve.

Here’s how:

Specific. Describe the why and the what. You might want to increase your followers to help you grow your sales pipeline. To track progress, define the social media metric. You may wish to have 1,000 followers on your company’s Facebook page. You can use data to verify that your social media goals are achievable. You may also need to look at industry benchmarks in order to determine the average cost per follower. You should confirm that your goal is in line with your business goals. Timely. Set a deadline. You might, for example, want to achieve your goal by quarter’s end.

Know your target audience

LinkedIn has a huge user base so it is important to limit the people you wish to reach. Once you have identified your target audience, it is possible to create more relevant content and use more effective tools. This will save you time and money.

You can use your LinkedIn buyer persona to define your target audience or create a new one.

Your buyer persona should be clear about your audience’s needs:

Age rangeGender ratioLocationIndustryJob titleSeniorityChallengesProblems

Select the right tools

You need the right tools to market your business and yourself on LinkedIn, whether you want native LinkedIn capabilities or third-party apps and platforms.

Decide whether you require a LinkedIn page, profile, or both.

LinkedIn profiles can be used by individuals. These pages allow you to publish content and give access to messaging, services and creator tools such as newsletters. LinkedIn pages are for companies. These pages allow you to publish content, provide access analytics, advertising, employee advocacy, and permit you to make suggestions.

Consider adding additional tools to your arsenal that will help you achieve more and work more efficiently. These are some of the most valuable LinkedIn tools:

Social media management tools like Agorapulse, which let you schedule content, manage engagement, and produce insightful reportsDesign apps like Canva, which help you create eye-catching graphics for organic and paid contentVideo tools for LinkedIn, which help you create content that stands outLive streaming platforms like Restream, which allow you to broadcast from LinkedIn and other channels simultaneouslyLinkedIn Sales Navigator, a native tool that helps you find and track leads so you can make more sales

Establish a budget for LinkedIn marketing

You can create a LinkedIn page or profile for free. Even if you only focus on organic strategies, social media marketing can be costly.

You’ll be able to determine how much money you have to spend on everything, from staff hiring to advertising.

These are some elements that you should consider when creating your LinkedIn budget.

Social media team members can schedule content and respond with engagementContent production via an agency or in-house team. Third-party tools are available for design, scheduling and live streaming.

conquer social media inbox with agorapulse header image

LinkedIn Best Practices to Improve Your Profile

LinkedIn is a great way to build your personal brand and share the content of your company. Here are some tips for improving your LinkedIn profile.

Optimize your profile

Make sure your LinkedIn profile is as visible as you can. You can increase your profile’s visibility by including keywords in your profile. It is as simple as identifying the most popular terms in your industry and weaving them into your headline and experience sections.

Consider highlighting your value rather than your job title in your headline.

Instead of using Customer Support Specialist for your headline, you could write “I create positive customer experiences that increase loyalty and grow small business.”

You can turn on the creator mode

You can access even more profile tools by turning on creator mode in your dashboard. You can create up to five topic areas that you are a specialist in and have them appear on your profile as hashtags.

LinkedIn profile - creator hub

You can also highlight your most valuable content in creator mode. This allows you to showcase the best LinkedIn posts, content from your website or blog, and even PDF files.

LinkedIn profile - featured content

LinkedIn Marketing: Stick to a publication schedule

Whatever your LinkedIn goals may be, it is important to establish a consistent publishing schedule. Posting once per day is the ideal for most people. Find out the most active times for your audience to publish on LinkedIn to determine the best time. The best time to post content is usually in the middle part of the day.

Agorapulse allows you to schedule your profile content ahead of time so you can make sure it goes out at the right time. Agorapulse allows you to schedule posts (not articles), and it streamlines the process of republishing any existing content on LinkedIn.

While it is best to stick to a schedule, it can be beneficial to change the content that you post. Instead of writing long text posts every day and ignoring the importance of your content, try different types of content to find what attracts more traffic or engagement. There are many options:

Text posts

LinkedIn posts can have up to 3,000 characters. This gives you ample space to share your message. You don’t have to use the maximum word count. You can vary the length of your posts to appeal to a wider audience.

LinkedIn profile - text post

Text posts are great for sharing stories and insights without the need to include graphics or links. To increase your reach, you can use emojis and hashtags to break up the text blocks.

LinkedIn articles

LinkedIn articles are LinkedIn’s answer for blog posts. They can have up to 110,000 characters or more than 15,000 words. LinkedIn articles can be found in Google searches and are great for sharing complex concepts with a wider audience.

LinkedIn profile - article

Although articles should contain your content, they don’t have to be original to LinkedIn. To increase your visibility and position yourself as a thought-leader, you can syndicate posts from a blog to LinkedIn.

LinkedIn newsletters

LinkedIn newsletters allow you to easily transform a single article into an ongoing or monthly series, thereby establishing yourself as a thought-leader. Signups are possible through newsletters, so subscribers receive notifications each time you post. This can increase engagement and impressions.

Link shares

LinkedIn profile - link post

LinkedIn posts can be used to share web pages and blog posts. LinkedIn converts links into preview cards. These cards show the headline of the linked page, the preview of the content and a hyperlinked picture.

LinkedIn Marketing: Curated Content

LinkedIn might be a great place to share your thoughts. Your followers may start to ignore you if you only promote your content.

You can avoid self-promotional posts by adding curated content to the publishing schedule. You can also share links to content created by creators you admire or trust. You might be able start a conversation with them by tagging them in your LinkedIn posts.

Monitor engagement

Engagement can be achieved if your content resonates well with your audience. It can be difficult to keep track of all comments, but Agorapulse has a social media inbox that can help.

Agorapulse collects all comments from your LinkedIn profile once you have connected it. Agorapulse allows you to read and respond to any comments to ensure that you don’t miss anything.

Agorapulse - LinkedIn social inbox

Agorapulse can save you time by using its automated moderation rules if your content is receiving a lot of engagement. You can automate the deletion of spammy comments and save replies to speed up your responses.

Create a LinkedIn group

LinkedIn page - group

You can start more conversations by creating a LinkedIn Group. LinkedIn groups allow you to share information, discuss niche topics and offer tips. They are great for networking and helping you establish yourself in your industry.

You can also share your profile content with your groups. This is a great way to get more feedback or traction.

Follow #Hashtags

LinkedIn profile - follow hashtags

Instead of waiting for engagement, follow creators, companies and hashtags relevant to your brand. Use the LinkedIn search bar to find examples of each. Follow people, companies and hashtags to see them in your news feed.

LinkedIn Company Page

LinkedIn is a great tool for growing your business and running ads. You should focus on your LinkedIn company page, or showcase page.

You might be curious to know the differences between them. A LinkedIn company page is essential for every business. It serves as your public profile.

Multiple showcase pages can be linked to your company page if your company has multiple brands or business units. Both company and showcase pages can be published in the same way.

Optimize LinkedIn Page

LinkedIn pages, like profiles, should contain keywords for search engine optimization (SEO). Keywords can be incorporated into the page’s description or about section.

Next, add a button on your page. There are a few calls to action (CTAs), such as Contact Us or Sign up, that you can choose from. Next, add a button to your page.

You can highlight any relevant LinkedIn groups that you or your company have on your page. This will make your group visible and more likely to attract members.

LinkedIn Marketing: Create high-quality content

Pages perform better than profiles if they have consistent publishing and are updated daily. While pages and profiles share similar publishing tools, it is important to use a different approach to creating LinkedIn page content.

Blog posts to share

Agorapulse - LinkedIn publishing

Do you have a blog that is popular and has lots of useful posts? Agorapulse allows you to share your best posts by scheduling a post. Copy the link and add a caption. You can also include hashtags. Tag creators or partners are also possible. Select Republish regularly or Schedule again to republish your evergreen blog posts.

Agorapulse - LinkedIn republishing

sk questions

Are you looking to market research? Or get feedback from your audience? Any article or post you publish can be used to ask questions. If you want your questions stand out, create polls.

LinkedIn page - poll

You can have up to four answers to your poll and they can last up to 2 weeks. Followers can be encouraged to post unique responses in the comments.

Produce documents

LinkedIn does not allow organic carousel postings, but you can still create documents up to 300 pages. To make your pages stand out, limit them to 10 pages.

You can share tips or explain a step-by–step process with documents.

Make lead magnets

LinkedIn page - lead magnet

Links can be shared from LinkedIn pages. However, they don’t have to link to blog posts. Consider sharing lead magnets or gated content that encourage prospects or customers to sign up for your product demo or trial your service.

Upload native video

LinkedIn pages are especially dependent on native video because this type of content generates more engagement and starts more conversations. Agorapulse allows you to schedule native video uploads. You can also use the Canva integration for content pull from the design app.

Host LinkedIn Live events

LinkedIn Live is a great option if your company plans to host a virtual event. Live streams can be used to interact with your audience because they get an exponential amount of engagement.

You can create event pages and schedule LinkedIn Live events ahead of time.

Get employees involved

Are you interested in extending the reach of your company page content? Share content easily with your team members. Click the three dots above any post and choose Notify Employees from that dropdown menu.

LinkedIn page - employee advocacy

The content that you have published will be sent to your team automatically. They can then share the post with their audience to amplify the original content.

Respond to the engagement

Agorapulse - saved replies

All comments made to your LinkedIn page are automatically added to Agorapulse’s social inbox. Monitoring all company page engagement can be done in Agorapulse with tools such as saved replies or automated moderation.

Check out LinkedIn analytics

Although LinkedIn profiles aren’t able to provide detailed analytics, pages can offer valuable insights into your audience and your content. This will help you ensure that you are reaching your SMART goals, and build your business efficiently.

Check out the Reports tab on Agorapulse to see all key LinkedIn metrics. You can either pull reports manually, or schedule them so they arrive in your inbox each week or month.

Agorapulse - LinkedIn content report

Monitor everything, from audience growth and demographics to impressions or engagement. Agorapulse can also track top content according to your metric, such as impressions, clicks and engagement. Your reporting dashboard will also tell you when is the best time to post based on audience engagement.

Run LinkedIn ads

LinkedIn ads can be a great option if your goal is to reach your goals but you don’t have the budget or you don’t know how to do it organically. Open Campaign Manager to start running ads. Choose the goal that aligns best with the stage of your sales funnel. You can create awareness, consideration or conversion campaigns.

LinkedIn ad - ad format

You can then create target audiences by using LinkedIn’s profile data or your customer lists or your website tag. LinkedIn ads are a great way to reach your target audience, generate leads and convert customers.

Final words

Utilizing LinkedIn marketing tools is crucial, regardless of whether you are looking to grow your personal brand or your business. You can use LinkedIn to grow your business, increase your sales, and achieve your goals.

Start saving time and energy with your social media management. Get a free trial of Agorapulse, which will help you plan, track, measure, and measure your social media efforts.

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