“Your Complete LinkedIn Marketing 101 Guide for Business” written by Mike Marko.
Are you ready for better business accomplishments through LinkedIn marketing?
If you are, then you’re in luck. I’m here to show you how to make the most of this social network.
LinkedIn is one of the most useful social media platforms for businesses today. The platform is is used by millions of professionals across the world.
This makes it a great way to connect with like-minded individuals. At the same time, it’s a great place to build brand awareness and strategic partnerships.
In this blog post, I’ll take you through the 101 of LinkedIn Marketing for your business.
Shall we begin?
Creating a Better Network and Reaching Success on LinkedIn
Millions of professionals use LinkedIn marketing every day to network and grow their business. The platform caters to individuals who are after career development, industry discussions, and other business-related activities.
Because of that, it just makes sense for a business owner to be here. It’s brimming with business opportunities.
It also panders to a different audience compared to Facebook, Twitter, and Instagram. Thus, LinkedIn marketing requires a different approach to achieve the results that you want.
But before we go into that, let’s talk first about why you should use LinkedIn marketing for your business.
Why Use LinkedIn for Business
As mentioned above, the platform hosts many users who can be of benefit to your business. It continues to show growth too with a recorded number of 500 million users in 2017.
Then 2018 data showed an additional 90 million users on the platform. This means an ever larger audience for those doing LinkedIn marketing.
You will be surprised at how much LinkedIn marketing can change your business for the better. As long as you do your marketing right, that is.
I’ll show you how to do that in this post. However, before we get to how you should do LinkedIn marketing, let’s go through what you should aim to get out of it first.
Whether for a small or big business, this social media platform delivers a number of benefits for businesses. Being aware of them can help once you do start developing your marketing plans.
1) Boost Brand Visibility
Most people now prefer the convenience of online transactions to the hassle of visiting a physical store. In addition, most of them research items or services they want using the Web.
Hence the importance of a solid online presence for any business today.
Business owners are aware that establishing that isn’t the easiest task, though. That’s where Linked marketing comes in.
LinkedIn is an ideal platform to boost your online visibility due in part to its large user base. According to recent statistics, 30 million companies have a LinkedIn business page while 2 professionals join the platform every second.
With numbers like these, you can expect a significant boost in brand visibility if you do your LinkedIn marketing right.
But the number of users on it is just one of the reasons to market on the platform. Another is that it has a slew of marketer-friendly features.
For example, it boasts such useful options as the one that lets you see “Who’s Viewed Your Profile”. This can help you find more opportunities for business connections.
The platform also has a unique ad type called the Sponsored InMail. This is a direct, personalized advertisement that you can send to target recipients. Unlike most email ads, which get sent to spam, it goes straight to their inboxes.
Whichever of its marketing features you use, remember that LinkedIn marketing is largely marketing to professionals, however.
Why does that matter?
Because compared to other platforms, LinkedIn should be where you showcase what your business does in the most professional way possible.
2) Increase Website Traffic
One of the biggest benefits of LinkedIn marketing is that it can drive traffic to your site.
That’s because LinkedIn is a great platform to share your content. If you have business blog articles, feel free to share them on it. Sharing the links to your blog posts may help drive more traffic to your website.
You may be surprised by the number of clicks that you can get from posts shared on the network. The platform produces over 50% social traffic to business websites.
This is because the network is considered to be a very credible source of content. 94% of businesses rely on the LinkedIn for content distribution and marketing.
3) Be More Aggressive in Business Promotion
One of the best things about LinkedIn marketing is that you can promote your business more aggressively here than on most other social networks.
That’s because LinkedIn isn’t like other social networks, which were built on casual socialization.
It’s why users of networks like Twitter and Facebook tend to dislike too much promotion. They’re on those platforms to socialize, for the most part. They’re not there to promote brands or businesses.
That means they’re also less tolerant of brands and businesses promoting to them.
But as I said, LinkedIn users are different. Most of them are after business promotion. They also expect other users to be similar.
That’s why they’re more open to promotions than users on other networks. This is the perfect cue for you to do some proactive LinkedIn marketing!
One of the things that you can do as part of more aggressive LinkedIn marketing is to ask users to leave reviews on your website. Another thing would be to share your clients’ testimonials on the platform. Post about your clients’ pleasant experiences.
Make it even better by posting testimonials with photos on them. You want to be able to give LinkedIn users a feel of your products and services.
These are just a few of the aggressive LinkedIn marketing strategies that will boost your business. If you want to know more about how you can promote your LinkedIn page, see the guide I wrote for this.
Setting Up Your LinkedIn Business Page
You might be wondering why you have to set up a business page when you already have a LinkedIn profile. If you’re more familiar with Facebook, the difference between having a profile and having a business page on that platform is the same as on this one.
But before you disregard that LinkedIn profile, don’t!
Your LinkedIn profile is essential to your LinkedIn marketing.
Reasons Why Your Profile Is Essential
First off, you can’t create a business page without a person profile.
Second, you still have to consider that there are some people who prefer to connect with real profiles instead of business pages with company logos.
In fact, you can make use of your profile for your LinkedIn marketing to create connections as well. And that’s something worth considering.
Either way, you need both a LinkedIn profile and a business page to kick off your LinkedIn marketing.
Having a dedicated LinkedIn page for your business is a surefire way to get results on the platform. As mentioned, you will need an existing LinkedIn profile first. Without one, you won’t be able to create a business page on the network.
Once you’ve sorted this out, you can begin to set up your business page.
Selecting Your Business Account
There are two business account types that you can choose from. These are the free and premium plans.
A free page lets you have the basic features of the platform. This allows you to:
- Establish a professional identity on the platform,
- Build, find, and maintain a professional network,
- Search and view profiles of LinkedIn users,
- Receive unlimited InMail messages,
- Save a maximum of three searches, and
- Get weekly search alerts.
On the other hand, the premium account will let you:
- Get 12 InMail messages,
- Acquire business insights,
- Access online video courses,
- See who’s viewed your profile,
- Get unlimited people browsing, and
- See career insights.
Of course, a premium account is ideal for most business owners. With its specialized features for LinkedIn marketing, this account is likely to suit your purposes best.
39% of LinkedIn users pay for a premium account for LinkedIn marketing. The account’s features provide business owners additional information about other businesses.
That’s why business owners who opt to go premium get to create a more in-depth LinkedIn marketing strategy.
When it comes to deciding between choosing a free or premium plan, this will depend on what you want to achieve. For example, business owners who are after network expansion may do well with only a free plan.
In the case of business owners who aim to generate more leads, a premium account is preferable.
Since you’re new to this, it doesn’t hurt to try the free account first and just take it from there. You can always upgrade along the way.
Add Your Business
Now that you’ve chosen an account type for your business, it’s time to work on your business profile.
The first step here is to go to the LinkedIn Marketing Solutions Portal. Here, click on the “Create a Company Page” button.
Input the official name of your business. You also have to choose the right URL. Double-check your LinkedIn business URL because you can’t change this later.
Choose a URL that will let people find you easily on the platform. This URL is your main LinkedIn address. It’s what you will share on websites and other social platforms to direct them to your LinkedIn business page.
Your URL should be like this: linkedin.com/company/YOUR COMPANY NAME.
Keep in mind the following rules for your URL name:
- It should not be already in use for another page.
- It should contain at least 1 non-numeric character.
- It should not have more than one consecutive hyphen.
- The company name should not have a hyphen at the beginning or end.
Now, click “Create Page”. A welcome pop-up box will appear where you should click on “Get Started.”
Add a Professional Image
Now it’s time to let the world see who you are!
One of the most crucial parts of your LinkedIn marketing is choosing the right photo for your page.
Upload a professional image that you can use as a cover photo. Keep in mind to follow the image guidelines for this. LinkedIn specifies that cover photos should be 1584 x 396 px.
Make sure that you also add your company logo for more brand recognition. This will serve as your profile photo.
Just like with the cover photo, this should follow a certain image size. The size should be 300 x 300 px.
These photos are very important. Why? The photos that you use will create that “first impression”.
And as they say, “First impressions last”.
Users who see your photo on the platform will form a specific impression of you based on that photo. Obviously, you want that impression to be positive.
That’s why it’s crucial that you put profile and cover photo selection in your LinkedIn marketing to-do list.
Always ensure that the photos you upload to the platform are in keeping with the character and image of your business. This will create a sense of credibility. This also goes for the other photos that you post.
You can also try a couple of photos over a period of time. This will help you identify which photo gets you noticed the most during your LinkedIn marketing.
Add a Comprehensive Company Description
I know that some may be tempted to just copy and paste the information on their website here. That’s really not the way to go.
As part of an effective LinkedIn marketing strategy, you have to add captivating content here.
An ideal way to create captivating content is to make it personal. Write in a way that will show the character of your business with a human touch.
You can do this by giving them a brief walkthrough of your company through photos.
You can also introduce some of your colleagues in your company description. This will give your followers a taste of your company culture.
The first 156 characters are crucial.
The content here will appear in the Google preview. Hence, you have to make it worth the read.
If you can, have a content professional create a company description for your LinkedIn page. If the professional knows what he’s doing, it’s going to be worth it.
Don’t skip on the “Company Specialties” feature as well. This is an easy LinkedIn marketing strategy that you can do. The specialties you choose work as “tags” that will make you easily searchable on the platform.
You can find this feature underneath your company description. The platform allows a maximum of 20 specialties per business page.
You can also add a video to your company description. This is also a great way to engage your audience.
A video tour of your company may be a good choice. Take your followers inside your office and let them experience how you work.
If you’re a service provider, take them through a brief process of how you implement your services. This is a great way to get more personal in your company description and to establish a level of credibility on the platform.
For inspiration, you might want to see the 5 remarkable LinkedIn profiles to follow here. These profiles may help you come up with a good description for your company page.
Fill All Company Details
Another crucial part of your LinkedIn marketing is filling in your company details.
Place all the necessary company details in this part. This includes your website URL, the type of business you run, the size, etc.
For businesses based in only one location, you can also add this to the “Locations” section. The same goes for businesses with multiple locations. The more you can specify in your business details, the better.
Set Page Administrators
Now that you have your business page set up, it’s time to set who can manage the page. You can assign some of your employees as page administrators.
To add page admins, go to the menu and you will find there the “Admin Tools”. Click on select “Page Admins.”
Keep in mind that you can only add people as page admins if you’re connected to them on LinkedIn. If they don’t have a LinkedIn page, or you’re not connected to them, you can’t add them as page admins.
You might be wondering how page admins can help you with LinkedIn marketing.
A page administrator is the one who will have full control over the page. Having at least one will help you manage your business page more efficiently.
Setting up a page administrator guarantees that there is a dedicated person to handle your page. Having a number of page admins will put you at ease that there’s someone who can take care of the page when you’re not around.
That should take care of your business page as well as its maintenance. If you want to learn more tips about setting up your LinkedIn business page, check out my guide for this.
Setting Up a Marketing Strategy
Now it’s time to come up with a LinkedIn marketing strategy. With a LinkedIn marketing strategy in place, you can use your account to expand your network and increase sales.
The number 1 step to set up a LinkedIn marketing strategy is to have your goals set.
What are your goals?
What do you want to achieve on LinkedIn for your business?
Once you have your goals set, it’s time that you list down how LinkedIn marketing can help you achieve the results that you want.
For example, if one of your LinkedIn marketing goals is to get more sales leads then the platform can help you with that.
LinkedIn can help you generate more sales by providing you with the right connections. The platform has a number of tools that are helpful to getting more leads. (I’ll even mention some of these useful LinkedIn marketing tools later in this post.)
You should also take a look at the resources that you have before you get in too deep with LinkedIn marketing. As a business owner, you have to identify what you’re willing to commit. This involves people, time, and money.
While you’re at it, you should decide too if you’re going to use LinkedIn ads for your campaign. Generally, it’s a good idea. You can choose from any of the following ad types:
- Sponsored Content – An ad that promotes content you’ve already published on your page. Good for highlighting important content and getting engagement.
- LinkedIn Text Ads – Probably the ad type you can make the fastest, easy to set up and manage. They only appear on desktop, however.
- Dynamic Ads – Dynamically-generated ads that can be great for prompting engagement due to their personalization.
- Video Ads – Ads with video content.
- Sponsored InMail – Unique ad that has 100% deliverability. It’s usually highly personalized and is best when you have very specific target audiences.
Decide if you’re going to use any of these ads and how much of your resources you’re willing to allocate to it. By knowing all of these things, you can plan what you’re actually going to do for your LinkedIn marketing.
Essential Tips for LinkedIn Marketing
There are so many things that you can incorporate in your LinkedIn marketing strategy. But I listed essential ones here that guarantee a good kick-off.
You can use these following tips throughout your campaign. You can also check out my other tips for LinkedIn marketing strategies for your business.
1) Look for Opportunities
If you want to find marketing opportunities, you must look for them! This is true of LinkedIn marketing.
One of the best ways to find LinkedIn marketing opportunities is through the “Advanced Search” feature.
For example, say you’re looking for a CEO in Louisiana in the food industry. You can start by filling in these fields:
- Location, and
You can see the “Advanced Search” feature next to the search bar on the header of the platform. Use this feature effectively by clicking on the “Refine Search” option on the search results page.
This feature will let you refine your search instead of using a generic keyword. And the good news is that you get better results! This will let you find your target audience easily for your LinkedIn marketing.
The feature is also a great way for you to see the connections of your contacts. Who knows? You might find more prospective customers or partners there!
You can also join relevant groups on the platform. This is actually one of the best ways to look for opportunities on LinkedIn.
Later on, I’ll discuss in more detail how you can maximize LinkedIn groups for your LinkedIn marketing.
2) Get All Employees Involved
It’s also valuable to have all hands on deck. This means to have all of your employees involved in LinkedIn marketing. This is critical to your success.
Having everyone on-board will put everyone on the same page. This also creates a more expanded network for your business.
Involve them in the process of setting up your LinkedIn marketing strategy and you can guarantee that you’re off to a good start.
Keep in mind that these employees will also represent your business on LinkedIn. You can provide training or you can also send out guidelines on how they can help with your marketing.
Get everybody involved as much as you can. Show them how they can benefit from being a part of your LinkedIn marketing.
3) Connect with LinkedIn Users
One of the reasons you’re doing LinkedIn marketing is simply to connect. There are so many ways to connect with others on the platform.
In fact, you can connect with people you meet offline. All you have to do is just ask if they have a LinkedIn account and if you could connect with them through the platform.
There are also LinkedIn Groups that you can join, as I said earlier. These groups act as private forums where LinkedIn users can discuss certain topics.
Groups are a great place to share ideas and to connect. The groups can also be a good place to meet potential clients.
When you’re joining a group, don’t be afraid to introduce yourself! Your introduction doesn’t have to be long. Keep it short and straight to the point.
It would also help if you can browse previous group posts. This will help you grasp the “group situation” and let you speak their language. To put it simply, lurk quietly until you learn the norms.
Another essential LinkedIn marketing strategy is creating your own group. Before you create a group, you have to choose a topic first that your target audience/network will be interested in.
Once you’ve chosen a topic, you can create a LinkedIn Group of your own. Just go to the LinkedIn Groups and click on “Create group”. Fill out all the necessary fields. You also have to set some Group Rules.
When you have your group set up, you can begin by inviting connections. When some are already on-board, make sure to start discussions. You also have to be active in your group.
Once you get the ball rolling, remember to moderate all posts and remove spam. You want to ensure that your LinkedIn group remains a safe and professional place to be in.
Since you’re already on LinkedIn, you can maximize your time here by engaging with your connections. When you make a connection on LinkedIn, make sure to review their profile and send them a message.
When it comes to making connections on LinkedIn, you should also make sure that you’re making valuable ones. You don’t want to accept every request that you get. You don’t want to send the message that you’re open to connecting with anyone to expand your network.
To build a valuable network, avoid accepting random requests. Avoid sending random requests for connection too.
If you really want to connect with someone you don’t know, there’s a professional way to do this. You can do this by simply sending the business or person a personalized message.
Keep your LinkedIn network valuable and it will bring you great LinkedIn marketing results!
4) Engage with Your Connections
Now that you have made LinkedIn connections, it’s time that you engage with them.
Engaging with your connections will help build rapport. This LinkedIn marketing strategy can get you more leads and/or sales.
Engagement on the network has reached record levels based on a recent statistics. It showed a 34% increase in sessions in 2018. This growth level makes the network a perfect place to market your business.
You can engage with your connections by sending them a private message. As tempting as it is to use a copy-pasted generic message, you might want to think twice about it. Keep your messages personalized instead.
Personalized messages tend to be received better and are less likely to be seen as “spam”. This will also be your stepping stone to develop valuable relationships with your followers.
A personalized message shows that you care. And that you’re not just there to sell or promote.
You can also engage with users by leaving comments on their posts. If you’re part of a group, you can leave comments there as well.
By doing so, you don’t only engage, but also get a chance to enhance your credibility. That’s great for your LinkedIn marketing!
For example, you can comment on the latest industry developments. Or you can share relevant content. When it comes to sharing relevant content, you can share it as a post, send it as a message, or share it with a group.
5) Optimize Your Business Page
You want to be clearly visible out there. Whether your audience is searching on the platform or not, you have to BE THERE.
One of the surefire ways to make your LinkedIn page visible is to make it SEO-friendly. How can you do this through your LinkedIn marketing?
You can start by inserting relevant keywords into your post. Also, users appreciate the use of simple and accessible language.
Inputting relevant links will also help your LinkedIn profile rank better. You can share content from your website. Or you can share content from other websites or users.
Another important factor that you should include in your LinkedIn business page optimization is using relevant content. I can’t stress enough the importance of sharing relevant content on your page.
The content that you share should have the right keywords as well. It should also address certain issues your target audience may have.
Your content should also be informative. As I’ve said a number of times, LinkedIn is mostly populated by professionals who want to stay informed. So, keep them informed!
Your LinkedIn marketing strategy should aim to provide useful information. This will help establish your credibility on the platform.
6) Create Engaging Content
It’s time to put more focus on the content that you share on your LinkedIn page. Since this is a part of your LinkedIn marketing, you should create compelling content.
Keep in mind that most users spend a lot of time on the platform to learn, answer questions, provide solutions, etc. I understand how tempting it is to create sales-y content, but keep it as informative and engaging as possible!
Another important LinkedIn marketing strategy to keep in mind is to connect with your users on a personal level through your content. You can also share the content of other users.
Don’t just limit the content you share to text. You can also share videos and photos. LinkedIn now gives you the ability to post video and status updates.
When it comes to sharing content on the platform, there’s no need to write multiple posts in a week. In fact, you can use one blog post for a couple of weeks and simply share it on the platform several times. This is a good LinkedIn marketing strategy.
You can also effectively share your content without having to share the same content through status updates.
For example, if you wrote a list of tips about LinkedIn marketing, you can post it as a series through your status. And of course, each status will point to the original post.
Through that, you get to save more writing time. All you have to know is how to strategically share your LinkedIn content. And you can do this with the help of LinkedIn Analytics.
We’ll dive deeper into that next. Here you can also find more information on how you can boost your LinkedIn marketing content strategy.
Now that you have your LinkedIn marketing strategy set up, it’s time to dive deeper into the world of LinkedIn Analytics.
This feature will allow you to discover your audience’s behaviors and preferences on LinkedIn. Having this information will help you in tailoring your LinkedIn marketing strategies for the best results.
You can use LinkedIn Analytics by going to the toolbar found at the top of your business page. Here you will find “Analytics”.
Click on that and start tracking the right metrics to help with your LinkedIn marketing.
1) What You Can Learn from LinkedIn Analytics
There are 3 different LinkedIn Analytics categories that will give you useful LinkedIn marketing insights.
- The Visitors tab – This will show you the number of people who viewed your page and its content.
- The Updates tab – This will provide you with a more specific date on how your LinkedIn posts are performing.
- The Followers tab – This will provide you with overall information about your followers.
2) Types of LinkedIn Analytics to Use
There are three types of analytics on LinkedIn that you can use to your advantage. Use these to build your Linkedin marketing strategy.
- LinkedIn Company Page Analytics – This is built for free campaigns. You’ll get deeper insights on how your page is performing. This will also let you filter engagement trends and acquire more detailed demographic data.
- Analytics for Publishing – This is also built for free campaigns. It’ll let you keep track of your LinkedIn posts. This will show post performance summary such as the likes, views, comments, and shares.
- Campaign Manager – This is built for paid campaigns. It’ll let you create, manage, and track your campaign/s.
Whatever type of LinkedIn Analytics you choose, you should also know which are the best metrics to track for your LinkedIn marketing.
As mentioned, the Visitors tab is one of the most crucial metrics here. This is where you will find more in-depth information on who’s visiting your page.
The next is the Traffic metric. By default, you’ll see traffic for the past two weeks.
This details all the page views from anywhere on your profile. There’s also a graph here that’ll show you the traffic on your page.
You can make use of the data filter option to drill down to the details. Filter your search by time range, page, and metric, for instance.
Using LinkedIn Analytics will also show you the Visitor Demographics. This is useful for LinkedIn marketing as this allows you to have a comprehensive background on the users who show interest in your page.
You can filter visitors by their job function, location, industry, company size, and seniority.
There is also the Engagement Metric that you should explore. This will show you the engagements your content earned within a specific time period. Here you’ll see which posts are doing well and the ones that are not.
You can also check out the Followers metric to see how your page is doing in getting people to follow you. This will also give you insight on who these people are! Hence, it’s an essential tool for your LinkedIn marketing.
With the analytics data, it’s time to put your LinkedIn marketing strategies in a clearer perspective. For example use the data to improve your posts, eliminate the ones that aren’t working, and create better content based on your overall findings.
Final Thoughts on LinkedIn Marketing
So now you should know all the fundamentals necessary to start doing LinkedIn marketing.
LinkedIn is an ideal platform for small and big businesses today. It’s a great platform to connect with like-minded individuals. Whether you’re looking to get more sales or to simply create a professional network, this is exactly the social media platform for you.
LinkedIn marketing requires you to go through a series of steps. I discussed those in this post, from how you can set up your business profile down to how to use LinkedIn Analytics. I’ve shown you the metrics you can study as well as the ads you can use.
I also gave you essential tips to use in your LinkedIn marketing, including these:
- Look for opportunities.
- Involve employees.
- Connect with LinkedIn users.
- Engage with your connections.
- Optimize your business page.
- Create engaging content.
Now you should know how to build your LinkedIn marketing on a solid foundation.
If you have any more questions about LinkedIn marketing, you can leave them below.
Be sure to check out my Starter’s Guide to LinkedIn Marketing.
If you need help with your LinkedIn account, planning your services and/or products, running marketing campaigns like Facebook ads, or creating capture pages or lead magnets, then feel free to contact me and we can talk about the different consulting options we offer. Or use the link below to apply for your “results in advance” free consultation and let’s get started right away:
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