LinkedIn for Business Marketing: How to Start it the Right Way
How Many Ways Can I Market Myself on the Internet
Paid Traffic (Advertisement)
PPC Advertising
Social Media Advertising
Advertising on social media is not so different. All social media platforms have various parameters based on which you can target your audience.
Depending on the nature of your business, you can choose to advertise on Facebook, Instagram, or LinkedIn
LinkedIn Advertising
If you look carefully, you’ll see the word “promoted” under the advertiser’s name, implying that the content was sponsored by the advertiser. These posts look like normal posts and will pop up between posts made by your connections on your timeline.
Just like you develop your buyer’s persona and target accordingly for other forms of advertising, there are parameters on LinkedIn based on which the advertiser’s target a particular archetype of people by creating relevant campaigns.
Benefits of LinkedIn Advertising
Every social media platform caters to a specific audience. Just like Facebook and Instagram are youth-centric and Informal platforms, LinkedIn is a platform for professionals. Following are the reasons why LinkedIn should be used for business marketing:-
Reach a Professional Audience
There is a collective paradigm of every platform that roughly defines the kind of audience that spends time on these platforms. For example, Facebook is known for sharing already curated blog posts and Instagram is used for sharing original pictures and videos. However, both of these platforms have an informal tone to them.
LinkedIn is different in all aspects. It has a professional tone to everything. You’re allowed to show humor but only within the constraints of formalism. You can use LinkedIn to find more educated and high earning groups of people, mostly in the age group from the early 30s to entrepreneurs in their 60s as well.
If you’re targeting a demographic that’s educated, high earning, and holds significant work experience, then LinkedIn is the platform for your business marketing.
Multiple Industry-Specific Variables
The entire purpose of your advertisement is to reach the right audience. What better way to do that than to have multiple factors based on which you can sort who this post should reach to?
Just like Facebook takes pride in being able to sort the target market based on their interests and behavior related factors, LinkedIn is able to accomplish that by targeting your ads based on Job title, Job function, Seniority, Company name, Company size, Industry, Skill, Degree type and name.
Multiple Advertising Types
In pursuit of standing out, Social Media platforms try to pack as many features as they can so as to maximize customizability, and subsequently, efficiency. LinkedIn provides several ways to advertise on their platforms, such as:-
- Sponsored Content – These are promoted LinkedIn posts. They can be available in the following formats: single image, video, and carousel.
- Direct Sponsored Content – The way in which they are different from Sponsored Content is that these ads are not published on your LinkedIn page feed. However, they look like a regular LinkedIn post.
- Sponsored InMail – This is an advertisement that pops up in people’s inboxes. LinkedIn says that these ads offer more effective conversions than emails.
- Text Ads – These are text ads that appear on the right rail and top banner on the desktop. They have a short headline, blurb, and a small square image. These are the PPC advertisements for LinkedIn.
- Dynamic Ads – These are similar to text ads except each ad can uniquely target its viewer with their profile photo and address them by their name.
- Lead-Nurturing Possibilities
Most social media advertising tends to focus on creating brand awareness and generating leads. However, without thorough nurturing, you might not be able to convince those leads that becoming your consumers or clients is in their best interest. Up till now, lead-nurturing tends to be limited to email messages but with LinkedIn, it can be more.
The Lead Accelerator feature of LinkedIn allows you to track your most high-value prospects and target more ads specifically towards those prospects. Through list-based advertising and remarketing to recent web visitors and, it helps you nurture your leads in a better manner, thereby improving their probability of becoming customers.
Improve Conversion Rates
When there are so many parameters based on which you can sort what archetype you want to target, have various ways to advertise your product or service, and have remarketing capabilities to target high-value prospects, you will inevitably improve your conversion rate.
Organic Traffic on LinkedIn
Grabbing attention on the internet is everything. And it’s fun because it’s still in its primitive phase and everyone is still trying to figure out new ways to create content that can go viral.
Well, we may not have a recipe for a perfect organic reach yet, but tracing the footsteps of the market leaders who have walked the path that brought them success is a good framework. The unpredictability of the internet is what makes it exciting!
How to Maximize Your Organic Reach Through LinkedIn
Revamp Your Profile Content
Whether you’re starting out or you’ve been on the platform for a while and haven’t capitalized on it yet, it’s time to give your profile a professional look. Create posts that portray your experience level in the Industry and that cater to your target audience.
Doing so will not only help your profile look impressive but will also help the LinkedIn SEO algorithm to better sort your company page. It’s important to use good quality images and content on LinkedIn if you’re going for business marketing on the platform.
Optimize Your Keywords
Think about this – Every platform has an algorithm based on which it tries to rank certain links based on relevance. What better way to convey relevance than keywords? LinkedIn is no different, and it ranks pages based on relevant keywords.
Therefore, you have to make sure that the content on your page includes write-ups and links of your landing pages that will resonate with someone searching for your services. That’s how you should use Linkedin for business marketing.
Post Videos Frequently
If you’re active on LinkedIn and have good quality connections, then you’ll notice that these people regularly post videos on their page. It shows how much effort you are putting into your work, which subsequently leads to people believing how successful your business is.
When people believe that your business is doing well, it creates social proof for your users, and that’s the greatest incentive to your potential leads to wanting to work with you.
Use Hashtags Effectively
When it comes to platforms that are deemed to be most useful in terms of hashtags, Instagram and Twitter come to mind. However, the most overlooked platform is LinkedIn where people constantly use hashtags to find relevant services for themselves.
Interact With Your Audience
If you’re an active LinkedIn user, you must have also witnessed how companies interact with people in the comment sections. This is something that the users do so as to be seen by connections of your connections.
You may interact with your connections in the inbox but interacting in the comments will open you up to a wider audience that may increase your chances of generating more leads.
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