LinkedIn is a social networking site for professionals that can be used to connect with others, find jobs, and grow your brand.
LinkedIn has over 800 million members in over 200 countries and regions and allows you to create a professional profile, connect with other people, and join groups relevant to your industry or interests.
You can also use LinkedIn to post updates about your company or products and promote your brand to a wider audience.
This guide is full of LinkedIn tips you can begin implementing immediately to help you learn how to use the platform in order to improve brand awareness, share your marketing content, and grow your business.
Why should your brand be on LinkedIn?
As the world’s largest professional networking site, LinkedIn provides an incredible opportunity for brands to connect with potential customers and build relationships.
It is also the largest digital business-to-business (B2B) sales platform, where professionals are now spending more time than ever.
Take a look at how American Express took efforts to produce high-quality content on their LinkedIn profile, thus gaining high engagement and attracting many business travelers.
But what are the specific advantages of LinkedIn marketing for brands? Let’s take a look.
Unparalleled targeting options for businesses
When you create content on LinkedIn, you can target by factors including job title, company size, industry, and even specific keywords that members have included in their profiles. This means that your content has a much better chance of being seen by members who are actually interested in what you have to say – making it more likely to lead to conversions.
A great platform for thought leadership content
As on other platforms, content is king on LinkedIn. 1 in 5 investors say LinkedIn is the best place to learn more about a topic. However, you have to curate these topics according to the platform’s quirks and needs. LinkedIn can make you more visible to hiring managers, to current and potential clients, and to current and potential employees, so it’s best to create content that explores your thought leadership and gives back to your professional community.
91% of marketers turn to LinkedIn when they want to access high-quality, professionally-relevant content. The platform is relied upon for this unique brand of content, which is consumed by very influential people.
There are different kinds of content formats one can leverage on this platform – from long-form content, status updates, pre-recorded and live video, short posts, pictures, and mini slideshows.
Amongst these options, the more interesting formats are video and slideshows. They engage your audience more deeply and help build more quality leads because of how much more memorable they can be. Moreover, these media give you a chance to show your personality and give a chance to your customers to better relate to you.
55% of decision-makers use LinkedIn content to vet organizations they’re considering working with. Indeed, posting content on LinkedIn can give you a level of trust and credibility – the nature of the platform makes your content have more authority. By sharing high-quality articles, infographics, and other forms of content that offer value to your target audience, you can position your brand as an expert in your industry – which can attract new customers and business opportunities.
An excellent way to build relationships with other businesses
Through LinkedIn groups, companies can connect with others in their industry to share ideas, collaborate on projects, and develop mutually beneficial relationships. These relationships can be extremely valuable for businesses, providing access to new networks and resources.
Have a read of this [blogpost](https://www.mageplaza.com/blog/use-linkedin-for-b2b-marketing.html#:~:text=LinkedIn is known as one,inevitable part of digital marketing.) on Mageplaza about B2B Marketing on LinkedIn, and keep reading this guide to learn more about how you can take advantage of the platform’s unique features and capabilities to boost your visibility, build thought leadership credibility, and develop valuable relationships – all of which can lead to increased sales and success for your business.
What exactly is LinkedIn brand marketing – and what is it for?
LinkedIn brand marketing is the process of using LinkedIn to build relationships and connect with potential customers. This can be done by creating a company page, sharing content, and engaging with other users.
LinkedIn is no longer just for updating your CV: it’s a forum for building a captivated and engaged audience that is ready to absorb and consume both professional and personal content.
LinkedIn brand marketing is an important part of any social media marketing strategy. It can help you reach a large audience of professionals, build relationships, and generate leads.
Branding on LinkedIn is a combination of activities that help you build your brand’s presence and visibility on the platform.
- Your company can achieve visibility and maximum exposure in your industry;
- You can create an image for your company or persona that’s recognizable and memorable;
- You can help your company appear trustworthy, reliable, and attractive to potential customers.
For an example, check out how the company SAP keeps its LinkedIn brand marketing both entertaining and relevant to its more than 3 million followers.
Before diving into marketing and using LinkedIn to promote yourself and your business, however, just like for any other social media platform, you must first make sure that your presentation is on point.
Profile optimization – how to guarantee users will explore your page
There are six different tabs on your LinkedIn profile:
- The Overview tab is where you can put your name, current project(s), company, and indicate the industry you’re in;
- Education is the tab where you can put the list of schools or training programs you’ve been through, with your years of attendance;
- Experience is where you can include your past jobs with dates and positions;
- Skills is where you can talk about your specializations and interests;
- Publications is where you can put your articles and published works;
- Affiliations is where you can include any memberships or positions you hold within organizations.
Here’s how you can take care of each of them.
Update your current job title and function
Your current job title and function are the first things people who visit your profile will notice. If you’re not happy with how they appear, take the time to update them to something that’s more accurate and representative of your worth. Your work title might influence how others perceive you in the industry, so make sure it accurately reflects your responsibilities and achievements. For an example, look at Shreya Pattar’s profile.
Use rich media to showcase your professional brand
In the “Experience” tab, you can showcase your specializations and interests by including rich media. It can be anything related to your job, like a sample report or work plan. You can also use your “Skills” tab to showcase your areas of expertise, such as certifications, memberships, and work-related seminars.
Showcase the skills you want to be known for
The “Skills” tab is a useful place to add skills you want to be known for – especially if you don’t have any certifications yet but want to let people know about your expertise in a particular area. You can add the skills that are most relevant to your job, industry, and hobbies. For example, if you work in sales and are really strong at projecting sales, you might include forecasting sales as a skill. Similarly, if you’re a web designer with a background in graphic design, you can include graphic design as a skill. Check out Jake Ward’s Skills section for an example.
Show off your educational background and certifications
If you have any educational background to show off – especially if it’s related to your current job or industry – it’s best to add it to your “Education” tab. And if you have any certifications in your field of work, you can include them in your “Skills” tab. If you’re looking for a job, including your educational history and credentials will help you stand out from the crowd. It’s also a good idea to double-check that all of your certificates are included under the “Skills” page. After all, you want to make sure that hiring managers see your certifications in their entirety, including the date when you earned them.
Add an updated photo of yourself
Experts say that profile photos are one of the most important parts of your profile. It’s your first impression of the world and you should make sure it’s a good one.
An interesting fact is that studies show that people who view your profile will make their decision about whether or not to connect with you in 6 seconds! That’s why you need to have an optimized profile photo that’s related to your work. You can also update your current photo if it’s not a good representation of your current look.
If you’re in the creative industry, you can use a creative type of photo that relates to your work. Have a look at Justin Welsh’s profile picture.
Be clear about what jobs you are looking for and your availability
There are two more tabs on your profile. The “Abilities” tab is where you can talk about your professional goals and interests. You can also update your “Experience” tab to include the job opportunities you want to pursue. The “Experience” tab is where you can add the job opportunities you want to apply for. You can also include your availability under the “Experience” tab. As you build your profile, remember that you’re not just building your online profile, you’re also building your personal brand as well.
There are a lot of things that need to be taken care of to truly optimize a profile – check out this Hypefury blog post for more detailed tips and examples to be inspired by!
Now that you’ve made sure to have a good presentation, you need to stop and think before rushing to marketing.
Defining your objectives on LinkedIn
Taking the time to define your objectives on LinkedIn will help you to focus your efforts and make sure you don’t spend time and energy on the wrong things. Make a list of what you want to achieve and then go through the following sections to identify the best ways to achieve them.
Your LinkedIn strategy should be linked to your wider marketing strategy. This means that whatever you aim to do on LinkedIn, you should be able to link it back to your wider objectives. For example, you may want to increase leads from your website. In this case, your main objective for using LinkedIn should be to drive traffic from LinkedIn to your website.
Tips for getting started defining your objectives can include brainstorming ways to target specific audiences based on job title or company size; narrowing down interests or career paths; as well as considering what makes YOU unique so that others can understand how YOUR skills could benefit their businesses or careers!
Defining and reaching your audience on LinkedIn
By knowing who you’re trying to reach and what type of relationship you want with them, you can tailor your profile and messages accordingly, increasing the chances that they’ll see your content and contact you.
You should already have a good idea of your ideal customer or target audience. If not, you should start by researching who they are and what they need.
If you have existing customers, you can conduct surveys or one-on-one interviews to find out what they need from you. You can also use tools such as Facebook polls or Google surveys to conduct quick surveys online.
You can also use existing data to get an insight into your audience. This can include sales data, website traffic reports, and customer service logs.
Find your target audience
Your target audience will be different depending on the industry you are in, but there are some general tips that will help you figure out who they are. For example, if you’re a business owner, your target audience would likely be people who work for or own businesses of the same type as yours. If you’re a consultant, your target audience would likely be people who need consulting services.
You will find that the options for targeting your audience on LinkedIn are more limited than on other social media platforms such as Facebook or Instagram. You can choose between targeting by company, job title, function, industry, or education. There is also an option to target people based on their interests.
But as you create content, you will naturally start to see what kinds of people are responding to it.
Ask your audience what they want to hear about
Once you have an idea of your target audience, it’s time to start researching what they are interested in. This can be difficult, but by looking at their profiles and reading their posts, you’ll get a good sense of what they like and don’t like. You might also want to take a look at trends in your industry and see which topics tend to be popular among your target audience.
You can also use the LinkedIn polls feature to ask which of your posts your audience found most valuable. This will help you to focus on the topics your audience found most useful.
Finally, it’s important to share content that is helpful and informative for your target audience. This doesn’t mean writing about topics that only interest them; instead, make sure each post tackles a topic from their perspective or offers something new that they haven’t seen before.
And finally, always stay true to yourself when interacting with your target audience – no one likes someone who pretends to be someone else online (or in person).
Build a community
One of the best ways to build a community on LinkedIn is to create a discussion group.
This allows you to invite your followers to join a private forum where they can share advice, ask questions, and discuss relevant topics with like-minded people. You can create a discussion group through the LinkedIn platform and choose whether it is open or closed.
You can also use the “Share What you Know” feature to invite your followers to contribute to discussions. This will encourage your followers to join the conversation and participate in the group.
Additionally, you can use the “LinkedIn Spotlight” feature to share articles from other influential people. This will help you to foster a sense of community among your followers. It will also give your followers something to engage with and discuss. This can be a great way to increase engagement and encourage participation.
Finding your niche
One way to find your niche on LinkedIn is by searching for groups that are relevant to your interests and profession. When engaging with other professionals in your field, it is important to share quality content that is relevant to them. Make sure to engage in conversations and network with other professionals.
Creating engaging content for your target audience
When marketing on LinkedIn, it is important to experiment and try different things to see what works best for your target audience. This can be done by creating content that is shareable and engaging, as well as including CTAs (calls to action) that tell your readers what you want them to do next.
You can also use LinkedIn Insights to track your engagement rates and analyze which pieces of content perform the best. As with any marketing campaign, keep trying new things and tweaking your strategy until you find what works best for you and your brand!
Once you’ve thought about the audience you are looking for and to what end, you need to start reaching out – read on for some tips!
Why are LinkedIn followers important?
It is important that users follow your LinkedIn updates in order to be able to share your posts with their own network.
The more followers you have, the greater your network is and the better your messages are likely to be received.
All LinkedIn users can follow you and your updates. That’s why it’s important to regularly post new updates on your profile page so that your followers can stay up to date with all the latest news from your company.
How to get more LinkedIn followers
- Use strong keywords in your profile to make it easier for people to find you;
- Connect with other professionals in your field and industry;
- Share interesting and relevant content on your LinkedIn page;
- Engage with others by commenting on their posts and sharing your thoughts;
- Share content on a regular basis to show that you are an active, engaged member of the LinkedIn community.
- Join relevant LinkedIn groups and participate in discussions.
- Seek out endorsements and recommendations from colleagues, clients, or others who can attest to your skills and expertise.
- Endorse and recommend others in your field to build up your credibility.
- Use other social media platforms like Twitter and Facebook to promote your LinkedIn profile and content to a wider audience.
What kind of content should you be posting to attract followers?
- Content that is helpful and informative is always a great starting point. If you can provide value to your followers, they will be more likely to engage with your content.
- Another great way to generate engagement from followers is by asking questions. This could be in the form of a poll or simply asking for opinions on a certain topic.
- Sharing relevant news articles or blog posts is also a great way to generate engagement, as long as you add your own thoughts and insights to the post.
- And of course, who doesn’t love a good old-fashioned listicle? Top 10 lists are always popular and are sure to get your followers engaged!
- Finally, try to mix up your content, and don’t be afraid to experiment with different types of posts – you never know what might take off!
If you are serious about growing your audience on LinkedIn, you can consider this course by LinkedIn OG Vaibhav Sisinty.
Why is engagement important?
- Engagement helps you build relationships with your followers;
- When you engage with your followers, they are more likely to remember you and your brand;
- Engagement also allows you to gather feedback from your followers and learn what they want to see from you;
- By engaging with your LinkedIn followers, you are also building up your credibility as an expert in your field.
How to further increase engagement with your LinkedIn followers
- Use eye-catching visuals, including images, infographics, and videos;
- Create compelling headlines that make people want to click through to read your content;
- Use helpful hashtags and @ mentions to make your content more discoverable by those who are interested in the topics you’re writing about.
- Try running a contest or giveaway.
Using LinkedIn for company marketing
There’s more you can do to scale your brand on LinkedIn. Before jumping right in, have a look at these 6 LinkedIn marketing strategies which can help you.
Create a company page
Perhaps the most obvious way to use LinkedIn for brand marketing is to create a company page. Indeed, ****LinkedIn allows you to create a page not only for yourself as an individual, but also for your company. Company pages can be used to share information about the business, such as products and services, company news, and job openings.
LinkedIn itself has a company page on LinkedIn!
When creating a company page on LinkedIn, businesses or marketers should make sure to include:
- An engaging and keyword-rich description of their products or services;
- Regular updates featuring news, insights, and announcements;
- Links to the company website and blog;
- A complete profile including contact information;
- Images and videos.
Now more than ever, you need to focus on creating quality content at a consistent rate for your company page. Here are a few ways to do so:
- Create original, useful posts – While you may be tempted to simply start posting sales content on your company’s LinkedIn page, this approach won’t gain you many followers. Instead, as for your personal LinkedIn page, create posts that are useful, informative, and engaging. Use tools like Peppertype.ai and Copy.ai to generate ideas and write posts.
- Create visual posts – Many people look to social media for visual stimulation. If you want your posts to really stand out, make sure you include graphics and visual elements. Canva is a good tool to help you do so.
- Respond to posts – Once again, even as your business, you must engage with your audience. This helps you build relationships with potential customers and colleagues.
- Host a LinkedIn Live session – LinkedIn live is a great way to get to know your audience better. By hosting a live session, you can answer questions, promote your brand, and start great conversations.
- Host a LinkedIn Poll – Polls are another fun and interactive way to interact with your audience. You can host a poll on anything, but it’s best to keep it related to your brand and industry.
Make use of LinkedIn ads
Another way to use LinkedIn for brand marketing is through LinkedIn ads. LinkedIn ads are targeted based on factors such as job title, location, industry, and other factors. LinkedIn offers a number of different ad types, including text ads, sponsored content, and video ads. LinkedIn also offers lead generation forms, which allow businesses to collect information from potential leads who are interested in their products or services.
In order to create an effective LinkedIn ad campaign, businesses should:
- Develop content that is visually appealing and speaks to the target audience;
- Include a strong call-to-action;
- Select the right targeting options to reach the right people.
For more information, you can look at what LinkedIn has to say about ad campaigns.
Create your own LinkedIn group
Finally, businesses can use LinkedIn groups as a way to connect with potential customers and clients. As mentioned above, groups provide a space for like-minded professionals to connect and discuss common interests. Businesses can use groups to promote their products or services, share industry news and insights, or simply build relationships.
To create a successful group, businesses should:
- Choose a catchy name and profile image;
- Create engaging content;
- Moderate discussions and remove spammy posts.
The don’ts of LinkedIn brand marketing
When it comes to marketing your brand on LinkedIn, there are certain things you should avoid doing. In this section, we’ll go over some of the most important ones so that you can make the most of LinkedIn as a marketing tool and avoid making mistakes that could throw off your audience and potential future clients.
- Ignore your company page
Your company page is one of the first things potential customers and clients will see when they visit your LinkedIn profile, so it’s important to make sure that it is up to date and reflects your brand in the best possible light. Take the time to fill out all of the information on your company page, and make sure to include a high-quality logo and cover photo.
- Post too much self-promotional content
While it’s important to promote your brand on LinkedIn, you should avoid posting too much self-promotional content. Instead, focus on providing value to your target audience by sharing helpful articles, blog posts, infographics, etc. that will help them in their business or personal lives.
- Spam people with messages
Nobody likes being spammed with messages, so don’t do it! If you do need to contact someone directly, make sure that you have a good reason for doing so and that you are respectful of their time.
Make your life easier with a LinkedIn automation tool
A LinkedIn automation tool helps you to schedule your LinkedIn posts.
Maintaining a consistent posting rhythm is the best way to grow on social, whether on LinkedIn or some other platform. Several social media automation tools offer support for LinkedIn, but here are our Top 4 recommendations along with everything else you need to know to accelerate your growth on the platform.
Once you understand the platform and know the best tools to maximize your results, you’ll realize that LinkedIn is a whole lot more than just a platform where dull businessfolk keep tabs on each other’s careers.
For instance, with Hypefury, you can effortlessly grow your LinkedIn presence, expand your reach to other platforms, and make a lot of money all with less than it takes you to join your work conference calls.
Read on for a breakdown of specifically how Hypefury can help you grow on LinkedIn!
What can Hypefury do for your LinkedIn?
Hypefury’s many features are designed to help you grow on LinkedIn. Thanks to these tools, you will be able to focus your time on creating and distributing content that will perform the best — in a fraction of the time it usually takes!
Have you felt that too much of your week was spent on social media? Do you find yourself logging into various platforms and wishing that you could just batch your content posting time into one big session?
The Hypefury LinkedIn Scheduler allows you to automate your LinkedIn account and schedule your posts.
Combine this tool with Hypefury’s “Queue” feature.
Hypefury can help you save a lot of time by queueing up your posts.
Every one of these slots is a place where you can simply write a new post, pick a time for posting it, and forget about it.
This is LinkedIn audience growth that won’t overwork you or drive you crazy!
Draft posts for a few hours, and let LinkedIn post for you all week long.
Hypefury post inspiration
One of the most basic ways in which Hypefury can help you is by simply giving you a little bit of inspiration.
Creating a high volume of content on a daily basis isn’t easy — and yet, it remains the best way to grow your audience, deliver value, and catch the attention of the LinkedIn algorithm!
Hypefury can help you stay inspired by scouring the Internet, Twitter, and LinkedIn for the best content ideas and giving you immediate inspiration that you can adapt and put directly into your queue.
But what is the Hypefury queue?
Hypefury Post-to-LinkedIn carousel
Hypefury has a feature that allows you to take your artfully crafted threads and turn them into LinkedIn carousel posts.
Just like how Hypefury turns your tweets into images to post to Instagram, it can also turn each of your tweets in a selected thread into a beautiful image perfectly made for LinkedIn.
These pictures feature all the important information: your tweet, your username, your profile picture, and your screen name are all visible.
Then each of these images is put together into a PDF that you can download quickly and easily.
This PDF can be uploaded to LinkedIn when creating your carousel and is already set up to fit each tweet on its own slide. In a few simple clicks, you have a thread’s worth of content set up as one of LinkedIn’s most popular post types.
This feature allows you to use the best pieces of content you have on Twitter on another platform with minimal additional effort.
Hypefury post categories
Hypefury can help you organize your posts and get a clear understanding of which ones are performing best, and which ones aren’t. This will help you re-allocate your time for maximum results.
You can also create subcategories for each of your post ‘genres’ and place them on a schedule. Then as you fill up each category with posts, Hypefury will always pull your posts from the right subset and make sure your calendar is packed with content — exactly the way you want it.
Hypefury Discover Content feature
You can also use the “Discover Content” feature to find popular content in your niche, and then use this as inspiration to create your own posts. You can also decide to interact with these popular posts to grow your engagement.
As the number one platform for professionals, LinkedIn is an essential part of any social media marketing strategy for a brand or business. It boasts many features that, with the right approach and some help from automation tools such as Hypefury, can help you reach a bigger and more engaged audience and convert profile visitors into new customers.
If you’ve found this guide helpful, make sure to check out Hypefury’s ultimate guide to Twitter marketing, as well as our blog where we’re always posting news and tips about the best ways to make social media work for you!