7 Linkedin Marketing Tips – Complete Guide For B2B Marketers

LinkedIn is one of the world’s most popular social networking platforms. As such, it offers a unique opportunity for businesses to connect with potential customers and clients.

The first step in developing an effective LinkedIn marketing strategy is to define who you’re marketing to. This can be done by creating an ideal customer avatar.

1. Create a Company Page

With more than 575 million members, LinkedIn is the biggest social network for professionals. It’s where job seekers go to find their next gig and where writers go to research companies they want to mention in an upcoming piece.

Creating a LinkedIn company page is easy. Start by clicking the Work icon (a square of dots with “For Business” underneath it) in the top-right corner of your LinkedIn homepage. Select “Create a Company Page” and follow the prompts to complete your profile.

Make sure you have a professional-looking company logo and the correct information for your business name, address, phone number and year of establishment. You also need to fill out the “Company Details” section, which includes a description and up to 20 specialties that can help other LinkedIn users find you.

2. Create a Company Profile

If you’re a B2B marketer, LinkedIn is the place to generate and nurture leads. It’s also a great platform for elevating your brand and creating a buzzing community.

In order to maximize the potential of LinkedIn for your business, you’ll need to have a solid plan in place. That means defining your goals and creating content pillars that align with those goals.

This is especially important if you’re looking to target a specific audience. A well-defined audience can help you make more informed decisions about which LinkedIn features to invest in.

To set up a LinkedIn Company Profile, start by entering your business name and logo. Next, select a custom URL that’s easy to remember and reflects your brand’s identity. Also, add a tagline that describes your company’s value proposition.

3. Optimize Your Company Profile

Often, LinkedIn is overlooked as an integral marketing tool and it is a shame because this platform generates leads 227% more effectively than Facebook and Twitter. With the proper strategy in place, leveraging LinkedIn for your business can increase brand awareness and generate quality connections that ultimately lead to new clients.

A well-optimized LinkedIn profile is the best way to ensure that you are capturing as much visibility as possible on the site. For this reason, it is important to ensure that all profile fields are complete, including the Company Description and Specialties sections.

This is an opportunity to add keywords that align with your business’s niche. For example, a car dealership could include keywords such as “cars,” “vehicles” and the specific auto brands represented at their dealership (if applicable). The featured section is another great opportunity to promote top-performing content and results.

4. Optimize Your Company Page

When it comes to social media marketing, many businesses focus on Facebook and Twitter. But ignoring LinkedIn is a big mistake. LinkedIn generates leads 227% more effectively than Twitter and Facebook, making it a must-have tool for your business.

LinkedIn offers several ways to optimize your company page. One way is to use product pages, which are dedicated to a specific offering or topic. These pages are ideal for generating highly-qualified leads.

Another way to optimize your company page is to share 3rd-party content. This helps to increase your visibility on the platform and build brand awareness.

You can also use Showcase Pages, which allow you to create a unique page for a single aspect of your business. These are great for highlighting your brand’s culture, creating a learning center or promoting a new product.

5. Create a Company Page Video

While it’s tempting to focus on your social media channels that are generating the most leads (Facebook, Twitter and Instagram), don’t overlook LinkedIn. As the world’s largest professional networking site, LinkedIn generates more business-related leads than any other platform.

Publish thought leadership content on your Company Page to help your audience solve problems and achieve their goals. This type of content has a 98 percent higher comment rate than regular posts. You can also monitor your performance through the Profile Viewers and Search Appearances section of your analytics.

Encourage your employees to share your Company Page content on their personal profiles and networks for organic reach. This will increase your reach even more, as LinkedIn’s algorithm amplifies posts that are shared by individuals.

6. Create a Company Page Slideshow

Boost visibility and engagement with LinkedIn carousel posts. Also known as document posts, these content types allow you to share multiple slides in one post that viewers can swipe through without leaving the platform.

Just like with link shares, text posts and native templates, your goal for a carousel is to drive engagement. Start with a compelling headline that draws people in and gives them a reason to keep scrolling. Then use your first slide to introduce your topic and provide helpful insights. Lastly, add a call to action on the last slide that encourages readers to comment, follow or turn on notifications. This is a great way to build brand awareness and grow your following on the platform.

7. Create a Company Page Post

There are more than 63 million companies on LinkedIn, and you can use your LinkedIn Company Page to share important information about your business. This is a great way to build brand awareness, increase trust, and attract new customers, employees, investors, and followers.

LinkedIn categorizes Company Pages by size, with small businesses being the most common. There are also medium and large business categories, as well as a Showcase Page category for sub-pages associated with a Company Page.

Posting daily content on your LinkedIn Company Page is an excellent way to engage your audience. Short posts that are useful to your target audience tend to receive higher engagement. It’s also a good idea to post updates in the morning when your audience is most active, and then again after business hours.