How to Use LinkedIn for Business Marketing

A Comprehensive Guide to Using LinkedIn for Business Marketing

LinkedIn, the world’s largest professional network, has evolved from being a platform for job seekers to become a vital tool for businesses to build their brand, connect with potential clients, and drive lead generation. In this comprehensive guide, Outsource Your Marketing explores how to use LinkedIn for business marketing.

Whatever the size of your business, or the sector you’re working in, LinkedIn offers networking opportunities that can help you to grow your sales. New to the platform? Find it off-putting to use? It’s famed being clunky, but we’ll streamline your approach. From optimising your profile to creating engaging content, the OYM digital marketing team will cover everything you need to establish a strong presence on LinkedIn.

How to Use LinkedIn for Business Marketing

Table of Contents

  1. Understanding LinkedIn as a Marketing Platform
  2. Creating an Optimised LinkedIn Profile
  3. Building and Expanding Your Network
  4. Creating Engaging Content on LinkedIn
  5. Using LinkedIn Ads for Business Marketing
  6. LinkedIn Analytics and Performance Tracking
  7. A Step-by-Step Guide to Using LinkedIn Groups for Marketing
  8. Using LinkedIn for B2B Lead Generation

1. Understanding LinkedIn as a Marketing Platform

LinkedIn is one of the most popular B2B marketing platforms, but it’s not the only one. There are also platforms like Facebook, Twitter, and even Quora that can be great places to connect with potential customers and promote your business. What makes LinkedIn different is that it provides unique advantages over other social media platforms.

Unlike other social media platforms, LinkedIn is tailored explicitly for professionals, making it an ideal space to connect with people from your sector, industry peers, and potential clients. The LinkedIn profile is a place where you can showcase your expertise, achievements, and industry knowledge, all of which builds trust and credibility.

One unique feature of LinkedIn is the ability it provides to target users based on their job title, company, and industry. This can be really useful for B2B marketers who are trying to identify and connect with prospects who fit an ideal customer profile, leading to higher-quality lead generation.

2. Creating an Optimised LinkedIn Profile

2. Creating an Optimised LinkedIn Profile

Creating your LinkedIn profile can be quite nerve wracking. There’s a concern that there’s a ‘perfect’ way to sell yourself, if only you knew how. Another anxiety people have is that they need to put their “work face” on when they’re using it. This can lead to people feeling like they have to present a polished, “perfect” version of themselves on LinkedIn, which can be intimidating and overwhelming.

The most arresting profiles on LinkedIn are those that are obviously written by a real person with a passion for what they do, and a curiosity about the world around them. So, remember to be you, as you apply the following guidelines:

  • Choose Your Profile Picture. Select a professional and friendly profile picture that radiates warmth and inspires trust.
  • Craft an Engaging Headline. Use your headline to say exactly what it is you do and how experienced you are.
  • Write an Informative Summary. Use the summary to explain why you do what you do, what makes you proud about your business, what your goals are, and where you are in your journey to achieve them.
  • Showcase Your Experience and Skills. Provide detailed information about your work experience, skills, and accomplishments, always positioning yourself as someone with accumulated knowledge and authority in business/sector.
  • Collect Endorsements and Recommendations. LinkedIn is no place to be shy. Ask colleagues, clients, and partners to provide endorsements and recommendations.

3. Building and Expanding Your Network

Once you’re on LinkedIn, and you’ve completed your profile, it’s time to start building your network, because that’s what the platform is all about. It can feel perplexing but start with what you know; look for connections that you recognise to begin with, then you can use their network to connect with people you don’t know. When sending requests to connect, always add a brief message to say why you’re wanting to link up.

3. Building and Expanding Your Network

Another way to find new connections is to join groups that are specific to your sector. You’ll find plenty of them, and being a group member will give you the opportunity to post to like-minded professionals, as well as enjoying their posts and finding people that you share a particular interest or business connection with.

If you’re not a natural ‘sharer’, and many people are not, set yourself the discipline of posting 2 or 3 times a week. You’ll quickly get a sense of the kind of posts that are popular with the people you’re connected with. Engage with your network by liking, commenting, and sharing their content, fostering stronger relationships.

Creating Engaging Content on LinkedIn

4. Creating Engaging Content on LinkedIn

Content creation plays a pivotal role in LinkedIn marketing. High-quality and relevant content can attract potential clients and keep your audience engaged. First you need to know who you’re creating posts for, and make sure that your posts are relevant to your target audience.

There are no set rules to creating posts for LinkedIn, beyond the obvious, that they should be interesting and informative to your target audience, and offer value to readers. Use strong headlines and images to grab attention and entice people to read your posts. The use of hashtags is effective in helping people find your content.

Thought leadership is important on LinkedIn; professionals enjoy hearing from sector experts who share their knowledge and insights with others. Thought leaders on LinkedIn typically create content that is educational, insightful, and thought-provoking. They may write articles, create videos, or host live events.

5. Using LinkedIn Ads for Business Marketing

LinkedIn offers powerful advertising tools that allow businesses to target specific demographics and reach a broader audience. There are a number of different LinkedIn advertising campaigns you can run, dependent on your business goals and target audience.

sponsored content ads

Sponsored Content Ads. Promote your high-performing posts to a broader audience to increase brand visibility and engagement.

sponsored messaging ads

Sponsored InMail. Deliver personalised messages directly to your target audience’s LinkedIn inbox, increasing the likelihood of responses.

display ads

Display Ads. Use visually appealing display ads to showcase your brand and offerings on LinkedIn’s platform.

dynamic ads

Dynamic Ads. Create highly personalised ads that include the user’s name and profile picture, increasing engagement rates.

Use LinkedIn’s analytics to measure the performance of your ads and optimise campaigns for better results.

6. LinkedIn Analytics and Performance Tracking

LinkedIn’s built-in analytics tools are a great marketing resource for businesses, as they provide valuable insights into your content’s performance and audience engagement. You can track the number of profile visits and followers to understand the impact your content is having. There’s also analytics that measure post ‘likes’ and ‘shares’ that allow you to gauge the success of your content strategy.

Detailed analytics are available to monitor the effectiveness of LinkedIn advertising campaigns and optimise them for increased conversion rates or make data-driven decisions about future campaigns. Finally, you can compare your LinkedIn performance metrics with industry competitors to identify areas for improvement.

7. A Step-by-Step Guide to Using LinkedIn Groups for Marketing

LinkedIn groups can be powerful tools for networking and lead generation, but only if you approach them with the right strategy. First, it’s important to find groups that are active and relevant to your business sector. Once you’ve found these groups, start engaging with other members by commenting on posts, answering questions, and sharing helpful resources.

Over time, you’ll build authority within the group and establish meaningful connections. These can feed into your marketing strategy in a number of ways. First, they can increase your visibility and awareness within your industry. Second, they can provide you with valuable insights about your target audience, which can help you create more effective marketing campaigns.

Finally, they can provide you with opportunities to collaborate with other businesses and create mutually beneficial relationships. Essentially, these connections can help you get noticed, build trust, and create new opportunities for your business.

8. Using LinkedIn for B2B Lead Generation

If you’re using LinkedIn for B2B lead generation, there are a number of ways to achieve your goal. Here are some tips to help you use it effectively:

Writing Effective Email Marketing Copy
  • Build a Targeted Lead List. Use LinkedIn’s advanced search filters to identify and compile a list of potential B2B leads.
  • Personalised Outreach Messages. Send personalised and non-intrusive outreach messages to initiate conversations with leads.
  • Showcasing Case Studies and Testimonials. Share compelling case studies and testimonials to demonstrate the value of your products or services.
  • Upgrade to LinkedIn Sales Navigator. LinkedIn Sales Navigator is a paid subscription service that provides additional features for lead generation and sales. It includes advanced search and lead recommendations, personalised lead alerts, and access to company insights and team selling tools.
  • Develop Leads Through Content. Share valuable content that addresses the pain points of your target audience and turns leads into potential clients.

Ready to Use LinkedIn for Business Marketing?

LinkedIn presents an excellent opportunity for businesses to expand their reach, connect with industry professionals, and generate leads. By optimising your LinkedIn profile, creating engaging content, leveraging ads, and strategically using groups and influencers, you can unlock the full potential of LinkedIn for your business marketing efforts.

Don’t have the time to take full advantage of the business opportunities offered by LinkedIn? Outsource Your Marketing can help. We work with a range of businesses, supporting them with content, engagement, lead generation, and full management. Simply let us know what your business goals are, and our social media team will use their marketing skills to achieve them for you.

The OYM team is here to help. If you would like to know more about how to use LinkedIn for business marketing, give us a call on 01234 900203


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