A Brief Guide to LinkedIn Marketing

With over 774 million members in more than 200 countries, LinkedIn is the largest professional network in existence today. Whether you’re a B2B or B2C business, there are plenty of opportunities on LinkedIn to improve your brand awareness, make new connections and boost your sales. In this article, we will provide you with some powerful tips to ensure you’re using LinkedIn to its full potential. 

What is LinkedIn For? 

First and foremost, it’s important to understand exactly what LinkedIn should be used for. From a business perspective, you should be using LinkedIn to: 

  1. Build trust 
  1. Enhance your reputation 
  1. Build relationships 
  1. Share knowledge and educate people 

Personal Pages vs. Company Pages 

The first step to achieving success on LinkedIn is to decide whether to use a personal or company page. Our advice is that if you’re a small business with less than 10 employees, use your personal profiles. For larger businesses, we recommend mainly using your company page. This is because company pages tend to perform better when the business has interest from the press, graduates and/or is floating on the stock market. 

Optimising Your Company Page 

Before doing anything on your company page, you must ensure the “About” section is complete. Let your audience know your background, who you are, what you offer and what you hope to achieve. Company pages that post on a weekly basis are likely to see twice as much engagement, and video content is likely gain 5x more engagement. So, keep this in mind when generating your content. 

But, what should you post about? Try these content ideas for your company page: 

  • Post about company culture 
  • Post any success stories 
  • Post personal stories from your staff 
  • Post photos and videos 
  • Share your blog posts 

And remember to monitor your results! 

Optimising Your Personal Page 

As a general rule, employees combined tend to have 10x more reach than the company they work for. Here’s some quick tips for making your personal page as inviting as possible: 

Profile picture 

Ensure your profile picture is a picture of yourself looking friendly and approachable. Profile pictures should only include your head and shoulders. 

Professional headline 

Write your Unique Selling Point in your professional headline e.g. “I help UK businesses boost their operational efficiency through powerful business automation tools.” 

Banner 

Create a banner graphic to sell what you do. If you don’t have any graphic design experience, there are lots of free templates on Canva for you to use. 

About 

Your About section should be structured as follows: 

  • Your experience – bullet point your best moments, such as companies you’ve worked with. 
  • The convincer – why should people work with you over competitors e.g. “our software saves your staff 10 hours a week.” 
  • The contacts – add your contact details so people can reach you easily. 
  • Keywords – list some relevant keywords to the bottom of the section. 
  • Avoid chunky paragraphs and capitlise your sub-headings. 

Experience 

The experience section is your LinkedIn CV. For each role, write 6-8 lines about what you do, what awards you have received, who you’ve helped, how you helped growth and how you changed company culture. 

Endorsements 

Don’t be scared to ask for recommendations from people you work with. Ask them for 6-10 lines and tell them what you want them to talk about. A good profile will have a minimum of 6 recent endorsements. 

Daily Strategy 

There are several actions you can undertake each day which will help to grow your business on LinkedIn. First, check the figure on the left-side of your dashboard to see how many people viewed your profile recently. Clicking here will also show you who has viewed your profile. When assessing this information, you should ask yourself the following questions: 

  1. Are they looking to buy from you? 
  1. Are they are looking to sell to you? 
  1. Have you posted something that has intrigued them? 

If you believe these people are looking to buy from you or they are intrigued by what you post, you should reach out and connect with these people. Adding them to your network may open up the opportunity to sell to them in the future. 

Connections & Engagement Strategy 

LinkedIn is all about making connections and building your network. We recommend creating a list of 10-25 companies you would like to work with. These should be ideal clients who you believe could really benefit from using your products or services. Then, find and connect with their key stakeholders and start nurturing a relationship with them by regularly liking and commenting on their posts. 

You should also spend 15-20 minutes per day engaging with your existing network. Scroll down your news feed and leave thoughtful and meaningful comments on people’s posts who you want to build relationships with. A comment will always hold more weight than a like, so don’t just stick to likes. However, be careful which posts you choose to interact with, as the LinkedIn algorithm will show you similar content to what you usually comment on or like. 

Content Strategy 

When it comes to creating a content strategy on LinkedIn, the consensus is that variety works best. Yes, videos can gain 5x more engagement that other types of content, but constantly posting videos may result in your audience becoming uninterested.  

20 posts per month should allow you to reach 60% of your connections. In each post, you should be talking like a human. You won’t make any real connections with people if you’re talking like a marketing robot. Try running polls or posting videos with human stories behind them in order to spark conversations in the comment sections of your posts. The more comments, the better! 

Here are our 5 top tips for posting on LinkedIn: 

  • Create intrigue 
  • Reveal something secret 
  • Educate your audience 
  • Be inclusive of others 
  • Ask questions 

Final Thoughts 

Thank you for taking the time to read our article. We hope you now have a better understanding of marketing on LinkedIn. If you have any questions regarding the topics discussed in this article, please don’t hesitate to get in touch. A member of our friendly team will always be happy to help. 

Olly Eastham