LinkedIn is a great place to network and grow your business. It is one of the world’s largest professional network, with 722+ million members, in more than 200 countries. So, if you do not use LinkedIn for your marketing strategy, you have missed a great opportunity to grow your business through prospective customers.

In fact, LinkedIn is a selective social network for senior-level executives, management, and thought leaders. Serious decision-makers who don’t care so much about Facebook situations, Twitter tweets, YouTube videos, or Instagram pictures are still often interested in thought-provoking posts shared on LinkedIn. Therefore, many companies need to be on LinkedIn as part of their overall online marketing strategy. Before getting to the point, let’s see the importance of LinkedIn marketing Strategy.

LinkedIn marketing strategy for small business Create and get ready your Full LinkedIn profile

Importance of LinkedIn marketing Strategy

The biggest advantage of LinkedIn is that it is often visited by senior-level influencers, decision-makers, and thought leaders. If you want to win the attention of top executives, you need to work on your LinkedIn marketing strategy. LinkedIn can help brands generate leads for business interaction and promote their business through social interaction and business interaction.

In fact, LinkedIn is more important for a business to business interactions. LinkedIn as a whole is more important compared to other social media platforms. 41% of B2B marketers say that LinkedIn is their proffered platform to carry out business.

Additionally, LinkedIn offers your brand a wider and increased visibility. A fully finished and well-filled LinkedIn business page is a good way to ensure that your page is fully optimized and contributes highly to ranking your pages in Google search pages.

And another main importance of using LinkedIn for marketing business is, it is great for generating business leads. Among other social media platforms, Linked is leads to the highest conversion rate. Actually, LinkedIn is a fantastic and impressive platform that offers the best lead generation.

Although Facebook is still the overall social media platform, for a more specific approach and a better feel, LinkedIn can add a lot more to your business. By using an effective online marketing strategy, you can increase your conversion rates and make your business a popular and well-known brand. So, let’s see the LinkedIn marketing strategy you can use for your small business.

Top LinkedIn marketing strategies to grow your small business

So, now you may already have an idea of the importance of using LinkedIn for your marketing strategy. Therefore, let’s see the best ways to leverage LinkedIn to grow your small business.

#1. Create and get ready your Full LinkedIn profile

If you want to connect with your potential customers through LinkedIn, the first and premier thing you need to do is create a profile of the platform and work on it. So, this is how.

01. Click the “Work” icon in the upper right corner of your LinkedIn homepage.

LinkedIn marketing strategy for small business Create and get ready your Full LinkedIn profile

02. Select the “Create Company Page” option.

LinkedIn marketing strategy for small business Create and get ready your Full LinkedIn profile

03. Choose the “Small Business” option, depending on the size of your business.

LinkedIn marketing strategy for small business  Create and get ready your Full LinkedIn profile

04. Enter page identification information, company or organization information, and profile information.

LinkedIn marketing strategy for small business  Create and get ready your Full LinkedIn profile

05. Create your page

LinkedIn marketing strategy for small business Create your page  Create and get ready your Full LinkedIn profile

Remember that, if your LinkedIn account is new or if you don’t have adequate connections, then you might get an error message. it means, simply you have to build your profile and expand your network if you want to have a company page.

Once you have created your page, start building your page.

Upload a Logo for your LinkedIn company page

The LinkedIn company page is the real estate feature you need for your brand, so make the most of it. So, Upload your company logo and banner image to make your page stand out. Rescale your logo to the standard logo dimensions of 100 x 60 pixels before uploading it. As well, upload a logo that is 50 x 50 pixels. This square logo will appear in status updates.

Create eye catching background image

You can choose from a large number of free graphic design tools to create a professional, branded banner image. Take your LinkedIn business page to the next level by giving it a more professional look. For that, add a cover photo. A cover photo is a large image at the top of your company page. Your cover photo can be a picture of your products, a picture of your team, or a larger version of your logo. There is a number of free visual content creation tools to help you.

Write a compelling summary

Next, you need to write a mandatory summary of your business. Your summary will appear under the “Overview” section of your business page. The summary is where you tell people about your business and what you do. This can be used as an opportunity to promote your product/service or convince candidates why they should work for your business.

In fact, LinkedIn limits your characters to 2000 in this section, so choose your words wisely to stand out from the crowd.

Add your location

Adding your location to your LinkedIn business page makes it easier to find your business and your job descriptions on LinkedIn.

So now you have your profile. Once your LinkedIn profile is ready, it is time to promote your LinkedIn business page.

#2. Define your LinkedIn Marketing Goals

In fact, LinkedIn’s marketing is no different than any other social marketing. Make sure to start every business by defining and positioning your goals. You need to ask yourself why you are launching this LinkedIn marketing campaign. What do you hope to achieve from it? Ensure that, your goals to be intelligent – specific, measurable, achievable, realistic, and timely. In particular, you need to make sure that you use a few appropriate parameters to measure the success of your business.

LinkedIn marketing strategy for small business Define your LinkedIn Marketing Goals SMART
  • Increase your brand awareness (often measured using your LinkedIn page analytics data)
  • Generating leads ( LinkedIn is after all networks where you are most likely to find future business decision makers/ customers)
  • Connect with your target audience (again you can find data on this in your online page reviews and your participation in LinkedIn groups will be reduced)
  • Selling your product (may not be as common on LinkedIn but can still be done indirectly)

These goals are so common and not fully SMART included.

#3. Know your target audience

One of the pivotal secrets of social marketing success is to fully understand the tastes and preferences of your target audience. In fact, there is no point in marketing valuable funds and time for people who are never interested in your product. For instance, if you sell a product that targets teens who are still in school, you probably do not sell on LinkedIn.

If your prospective customers spend time on LinkedIn, you may want to learn more about their statistics. The essential characteristics of the people who are likely to buy your product should be ahead of the company they work for. You can sell B2B products, but it’s not a business that focuses on whether you should buy your product – it will be a specific manager within each company. Therefore, it is worth asking yourself which manager you decide to buy from, or who is in the business.

If you already have a fair LinkedIn business page, you can go to your analytics to get a fair idea of the types of people who are interested in your page. Just consider, is there any pattern in the people who share and like your posts?

#4. Posting regularly

It is important to share content regularly in order to reach future audiences and turn it into a sale. LinkedIn’s top company pages are constantly updated, ensuring that visitors always have new information to learn and share with others.

If you are just starting out, you should try to post at least once a week. It is common for businesses to share posts two or three times a day. You want to post when you have something worth sharing with others. Frequent posting shows that your company is quite active on LinkedIn.

You can boost your engagement with images, links, and more things. In fact, posts with images witness a 98% boost in engagement, and posts with links receive over 45% engagement. If you find a good link to your posts, use the LinkedIn sponsored content tool to your advantage and choose to promote it to a wider audience.

#5. Re-buffer your top content

If you have no idea, rebuffer or re-share your top positions from the past. Due to the complex algorithm, only a small percentage of your followers will see your notebook.

#6. Share posts with rich media

If you want your content to stand out from the competition, there is no way you can depend on plain text. According to LinkedIn statics, posts with an image get 98% more contributions and comments. If you have a YouTube channel, then you may want to consider linking your videos with your online posts. However, YouTube videos will automatically start playing in the newsletter and can generate a higher share rate, which will also enhance the views of your YouTube videos. There is a lot of potentials here for businesses that want to market their videos.

As you can see, posts with photos and videos typically perform better across LinkedIn. Custom images are more relevant, so try to avoid representing parts if you can. You can upload PDF, PowerPoint, or SlideShare presentations to support your articles.

#7. Take advantage of LinkedIn Groups

Being an active participant in LinkedIn teams helps you improve your network with other businesses and professionals in your field. You can use the search feature at the top of your homepage to find groups on the platform. You can create your own team based on the industry or topic you are interested in.

If you are part of an association, check if there is only one group of its members LinkedIn can prove that this group is a valuable resource for business development and networking. For example, LinkedIn has more than 69,000 members at the American Center for Policy Options, where you can engage in in-depth professional discussions.

#8. Promote your content

LinkedIn lets you distribute your content to professionals using the Sponsored Content feature offered. You can use this tool to promote your e-books, articles, and any other digital content to LinkedIn users. Increasing content exposure can help establish your business as a recognized and trusted authority. If you want to get the most out of your sponsored content,

  • Use targeted elements such as job titles and skills to show your content to the professionals you intend to reach
  • Produce content that appeals to the specific audience you intend to target
  • Use a robust program to guide users to the next step
  • Respond to comments on posts you have increased to connect more with potential customers

LinkedIn marketing tools

As the largest professional media marketing network in the world, LinkedIn is a service to anyone who wants to connect with prospects across a variety of job topics, from collaborators to clients. When it comes to marketing, there is a number of LinkedIn marketing tools, that help to business’s LinkedIn marketing strategy.

1. LinkedIn Sales Navigator

LinkedIn marketing strategy for small business LinkedIn Sales Navigator

If you want to use LinkedIn to improve sales, the Sales Navigator tool is a good place to start. Provided by the social media marketing platform itself, its goal is to connect buyers and sellers in a unique way. Since you are given lead recommendations, you can use many tools in the Sales Navigator to connect and sell with each prospect.

Actually, Sales Navigator has no guarantee that it will take your sales and revenue to the next level, but it is clearly the best place to start. LinkedIn does a great job of adding new features to the sales navigator on a regular basis, allowing you to be confident about the time you spend with the tool.

2. LinkedIn Plugins

Would you like to add the LinkedIn functionality to your website? This is where the LinkedIn plugin comes into action. However, many people do not see these as a way to influence sales and social marketing but they miss out on a good opportunity. You can use plugins in LinkedIn including;

  • Share
  • Follow
  • Company profile
  • Member profile
  • Alumni tool
  • LinkedIn autofill

LinkedIn plugins are not the most proactive strategy to increase sales, but they can work behind the scenes to provide more information to your audience and give candidates a reason to connect with you.

3. LinkedIn Small Business

LinkedIn marketing strategy for small business LinkedIn Small Business

As a small business owner, this may be the most useful marketing tool for you. By using this tool and it’s three-step approach to social marketing and becoming an excellent lead maker, your small business will be guided to increase sales, build trust, and reach a variety of related goals.

  • Establish your brand presence
  • Connect with your target audience
  • Engage them with content marketing

You can learn a lot by visiting the LinkedIn Small Business Center, so be sure to take the time to review every feature available to you. From text ads to sponsorship content, make sure you have a strategy that fits your sales goals.

4. Crystal

LinkedIn marketing strategy for small business Crystal

Maybe a media marketing tool is different than everything in its space. You will definitely get this when you turn to Crystal, known as the “biggest personality platform in the world”. According to LinkedIn, crystal gives you instant access to millions of personality profiles and free communication advice for anyone you meet. In short, Crystal can analyze a person’s LinkedIn profile or premium account and provide feedback and insight into a person’s personality.

5. LeadFuze

LinkedIn marketing strategy for small business LeadFuze

The biggest advantage of LinkedIn is that it is a fundamental challenge for many sales professionals. It’s more than 430 million members. You can quickly find yourself immersed in data without the help of a desirable tool, without a real idea of which direction to go. This is why LeadFuze is so popular. It allows you to quickly create a list of lead and target accounts through a simple search.

Although the lead collection process is a big deal, it does not stop there when you want to become an active lead producer. This tool gives users access to contact information, including email and phone numbers, and simplifies the sales process. Not only that, but LeadFuze also helps in automatically sending personalized emails and follow-ups.

6. SalesLoft Prospector

LinkedIn marketing strategy for small business SalesLoft Prospector

Just the name of this tool should give you an idea of what it should give you. However, if you really want to experience its power, you should give it a try. The fundamental idea is to integrate all your important sales tools and ensure that they work in perfect harmony.

7. Salestools.io

LinkedIn marketing strategy for small business Salestools.io

Salestools.io, a lead generator, takes a unique approach and allows you to download lead lists from LinkedIn to Excel. If this is your preferred lead tracking method, you have probably found the right tool. Once you have set up your Wishlist, you can proceed to email everyone with Salestools.io.

8. eLink Pro

LinkedIn marketing strategy for small business eLink Pro

This tool is built on the idea that people will access your LinkedIn profile if you visit their website first. The problem here is, it takes a long time to view hundreds of profiles, especially if you are only interested in what it looks like to be a qualified prospect. eLink is a simple concept that works.

9. Discoverly

LinkedIn marketing strategy for small business Discoverly

LinkedIn may be the top professional networking service but that means you should not know what your contacts are doing on other social media platforms. This is where Discoverly can help. When you visit someone’s LinkedIn profile, you’ll get one of these sites. That’s until you start using this tool.

It gives you other information, especially when it comes to social media. Such as if you share other reciprocal Facebook friends.

10. Guru

LinkedIn marketing strategy for small business Guru

It does not matter if you are working alone or you are in charge of a large sales marketing team, nothing changes that you want to work fast and intelligently. This is the teacher. Using LinkedIn to boost sales as a decision-maker means spending more time looking at company pages and profiles. But, this is just the beginning. The most important thing is what you do with the information you find.

Guru will help you to take into account a variety of data from each prospect and it will provide you with;

  • Prospect competitors
  • Present customers that work in the same industry
  • Sales guidance

As you can see, LinkedIn offers effective marketing tools and you can get the help of them for your marketing strategy.

Running a small business can be challenging but with an action plan and the right tools you can achieve your goals and much more and LinkedIn can be a good tool to grow your company. The LinkedIn strategies outlined here have been very effective in attracting more leads, clients, and referrals to B2B businesses at all levels – the only caveat is that you need to implement them.

Uditha Sanjaya
Uditha Sanjaya is a Tech communicator, video creator, and entrepreneur, having founded Fuozo Solutions, Hackinglk, FounderActivity.com, and DEVOLUXE.com.. He’s a host of FounderActivity Podcast and Hackinglk. you can find him on YouTube, Twitter, and, if you really want to, Facebook.

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