Social media platforms are no longer only for social and professional connections. They have now become a place for marketing and building brands. By marketing on these platforms, companies and businesses get a broader audience base to target.
LinkedIn has more than 740 million active users worldwide, and a strong 650,000+ subscribers in India, says Kinsta. It is undoubtedly used as a great resource today by businesses to connect with their prospective customers and improve their market base.
Why Take Advantage of LinkedIn Marketing?
LinkedIn marketing works better than other social media platforms. Here are some reasons why marketers vouch for it:
Sets the right context
The main advantage of LinkedIn marketing is that it sets the right context. LinkedIn ads, targeted toward professionals appear along with industry-relevant news feeds, recommendations, tips, and more. This sets the right context for your business, unlike Facebook or Instagram, where the primary purpose is to see posts, photos, etc., of friends and family.
Helps generate more leads
LinkedIn helps generate more leads for businesses as the platform is majorly used by professionals, business owners, and marketers. According to a survey, referrals from LinkedIn have a better lead conversion than Facebook and Twitter.
Helps in better targeting
The data that LinkedIn uses for ad targeting is obtained from the users. So, if used properly, LinkedIn ads can be shown to the right target audience.
Nurtures potential customers
LinkedIn, being a professional networking site, is a great tool to educate clients. Engaging, educational, and thought-provoking content can be delivered about your business’s product or service. This indirect marketing and networking with potential clients help in boosting sales. Also, posting answers to queries is a good way to showcase your knowledge in the domain.
Social media marketing is about gaining insights about the business and getting customer feedback. LinkedIn is a great place to see what potential customers want and use this information to improve the business.
Effective Strategies on What to Post, When to Post and How to Improve
Now that there is more clarity on why LinkedIn is an effective social media marketing platform, here is a list of LinkedIn marketing strategy you can follow:
Every social media user knows the importance of creating an interesting profile. But still, it is one of the most overlooked aspects. More often than not, the focus is on advanced marketing strategies while the basics are ignored. Creating a LinkedIn profile that’s properly optimized means more views and future success, whether a personal account or a company page.
Since LinkedIn is a professional networking platform, your profile also has to be highly professional. A high-quality profile means:
- A recently clicked profile photo, company logo, and cover photo.
- Properly filled sections that inform others about the company, people, culture, jobs, etc.
- It is synced with your email address book to have new connection suggestions to grow your network constantly.
- You find and follow influencers, groups, and companies relevant to your business domain.
The company profile of Aramco is a good example of an optimized company page. It has detailed sections that describe the company, its ethos, and its people.
Post content that has value
LinkedIn marketing strategy involves adding value to your users’ lives. If you want the business to be successful, your content marketing needs to be on point. The content can be:
- Informative, educational, entertaining, or something that inspires the audience. An engaging post means higher viewership and more brand awareness. Images are one of the most popular types of posts since they are self-descriptive.
- The next popular option is articles which are a great way to present quality information professionally.
- Video content, though popular, has a lot of modalities, and thus, it is still not the top choice on LinkedIn.
Know the best time to post
Only after thorough market research can you determine the best time to post on LinkedIn. Remember that if your potential customers are working professionals, they may not check social media during business hours. However, there are some periods during the day, like lunch breaks and traveling time, when you can expect to reach them.
As per a survey, the best day and time to post are from Tuesday to Thursday and between 8 am to 2 pm. This time frame is better than posting after business hours or on weekends and holidays. Mondays and Fridays have the least engagement, and Tuesday, Wednesday, and Thursday have the most. There is a steep drop in engagement on weekends which is understandable because it is a professional network.
How often to post content
It is important to understand how often and when to post. You need to be actively present on social media so that potential customers do not choose your competitors.
On the other hand, posting often can also be bad for your business as customers may find it annoying and unfollow you. To balance it out, post a maximum of once or twice a day, and for added benefits, you can also use a LinkedIn post calendar. LinkedIn too recommends sharing about 20 posts per month which is an average of one post per business day.
You can also manage and market your social media operations using various top social media scheduling platforms that will help you schedule your posts on LinkedIn.
Get employees to engage
Employees play a critical role in the success of your business, whether it’s large or small businesses. They are also your greatest brand advocates. You can strengthen your network on LinkedIn via them since this platform is all about ‘connections.’ To achieve this, employees should be encouraged to add the company profile to their profiles. Why?
- It helps in increasing followers for the company.
- Employees can share business updates with their connections; this increases validity.
- They can share posts and other useful information about the brand; this builds reputation.
Take Visa, for instance. They launched an Employee Advocacy Program with LinkedIn to showcase their position as global leaders in banking. After the launch of this program, the employee shares have helped the company get four times more followers than before.
Sending a personalized email is a great way to reach out to potential prospects. It is also an excellent way to connect with influential personalities. Since InMails are directly sent to the inbox, it is more personal and more likely to get a response than regular emails. You can send out updates and relevant offers about your latest offerings that might interest the recipient based on the profile.
Use LinkedIn analytics
Data from LinkedIn analytics can be used for market research. It gives a clear view of the performance of previous posts, engagement, demographics, and much more. Learning from these analytics can help you optimize your posts to get maximum reach.
For example, the image below shows visitor metrics of a company page. It tracks unique visitors and page views.
LinkedIn has become a powerful social media platform for individuals and business owners alike. It helps form professional connections, promote businesses and become industry thought leaders. Use the above strategies and generate more leads and conversions to take advantage of this business networking platform.
A LinkedIn approach is, in the end, a long game if you want to reach your marketing goals successfully. In addition to these strategies, experiment on your own since your audience is unique, and only you understand them.
By continuing to produce high-quality material and engaging with other industry-relevant pieces, you can discover important insights about LinkedIn content. As your LinkedIn marketing strategy evolves, you’ll be able to iterate on this as you find out which types of content perform best on your company page.
Here are some tips on the best time to post on LinkedIn in 2022 specifically for your profile:
1. Analyze your LinkedIn profile data
2. Select multiple time frames to post on LinkedIn
3. Use a LinkedIn Scheduling tool or LinkedIn Post Calendar to post on time chosen frames
4. Dig into your LinkedIn analytics page to assess the performance
5. Jot down the data in a spreadsheet, and compare which day and time brought you the most engagement
Some benefits of scheduling posts for LinkedIn include:
1. It saves time and reduces efforts
2. Increases engagement
3. Helps add flexibility
4. Helps build brand consistency
The best day to post on LinkedIn is during mid-week-days, i.e., from Tuesday to Thursday, and the best time to post on LinkedIn is during the hours of 8 am to 2 pm.
Some ways of boosting LinkedIn performance in 2021 include:
1. Post regularly
2. Engage with people who comment
3. Tag employees and influencers
4. Concentrate on video and visual content
5. Try LinkedIn Live
6. Create content for LinkedIn only
7. Use analytics
As the world’s most extensive professional network, LinkedIn generates 227% more leads than Facebook and Twitter, making it a critical marketing channel for your company, according to HubSpot.
Here are some of the most effective LinkedIn marketing tools to help you succeed: SocialPilot
5. LinkedIn Sales Navigator
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