New Methods: How to use LinkedIn for Marketing

The most popular social media platforms are the ones that have something that sets them apart from the other platforms and make them great for marketing. And LinkedIn is one platform that stands out from every other social media platform.

In this post, you’ll be discovering what makes LinkedIn unique as a tool for achieving major marketing success and you’ll be learning how to make the most of it.

OUTLINE

  1. A short LinkedIn backstory 
  2. LinkedIn marketing stats and why they matter to you.
  3. LinkedIn Tools for Marketing.
  4. How to use LinkedIn for Marketing
  5. In Conclusion

A SHORT LINKEDIN BACKSTORY

LinkedIn began in co-founder Reid Hoffman’s living room in 2002 and was officially launched on May 5, 2003. He teamed up with Eric Ly, Allen Blue, Jean-Luc Vaillant, Lee Hower, Konstantin Guericke, Stephen Beitzel, David Eves, Ian McNish, Yan Pujante, and Chris Saccheri; from PayPal and Socialnet.com to create the recruitment platform.

Basically, it was designed to run as a job board where recruiters posted open positions and job seekers could show their qualifications. However, it has evolved to become quite like Facebook. Members can post images, videos and text content. However, the purpose of this was different from other social networks. On LinkedIn, professionals could get noticed for their skills and get hired.

Because of its professional nature, LinkedIn marketing is more tailored for B2B companies. B2B is an acronym for Business-to-Business and it refers to businesses whose services are directed towards helping other businesses meet their goals. 

Within the first two years of its existence, in August 2004, LinkedIn reached 1 million users. Shortly after, in November 2009, LinkedIn opened an office in Mumbai and another soon thereafter in Sydney, as it started expanding its Asia-Pacific team. In 2010 LinkedIn opened an International Headquarters in Dublin, Ireland. In October of that year, Silicon Valley Insider ranked the company No. 10 on its Top 100 List of most valuable startups.

LinkedIn is now owned by the Microsoft cooperation, after it was acquired in December 2016. 

LinkedIn’s growth has remained consistent ever since; however, our concern is if it can serve to help grow your brand. Well, here are a couple of stats to help us decide on that.

2022 LINKEDIN MARKETING STATS AND WHY THEY MATTER TO YOU

800 million users in 200 countries.
Number of LinkedIn users in the world
  • LinkedIn has nearly 800 million members from over 200 countries on the platform: According to the LinkedIn business report published in Oct 2021, 800 million members from over 200 countries turned to them to connect, learn, grow, and get hired. This reflects the growth rate of LinkedIn and it also reflects the wide reach potential that LinkedIn offers your business. 
    Number of companies on LinkedIn
  • There are over 57 million companies on Linkedin: Why would there be so many? It’s because they recognize the wide reach potential LinkedIn has and are making the most of it. Besides, if your business is a B2B one, it means that you have a wide range of prospects to pitch to!
    LinkedIn gender spread
  • LinkedIn’s users consist of 56.6% male and 43.4% female while the most predominant age range is 25-34 years old: If your business prospects fall within this age range, it means that you aren’t too far from hitting your sales goals. With the right combination of content and ads, you should hit massive success.
  • Based on a survey of over 1,700 users in the US, LinkedIn places ahead of the likes of Facebook, Snapchat and Twitter on eMarketer’s Digital Trust Benchmark 2021 Report. Compared to other social media platforms, LinkedIn has the highest trust level, making it easier to close deals there. The barrier of distrust is breached by LinkedIn’s professional ambiance. 
  • 40% of B2B marketers say LinkedIn is the most effective platform. This is a result of the trust factor as well as the number of businesses looking for services on the platform. Compared to other social media platforms such as Facebook which have more of a personal touch, LinkedIn is the most preferred for reaching other businesses. 4 out of 5 people on LinkedIn make the business decisions for their companies. Since you can now reach these people, your ability to convert to sales will definitely be multiplied.
    How effective are LinkedIn ads?
  • An ad on LinkedIn can reach 14.6% of the world’s population over the age of 18. Between the 4th quarter of 2021 and now, its ad reach has increased by 22 million people. Year after year, the reach provided by LinkedIn will continue to increase. Despite the fact that it doesn’t boast of as many users as Facebook, Twitter and the rest, its targeted demographic makes it very effective.
  • 77% of content marketers agree that LinkedIn produces the best organic results: Compared to the other social media networks where organic growth is very difficult, LinkedIn does have a high potential for organic reach. This means that with simple posts and polls, you can reach your target audience.

The list goes on and on about how LinkedIn proved to be a very effective marketing means. Now that you’re convinced of this, here are a couple of tools on Linkedin that can help us achieve our sales goals.

LINKEDIN TOOLS FOR MARKETING

From your profile down to every statement you make on the platform, LinkedIn is teeming with ways to increase your brand’s publicity and grow your sales. Here are 5 major tools to do just that:

  1. Your Profile: Sales on LinkedIn start at your profile before entering your feed. If you can pass as a professional at what you do on your LinkedIn profile, then, you’ll be able to build trust in the minds of your prospects that are also on the platform. A couple of things you pay attention to on your profile include:
  • Your name- LinkedIn allows you to add your personal name, position and the name of your brand. Ensure that they are all well placed. Your brand’s name shouldn’t be too hilarious to take seriously. Wishywashy isn’t a great name for a laundry company just because it has the word ‘wash’ in it. It would take a strong brand presence to make that work. Choose brand names that picture what you do and reflect the quality of service you want to offer your clients.
    Pro tip: You can add the pronunciation of your name on LinkedIn so that people from around the world can easily pronounce it.
  • Your Profile Photo- A photo of yourself in a towel and shower cap might be okay for your personal Facebook page but would be a total turn-off for LinkedIn prospects even if you sell towels and shower caps. Ensure that your profile is professional. People should be able to spot the confidence from the look on your face.
  • Your Skills/Expertise- Be very specific about what you offer and select skills that are relevant to your brand. 
  • Your Bio- Your ‘About’ should sound clear, yet sophisticated. Think about what your prospects will need to see or hear before they choose to work with you and fill that space with such.
    Pro tip: Don’t be too simplistic about your accomplishments and skillset. Sure they might be small, but the way you present them could be the difference between being paid $1000 or being ignored for that same skill. At the same time, don’t lie. Be plain and honest, but also give your accomplishments the right credits. Here’s an example of how to present your skillset and bio:
    How to present your skill set online
  • Featured Post- If you have posts already, select your best, especially the ones with the highest engagements, and feature them on your profile. This helps to impress your prospects even more.

Remember that your profile is a major determinant of whether or not you’re trusted by potential clients.

  1. LinkedIn Feed: Your feed is essential to show your expertise. You can share text, photos, videos, polls, events and so on. Whatever you choose to share, ensure that it is relevant to your industry and what you do. You could add a little humor to lighten your page’s tone often; however, remember to keep your page as professional as you can.
  2. LinkedIn Stories: Like Facebook and Instagram stories, this section allows you to post text, videos and photos that will only last for 24 hours. You can add stickers, filters and other features to your stories. stories are placed at the top of the feed so that people are more likely to click them. With this feature, you can give your audience breaking news, showcase your process, post polls and get quick reactions from them. 
  3. LinkedIn Live: LinkedIn allows you to post live sessions as long as 4 hours. Your followers can be engaged during these sessions. They can drop reactions and comments to show they are following up on what you are doing.
  4. LinkedIn ads: LinkedIn also offers ad services to brands via its Campaign Manager web and mobile app. With the application, you can sponsor Content, send message ads, dynamic ads, and text ads. You just have to set up a Campaign Manager account using your LinkedIn profile. Then you can place your ads straight on your LinkedIn profile.
  5. LinkedIn Groups: LinkedIn Groups are a great way to connect with people in similar industries. However, it is also a great way to link up with people who are in a line of work that might need your expertise. Join both types of groups and make contributions either way. 

Now that we know the tools, let’s put them into perspective and see how each work to bring in more sales.

HOW TO USE LINKEDIN FOR MARKETING

Linkedin is perfect for B2B marketing. If your product is one that services the need of other businesses, then you should focus on LinkedIn marketing. Here are 5 ways to maximize your sales using LinkedIn:

  1. Optimize your profile: As was stated earlier, your profile is the fine line between whether prospects will trust you enough to work with you or not. An optimized profile makes the most of name, photo, bio, accomplishments and features to show that the profile owner is the best for the job. This is why people pay heavily to have an optimized Linkedin profile.
  2. Showcase your expertise: Make use of your posts to show that you’ll be an asset to clients.
  • Use your feed daily to share industry-related thoughts, images and other forms of content. Use great captions and remember that images will always be better than text.
  • Also, use your stories. You can share short videos of your behind-the-scenes work process and inspirational or even funny posts. Just ensure you’re visible there. The great thing is that you can ask for your follower’s opinions using polls. Be creative with your stories.
  • Go Live as often as once a week. All your followers and connections receive a notification when you go live. This has a way of engraining your brand in their subconscious. Just ensure that your broadcast has value and addresses a physical or emotional need of your audience. Also, try to keep it as short and long as necessary so that people stay to the end and get enough value. The best practice is for your live broadcast to be longer than 10 minutes and shorter than 2 hours; except you’re holding a marathon webinar.
  1. Run ads. Though LinkedIn offers a wide reach range organically, it wouldn’t hurt to run ads at intervals to reach your target audience. Remember to engage strategy so that you don’t miss your target audience. Engage Keywords to improve the chances of your ad being noticed by your prospects.
  2. Join The Right Groups: To learn from other people in your niche, join industry-related groups. But if your goal is to find the right clients for your brand, then look for them in groups where they frequent. That’s how it works. Think about what businesses would likely need your services; search for communities they frequent and join them. Create content there that is helpful and that points them to the need your brand solves without necessarily being salesy.

IN CONCLUSION

LinkedIn is a powerful marketing tool and trusted platform capable of bringing your business before other businesses and, thus, increasing your reputation.

There you have it. If you liked this post, don’t forget to like it and share it with others. Ask your questions in the comment section. We’d love to answer them.

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