7 Tips to improve the LinkedIn marketing game

LinkedIn is the biggest platform for B2B marketers to tap into, with over 660 million registered professionals. So if you’re not already on the web, or you haven’t used it to its full potential, it’s time to reconsider. The right marketing plan for LinkedIn will work well for your personal brand and ultimately for your company too.

In this article, you’ll find some of the best ways to boost your marketing efforts at LinkedIn–whether you market yourself or your company. Let’s continue.

Why LinkedIn marketing?

But why market first on LinkedIn? It may be the first idea to pop into your mind. And if you want to make sure your resources go into a program that delivers real results, it’s understandable. And here’s a quick look at the benefits of marketing on LinkedIn: with customer acquisition, LinkedIn has helped 45 per cent of marketers.

It produces leads 277 per cent more effectively compared to Facebook.

LinkedIn represents 80 per cent of leads in B2B.

This also accounts for over 50 percent of the overall internet traffic that hits B2B pages.

LinkedIn is the top choice for technical content, with the site being preferred by 91 per cent of executives.

How to market on LinkedIn

Now let’s move on to the most critical part of the LinkedIn post–how to market. While you can totally develop your marketing plan for LinkedIn from scratch, these tips can be an inspiration for your campaigns. Check out these seven marketing ideas on the website.

1.      Optimize your profile

This may seem like the most simple move, but when you concentrate your attention on the more sophisticated LinkedIn marketing tactics it’s easy to overlook. Whether you’re promoting through a business website or your personal account, having these profile changes that will increase your chances of getting noticed is important.

Start with a high-quality profile picture which is important to your brand. A profile photo gives you 21 times more views of the site. Although company pages may use the brand logo as a profile image, professional high resolution headshots are suitable for personal profiles. But depending on the industry and brand personality this can vary.

Some ways to improve your LinkedIn profile include including your current role, so you can receive up to five times more requests for connections. And don’t forget to provide at least five related skills, because this will help you receive 31 times more messages from both recruiters and other members of LinkedIn.

2. Publish content that adds value

LinkedIn marketing is less about producing sales-and promotional ads and more about adding meaning to the audience’s lives. In reality, B2B marketers who first put the information needs of their customers make up 88 per cent of the top performers in content marketing.

So you can use LinkedIn to build, share and publish content that serves some purpose— whether it is to educate, inform, direct, encourage or entertain your audience. This enhances the chances of getting your audience to engage with your content and create a link with you or your company.

3. Get your employees involved

LinkedIn is all about the connections that you make. And as your brand’s most trustworthy supporters, your staff will play a critical role in broadening your scope and expanding your on – the-platform network. Therefore, the marketing plan for LinkedIn needs the staff to be actively involved.

Encourage your employees to complement their personal profiles with your business. This transforms them into fans immediately, and lets your business get recognized on the web. Plus, it will make it easier for your employees to communicate with information from your organization and share with their contacts. They can share brand news, blogs, or round-up posts.

In addition, some of your top employees should be encouraged to join related LinkedIn Groups and develop their sector expertise. LinkedIn Groups are designated pages which allow people to connect with each other in the same industry or with common interests.

Suggest setting up an employee advocacy program on LinkedIn for your company using this knowledge. Encourage workers to post information, underline milestones and get the word out. Through expectations and a plan set for employee engagement, if done right, the company should expect to see its scope grow. Thermo Fisher Science is a prime example of employee lobbying at LinkedIn in case study. Not only is this a fantastic step to extend the scope for the marketing agency, it also provides incentives for workers to flex their skills as opinion leaders and gain visibility.

4. Send out personalized InMail

Consider taking things one step further by sending customized InMail, in the same vein of employee participation in your LinkedIn marketing. Although this feature is only open to individual Premium accounts and not via a LinkedIn Company Site, it will be an opportunity to tap into other individuals ‘ experience within the company.

If sales managers or recruiters reach out to customers or communicate with prominent figures, the trick can sometimes be achieved by sending an InMail directly to their inbox. The receiver is likely to notice it and even react to it because it is more personal. LinkedIn InMail is currently receiving three times more responses than daily emails.

Which makes it perfect for promoting highly important prospects for your goods and services. Send deals, share your new content and provide updates on your latest services based on their profile, which may be of interest to the recipient.

5. Using the Matched Audiences feature to run advertisements

Another excellent marketing tactic for LinkedIn is when you run advertisements on the site to reach the most important users. The Matched Audiences function helps you to do just that by allowing you to retarget users who have visited your website, as well as those on your current account or email contacts.

Since these customers already have some experience with your business or your personal brand, there’s a greater chance you’ll cover them up. This feature makes a lot of difference to your advertisement efforts at LinkedIn because most people won’t be moving to your company when they first connect. Yet if you retarget them, you can subtly remind them of their presence, and slowly nudge them into a conversion.

6. Using rich media to make the effect bigger

Although LinkedIn is a professional forum, that doesn’t mean you can confine yourself solely to text-only posts. Like with every other social media site, adding visually pleasing elements such as images and videos will help you more effectively capture your target audience’s attention.

You can get twice as many feedback on your posts by adding custom photos, pushing your total scope and interaction rate dramatically up. So video also speeds up your engagement levels by 5 times, making it a vital part of your marketing plan for LinkedIn. Live video is the most impressive number, which lets you achieve a 25-fold higher interaction rate.

And you really should consider using rich media content in your marketing activities at LinkedIn to build an even bigger impact. That goes for initiatives both organic and paid.

7. Feed your efforts with analytics data

Eventually, without any testing, it’s crucial that you don’t just jump into marketing on LinkedIn. Otherwise, you’ll be publishing hundreds of articles blindly without any realistic results and all your efforts will be wasted. The analytics data from native LinkedIn gives you a comprehensive insight at how your posts are going. So periodically review your performance results, and look for any room for improvement.

Growing with LinkedIn marketing

With the right strategy, LinkedIn can be a strong communication platform for companies and businesses alike. The tips we’ve provided above will give you some insight into how you can revive your marketing efforts at LinkedIn.

Yet don’t forget it all begins by selecting the right individuals. Unless you can reach the right audience, none of these tips will have the kind of effect you would expect.