LinkedIn is one of the leading social networks with over 875 million users as of January 2023. Nearly a quarter of adult Americans have a LinkedIn account, and many of them use it every day. Why? Because LinkedIn is an incredibly powerful resource for building and growing your professional network.

But when it comes to marketing and branding a business on LinkedIn, many business owners and managers do not know where to start. That often happens when you access a huge community of business professionals and a platform with exceptionally powerful features.

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Below is a guide to help you market your brand on LinkedIn. Follow these LinkedIn tips and tricks, and in no time you can build a well-connected network of dedicated partners and team members motivated to improve your business. But first, let’s understand the importance of having a LinkedIn marketing strategy.

LinkedIn is not exactly a platform for advertising, selling, or marketing your product. It’s more of a social network. Of course, you can try pushing your product promotion strategies on this platform, but keep in mind that spamming and obvious hard-selling is highly frowned upon.

That’s why you need a marketing plan that will help you operate on the platform without damaging your brand image and reputation. Moreover, LinkedIn hosts a wide range of audiences, business owners, and potential leads and partners. You need a well-thought-out marketing strategy to target each audience group more efficiently.

If you have any doubts about whether the LinkedIn marketing strategy is worth the time and effort, here’s how to decide: on average, LinkedIn marketing campaigns generate 277% more leads than Facebook marketing plans. And remember that Facebook continues to reign strong as the king of social media, with 2.93 billion active users as of November 2022.

Your marketing plan on LinkedIn depends on your business objectives. Still, you can apply these LinkedIn tips and  tricks to promote your brand like a pro.

Use Hashtags

Hashtags are incredibly powerful tools for maximizing your discoverability. They add emphasis to your LinkedIn posts and content and optimize your marketing strategy by increasing your online exposure to new audiences, industries, and niches. Although, too many, or the wrong hashtags can qualify your account as a spammer and damage your follower base.

The best practice for hashtags is finding a balance between popular hashtags and those that are relevant to your content and industry. Use the search bar to find out which hashtags are more commonly used in your niche and how many people are following them.

Create Quality Content

Creating high-quality content has always been a valid strategy to attract leads and customers on various platforms. LinkedIn is not an exception. BuzzSumo, for instance, reviewed 10 million articles shared on LinkedIn to see if there were any repetitive patterns. They found out that two types of content attract the most viewers on the platform:

• Industry trends and news with headlines that include phrases like “the future of”, “in the world”, and “of the year”
• How-to articles: “X ways to”, “how to get”, and “how to make”

This study reveals that LinkedIn users are typically interested in informative content that helps them improve their business performance. So, you can shift your content strategy toward creating more educational rather than promotional content to get more attention.

Improve your Targeting Capabilities

LinkedIn offers sophisticated targeting algorithms to improve digital advertisement. All businesses, startups, and companies can focus their resources and content strategies on specific industries, company types, and job roles that could potentially expand their reach. You can also target customers who are more likely to buy your services and products.

For example, if you sell CRM software to small businesses in North America, you can tailor your ad campaign to display only to businesses with a limited number of employees in the U.S. or Canada. You can even go a step further and show your ads to the executives of these companies with a customer support title.

Integrate your Linkedin with other Channels

Unlike many other social media platforms, LinkedIn lets you add external links to your business blog or website. So when your audience finds interesting content on your LinkedIn account, they can immediately go to your website and learn more about your services and products.

As long as you comply with the platform’s copyright policy, you can also benefit from posting other people’s content on your account. Be sure to credit and tag the author when you link directly to their website; remember that LinkedIn is an interactive platform. There’s a good chance your post will be shared and your profile will be introduced to followers.

Use the Analytics

Using the platform’s analytics to maximize your brand’s dominance in the marketplace is one of the most rewarding LinkedIn tips and tricks. In the “Updates” section of your analytics, you’ll find all sorts of information, including impressions, clicks, social actions, and actionable insights on click-through rate (CTR) and engagement rate for each post.

There’s also a “Followers” section in your analytics that provides a wealth of information necessary to create tailored content for your audiences. You can categorize the industries your followers belong to based on their geographic location, job function, seniority, company size, and employment status.

Optimize your Email Marketing Strategy

It feels good when people appreciate your presence and participation. You can create this good feeling by writing a friendly letter to each connection,thanking them for connecting with you on LinkedIn and inviting them to be part of your email marketing list. If you find quality leads in your account, personalize the letter to establish a deeper connection.

To solidify your email marketing campaigns, you can use the rule of reciprocity and inform your connections you are willing to receive their offers or sign up for their email list. This is an incredibly professional and fairly non-committal practice to garner goodwill.

Create a Content Publication Schedule

LinkedIn is one of the platforms that provide a long content lifespan and doesn’t force users to establish a round-the-clock content schedule. But that doesn’t mean you don’t need a consistent schedule to improve your online visibility.

Many companies start with daily publications and after a while, they simply can’t maintain the previous pace. Don’t make this mistake! Whether you publish daily, weekly, or on some other schedule, your followers expect you to stick to a long-term plan. A consistent publishing rhythm builds your brand’s trustworthiness and credibility and encourages audience engagement.

There you go, folks! Hopefully, you can now promote your brand more effectively by applying these LinkedIn tips and tricks. However, you must keep in mind that with so many updates and additions to LinkedIn on the horizon, there are always new changes that will affect your business. 

Remember that you still need to invest a lot of time and energy to get your business to the top. And We’re here to help. We’ve worked with hundreds of small businesses across all industries and know the ups and downs along the way. Ready to start our journey? Contact us today!

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