For a long time now, LinkedIn has been much more than a simple job board or just a career network. Above all, LinkedIn is proving itself more and more as a potent marketing tool. But where there is talk of marketing, there is also a need for a well thought-out strategy. After all, this is where leads can be generated, professional relationships forged, and brand awareness built. Here are ten tips for a successful and sustainable LinkedIn marketing strategy for your company.
1. Define clear goals
Only those who know their goal can also plan the way to get there. Of course, this also applies to what you plan to do on LinkedIn. Whether you post a graphic, a text, or a cross-reference depends largely on what your end goal is. So set the basic goals right at the beginning of formulating a marketing strategy for LinkedIn. This way, you will always have guidance for formulating broader and more specific goals as you go along.
Examples of these overarching goals can be:
- Make the brand better known on the market
- Strengthen the brand’s reputation
- Generate leads
- Drive sales
In addition to the basic goals, the target group should also be clearly defined. Simple definitions as well as socio-demographic values help here. At this point, also access external evaluations of your website, for example via Google Analytics. This makes it easier to identify potential target groups.
2. Make the LinkedIn company page strong
The company’s business card on LinkedIn is its company page. This is where prospective customers of all kinds meet you for the first time. It is essential that all information about the company is visible here at first glance. “Where is the company located?”, “Where is the provider’s expertise?” and other obvious questions should be answered directly. In addition, it is worthwhile to link the company’s own website and to present internal company information transparently. This includes, for example, the number of employees. So that you don’t have to worry about this yourself, LinkedIn asks the appropriate questions directly when creating the company page.
In addition to a suitable title and profile picture, a meaningful company description should not be missing.
3. Optimize regularly
Only those who constantly optimize their company page will land high in the search results inside and outside of LinkedIn and thus be easier to find.
A clear recommendation here is to put yourself in the shoes of your target group. With which terms would the target group most likely search for your company? Use exactly these terms in your company description. In addition, be sure to include a link to your company page in your profile. This will also land you higher in Google’s results lists, as the position in the search results also depends on how often third-party websites (e.g. LinkedIn) link to your website.
In addition, encourage your employees who use LinkedIn anyway to list you as an employer with the linked company profile. With this approach, you generate reach. The more people who follow your profile, the more relevant the shared content will be. Also encourage non-company people to follow you on LinkedIn. A common practice for this is a link in your email signature or a button on your website.
4. What are others doing?
With the “Companies to track” function, LinkedIn offers an option for monitoring competitors. Here, for example, the increase in followers after a post or other action on LinkedIn can be observed. It is therefore well worth taking a look at the best examples of other companies and, if necessary, adopting them in your own strategy.
5. Stay true to yourself and the target group
Keeping followers is even more difficult than reaching the previously set follower goal. A channel can quickly become irrelevant through neglect. So this is where you need to stay tuned. Share content that is truly relevant to your target audience and at the same time in line with your company’s line.
Basically, there are two types of content you can share: On the one hand, guides as well as current trends in the industry are ideal. On the other hand, it is also worth sharing so-called “thought leadership articles”. These often help to grow the audience and increase the engagement of the target group on LinkedIn.
Thought leadership articles can be categorized into three subtypes:
- Industry insights – viewpoints on developments in the industry.
- Company insights – interesting facts about your company’s vision, values and culture
- Product insights – possible solutions to problems faced by your target group
Important: However, when formulating thought leadership articles, be especially careful not to make them sound too promotional. This can quickly lead to disinterest or even dislike.
To position the company as open to industry news, you can also comment on and share posts from other LinkedIn members. This is how you build relationships and keep the social spirit of the platform alive. Don’t just post a link, however. Summarize the post again for your target group. For example, use a title, key points, suitable images and, above all, suitable hashtags. 6.
6. Visualize your ideas
According to LinkedIn, images provide twice as much interaction within the target group. Videos, on the other hand, are five times more likely to spark a conversation. PDFs (e.g. whitepapers) or presentations are also suitable here. Of course, the aforementioned guideline also applies here: videos and images must always underpin the authenticity of your company and match your brand.
7. Good planning is key
Regular content automatically provides more reach. LinkedIn recommends posting at least one post a day. This also raises expectations among your target audience. If you also find out the perfect time to post for your target group, nothing stands in the way of a high reach.
8. Use your team
LinkedIn offers the possibility to contact all employees directly when new posts are published via the “Inform team” function. In the best case, your employees share and like the posts and thus ensure a broader audience. Accordingly, you should always use this function if possible.
9. Analyze statistics
To measure the success of your posts, LinkedIn provides an in-house analytics tool. The values can help you optimize future posts and get even more out of them. Additionally, you can also see which form of content gets the most reach and interactions. You can then build on this further.
10. Derive goals from website statistics.
LinkedIn offers a great way to learn more about your audience with the Insight tag, which can be included on your website. The Insight tag is typically used to evaluate paid advertising campaigns on LinkedIn. However, even without an ongoing campaign, it provides information about demographic characteristics of your website visitors who navigated to your website from LinkedIn.
However, since Website Demographics only outputs an analysis when there are at least 300 “trackable” users (here: LinkedIn users who can be tracked in this way), a correspondingly high level of traffic should already be present on your website.
LinkedIn Marketing Strategy Conclusion
No matter the scale, a LinkedIn company profile helps to present yourself in a more professional manner. Both for the now established networking with potential new employees, as well as for professional contacts and the lead generation that results. LinkedIn has become indispensable as a social network for professionals and businesses. With a structured and well thought-out marketing strategy, you too can celebrate success with LinkedIn.