How to market your business on LinkedIn (includes important tips!)

In this 5-minute read:

  • Why is LinkedIn good for marketing (particularly B2B)?
  • How to create a LinkedIn company page
  • Tips for LinkedIn business marketing

LinkedIn was originally intended as a place for business professionals to connect with one another. Now it’s becoming a more powerful lead-generation and marketing tool, especially in the B2B world. If you’re looking for ways to enhance your marketing strategy with LinkedIn, we’ve got you covered. 

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Why is LinkedIn a good marketing tool for your business?

LinkedIn is a great marketing tool for two primary purposes: getting new B2B leads and filling in open positions at your company. 

With B2B sales, it’s important that you are reaching the right audiences, and LinkedIn can help you to do that. In fact, 4 out of 5 LinkedIn members drive business decisions at their companies, and those are the people you want to reach!

And as you have job openings, LinkedIn will open your business up to a huge talent pool—especially if you’re looking to hire remotely. 

Create your business’s LinkedIn page

Before you can use LinkedIn to effectively market to other businesses and potential employees, you need a company profile. Follow these instructions to get started. 

Step 1: Log in to your LinkedIn profile and click on the “Work” section in the top menu bar. 

Step 2: Click “Create a Company Page +.”

Step 3: Select your page type: small business, medium to large business, showcase page, educational institution.

Step 4: Fill out your company details and click “Create page.”

Now you can really get into marketing on LinkedIn!

Tips for marketing your business on LinkedIn

Follow these tips to get the most out of your LinkedIn marketing strategy. 

Fill out your company page

Beyond creating your company page on LinkedIn, there’s a lot more that you can add to it to make it appealing for customers and prospective employees. Make your LinkedIn page look more professional by taking the following steps:

  • Add a cover photo
  • Add an about section to help people learn more about your company without leaving your page
  • Add your website if you haven’t already
  • Add your phone number
  • Add your location
  • Invite your connections to follow your page (more followers makes you look more established)
  • Add industry hashtags to your page (under Edit Page)
  • Add a custom button to your page to drive visitor actions

Post engaging (an ideally original) content

Content is the key to any marketing strategy, so make sure you have a plan to keep your LinkedIn page active with valuable content for your followers and connections. 

The best types of posts for LinkedIn:

  • Blog posts from your website 
  • Industry news and research
  • Tutorials and lists about your services or products
  • Quick tips for business professionals
  • Company updates
  • Job postings

A big plus: posting actionable content that drives potential customers to your website to learn more about your products will help with your overarching goals. So make your blog posts count. 

Tips for making your content stand out:

  • Use eye-catching images with each post
  • Post content with value. Don’t just post to post
  • Engage with your audience as the comment on your posts

Encourage your employees to get involved

Seeing employees connected to a company page makes it feel more legitimate. Encourage your employees to add their job roles at your company to their personal profiles. Then people can see the types of positions you have and get to know your team a little too. 

You can also ask your employees to get involved with the content that your company posts on LinkedIn by sharing and engaging with it. 

Utilize LinkedIn advertising

LinkedIn has some great marketing solutions that allow you to advertise your business and content. Determine which of these aligns best with your company goals and take advantage of them. 

Options for LinkedIn ads include:

  • Sponsored content: you can sponsor a single post from your company page to put it out in front of a larger audience
  • Sponsored messaging: this allows you to send messages to individuals that fit within the parameters of your targeted audience
  • Text ads: these are pay-per-click ads that show up in the sidebar as people are scrolling through their feed
  • Dynamic ads: this solution allows LinkedIn to create automated ads that are tailored to your audience

Advertising on LinkedIn can help you reach broader audiences than just those that are following your company page or employees. 

Join LinkedIn groups in your niche

You can join industry groups on LinkedIn to connect with like-minded professionals. This is something you have to do at the individual level, not with your company page. You can gain valuable guidance and insights from these industry groups by learning what other business owners are doing and finding new tools and resources that your business can use. 

Create a LinkedIn group

You can also create your own LinkedIn groups. If you haven’t found a group that quite fits what you are looking for, create your own group. Creating a group allows you to curate a community on LinkedIn to connect with individuals who are already interested in what you have to offer. 

Create your group and use that to start conversations about hot topics in your industry to learn what others have to say and how your business can help. 

If you do create any groups, be sure to feature them on your company page. You can do this by clicking “Edit Page” and going to “Featured Groups.”

Stay on top of your marketing with Womply’s solutions

As you craft your marketing strategies, make sure you include tools that can help you stay productive and keep processes efficient. 

Our automated email marketing engine is a great tool that can help with that. The content that you curate for LinkedIn and other marketing efforts can be utilized in our email marketing platform to help you maintain your current customer relationships as you continue to build new ones. 

Learn more, plus get free reputation monitoring and customer insights when you sign up for Womply Free!

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