We get it—there are lots of social media platforms out there. By our count, there are 35 in total, attracting 50 billion-plus users. So why should your business care about a LinkedIn marketing strategy?
- LinkedIn is the largest professional network globally (1 billion members worldwide is no joke!).
- Unlike other platforms, most people use LinkedIn to research brands, invite thought leadership, and broaden their network (and net worth!).
Last but not least…
- When used right, a LinkedIn marketing strategy can generate up to 277% more leads than Facebook and Twitter.
But it’s not just about slapping your slogan onto a slide deck. Or pushing AI-prompted social posts to appear ‘relatable’. However, the following LinkedIn marketing tips will get your profile noticed and your content curated. Not to mention keep your prospects plentiful.
Let’s explore the tricks of the trade.
How to Build a LinkedIn Marketing Strategy for Higher ROI
Optimize Your Business Profile
First, create a static LinkedIn homepage for your B2B or B2C business.
To get started, click “For Business” on your personal profile. Then select “Create a Company Page” and enter your business details. Add a logo, an engaging overview, and boilerplate information about your products, services, and solutions.
LinkedIn Marketing Tip:
Emphasize your Unique Value Proposition (UVP). In other words, describe what sets you apart from competitors. In our consultations with clients, it’s their differentiators that pique interest and spark partnerships.
Now, the basics are in place…but you’re not done yet. Complete profiles receive up to 30% more views. As part of your LinkedIn marketing strategy, you can volunteer supplemental information by clicking on “Edit Page” (top-left side). Remember, you’re vying for legitimacy online, which means playing by the algorithm’s rules.
Below, we highlight major sections to spend time on and give examples of brands that leverage their profile visibility (a.k.a. they actively own their space).
📲 A short and sweet About Section should answer the who, what, when, where, why, and how regarding the company mission.
📲 A Products Section should showcase signature/flagship offerings.
📲 A Locations Section should indicate where customers can find you.
A few more LinkedIn marketing tips:
- Link your business profile to your personal profile. This way, your first-degree connections can immediately discover, like, and follow your corporate musings.
- Add “commitment” tags to your About Section to communicate your brand’s core values.
- Invite employees to follow company updates (more on this later).
- If multiple people manage the business page, assign admin roles like Super Admin and Content Manager to parcel tasks.
Create a Content Strategy
Beyond page setup, a LinkedIn marketing strategy requires content pillars—calling out and connecting with an audience. But let’s back up a second…who is your audience?
Check out your company’s Analytics page to confirm who’s following you. Not quite the crowd you were targeting? LinkedIn’s Advanced Search Filters will help find your people. Identify peers in your industry, school alumni, or adjacent companies allocating similar products and market share.
Now, let’s talk to these folks, shall we?
LinkedIn differs from other social platforms as longer posts (500 to 1000 words) tend to spur engagement. Even with long-form articles, make sure you have a killer hook and action items. Think, industry thought leadership… where opinions and insights intersect like TED Talks 🎤.
Can you share personal wisdom and expertise? Quite easily, in fact.
LinkedIn boasts custom content delivery like newsletters, events, and campaigns. So spice up your LinkedIn marketing strategy via branded visuals and relevant news, alongside engaging with others’ content. And don’t forget the #hashtags to score credible and searchable posts, too.
Ready for some goal setting? Think SMART—Specific, Measurable, Achievable, Relevant, and Time-bound. For example:
- Boost follower engagement by 10% over the next three months, dispatching polls once per week.
- Grow LinkedIn following by 20% over six months via tailored messaging targeting higher education or SAAS ed tech.
- Increase website traffic within three months, elevating click-through rates by 5% thanks to strong and steady calls-to-action.
Once you’ve nailed down your goals, consistency is key.
LinkedIn marketing tip:
Posting at 1 p.m. on Mondays tends to be LinkedIn’s sweet spot. But check your Analytics to see what works best (and ranks highest) for your audience.
For the sake of balance, try LinkedIn’s recommended 3-2-1 approach. For every three posts about your industry, post two around company updates and one underscoring products or services. Having trouble keeping track? Plenty of content calendar tools exist to keep you organized.
Remember, posting is just the start. Be sure to respond to comments and DMs and interact with posts from your team, thought leaders, and industry collaborators. Also, use Analytics to refine your content, ensuring the connection to your audience remains robust.
Get Your Employees Involved
Your followers should be your biggest supporters on LinkedIn. This includes (but isn’t limited to):
Customers/clients
Employees
Colleagues
Partners
Vendors
Suppliers
Start by spreading the word. Encourage followers to share your page with their network—word-of-mouth is incredibly effective.
Your employees, in particular, can be a great cheering squad. Here are a few simple things (albeit optional) to ask of them:
Follow the company’s page—make sure they’re connected.
Add the company as their workplace across personal profiles.
Create and share posts about favored products, features, or company experiences.
Overwhelmed by enthusiastic employee responses? Consider using an employee advocacy tool to help them share company-approved content. Also, create a gallery featuring trending employee content based on popular hashtags. Recognize particularly engaged employees—whether through shoutouts, rewards, or acknowledging them in social posts—to keep enthusiasm high.
The best part? When others see your followership of industry professionals, your credibility will skyrocket—along with your reach.
Seeking More LinkedIn Marketing Tips? We’ve Got ‘Em.
Give your LinkedIn profile a makeover. Whip up a content strategy that really connects. And rally employees to share and engage with company posts.
Feeling stuck on how to kick things off? Check out our Ghostwriting & Content Creation Service Package. We’re your #trueblue marketing team ready to help craft a LinkedIn plan that gets you noticed.