Linkedin is the biggest professional Social Media networking platform. Companies use LinkedIn for B2B Marketing by reaching to prospective customers.
The growing popularity of Linkedin has led to Businesses finding innovative ways to promote their business on Linkedin.
Using Linkedin for Marketing for your business is the best decision you will ever make.
How do you use LinkedIn for business and social media marketing?
How can Linkedin Marketing help your Business Grow?
Before I answer the above questions, let’s understand what makes Linked so relevant in today’s business world.
Here are a few amazing facts about Linkedin:
- More than 65 million professionals in business are on LinkedIn. In every second that counts, there is one person that logs in on LinkedIn.
- Approximately 50% of its members are part of the team that makes decisions in their organizations. You call them the “Decision Makers”.
- The “professional social network” has connected millions of professionals around the world. I would not be wrong in saying that LinkedIn is the preferred choice of networking for professionals from all across the globe.
- And the platform is not just restricted to working professionals. It is equally loved by entrepreneurs, freelancers, investors, and mentors to promote their brands or share ideas in the community.
LinkedIn is definitely one of the topmost platforms to learn and understand for anyone planning to become a Social Media Marketer.
Why is everyone using LinkedIn for B2B Marketing?
The backbone of LinkedIn is the professional network.
As per the latest statistics, more than 90% of B2B Marketers use LinkedIn to promote their business and they use LinkedIn for B2B Marketing because more than 60 million LinkedIn users are influencers.
Add to the above, the number of decision-makers who are on Linkedin. If stats are to be believed, there are approx. 40 million decision makers.
If you are someone who (like me) loves numbers and are a B2B Marketer, Linkedin should be on the top of your list for Business and marketing promotions.
How is LinkedIn used in the Business World?
- Networking: LinkedIn is used by professionals from all across the globe to connect with professionals in their industry. The concept is to take professional networking online and LinkedIn has had a good success in doing the same. They have grown multi-fold from approx. 350 million users in the first quarter of 2015 to 510 million users by 01st Jan 2018 (source: https://www.omnicoreagency.com/linkedin-statistics/).
- Recruitment: With a huge network of working professionals, LinkedIn has turned into a perfect ground to find the best talent for your company. As per the latest statistics, more than 94% of Professional Recruiters use LinkedIn to find the best of talent for their company.
- Brand Awareness: Companies are investing a lot of time and money to promote their brand on LinkedIn by posting content which not only gives updates about the company but sharing content which helps them with events such as product launch, etc.
- Lead Generation: The holy grail of Marketing. At the end of the day, Businesses want leads and B 2 B Businesses are investing all the time in the world to generate valid leads from LinkedIn.
How do you use LinkedIn?
To use LinkedIn, you need a professional profile set up on the platform. While individuals can set up their personal profiles, Businesses can set up professional pages on LinkedIn.
Both types of profiles have their own use on LinkedIn where a professional or personal profile is more of your personal identity on LinkedIn – while the LinkedIn business page is an identity of your business page.
Here is the difference between LinkedIn Profile Page and LinkedIn Company Page:
A profile page is a personal page you create on LinkedIn that is written using a personal tone. It is only you, who can manage your personal profile page. It also includes your personal information such as:
- Who are you? : Name, Gender, Education History, About you, etc.
- Your Professional History: Job History, Current Designation, etc.
- Your Accomplishments: A section where you can update information about certifications, awards, etc.
A LinkedIn Company’s page, on the other hand, is the profile of your company. This page can be managed by different users in a company.
The main objective of the page is to broadcast Company’s updates to increase its visibility.
Who should use LinkedIn?
LinkedIn is a professional network. It can be used by professionals who are looking to grow their professional network. One in every three professionals in the world is on LinkedIn, which makes it a perfect social media platform for professional networking.
Furthermore, you can use LinkedIn if you are looking to get noticed in the professional world through your ideas, suggestions, content as the platform allows you to post updates, participate in discussions, etc.
You will find LinkedIn relevant as 13% of LinkedIn users do not have a Facebook account (I am one of them) and they are there to discuss professional topics not have fun (no offense to Facebook user base).
Who should not use LinkedIn?
Desperate guys, who have exhausted all their options on Facebook and are still looking for dates on LinkedIn. Despite all the “name and shame” done to them by females on Linkedin – they refuse to give up.
Come on, guys. Take a step back and let LinkedIn be used for professional networking not dating.
How to do LinkedIn Marketing or How to use LinkedIn for Sales & Marketing?
Set up a “Perfect” LinkedIn Profile:
The first noticeable thing in a LinkedIn Profile is the profile image. Ensure the picture is of you in a professional attire and not of your cat. Take a little effort to make yourself look “Professional”.
The profile picture should be clear and an official one too and note, after you upload an image for your profile, LinkedIn shows it as 400*400 pixels.
Next comes the headline of a profile. The headline should have at least 130 characters.
You can use keywords that are compelling to help you be found in LinkedIn Search. You become more marketable when you use relevant keywords. For ex, if I was setting up my LinkedIn profile, I would use keywords like Entrepreneur, Digital Marketing Coach and so on.
The first thing that a visitor will notice, once they visit your page or profile is your profile image and the headline of your profile with relevant keywords. These small details like using the right picture help you to build trust. Based on the first look, someone will easily decide, whether they want to connect with you or not.
Once you are done setting up the profile, you need to update the Summary. In summary, you should add a professional summary of yourself. You can also attach videos of you giving a speech or receiving an award.
Remember, LinkedIn is all about pitching you professionally. Do not add things which do not link to your professional side.
It is advisable to add keywords to the experience and summary but even if you do not add them, they are not a deal breaker.
Once you have set up the basic information, you must now get a little active in asking for recommendations from past colleagues, clients, bosses, etc.
Be Strategic. Ask every person to give their opinions on specific areas.
You can even offer to recommend them, in lieu of a recommendation from their side.
Do not forget to thank your recommenders.
And once you have all the recommendations, check if any section is incomplete else you are good to go.
Create a LinkedIn Page for the Company
A LinkedIn page helps you promote your business in a professional manner.
Marketing and Sales on LinkedIn can only be a success, once your personal profile is in sync with your LinkedIn Business page. Both of them must complement each other in terms of content and status message posted there.
Start by selecting a cover image which reflects the message of your brand.
This will enable you to put more information and update posts. The posts will look better and more professional coming from a brand than a person.
Similar to your personal profile, you must update all the relevant information on the LinkedIn Page with reference to the business.
Update Content Regularly:
Before you start posting regular content, you must plan your LinkedIn Content Calendar.
A good content marketing strategy is the first step to succeeding on any platform. Random posts, ideas might get you random success, but you are here for a long game and for that, your content must align with what you are promoting or advertising on LinkedIn.
You can use your company’s page to post news or Latest updates in your industry which is fine and will help you keep your followers in the loop with what your business is up to but it won’t really set the stage on fire.
You need content which should let the user think and comment or engage better with your brand.
Create a Content Strategy which involves a mix of following content:
- Industry News and Opinion: You can pick up the latest, trending news in your industry and post the link on LinkedIn along with an opinion of your own. This kind of content portrays you as someone who understands the industry and has something useful, meaningful to share on the latest trends. You can use your company’s page or your personal profile to post this content.
- Blogs on Pulse: LinkedIn’s blogging platform is called as Pulse. Time and again, you can see trending blogs written on Pulse show up on your LinkedIn wall. LinkedIn is a great platform to reach to a wide professional network and one of the methods to do that is by writing regular blog posts on Pulse. You will have to use your personal profile to post blogs on Pulse. Company pages cannot directly blog on Pulse.
- Humor: A little joke does not kill anyone 😊 . Get some Humor in the game. I usually use a lot of Dilbert kind of office Humor to post status messages with a personal story attached to it.
- Company’s progress and updates: Finally, a content you are dying to post. Go ahead and post your achievements on LinkedIn with some witty messages. My only advice is “Do not overdo your brand promotion”. LinkedIn users will get frustrated and might stop following your brand.
- Participation in Discussions: Last but not the least, here is a content which is the most important part of the content marketing strategy on LinkedIn.
I meet so many LinkedIn newbies who ask me “How do we make our LinkedIn profile popular?”.
I ask them to follow three simple steps:
- Identify your business domain.
- Find Influencers and discussions in your business domain.
- Participate in discussions or respond to comments (Remember, do not pick up a fight. You are a human, not a Troll 😊 !)
The better is your participation (valuable), the more are the chances – LinkedIn users will get attracted to your profile and will send you LinkedIn Connection request or will start following you.
I see a spike in my profile visits whenever I participate in discussions happening in my industry.
Another important feature of LinkedIn which you can use to find relevant discussions is LinkedIn groups.
You can either create a LinkedIn Group for professionals in your industry and engage the members in meaningful discussion or you can join other active groups and Engage with other users. This is how you connect with different people. From the engagements, you will form new ties and even genuine business relationships.
The edge, LinkedIn has over other social networking websites is the time users spend on Linkedin and the engagement percentage, users have on LinkedIn in comparison to other platforms.
As per some amazing stats posted by Alex Rynne on Linkedin (https://business.linkedin.com/marketing-solutions/blog/linkedin-b2b-marketing/2017/10-surprising-stats-you-didnt-know-about-marketing-on-linkedin)
- People spend time on other social media network, but they invest time on LinkedIn, they value the time they spend on LinkedIn.
- 94% of Business marketers use LinkedIn to distribute content.
The verdict is – LinkedIn users are serious users and they value the time they spend on the platform.
Posting relevant, engaging Content is the best strategy to engage them.
Grow your professional Network:
With Content getting more engagement, your professional network will also grow with time. Slowly, your profile will start getting more attention from strangers who will value you for your content on Linkedin. These strangers will, in turn, become followers.
Eventually, you can generate leads from the followers. The concept of lead generation for businesses in marketing and sales on LinkedIn is an outcome of the steps I mentioned above.
The better the profile, the more are the chances of you getting noticed.
The better is the company’s page, more are the chances of your page gaining more followers.
And the more engaging the content, more will be the followers you will have on the platform.
As you can see, every step is interrelated and contributes equally to creating a brand whose brand awareness leads to more connections. Connections, which eventually help you with lead generation and sales.
Since the network you grow and engage here is of professionals, LinkedIn, the platform is an excellent place for B2B Companies to do sales and marketing.
Benefits of LinkedIn For Business:
- LinkedIn helps Businesses with brand awareness.
- LinkedIn helps Businesses grow their network
- LinkedIn helps Businesses with Recruitment
- LinkedIn helps Businesses with Marketing.
- LinkedIn helps Brands improve their Client support system (especially when their product/service is targeted towards Business).
- LinkedIn helps you with better PR.
- LinkedIn helps you get direct testimonials from clients on your profile in the form of recommendations and testimonials
LinkedIn is the perfect platform for your Business to grow on the internet.
I highly recommend Business owners looking to leverage the power of social media to grow their business online to invest time on LinkedIn and grow their business by growing their professional on LinkedIn.
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