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Improving Your LinkedIn Marketing Game in 2020

Are you up for the challenge? The rewards from LinkedIn marketing can be huge, particularly if you offer products or services to businesses.

Some Facts to Pique Your Interest:

  • The social media platform has more than 610 million users.
  • Ninety-two (92) percent of the largest Fortune 500 companies use the channel.
  • Thirty-seven (37) percent of the channel’s users in the U.S. are between 30 and 49 years old, the age at which many of us tend to become decision makers at our employers.
  • Meanwhile, almost 15 percent of the platform’s users are senior-level influencers.
  • Fifty-two (52) percent of buyers have said they consider LinkedIn to have the most influence on their research prior to purchasing a product.

Finally, and this is BIG, Hubspot reported in January that LinkedIn was 277 percent more effective when it comes to lead generation than Facebook or Twitter

How to Market on LinkedIn

1.Create a Company LinkedIn Page.

You’ll want to make sure it mentions your products and services, but it’s more important that your company’s “About” description reflect the problems you solve for people – the benefits of working for you. Your company page tag line also should be benefits-focused. Use keywords on the profile.  If you don’t know which ones to use, research your competitors’ LinkedIn company page.

2. Create Content for the Page.

This can be in the form of blog posts, links to your website’s blog posts, curated content from other sources, video, etc. The idea is to provide information of value to your prospects, information that helps them solve their problems and meet their challenges. This also brands your company as a thought leader.

It’s also wise to talk about best practices in your industry, forecasts (what’s going to happen in the industry), how your industry can improve itself, etc.  Again, you want your company to stand out as a thought leader.

3. Get Your Employees to Follow Your Company Page.

The more people who follow the page, the better. This is called social proof and it works because the more people who follow you, the more others will be influenced by it and think more highly of you.

You also should ask your employees to share your company page’s updates on their own LinkedIn profiles. This helps with social proof and it helps you gain more followers, as their followers follow your page.

4. Post Videos

Most people post updates on their profiles filled with text. Videos, therefore, catch followers’ eyes and interests, turning them into leads.

5. Post on the LinkedIn Publishing Platform…

….and write long-form articles (posts of around 1,900 to 2,000 words). We’re not kidding! Long-form content gets the most shares of any type of content published on the platform. And, as much as video gets traction in your short company newsfeed updates, don’t use video in your long posts on the publishing platform; use graphics or photos.

Here’s LinkedIn’s own instructions on how to publish your articles on its platform.

Important Note: the publishing platform isn’t for your company page; only individuals can write articles on it and they must do so from their personal profiles. So you may want to have your CEO, owner, president, etc. publish articles at their profile.

This doesn’t mean you shouldn’t share updates from your company page. Far from it. You can write short updates, share links, upload video and pictures at the company page; your page’s followers will see your updates in their feeds.

6. Post on a Regular and Consistent Basis.

The more you post, the more your followers will see your posts and the greater connection you will build with them. Aim to post at least once a day Monday-Friday (in fact once a day is all you need to do; no need to post more than that). Even a short update or curated content post works! Consistency is the key to success when it comes to marketing on LinkedIn.

Learn more about how we can help you with your LinkedIn Marketing. Contact Ingenex Digital Marketing.

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