In today’s digital age, it’s no secret that social media is a powerful tool for businesses to reach and engage with their customers. Platforms like Facebook, Instagram, and TikTok are all great ways to get the word out about your brand. But there’s one social site that often gets overlooked: LinkedIn.
At first glance, a business-oriented platform like LinkedIn may not seem like the ideal place for your brand to focus its efforts. After all, it isn’t as flashy or trendy as some of the other social media sites out there. But what LinkedIn lacks in bells and whistles, it more than makes up for its potential to connect you with customers, partners, and industry experts.
With over 900 million users and counting, LinkedIn is a powerful marketing tool for businesses of all sizes. By creating a profile for your brand, you can reach an entirely new audience and gain access to valuable resources.
Here’s everything you need to know about marketing your brand on LinkedIn.
Benefits of LinkedIn Marketing
When utilized correctly, LinkedIn can help your brand in a multitude of ways. Here are just a few:
Exposure to a Professional Audience
One of the biggest distinctions between LinkedIn and other social media sites is its audience. LinkedIn users tend to skew older, more educated, and wealthier than the average social media user. This makes it a great platform for marketing to professionals and allows you to reach an audience that may not be accessible through other channels.
Moreover, because of its professional nature, LinkedIn provides a more engaged audience than many other social networks. Users are more likely to take the time to read and comment on postings. So, with the right LinkedIn marketing strategy, you can create a high level of engagement with your target audience.
Ability to Target Specific Market Segments
LinkedIn offers a variety of targeting options that allow you to hone in on specific market segments. This level of precision targeting can help you reach the right people at the right time with your marketing messages.
You can target potential customers based on a variety of criteria, such as:
- Job title
- Degree Type
- Group Affiliation and Interests
This allows you to target your messages more precisely and can make your LinkedIn marketing campaigns much more successful.
Optimize the Benefits of Specific Advertising Tools
Like other social media sites, LinkedIn offers a range of features and advertising tools that can help you increase clicks, exposure, and conversions. Some of LinkedIn’s ad tools include:
LinkedIn’s sponsored content feature allows you to target your ads to a specific group of people. You can create customized that are relevant to your target audience and increase the visibility of your brand.
Dynamic ads let you display personalized messages to users based on their previous interactions with your brand. You can use this feature to create targeted campaigns that will help increase conversions and drive sales.
Sponsored messaging enables you to send personalized messages directly to users. It’s a great way to engage potential customers and can be a powerful tool for developing relationships with them.
Text ads are small, text-based ads that appear in the sidebar of a LinkedIn page. They are great for getting your message out quickly and are typically less expensive than other advertising options.
Opportunity to Establish Thought Leadership
According to research from SurveyMonkey, roughly 66% of marketers consider thought leadership as one of their top priorities. This makes sense, as being seen as an industry leader is a great way to attract new customers and build brand recognition.
LinkedIn provides a great platform for companies to achieve this goal. With its professional nature, businesses can use their LinkedIn marketing efforts to share knowledge and insights.
For example, you could create blog articles, infographics, and videos on relevant topics to showcase your company’s knowledge. Doing so will help demonstrate to potential customers that you know what you’re talking about and can be trusted to provide them with the best products and services.
Tips for Making the Most of Your LinkedIn Marketing Strategies
Now that we’ve discussed some of the benefits of marketing on LinkedIn – let’s take a look at some tips for making the most of your efforts.
1. Optimize Your LinkedIn Profile
Before promoting your brand on LinkedIn, ensure your company’s profile is fully optimized. After all, this is often the first impression that potential customers will have of your business on the platform.
Your profile should include a clear, concise description of what your company does, relevant contact information, and a website link. You’ll also want to add photos, videos, and even testimonials from satisfied customers. Doing so will not only help potential customers get to know your business better but can also be used to showcase the quality of your company’s products and services.
If you need help optimizing your profile, a quality digital marketing agency can provide you with the assistance you need.
2. Post Regularly
Once you’ve optimized your LinkedIn profile, it’s time to start posting regularly. Doing so will help keep your brand top-of-mind for potential customers and can also be used to showcase the quality of your content.
When creating posts for your LinkedIn marketing campaign, make sure that they are relevant to your brand and target audience. You’ll also want to keep them engaging, as this will help increase the click-through rate of your posts.
To maximize the impact of your posts, consider using visuals such as photos, videos, and infographics. Doing so will make them more attractive to potential customers and can help increase engagement. Additionally, you can link back to relevant content on your website or blog in order to drive traffic there.
3. Engage With Your Audience
Finally, engage with your audience on LinkedIn regularly. Doing so will help build relationships with potential customers and increase conversions.
To engage effectively, consider asking questions and inviting users to share their thoughts and opinions on the topics you post about. You can also respond to comments, thank people for sharing your content, and share helpful advice.
Additionally, you can join relevant groups on the platform and participate in discussions. This will give you more opportunities to connect with potential customers and demonstrate your expertise on the topic at hand.
As you can see, there are many benefits to marketing on LinkedIn. Its professional nature and active community provide an excellent platform for companies to promote their brand and establish themselves as thought leaders in the industry.
If you need help establishing a LinkedIn digital marketing campaign, the team at Ayokay is here to help. Our experienced digital marketers can help you create a plan tailored to your business’s needs and goals.
Contact us today to learn more about how we can help you make the most of your LinkedIn marketing efforts.
Jack Shepler is a Marketing and Search Engine Optimization expert. He founded Ayokay, award-winning marketing, and web design firm in Indianapolis, Indiana that has built brands, increased sales for businesses, and helped nonprofit organizations fulfill their missions since 2011. He uses his decades of experience to educate through the Ayokay blog and through public speaking. You can follow him on LinkedIn.