How To Use LinkedIn For Marketing


It’s no secret that businesses of all kinds use LinkedIn as their preferred network.  A unique environment for B2B (business-to-business) and B2C (business-to-consumer) marketing initiatives, LinkedIn has over 774 million users worldwide.

This platform is among the top social networks in existence today just based on these parameters.

What is LinkedIn Marketing?

LinkedIn marketing is the practice of using LinkedIn to network, create leads, raise brand awareness, encourage business relationships, and increase website traffic.

Due to its success in growing professional networks, LinkedIn is now a crucial component of many effective marketing campaigns.

As the largest professional network in the world, LinkedIn generates leads 227% more effectively than Facebook and Twitter, making it an essential marketing channel for your company. It is one of the most effective social media platforms for marketing.

How do businesses use LinkedIn?

There is not one “right” method to use LinkedIn for business, to start with. The platform is viewed as a branding tool by some businesses and a hiring hub by others. Building a presence on LinkedIn requires an understanding of the overall activity of brands on the network.

Here’s an overview of how most companies use LinkedIn:

  • Content Distribution (Case studies, blogs, videos, etc.)
  • Announcing company news and notable wins
  • Highlighting company culture and environment
  • Lead generation (Fact: LinkedIn’s ad revenue surpassed $1 billion in the last year)

Using Personal Accounts for LinkedIn Marketing

Despite the fact that LinkedIn is a business-focused site, personal profiles are even more valuable. Regardless of your position—employee, owner of a small business, or C-level executive—this holds.

Personal accounts can also serve as an extension of corporate accounts for promotional purposes. Here’s how:

  1. Increase engagement beyond what is possible on the company page
  2. Brand accounts have a finite amount of reach but can boost updates through their team members.
  3. Strengthen your hiring and recruiting efforts

Tips to maximize your LinkedIn Marketing Efforts


1) Refine and optimize your profile

Your profile serves as the platform’s representation of your brand and frequently serves as the initial point of contact for prospective partners, consumers, or clients. One of the most effective ways to raise your contact rate is to do this. Aim towards almost 100% completeness, and keep improving your profile.

2) Post original content

On LinkedIn, you can’t merely post links and hope for engagement. Social platforms as a whole prefer it if you avoid sending users off-site. This explains why LinkedIn marketing strategies often employ content repurposing.

A lot of companies may combine or divide their blog content into smaller, text-only LinkedIn postings. While others will produce an info-graphic or presentation as an alternative to an external link.

3) Engagement

While frequency is important, being an active user of the platform is more crucial. This entails participating in conversations, exchanging resources, and responding to inquiries. By doing this, you can increase the visibility of your business and gain access to key industry figures.

Create a discussion starter in your posts by posting queries. This can enhance interaction and offer insightful data. Additionally, encourage your employees to post about you. Employee advocacy is crucial for brand accounts in terms of content distribution and reach.

4) Consistent and regular posting

LinkedIn is a platform that doesn’t require a “round-the-clock publishing schedule” as it has one of the longest content lifespans. However, it does require one that is consistent.

Whether you post once a week, once every two days, or even once a day, your network will start to anticipate your content, which fosters trust. Choose a timetable that works for your company and follow it religiously.

5) Posts of varying lengths

On LinkedIn, short, direct posts have an enormous impact. Longer stories hold readers’ attention and increase their time spent using the app. Both of these post formats ought to be included in your LinkedIn content strategy.

Your network won’t always have time to read them, so you don’t want to have a reputation as the person who just shares monologues. In the same way, too many brief posts may come out as lacking in depth, which may diminish your authority as a thought leader.

6) Make Use of Hashtags

Hashtags are frequently used to emphasize your LinkedIn post, but they also have another use that might improve your marketing approach. Sentences that are followed by the hashtag symbol are gold mines for reaching new markets, sectors, and niches.

However, using too many or, even worse, the incorrect ones can limit your reach.

7) LinkedIn Ad campaigns

You can achieve your marketing objectives with more advertisement options using LinkedIn Ads. Using Sponsored Content, Message Ads, Dynamic Ads, or Text Ads, powered by Campaign Manager, LinkedIn’s all-in-one advertising platform, you may conduct a self-service ad campaign.

With the help of the Campaign Manager, you can choose your campaign’s budget, targets (such as clicks vs. impressions), and schedule. The platform also has a number of features that are intended to assist you in achieving your advertising objectives.

What are LinkedIn Events?

LinkedIn Events is a feature that lets you create and advertise events, such as online webinars, workshops, and in-person conferences. When creating an event, include any relevant information, such as the event name, date, time, description, and any speakers or presenters.

Spread the word about your event via your network, Company Page, and related groups. Consider employing sponsored content to reach a larger audience. Respond to comments and questions from guests during the event.

Tools to Measure Success on LinkedIn

  • LinkedIn Analytics
  • Conversion Tracking

Track the performance of your posts, articles, and Company Page using LinkedIn Analytics. Keep track of statistics such as interaction, reach, and follower growth. You can also use conversion tracking if you’re running LinkedIn advertisements to track actions made on your website as a result of your ads, such as sign-ups or purchases.

Adjust your content strategy, publishing schedules, and advertising techniques based on the insights you acquire to maximize your outcomes.

Stay updated on Trends

LinkedIn, like any other social media platform, is always changing. Keep up to date on the latest LinkedIn marketing features, marketing trends, and best practices to make the most of it.

  • Keep an eye on LinkedIn’s official blog and announcements to learn about new features and upgrades.
  • Stay up-to-date on industry news and trends. This allows you to develop relevant content that is appealing to your target audience.
  • To improve your LinkedIn marketing abilities and expertise, consider taking online courses, reading articles, and participating in webinars.

Ultimately, whether you’re an individual professional trying to establish your personal brand or a business looking to engage with your target audience, LinkedIn provides a variety of chances for efficient marketing. By utilizing the necessary techniques, you may leverage the power of LinkedIn to generate business growth and establish your professional presence.

Contact North Rose Technologies to learn more about how LinkedIn can revolutionize your business with personalized strategies created specifically for you.