How to Use LinkedIn Marketing to Grow Your Business

LinkedIn is a powerful platform for business-to-business (B2B) marketers. It offers a diverse audience that you can reach with targeted content and messaging.

Posting frequency and consistency matter on LinkedIn just as they do on other social media platforms. Optimal posting times vary by industry, but weekday mornings and afternoons are usually best for brand accounts.

1. Optimize Your Profile

A LinkedIn profile acts like a resume and is an excellent way to market yourself and your business. However, many LinkedIn users treat their profiles casually and don’t fill them out completely.

Ensure your profile is complete by adding keywords that are relevant to your business. The more relevant your keyword is, the higher your profile will rank in search results. Also, update your profile photo with one that reflects your professional brand. Post frequently to keep your profile active.

2. Create a Company Page

A company page is an excellent way to promote your business and share industry insights. It also allows you to add employees and recruiters and monitor company-related conversations.

Ensure your profile includes a strong, memorable company name and location. Include a logo and an up to 2,000-character description that defines your business.

Avoid posting strictly sales-related content on LinkedIn. Instead, share updates that are informative or entertaining and provide value to your audience. This will help you stand out from competitors.

3. Optimize Your Company Page Content

The company page is a great place to tell your brand story and engage with your audience. When optimized correctly, it can help you generate leads and drive traffic to your website.

Start with the basics and make sure your company information is accurate. This includes your company URL, location, industry, and company size.

Consider adding keywords to your overview section and your company description to boost search engine optimization. This will help potential clients and customers find your business more easily.

4. Engage with Your Audience

When it comes to LinkedIn engagement, it’s all about posting relevant and interesting content. Share posts that are not only relevant to your audience but also spark emotion. Studies show that emotional campaigns outperform rational ones by a large margin.

Posting at the right time is also critical. According to HubSpot, the best time for LinkedIn posts is Tuesday through Thursday during office hours.

Make sure to respond to comments on your posts as well. This will help increase engagement and reach, as well as establish trust with your audience.

5. Share Company Updates

LinkedIn has exploded as a distribution platform for marketing content. It is important for B2B brands to understand how to use the site as a tool to promote themselves, share content, and build relationships with prospects and customers.

Encourage your employees to share company updates on their personal profiles to get the word out. LinkedIn also allows you to add Teammates to your Company Page so you can see their posts and be notified when they post.

6. Participate in Groups

There are many benefits to participating in groups on LinkedIn. For one, it can help you find new prospects and customers.

You can also interact with members privately by commenting on their posts and sending them messages. This helps foster a sense of community and build trust.

Just be sure that your conversations are helpful and don’t directly promote your business. Otherwise, you could be seen as spammy and may lose your credibility. Also, pay attention to the group’s size and activity.

7. Promote Your Company Page

Unlike personal profiles, LinkedIn company pages allow you to post updates that come across as more professional. They also have more marketing, advertising and recruiting features.

People don’t like to be spammed with content about your business. Instead, they prefer to hear about relevant highlights that could impact them in some way.

Remember that people are wired to remember stories, not facts. Save your updates about what you had for dinner or NSFW memes for your private Facebook profile.

8. Share Company Updates

When you share an update on LinkedIn, it’s seen not only by your company’s followers but also by the connections of those people. This helps spread awareness and increases engagement.

Posts with images get more likes and shares than posts without them. Additionally, posting a video of your employees talking about your company can be effective.

LinkedIn offers a variety of paid advertising options to reach a target audience on the platform. These include single image ads, carousel ads, conversation ads and message ads.