How to Incorporate LinkedIn into your Marketing Strategy

By Hannah Rankine

With over 660 million registered users, LinkedIn is the largest online B2B platform. Throughout the Coronavirus pandemic, LinkedIn saw its usage surge. With so many of us out of work or uncertain about the future of our jobs, and businesses desperately reaching out to potential new clients, it’s no wonder that the platform has boomed. That being said, there is now an opportunity for businesses to use LinkedIn to their advantage and incorporate it into their marketing strategy to help meet their business goals.


Here are some tips on how to use LinkedIn to benefit your business:


1. Understand your audience


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It’s important to understand that your LinkedIn audience is often different to your other social media channels. While platforms such as Facebook and Instagram are more informal platforms in which to engage with your audience, LinkedIn is a professional platform that shows your business in a different light. Your LinkedIn audience tends to be like-minded professionals and business owners looking to connect, so it’s important your content is aimed at the right audience.


2. Create relevant and engaging content



The quality of your content can make or break your LinkedIn marketing strategy. In order to create the right content, you need to put yourself in your target audience’s shoes and think about the type of content they will want to view. Articles and blog posts discussing industry trends often go a long way. Additionally, client case studies and topics such as leadership and career progression are great examples of effective LinkedIn content. 


3. Use images and videos


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Images and videos catch people’s attention immediately so it is often a good idea to include them in your content to engage your audience. Not only does it make your post stand out, but the use of rich media provides your audience with a user-friendly experience that presents your content in a unique and creative way.


4. Post at the right time


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There is no right or wrong time to post on social media, but it’s worth experimenting with different days and times to explore what works best for your business. Sprout Social claims that the best times to post on LinkedIn to achieve maximum audience engagement is:


Wednesday between 08:00 and 10:00

Wednesday at 12:00

Thursday at 09:00

Thursday between 13:00 and 14:00

Friday at 09:00


5. Optimise your posts for reach



LinkedIn’s complex algorithm ranks posts based on the following factors: personal connections, interest relevance, engagement probability. They are worth bearing in mind when posting content on your business page. Think about ways in which you could include these factors in your posts. Perhaps you could encourage engagement by including questions in some of your posts.


6. Share your page



This one might seem obvious, but there would be no point in creating a LinkedIn page for your business without promoting it to gain followers. Getting your employees involved is a great way to do this. Encourage your employees to register on LinkedIn and add your company as their place of work. This means your LinkedIn page can reach an audience beyond your following and can lead to more engagement with your content. 


7. Keep an eye on your competitors


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In order to improve your LinkedIn marketing strategy, you need to know where you stand in comparison to your competitors. Monitoring your competitors communication strategies is a great way to keep up to date with industry trends and to help you understand what you are doing well and where you could improve.


8. Use data analytics to inform your strategy


The LinkedIn Page Analytics tool is a great way to gain a deeper understanding of the demographics of your followers. This is an effective way to inform your marketing strategy and ensure your content is targeted towards the right audience.


If you need help with your business LinkedIn account, contact the Snap team today for professional advice and services.