LinkedIn marketing involves using the platform to increase your brand awareness and create lasting business partnerships. The platform manages to generate leads 277% more effectively than Twitter or Facebook. LinkedIn marketing has now become an integral part of many digital marketing services and has proven to be very effective in growing your professional network.
LinkedIn Marketing Best Practices in 2022
Here are some tactics you should incorporate into your LinkedIn marketing strategy to get the best results.
1. LinkedIn Profile and LinkedIn Page
On LinkedIn, the main difference between a page and a profile is the amount of privacy provided. The pages are public and generally used by companies. Users can follow LinkedIn pages without having to submit a connection request and then wait for approval. A page will allow you to promote your brand as a unique entity, separate from your personal profile. When a user shares content that he has published, he will also enter his own connections to your page and all of its content. This means that LinkedIn Pages have genuine potential for high reach and engagement.
On the other hand, the purpose of LinkedIn profiles is different. They are primarily used by individuals and while they can also be followed, what makes them different is the ability to have private one-on-one conversations with connections. Anyone on LinkedIn can request to connect with you, making them a valuable addition to your professional network. If you work in direct sales, or are a consultant, or just like having a personalized approach to your business, then this tactic can be very useful for you.
2. Publish company content
Today, content marketing is an essential part of any digital marketing strategy. LinkedIn's content platform allows companies to interact with each other and share data in a professional context. It can be a great way to grab your followers' attention and keep them engaged with your brand.
Several companies with great content lose exposure simply because they forget to post on LinkedIn. LinkedIn has become known as a platform with one of the longest content lives. If you have a company blog, remember to share the links on LinkedIn or repurpose the content to post on LinkedIn. This can apply to any type of content, whether it's a press release, an overview of new services, or even longer, story-like posts.
Quick, short, and bold posts are attention-grabbing and effective on LinkedIn. At the same time, long-form slice-of-life stories are also popular here, capturing the attention of many readers and may even lead them to research more about you, your company and your services. You should make sure to incorporate both types of posts into your content for the best effect. Now that LinkedIn also has native video support, be sure to share your own videos directly to the platform to get maximum views and brand exposure.
3. Targeted LinkedIn Ads
LinkedIn is a promising force in the world of B2B social media advertising and marketing. This means there is now huge potential for conversions through LinkedIn ads. With the help of LinkedIn's Matched Audiences tool, you can now retarget visitors who have previously visited your website. Just like on Facebook, you can also pay to reach a wider audience. Particularly in the B2B space, leads generated through LinkedIn are much more likely to fit into your sales funnel. LinkedIn Ads also gives you the option to add emails to target ads. With the help of LinkedIn Ads and the Matched Audiences tool, you can always be sure who exactly you are advertising to.
4. InMail gets better responses
InMail messages are a premium LinkedIn feature that you can use to send messages directly to other users you're not connected to. While it's not free, it's a must-have tool when it comes to LinkedIn marketing. Not only can you communicate directly with any user on LinkedIn at any time, you are also not limited to the number of people you can connect with within a period of time. The average InMail has a 10-25% response rate, which is significantly higher than your average emails. They also include analytics, which you can use to make ad spending decisions and tactics.
5. Participate in the Network
What LinkedIn is primarily trying to provide you is a professional network. As such, make sure you engage and participate in networking rather than simply trying to sell. Research the wants and needs of your potential clients. Make sure you can provide them with some kind of value before reaching out and trying to build a relationship. If you can't personally answer someone's queries, guide them in the right direction and connect them with someone else within your network who can help.
LinkedIn Groups are an often overlooked feature. Specific groups in various industries and niches are not only great places to research customers, but they are also great places to network with various people. As you actively participate in the conversation, your brand recognition and credibility grows among potential employees, customers, prospects, business partners, and more.
LinkedIn is often underused as a marketing platform. However, what makes it so useful is that it doubles as a social media platform and a job listing portal. This means you have many different types of potential audiences waiting on LinkedIn to help you grow your business.
LinkedIn marketing is very nuanced and multifaceted. Keeping up with the latest trends on LinkedIn is an absolute must for relevant content and successful marketing on the platform, and the LinkedIn marketing blog is a great place to start. Here, you can find quality posts on a wide range of selected topics that can help you market much more effectively. The blog will also always keep you updated on the latest updates and features, and help you understand the platform and its nuances much better. Another great resource that LinkedIn offers is the LinkedIn Guide for Sophisticated Marketers, which provides all the knowledge a marketer needs to get started using LinkedIn and get the best value for their brand. With these points in mind, you should be able to easily create an effective LinkedIn marketing campaign that easily increases leads and conversions.
