LinkedIn Marketing Strategy: Top 10 Tips for Success

Whether you’re trying to reach other businesses or have a DTC approach, a LinkedIn marketing strategy can be a great way to reach your audience. The professional networking platform hosts more than 850 million users in over 200 countries. 

With the right strategy, a consistent LinkedIn presence can build your brand and help solidify your place as an industry leader. Here, we’ll walk through 10 tips for LinkedIn marketing success. 

1. Optimize Your Company Profile

When crafting your LinkedIn presence, you have to optimize your company profile. Clear and accurate information increases your brand’s chances of ranking higher in LinkedIn searches, making you visible to more potential connections.

To optimize your profile, start by creating a company page and filling out your information. Adding your location, including your city and state, can help with local search engine optimization, so make sure your contact information is correct. You should add your company logo and tagline to promote your company’s branding, along with an eye-catching banner image. 

With a detailed description, effective branding, and accurate information, you’ll be able to make a good impression on first time visitors and existing customers alike. 

2. Define Your Target Audience

Once you’ve optimized your profile, you’re almost ready to start posting. First, you have to understand who you’re trying to reach. Audience-based conversations can help your brand create more traction with relevant content. 

Since most LinkedIn users are between the ages of 25 and 54, you can cast a wide net on the platform. Unlike other social media platforms, LinkedIn is primarily aimed at professionals, but not all professionals share the same interests. Consider your target demographic, and break down your audience by their age range, location, job title, and industry. 

You can also take a look at your existing client base to get an idea of your ideal customer. Note what your best customers have in common, and use these traits as a starting point to define your audience. 

Your LinkedIn goals will also vary based on what you’re selling and the audience you want to attract. For example, if you own a professional services firm offering business consulting, you might use LinkedIn to target small business owners. 

3. Create Engaging Content

Like other social media platforms, posting consistently is the key to success on LinkedIn, but you want your content to be engaging. Post a mix of photos and videos to keep your audience interested. The rise of short-form videos — especially through TikTok and Instagram Reels — highlights how much people enjoy engaging with videos. 

Most marketers are focused on increasing video marketing as a method of attracting new followers across platforms. However, you need to switch it up to keep your audience engaged. Since LinkedIn helps drive brand awareness, post videos highlighting what makes you different from your competitors. 

Be careful when choosing what to post about, though. Avoid giving your audience a case of ad fatigue by switching up your creative and regularly refreshing your content. Look through LinkedIn’s analytics to see which posts are getting the most traction and see if you can identify commonalities in your top-performing posts. 

4. Utilize LinkedIn Ads

LinkedIn Ads can help your content reach a wider audience than organic posts alone. With LinkedIn, you can target ads using industry-specific variables such as job title, seniority, company size, industry, skills, and even the type of degree a person earned. 

The platform has been revamping its campaign manager features to align with data privacy rules and regulations, so you can target your audience without worrying about misusing customer data. This tool lets you target users by behavior and even helps you match your audience to your brand. LinkedIn Ads are great for lead-generating campaigns and attracting a new target audience.

When crafting your ads, pay attention to the LinkedIn video ad specs and placement requirements. If you ignore these, your content might seem out of place, causing users to keep scrolling past your ad. 

5. Encourage Employee Advocacy

Your employees are often your best cheerleaders. When you encourage your employees to interact with your brand’s LinkedIn account, you improve your visibility on the platform. You can also tap into their expertise to strengthen your credibility.  

Ask your employees to like and share your content, or invite them to share their own content on your company page. If you have subject matter experts, interview them in a video to share their knowledge with your followers. Featuring employees on your LinkedIn profile makes your page more personal. 

6. Network and Build Relationships

Whether you’re a freelancer building up your clientele or a larger business establishing your brand as the go-to firm in your field, networking is key to achieving your goals. Since LinkedIn consists of professionals, it is the perfect place for creating a community. 

Growing your network helps you stay on top of new trends in your industry by connecting you with thought leaders. It also helps you find new opportunities you may not have otherwise seen. If you’re a B2B company, people in your network can introduce you to potential clients who need your help. For new business owners, networking is a great way to improve confidence as well. Take advantage of network events and webinars to learn how to effectively engage people.

7. Optimize Your LinkedIn Page for SEO

With the rise of artificial intelligence, search engines are adapting to look for more human-centered content. Posting high-value content on LinkedIn is pivotal to helping you get found in searches to stand out on the internet. 

Optimize your LinkedIn profile for SEO by creating a customized and memorable URL. Instead of using the randomly generated slug, change it to something relevant and intentional, such as your brand’s name. 

Next, make sure your company profile is complete and includes relevant keywords. Develop a captivating headline that makes people want to learn more about your brand. You’ll want to include keywords and phrases in your profile and content without overstuffing them throughout. You’ll still need to tell a captivating story about how you solve problems for your customers. 

8. Share Thought Leadership Content

As a marketer or a business owner, you’re likely passionate about your field, and LinkedIn gives you a platform to share this passion with others. Keep your finger on the pulse of your industry so you can create and share relevant content that interests your audience.

Use LinkedIn Articles to write in-depth pieces on topics impacting your industry. To bolster your credibility, you can also partner with well-known thought leaders in your field. Make sure you’re actively engaging with others in your field by commenting on their posts and sharing their content through your page, too. By doing so consistently, you can become a go-to resource for information in your field. 

9. Engage Consistently

Consistency is a must to achieve social media success. If you only share one insightful post and then disappear, your audience won’t see you as a reliable source. To keep a consistent presence, develop a content calendar with a specific posting goal. Regardless of how often you decide to post, you need to ensure your posts are high-quality and relevant to your target audience. 

Mix up content formats to keep your audience engaged. You can share videos, articles, static images, infographics, and even live virtual events. 

10. Track and Analyze Performance

Growing your following on LinkedIn takes time, but you can do it more efficiently when you understand the LinkedIn algorithm. Use analytics to determine which posts are performing best and look for trends between them. You might find that your audience responds to certain topics or that they are more active at specific times of the day. 

Look through comments and mentions to see what your followers think about your content. If you see frequently asked questions, you can create content to address them. However, if you’re not seeing a significant amount of engagement, you might want to adjust your strategy to more relevant content. 

If you’re not sure what changes to make in your strategy, test your content. Make two versions of the same post with slight changes and target small groups to see which posts perform better. A/B and multivariate testing are two common ways to understand your content and audience better. 

Over time, you will get a sense of what your audience wants to see and what they want to read. You can use this information to refine your content calendar and generate new ideas. Keep analyzing their feedback to improve your performance on the platform. 

Making LinkedIn Videos at Scale

Producing ads for LinkedIn marketing doesn’t have to require a huge team or a massive budget. With QuickFrame, you can tap into our global network of video makers to find production teams who understand how to make high-quality content that’s optimized for LinkedIn. 

Contact us today to learn more about LinkedIn video production.

LinkedIn Marketing Strategy: Final Thoughts

Whether you’re a B2B or B2C brand, LinkedIn marketing can help you reach new customers, drive brand awareness, and grow your business. By listening to your audience, learning from your analytics, and creating engaging content, you can successfully use a LinkedIn marketing strategy to connect with your best customers. 

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