LinkedIn is more than just a place to expand your professional network. This is a place where you can bring together top talent and market your brand to a B2B audience. Therefore, you need an effective LinkedIn marketing strategy to increase your presence on the platform. For that, you need to learn how to use his LinkedIn in business.
This post serves as a comprehensive guide to using LinkedIn for business marketing. We'll show you all the important steps, starting with how to create a business page. Let's dive in.
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How to create a LinkedIn business page
If you're looking to build a strategic presence on LinkedIn, the first thing you need is a business page. This page will serve as your go-to source for all information related to your business. Potential clients check out your content and evaluate your expertise. Job seekers, on the other hand, use it to understand the company culture.
Follow these steps to create a LinkedIn Company Page for your business.
Step 1: Start by creating your company page
Visit your LinkedIn homepage and click .for business” drop-down menu in the top right corner of the screen.Then select “”Create a company page”
Step 2: Choose your page type
Choose the type of page that represents your business: Company Page, Showcase Page, or Education Page. If this will be your company's main page, select .company” Optional. A showcase page is a subpage that you can later create to link to your main page.
Step 3: Fill out your company profile
You must enter your company name, industry, organization size, and organization type. Optionally, you can include your website URL, add a tagline, and upload your company logo. The right panel shows a preview of your page so you can see how it will look to other users.
Step 4: Create the page
click “Create a page” to finish creating your LinkedIn Business Page. All page settings are now complete.
From here you will have the option to follow additional steps to increase your chances of success. This includes adding a description including location, following related pages, and more.
If you need more help with these important steps, check out our guide on how to build the perfect LinkedIn page. This will give you additional best practices and tips to help make your page a success.
How to use LinkedIn for business
Now that you have your LinkedIn Business Page properly set up, it's time to focus on how to use it. Watch the video below for a crash course on his use of LinkedIn for business, including content types and employee advocacy.
decide on a goal
To build a more effective LinkedIn presence, you need to create specific goals for the platform. Take the time to meet with representatives from sales, product, customer service, and human resources teams. This will help you identify top priorities across different departments.
For example, members of your sales team may be interested in how LinkedIn can increase web traffic and drive sales. On the other hand, HR departments may want to attract more quality hires from the platform.
Many ideas will emerge from these conversations. If you're not sure what to prioritize, here are some questions to help guide you through the process.
- What audience are you trying to reach?
- What are they interested in?
- What action do you want them to take after viewing your content?
Enhance engagement with your target audience
As with other social media platforms, engagement is important on LinkedIn.
Engage with your target audience by participating in relevant conversations. Comment on posts to add valuable insights or answer important questions. So when someone you're connected to sees your comment, they might want to learn more about your business.
Additionally, when you engage with others, they may relate to your content and want to engage with it. This means you can increase engagement on your posts, increasing your visibility and potentially getting your content shown to the right people.
When people engage with content on LinkedIn, their activity may appear in your connections' feed. This means that if someone comments on your post, that person's connections may notice that post. That way, you can expand your reach and attract relevant audiences.
Maximize reach and visibility
Using LinkedIn for business means expanding your reach and helping more people discover your brand. It's helpful to understand how the LinkedIn algorithm works to maximize brand visibility. Another effective approach is to involve your employees.
Chances are, your employees already have a strong professional network on LinkedIn, and you want to leverage that network to maximize your reach. One study on employee advocacy found that brand messages have a much higher reach when employees share them. In fact, brand messages shared by employees had a 561% higher reach than when shared through brand channels.
Ask your employees to reshare your company's LinkedIn posts and recent articles. And be sure to provide regular updates about your company. They act as your brand representatives and a trusted source for information about your company. At the same time, it gives your message a more personal touch because it comes from real people.
At Sprout Social, team members regularly share product updates and branded content on LinkedIn. This adds a human dimension to your brand and allows you to create a more personal connection with your audience.
show off your expertise
Just because a company page exists doesn't mean people will follow it. You have to be able to derive some value from it. This means you need to showcase your expertise and give them a reason to keep up with your brand.
You can share thought leadership articles that address relevant and trending topics in your industry. Follow LinkedIn's best practices and be sure to add your own thoughts and ideas to give these pieces a unique touch. This is a great way to show your audience that you know what you're talking about.
Additionally, you can use native documentation such as how-to guides, reports, and case studies. This type of content is a great way to meet the needs of people looking for useful information. How-to guides show that your team has expertise in the field. Research and reports demonstrate in-depth industry knowledge. On the other hand, case studies serve as evidence of the team's capabilities.
For example, Semrush regularly shares how-to guides and practical tips related to SEO. Provide helpful answers to pressing questions and guide your audience on how to do certain things. This has allowed us to establish our brand as an authority in all areas related to SEO.
Track your ROI with LinkedIn Analytics
To maximize LinkedIn's potential for your business, it's important to make data-driven decisions. Best practices and assumptions can only get you so far. Instead, you should look at what your LinkedIn data is telling you to fine-tune your strategy and get more out of the platform.
The native LinkedIn Analytics tool provides valuable data about your page's performance. You can see how many people visited your page, how many followers you gained, and more. You can also see how your content is performing in terms of impressions and engagement.
Use these insights to understand how specific strategies impacted your performance. For example, did your number of visitors spike after you shared your latest report? Or maybe you noticed that certain types of posts are getting much more engagement than others. yeah. This will show you how to improve your strategy and get more out of LinkedIn for your business. If your company requires more detailed data, a third-party LinkedIn analytics tool may be a better solution.
Benefits of using LinkedIn for business
So what do you get if you follow the tips above? What are the benefits of using LinkedIn for business marketing? Let's take a look.
Build influence and credibility
Having an active presence on LinkedIn helps demonstrate your credibility. People can visit your LinkedIn page and find all the information they need about your business.
LinkedIn allows you to refresh your page with all the important details, such as your company size and location. You can also include additional details about social influences, work-life balance, etc. By making this information easily accessible, you can project your credibility and gain your audience's trust.
Additionally, you have the opportunity to build influence using your LinkedIn Business Page. This may include continually showcasing your expertise through valuable content. Share thought leadership articles and practical information related to your industry. Ultimately, this will help establish your authority in the field and build influence.
increase your audience
LinkedIn gives you access to a large network of job seekers and B2B consumers. According to the latest statistics from LinkedIn, this platform has more than 900 million members worldwide. While they may not all be relevant to your business, there are still millions of people you could potentially reach. With the right strategy, LinkedIn gives you the opportunity to grow your audience exponentially.
Build relationships with the community
LinkedIn is a hub for conversations in professional communities. You can find people discussing everything from job opportunities to the impact of ChatGPT. These conversations serve as an effective tool for building relationships within the community.
Join relevant LinkedIn groups to join in on-the-moment conversations. You can also start a conversation and encourage others to share their thoughts. All of these efforts will ultimately help you build relationships with the right people.
Ready to use LinkedIn for your business?
As the largest online professional network, LinkedIn is a gold mine for businesses looking to reach B2B consumers. Make the most of the steps above to start using the platform.
Already have a LinkedIn strategy in place, but aren't sure if you're doing it right? Use the LinkedIn for Business worksheet to see where you stand.