Having an effective Linkedin marketing strategy can be extremely beneficial to your business.
As of 2020, Linkedin has over 610 million users, with over 92% of the largest and most successful Fortune 500 companies on the platform. For business owners that are looking to increase their exposure and brand, Linkedin is one of the best platforms for B2B businesses.
Using Linkedin for your business allows you to effectively generate leads, expand your network, build connections, discover potential employees and employers, and gives you an edge over your competition that don’t use Linkedin.
The most successful businesses are the ones with the most exposure. Here are some valuable tips on how you can build an effective Linkedin marketing strategy in 2020, and increase your exposure and brand.
Use Relevant Statistics, Images, Keywords and Phrases
Companies love Linkedin because unlike other social media platforms, there are no distractions. With other platforms such as Facebook or Instagram, users are more likely to be distracted by that viral meme that just popped up on their feed, or waste hours getting distracted while browsing cute cat photos.
Linkedin is a platform specifically built for professionals in business. The content that you see on Linkedin is tailored towards other business professionals. As a result, charts, data, graphs, case studies and valuable content are what users expect and want to see. This means as a business, you should be focused on creating your content toward their needs.
To make your brand stand out to other people in your niche, use industry specific keywords and content. For example, if you are in the business of selling products to children, don’t use complicated words or confusing words. Instead, use simpler language and colorful images, to convey your brand and it’s focus towards a younger audience. The more relevant your content and keywords are to your audience, the more followers and engagement you will get.
People Judge Your Company Based on Your Linkedin Page And Profile
In the world of business, first impressions are one of the most important things that influence people’s perspective of you. Just like you wouldn’t show up to a job interview in sweatpants, slippers and bed head hair, you wouldn’t want your profile and company page to give off the same impression.
Having a well designed Linkedin company page is crucial to your business reputation and success. For example, let’s say you just saw an ad on Linkedin about The Dan Lok brand, and want to find out more information. What’s the first thing you would do?
Most likely, you would search for the keyword “Dan Lok” and see if they have a company page or user profile. This is why having a solid profile and company page is very important – users that want to find out more information are going to look you up, and if they see a company with errors, typo’s and a half written bio, they are not going to be impressed or take you seriously. Take the time to make it as polished as your brand, to impress visitors and turn them into potential leads.
Research And Understand Your Target Audience – Know Them Like They Know Themselves
When creating your Linkedin marketing strategy, you should have an ideal target audience in mind. Your audience should influence the way you execute your marketing strategy. Research your audience and know their habits, how long they spend browsing Linkedin, what type of content they prefer to engage with. These are all factors you should take into consideration to help you understand your audience’s needs.
Get really in depth and truly understand what your audience wants. Researching your audience should be the highest priority, as it affects everything about your marketing strategy. The problem most companies run into, is that they focus on simply executing their marketing strategy, without taking into careful consideration what the customer really wants. They spend their time, energy and money into creating content that stands out, but in reality gets no results.
If you understand your audience as well as they understand themselves, you don’t have to take risks and guess what they’ll like. Your customers will automatically tell you.
Optimize Your Company Page and Profile
Linkedin users search based on certain keywords in their niche. To ensure your page and profile show up as the first result, optimize your company page and profile to use these terms as much as possible.
For example, in the industry of business and sales, users are most likely to search using terms such as “sales, closers, training, phone sales, and inbound sales”. In our own pages, we make sure to implement these key terms into the page as much as possible.
Knowing your industry’s keywords and implementing them into your own company page and profile will help you be seen. The more people search you up and the more you show up in the results, the greater the chance people are going to contact you and your company.
Look At Your Competition And Learn Their Strategies
If you are uncertain what keywords people use in your industry, you can learn from your competitors. For example, suppose you just heard about Linkedin and are getting ready to create your company page. What terms would you use? How do you know what keywords people are searching for?
The best way to find this out, is to look at your competitor’s pages. Search for your industry, and take note of the companies that come up. If they are in a similar niche or offer similar services as you do, you can research what keywords they use, and add them to your own page.
The most successful companies are always researching the competition and keeping track of what they’re doing. When Microsoft released their first tablet computer in 2000, Apple took notice and quickly engineered their own version of it. 10 years later, Apple marketed their own version of the tablet called the iPad – which blew up in sales across the world. By keeping track of what your competition is doing, you can innovate their strategies and ideas for your own benefit.
Create Content To Establish Yourself As An Authority In Your Niche
Establish yourself as an authority by creating content. This could be blogs, videos, Linkedin posts, case studies, data graphs and informative articles.
Share your expertise in Linkedin posts. Voice your opinions, concerns, and what you believe are the best practices to achieve success. For example, this blog that you are reading right now, is about how to build an effective Linkedin marketing strategy. Putting your content out there means people will find it, and if they like and agree with what they read, they will see you as the expert.
If you have valuable insight and information about a certain niche or topic, you need to demonstrate your expertise. You need to show people that you know what you are talking about, or no one will take you seriously. There is an old quote: You could be the smartest person in the world, but if you spend your entire life living in the basement, no one would know. The title of smartest person in the world does not belong to the smartest person – it belongs to the most well known person.
Promote Your Page And Ask Your Employees To Follow It
Just as the most successful companies are the most well known, the most successful companies are also some of the biggest. Having a large list of employees on your company page will help you to promote it to other users.
One of the most powerful ways you can influence your audience is with social proof. Social proof is the concept that if other people like and prefer a certain option, you will be influenced to like and prefer it over other options as well. You can leverage this concept to boost your company page, by getting your employees to follow your Linkedin company page and to list it as their employer. People that search your company can see the list of employees that work at that company, and through social proof and numbers alone, will perceive a company with 10,000 employees to be much more reputable and successful compared to another with only 100 employees.
Get Your Audience’s Attention With Images And Video’s
The majority of Linkedin content are posts and words. Not surprisingly, images and videos are two types of Linkedin content with the highest engagement rates. Ask yourself – if you were a Linkedin user and had to stare at words all day, would you prefer to read another 500 word article or watch a 2 minute video?
On a platform that is full of text and words on a plain background, anything that deviates from this norm will gather a lot of attention from other people. Use creative content such as video and images to get more engagement. Content that stands out from what is normal, gets more attention. Use graphs with numbers, statistics with images, or make a short video about the topic at hand. Mix up your normal posts with some creative content, to keep your content fresh and appealing to Linkedin users. People are naturally attracted to things that stand out from what everyone else is doing – use that to your advantage.
Some of the most successful businesses today, are those that deviated from the norm and carved their own following. For example, the automobile industry is heavily saturated with big brand names like Toyota, Nissan and Ford. Despite this, Elon Musk decided to enter the automobile industry, and deviate from the norm by creating electric cars instead of ones that ran off gas. As a result, Tesla was formed and is now one of the leading automobile manufacturers today.
Humanize Your Company And Brand To Promote Connection With Your Audience
Transparency is another extremely powerful tool to use in your Linkedin marketing strategy. Traditionally, businesses would do everything they could to cover up their flaws so the public does not know about it. They wanted to present an image of perfectionism – to portray a reputation of being a company that always delivers.
However, we are all human. Your audience understands this, and knows everyone makes mistakes. Instead of trying to hide these mistakes, use them to your advantage. Be honest and transparent with the way you communicate with your audience. If there’s been a small error or something strange happened that day, feel free to share it. Your audience will appreciate your display of honesty and feel more connected to your brand, because you are showing them you too, are only human.
Berkshire Hathaway’s CEO Warren Buffett is known for using humanization to win people over. Every year, he personally writes a letter to all his investors that have invested in his company. But instead of listing their accomplishments, goals that have been achieved and other positives, Warren Buffett purposely highlights all of his failures. He openly shares with the investors what he is disappointed with, what could have been done better. This display of transparency and honesty makes others see him as a humble man. Even though he may be a billionaire and the smartest stock investor in the world, he too makes mistakes like you and me.
Post On A Consistent Schedule To Skyrocket Your Follower Count
Consistency is what separates the winners and losers in business. I’ve seen many people make big claims but never commit. “I’m going to become a millionaire within 3 years” or “I’ll become a successful CEO and run my own business”. But when I talk to them a few weeks later, they’ve given up entirely. “Ah, it’s too hard and there’s so much work. I think I’ll keep my job at Starbucks.”
The secret to success is commitment. Those that commit to what they are doing, are most often the ones who succeed. Too many people become unmotivated and give up in a short span of time, when results don’t come in. That’s why being consistent in business is going to separate you from everyone else.
The same goes for your Linkedin marketing strategy. If you’re aiming to use Linkedin as a way to grow your business, you need to commit to your strategy. The most successful Linkedin pages post content every single day, and my company is no different. If you’re feeling down or lazy on a particular day, that’s no reason to stop. If you want to grow your audience, reach more potential prospects and position your brand as an authority, you need to commit and post consistently. Your followers will follow you because they expect to see you post valuable content. If you aren’t delivering to their expectations, you are going to lose them to your competition.
Plan Your Content Calendar In Advance And Know What To Post
“Oh my god we forgot about Thursday! What are we going to post?”
Preparation is essential to success. Do you think a business that had no business plan would be able to survive for very long? Most likely not. Your Linkedin marketing strategy should reflect the same thing. Plan out your strategy, and know the moves you will make in advance.
Running out of ideas on what to post is no excuse. If you want your Linkedin marketing strategy to be successful, you should have a content calendar. Plan out the content in advance – what day to post, when to post, what type of content is going out. Have a backlog of content that is already ready to go weeks in advance, so you are never caught by surprise.
A content calendar also helps you to create more engaging content. Since you know ahead of time what is being posted, you can link a series of days or weeks together. For example, on Monday you might publish a blog on closing. On Tuesday you would post a video providing an example of a live closing call. And on Wednesday, you would have an image of closing statistics illustrating success and failure rates. Planning this out ahead of time allows you to see the entire picture more clearly, giving you clarity on how you want to approach your marketing strategy. When you are clear with your marketing strategy and know what to do, that’s when you have set yourself up for success.
In The Right Hands, Linkedin Is A Powerful Lead Generation Tool
Many business professionals use Linkedin on a daily basis. It is a platform you can leverage to grow your brand, generate leads, build connections and position yourself as an authority in your niche. For businesses looking to gain exposure, it is one of the best platforms you can use to connect yourself with other B2B businesses and expand your network.
To make the most out of your company page and profile on Linkedin, use these tips to skyrocket your results and business. If you are looking to learn more valuable business content on inbound or outbound sales, B2B strategies, closing or need more inspiration for your own Linkedin marketing strategy, you can follow me on Linkedin here.
Featured Image Credit: Nopparat Khokthong / Shutterstock.com