hbspt.cta._relativeUrls=true;hbspt.cta.load(53, 'ddd33609-1733-44d2-a811-a5435b201ffe', {}); LinkedIn marketing is the process of using LinkedIn to make connections, generate leads, improve brand awareness, foster business relationships and partnerships, share content, and drive traffic to your website. Although LinkedIn Groups are not talked about much anymore, they have a place in your LinkedIn marketing strategy. This is great way to boost your engagement and number of connections on LinkedIn by driving traffic to the platform directly from your website. Stay on customers' radars. You can also add links to your content and business information to increase clicks. Discover top tips on using LinkedIn for professional networking, business, and marketing with this ultimate guide. Trending Content tells you which topics you are posting and sharing content about that are resonating with specific audience groups on the platform, allowing you to optimize your content for greater impact. You do this from within the Learning History section of your LinkedIn Learning account – where you can also send updates about your learning to your network if choose. Learn more, Get started with self-service advertising on LinkedIn. There can be strategic reasons social media marketers ask a question, as well as to answer one. Attract followers by getting your updates in front of more people, Use LinkedIn’s comprehensive targeting to reach the right audience, Track the number of leads you are getting from your ads with, For monitoring and optimizing your LinkedIn Page performance, there’s, Improve your paid campaign performance with help from your. Think of your LinkedIn profile as an interactive resume on steroids. A robust following will give you a relevant audience with every update. Campaign Manager lets you set a budget, select goals (clicks vs. impressions), and have complete control over your campaign’s timeline. If you use LinkedIn Recruiter, you can use Saved Searches to save your search criteria — if you're marketing job opportunities via LinkedIn, this is a great addition to your tool belt. You can either send messages to group members or create a group post. For example, you might experiment with syndicating content from your blog to LinkedIn — this way, you can promote subscription to your blog via LinkedIn. A well-optimized Company Page can help you gain visibility among the people searching for what your company offers. It's also a great way to market job openings and attract new talent to your company. Documents, like PDFs or PowerPoints, can showcase what makes your brand unique. These 28 best practices and steps can be tailored to your needs — whether you have a personal LinkedIn page, business page, or both — no matter your industry or size. #linkedinsales #linkedinmarketing #theultimateguidetolinkedin #tedtalks Related: How to advertise on LinkedIn. You can use your group to establish yourself as a thought leader in your industry, grow a community of advocates, generate new marketing content ideas, promote brand awareness, and generate new leads. You can elect to receive daily or weekly search alerts from the system about relevant results via the Recruiter homepage. How to Use LinkedIn Ads for Account-Based Marketing Make sure these features on on brand, match your other marketing content, and are uniquely yours. Analyzing your efforts and making necessary adjustments is critical to your success on the platform. Here are 40 things you can do to use LinkedIn for marketing. Use a “Follow” button on your site or blog. If there’s one thing LinkedIn members find engaging, it’s a fresh idea. Here you can change your URL to anything you'd like — such as your first and last name or business name — assuming it hasn't already been taken by another LinkedIn user. 1. Add your Twitter account to your LinkedIn profile so you can share status updates across platforms. Naturally, you will want to publish and promote your own content, but it’s also a good idea to share engaging and insightful content from others. Your LinkedIn profile visitors should recognize it as yours to the moment they look at it. Search engine optimization (SEO) isn't limited to blogging — you can also optimize your profile to get discovered by people searching LinkedIn for key terms you want to be found for. Through LinkedIn, you can build your brand, establish yourself as an expert in your industry, generate leads, and drive traffic to your website. For example, by joining Groups related to your industry and participating in discussions within those groups, you'll exhibit thought leadership in your industry. Your Content Marketing Score tells you your impact on LinkedIn by measuring overall audience engagement with your content. Keeping your profile up to date is one of the most impactful ways to improve your contact rate. A great way to make your profile easily identifiable and on-brand with your other marketing content is by ensuring your profile's name, headline, and other simple identifiers are easily viewable to any visitor. All three of those features are just as attractive for marketing teams as for sales teams. LinkedIn Strategy: A robust LinkedIn marketing strategy is crucial for the success of your business. Did you know LinkedIn has over 660 million users across the globe? Now, let's review the various ways to use LinkedIn to market and grow your business. When you're in edit mode, simply hover your mouse over the double-sided arrow in each section. Make your profile look more professional, and easier to share, by customizing your LinkedIn public profile URL. 9 Powerful LinkedIn Marketing Tips (That Actually Work) #1: Create a company profile. Take your LinkedIn Page from basic to next level by adding more detail. Good news! There are currently over half a billion users on LinkedIn. Experiment with how this feature can support your marketing goals by creating content and promoting it on your your business's LinkedIn page. As LinkedIn points out , "Sales Navigator features a powerful set of search capabilities, improved visibility into extended networks, and personalized algorithms to help you reach the right decision maker." LinkedIn Answers is where you gain and share social marketing business knowledge with other LinkedIn users. For example, if you produced a podcast, you can share links to your episodes on LinkedIn (e.g. But first, here's a quick primer for those of you who may be new to LinkedIn. When your website visitors click to "Follow" your LinkedIn page via your site, they'll automatically become connected to you and be able to view your company's latest updates on the platform. These connections will see your content in multiple places so they learn more about who you are as a business, deepening their relationship with your brand. Additionally, if you have a premium account, you can use InMail. Note: You should always have your Public Profile setting enabled as well, to be visible and identifiable for your audience. Let your employees know your most important Page posts to boost the organic reach. The marketing collateral that you produce for your business can add an extra dimension to your own profile as well. Videos should be about 1-2 minutes and should capture attention within the first few seconds. To do this, open your LinkedIn ads account and select Insight Tag from the Account Assets drop-down menu. The bottom line is that LinkedIn works for B2B lead generation. To branch out and make new connections with potential partners, customers, and other industry leaders, you might want to send them a personalized message. LinkedIn offers features to help you grow your professional network and make valuable connections. LinkedIn has a very cool Campaign Manager dashboard that you can use to set up text ads and sponsored InMail campaigns in minutes. Add new skills, achievements, and examples of your latest work. This feature allows you to draw greater attention to specific areas of your page to drive traffic elsewhere. Get comprehensive assistance from our Help Center. … From there, you target your audience, set your budget, bid on your advertising rates, and track your results using LinkedIn’s analytics. Insert keywords. LinkedIn marketing tips to grow your business. Learn more, Our partners Work with leading companies to achieve more on LinkedIn. Here's how that works: The ability to be part of the Open Profile network is only available to Premium account holders, but it allows those users to be available for messaging by any other LinkedIn member regardless of membership type. Keep in mind LinkedIn is a professional social network, so choose your photo accordingly. Make sure your LinkedIn profile is up-to-date, and complete. You no longer have to be a LinkedIn Influencer to publish new articles to LinkedIn. Find highly targeted customers and connections. There are a number of other benefits that come from joining LinkedIn Groups. Now, an important question: Is your business using LinkedIn to its fullest potential to improve brand awareness, build your network, boost leads and conversions, increase revenue, and more? Add subtitles for those watching with the sound off. Free and premium plans, Content management system software. Helping business owners, sales … This guide is chock full of LinkedIn tips you can begin implementing immediately to help you learn how to use the platform to improve brand awareness, share your marketing content, and grow your business. Found on your LinkedIn homepage, Network Updates are essentially LinkedIn's version of the Facebook News Feed. In addition, the platform includes several features designed to help you meet your advertising goals. Complete your Page. Easier campaign creation based on your objectives, 5 Steps to Improve Your LinkedIn Profile in Minutes, The Sophisticated Marketer’s Guide to Thought Leadership, Posting a Company Update on Your Company Page, Take a tour of LinkedIn Sponsored Content, The Sophisticated Marketer’s Crash Course in Metrics & Analytics. Publishing is available to all users on the platform. You can add these keywords to various sections of your profile, such as your headline, your summary, or your work experience. This is also a great way to boost your Twitter follower and LinkedIn connection counts. Account-based marketing (ABM), which markets to highly targeted people rather than general awareness campaigns, is an excellent choice for B2B businesses. Consider creating a LinkedIn Group of your very own, like HubSpot did with the popular Inbound Marketers Group. Marketing automation software. SoundCloud tracks) to promote your work. For example, if you're posting an update to LinkedIn that you'd also like your Twitter followers to see, you can easily syndicate that update to Twitter by selecting the Public + Twitter option in the dropdown menu within the LinkedIn update composer. Never use LinkedIn for blatant advertising, but to project you and/or your business in a positive way. And on that note, there are more reasons to create your own Group on LinkedIn. Beef up your business LinkedIn profile It is crucial to create a professional profile for your business on LinkedIn. And speaking of your business's open job opportunities, don't forget to add and market your new positions on the LinkedIn Jobs page. Take a look at what HubSpot's Company Page looks like for inspiration: Use guides and templates to discover the best ways to design your LinkedIn page optimal business, marketing, and professional networking. There are specific data about how effective your status updates, content, and reach are as well as details about your page's engagement and followers (like audience member demographics). So ... how are your LinkedIn marketing efforts faring? With the Who Viewed Your Profile feature. LinkedIn allows you to drive traffic to your website, identify quality leads, share your expertise through thought-leadership content, and grow your network. Instead of a URL with confusing numbers at the end, it will look nice and clean like this: http://www.linkedin.com/in/amandazantalwiener. You can also share updates of your own, such as details about your products or services and noteworthy content your business has created and published. This is why having your business on LinkedIn is so powerful — the platform is a fantastic marketing tool. To get started, create a LinkedIn page, then use the tools for engagement. Custom image collages (3-4 images in one post) perform very well. Once you’re up and running, it’s time to start sharing content. 3. How To Use LinkedIn. On LinkedIn, you have the ability to tag — or @mention — users and other companies in your status updates much like the way it works on Facebook, Twitter, or Instagram. I often talk to people at businesses and nonprofits who think they should be spending more time on LinkedIn, but don't know that to do. LinkedIn offers a feature called Endorsements — this allows you to recognize the skills people you work with (such as employees, colleagues, freelancers, or partners) have to offer. To take LinkedIn to the next level and use it as a marketing tool, put the following recommendations into action. Sending messages allows you to write a member of your group directly, or share content with them, from your group's page. Include the @ symbol immediately followed by the user's/ company's name in your status update or post. Listen Now to the LinkedIn expert trainer for 30 minutes right here so that you too can become an expert on LinkedIn Training and LinkedIn Marketing for your clients. In fact, one of the perks of managing a LinkedIn Group is that LinkedIn makes it simple to interact and communicate with the members of the Group you're in charge of. Stay up to date with the latest marketing, sales, and service tips and news. This tool, which is accessible in the main navigation via the Profile dropdown, enables you to identify the exact people who have visited your page. LinkedIn, Tools For Marketing Introduction: Linkedin may be one of those social media tools that are forgotten or played. You can do this by clicking View Profile and then clicking Edit Public Profile and URL. The first thing many people do when they receive your connection request is look at your profile. Your mouse will turn into a four-arrow icon, at which point you can click, drag, and drop to another position on your profile. Additionally, there are options for sending messages to those with whom you're not yet connected, similar to sending a request to connect with a note (though we don't recommend overusing this technique). But the truth is, LinkedIn can be extremely powerful — especially when you're aware of all the platform's hidden features that don't get nearly as much attention as they deserve. If LinkedIn is a good fit for your organization's goals, it can be a great marketing tool. Because most people join groups only … Creating a group post allows you to share any content you'd like on your group's page which is ideal for initiating a discussion. 3. Free and premium plans, Sales CRM software. Best tips to engage your audience and grow your business. Beef Up Your LinkedIn Profile. Grow your email … Get started marketing on LinkedIn by experimenting with the best practices that make the most sense for your business. Learn a little about your audience members, potential leads, and customers who are viewing your profile and marketing content that you're sharing on LinkedIn. With the exception of fellow LinkedIn Group members, the platform only allows you to send messages to people who you share a first-degree connection with. Cater to your audience’s craving for visual content by experimenting with different types of rich media content: Related: Posting a Company Update on Your Company Page, Related: Take a tour of LinkedIn Sponsored Content, You can run a self-service ad campaign on LinkedIn using Sponsored Content, Message Ads, Dynamic Ads, or Text Ads, powered by Campaign Manager, LinkedIn’s all-in-one advertising platform. LinkedIn is an integral part of many successful business' marketing strategies today because of how effective it can be in expanding professional networks. LinkedIn recommends a background photo size of 1584 x 396 pixels, and that it must be a JPG, PNG, or GIF file under 8MB. Are you ready to get started marketing your business on LinkedIn? To succeed on LinkedIn, you would have to develop an agile process. LinkedIn launched in 2003 and is primarily centered around career networking, building, and sharing. #1: Install the LinkedIn Insight Tag To get data from LinkedIn Website Demographics, you need to install the insight tag on your site. Authenticity is as important as experience. [+How to Leverage It in Your Marketing Strategy], Add a LinkedIn background photo to your profile, Take advantage of the blog and website links on your LinkedIn profile, Search engine optimize your LinkedIn profile, Add, remove, and rearrange sections of your profile, Use Saved Searches and Search Alerts in Recruiter, List job opportunities and recruit new talent with LinkedIn's job postings, Use Open Profile to send messages to people you're not connected to, Check your Network Updates or share your own, Check out who's viewed your LinkedIn profile, Customize your Connections to grow your professional network, Share your LinkedIn status updates on Twitter, Leverage @mentions in your status updates, Post company status updates and target them, Check out LinkedIn's Content Marketing Score & Trending Content resources, Experiment with LinkedIn's Sponsored Content and Native Ads, Share content through LinkedIn's publishing platform, Analyze your LinkedIn marketing performance. How to use LinkedIn for Business 1. Check this feed periodically for a quick snapshot of what your connections, customers, competitors, and others are up to and sharing. This is great way to expand your network on LinkedIn because other users can choose to follow your Showcase Page(s) even if they haven't followed your main page. Premium plans, Connect your favorite apps to HubSpot. There are several ways to drill down into your audiences’ preferences and behaviors on LinkedIn: Related: The Sophisticated Marketer’s Crash Course in Metrics & Analytics, Customer stories See how other best-in-class advertisers are using LinkedIn to achieve their objectives. Control who can see your connections — maybe you do or don't want your competitors to see that list of people. Small businesses ... 2. Import and sync your contacts from your email and other sources to stay in touch with colleagues, partners, leads, and customers across the board. Introduce your personality. LinkedIn marketing provides businesses with numerous tools to take companies to new levels. You may unsubscribe from these communications at any time. Learn how to use LinkedIn for all your business needs. There are a few key things you can do to start growing your following now. In 2014, LinkedIn finally jumped on the cover photo bandwagon and starting rolling out the ability for users to add a background photo to their personal profiles. Publishing thought leadership content on your Company Page is one of the most powerful ways to grow your audience. LinkedIn Groups are a great way to make connections with people who are in, or interested in, your industry. Free and premium plans, Customer service software. To use this effectively for marketing, use the search feature described above to segment and identify your target audience, draft your marketing message and send. Invite your Profile connections to follow your LinkedIn Page. Then, select, “Create Your Page.” Then, select, “Create Your Page.” LinkedIn offers four different page types for your business to choose from: Also, if you're a member of the same group as another user, LinkedIn allows you to send up to 15 free 1:1 messages to fellow group members per month (typically, you can only do this if you're a first-degree connection). Kudos and team moments can highlight colleagues or employees—a personalized shout-out is always appreciated. To do this, use criteria such as company size, industry, job function, seniority, geography, language, or by including/ excluding company employees. Guide to master B2B marketing on LinkedIn 1. Learn more, Help center Can’t find what you’re looking for? But did you know some people let you send them messages anyway, even if you're not connected? As a result, that user/ company will be alerted that you mentioned them, and their name will also link to their profile/ page in the status update itself. Create a LinkedIn Page. Make sure yours is set up correctly and optimized for the latest layout, featuring a compelling and high-quality banner image. You might consider adding a ProFinder Badge, which is used to identify freelancers within LinkedIn's ProFinder. These are just some of the reasons why LinkedIn is an ideal platform for all businesses to market through. Additionally, by joining Groups, you can view complete profiles of other members of the same group without being connected. Promote your Company Page on emails, newsletters, and blog posts. With the feature, you can save as many searches as you want and receive alerts when new candidates match your filter refinements and criteria. These targeted updates will appear on your page — or Showcase Page — as well as on LinkedIn for the targeted users (specifically, in their Network Updates feed). If you're looking to complement your organic LinkedIn marketing efforts with some paid advertising, LinkedIn Ads are a smart choice. This service matches contractors with project managers who are seeking help. You’ll be happy you did. You can create a business page (a recent introduction to LinkedIn) and use that in much the same way as you would a Facebook business page. The platform enables you to connect and share content with other professionals including colleagues, potential employers, business partners, competitors, new employees, and customers. Below, we'll cover LinkedIn marketing best practices and some effective ways to use the platform. This is a great way to boost engagement and interaction on your content as well as improve brand awareness. With over 660 million active users, LinkedIn opens up endless opportunities for your business. Related: 5 Steps to Improve Your LinkedIn Profile in Minutes, Publish engaging content on your company page, While it can be tempting to sell your audience on the benefits of your product or service, “salesy” content doesn’t generally perform well on LinkedIn. Want another LinkedIn user or company to see your status update? (Don't worry, we'll review all of these and more in depth momentarily.). Exporting your connections — to a contact management system, for example — is a great place to start. Make Sure Your Profile is Current & Complete. In your status updates, you can share written information, images, videos, documents, and more. Use a high quality, professional looking photo. So how can you use Sales Nav (a tool your sales team is likely already using) for content marketing? Are you wondering how to use LinkedIn for marketing your business? This is great if you have something to share with a specific person in your group. That may sound like a lot, but... #2: Post actionable content. Editor's note: This post was originally published in August 2017 and has been updated for comprehensiveness. We're committed to your privacy. 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