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  • Writer's pictureMarc Primo

When in business, do marketing via Linkedin

This is an article ‘When in business, do marketing via Linkedin’ by Marc Primo


Effective marketing is crucial to every campaign or business venture in today's competitive business landscape. Aspiring marketers should know that it's essential to identify the right platforms that will create more traction and instigate a significant following for their target audiences. This is where LinkedIn comes into play. The sometimes overlooked social media channel for business offers several effective marketing strategies to help you tap into robust professional networks and make more meaningful connections.



LinkedIn has emerged as the premier platform for professionals and businesses to connect and engage with one another. With over 900 million users, it offers unique opportunities to reach high-level, business-oriented, and more lifetime value audiences. This platform also serves as home to many decision-makers, including C-suite executives, entrepreneurs, and industry influencers, making it an ideal platform for marketing, especially if you're a startup looking for potential investors. With more focused and relevant content, the platform boasts higher engagement rates than most other social media platforms.


Here are some tips on how you can jump-start your Linkedin journey and create flourishing connections with the right people in your industry:


Creating a winning Linkedin profile


If you're a new marketer or professional who has just signed up on LinkedIn, the most critical part is building a solid presence that showcases the identity of an individual or a brand and establishes credibility. Optimizing your company page and personal profile lays the groundwork for successful marketing efforts.


So, how should you go about that?


To create an effective company page, reflect your brand's values and incorporate key information. Include your company's description, industry, size, and location to give potential connections a clear understanding of your business. Enhance your page's visual appeal with a high-quality logo and cover image, which will create a lasting first impression. To ensure your page is easily discoverable, incorporate relevant keywords that resonate with your target audience. Include your brand compass while you're at it. These include your mission and vision statements and the core values you go by.


However, when it comes to your personal profile, you should approach this step in a way that demonstrates your expertise and credibility in your industry. Start with a professional headshot that communicates your approachability and professionalism. Detail your work experience while highlighting your skills and accomplishments in a concise but thorough summary. Don't underestimate the power of recommendations and endorsements from colleagues and clients – these can significantly boost your credibility!


Lastly, we all know that networking is vital to any professional's success on LinkedIn. Connect with your industry's potential clients, partners, and influencers. Join relevant communities to engage in conversations, share insights, and stay informed about industry trends. The key is to participate and constantly build relationships actively. After all, you'll not only have to grow your network but also position yourself as a valuable resource for others.


Which content should be on your Linkedin profile?


Now that we've established that developing an effective content strategy is crucial for LinkedIn marketing success, it's time we delve into what types of valuable and engaging content can foster relationships with your audience, establish yourself as an industry leader, and create new business opportunities.


The platform offers a variety of content formats, including articles, videos, infographics, polls, and updates. To keep your audience engaged, mix up your content and share a combination of company news, industry insights, and success stories. Although long-form content is excellent for showcasing your brand and delivering valuable insights to your target audience, incorporating short-form content is essential to capture their attention and maintain engagement when they need more time for an extensive read.


Striking the perfect balance between long and short-form content will keep your audience intrigued by your message. According to QuickSprout, long-form posts of at least 1,500 words generate higher shares from influencers than short-form posts.


You can position yourself as an industry expert by sharing valuable insights, trends, and analysis. The Edelman Trust Barometer reveals that 65% of B2B buyers are more likely to trust a brand that demonstrates thought leadership. This trust can lead to increased business opportunities and growth.


Authentic stories about your brand, employees, or clients can also help you connect with your audience on a deeper level. According to the Harvard Business Review incorporating storytelling with human emotional elements engages more fully connected customers by 52%. This is because stories humanize your brand and make it more relatable to those you want to connect with on Linkedin.


Content curation is another critical aspect of a successful content strategy. By sharing helpful resources from other sources through backlinking, you add value to your audience while driving better thought leadership and networking. This practice demonstrates that you stay informed and can recognize valuable information, even if your company didn't produce the shared content.

Lastly, maintaining consistency and timing in your content posting is essential for visibility and engagement. Striking the right balance between posting too little and overwhelming your audience will help ensure your content reaches its intended audience and maximizes its impact.


How to measure your Linkedin progress via analytics


Understanding the effectiveness of your LinkedIn marketing efforts is essential for driving success, and tracking key metrics is at the heart of that understanding. By keeping an eye on metrics like impressions, clicks, engagement rates, and conversions, you'll be able to gauge the success of your content and advertising campaigns.


Regularly monitoring your progress and analyzing these metrics will also help you identify successful content and trends, informing your future content creation and allowing you to fine-tune your strategy.


Leverage Sales Navigator's advanced search capabilities to pinpoint the right prospects based on factors such as industry, location, and job function. Stay informed about your target audience and competitors with the real-time sales insights provided by the platform. This information can help you make strategic decisions and stay ahead of the competition.


LinkedIn offers an incredible opportunity for novice marketers to connect with their target audience and build their brand presence in the professional world. By developing a solid profile, creating engaging content, and utilizing the platform's advertising and Sales Navigator features, you can effectively reach your marketing objectives and grow your business faster than you can say 'success!'

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