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How to get the most out of LinkedIn for Marketing

by Chloe Baird

LinkedIn is the number one business networking platform in the world. The focus here is all about making connections and building networks.

There are around 690 million LinkedIn users from over 200 countries, with more than 11 million of those in Australia.¹

Despite LinkedIn’s sizeable, global user base, it might not be the first social media platform that springs to mind when you think ‘online marketing’.

Is LinkedIn a good platform for marketing?

However, LinkedIn is a powerful tool when it comes to B2B marketing. With the right marketing strategy, LinkedIn can help you grow your business, generate leads, stay connected with your customers, and help build your brand’s reputation by creating an authoritative online presence.

With the number of LinkedIn users across the world growing every day, now is the perfect time to start studying an online LinkedIn Marketing short course[.

Optimising your LinkedIn profile

First things first – whether you’re looking to connect with other businesses or clients, you need to ensure that your LinkedIn profile or company page is up to scratch.

You should be using every opportunity here to market your business. Which means that both your cover image and profile picture should reflect the nature of your business. Tip: you should include your company’s logo in place of a profile picture.

You will also need to enter a description of your company. This information is what will tell your potential associates, clients or employees what your business is all about and why they should care. Use this space to tell your brand’s story and reinforce your image.

There is also a section where you can add your business’s specialities. Don’t disregard this section – these specialities will act as tags to help people find your business on LinkedIn.

It should also go without saying that you should run a spell check over your profile . You’re trying to create a professional, trustworthy presence here – spelling errors and typos can turn prospective clients or partners right off. Always make shore to check for errors, as they can be really distracting and can damage your reputation significantly! 

Setting up a great LinkedIn marketing strategy

Now that you’ve optimised your LinkedIn company page, you need to start attracting people to it.

You will need to develop a marketing strategy that will help you achieve your desired goals.

Like any other marketing strategy for any other platform, you will first need to determine your goals. Is your primary focus to generate new leads? To establish your brand’s authoritative, online presence? Drive website traffic? Create brand awareness?

Once you’ve worked out what your goals are, you can start planning how you will achieve them.

You will also need to determine exactly who your audience is. Your target market on LinkedIn is not necessarily going to be the same as your audience on Facebook , Instagram[ or any other platform you are currently using as part of your social media strategy. This is primarily a B2B platform, so keep that in mind when you’re creating audience personas.

Now, it’s time to start creating amazing content.

How do I get noticed on LinkedIn?

The LinkedIn community is all about sharing interesting, educational, topical information. You won’t find any adorable cat videos, but you will find think pieces, news articles, statistics and tips.

You can attract people to your company page by getting involved in this community.

Start following people

They can be Fortune 500 leaders of industry you admire, organisations, or local businesspeople who you want to connect with. It’s all about growing your network.

Have you ever heard the phrase, “Surround yourself with people who are smarter than yourself”? By following successful, inspiring, motivational people on LinkedIn, you can read the content they’re sharing and see how they are staying relevant to their audience. You can also connect with other liked-minded people who follow the same people or businesses and have similar interests or goals to you. You might even learn something new!

Post engaging content

Start posting engaging content that people will find valuable. This is the best way to drive traffic to your website or LinkedIn company page.

The most important thing to remember here is that people are not going to follow your company or promote your content if they don’t find it valuable. Who is your target market? Who are you trying to engage? Based on your research, what kind of content will they find interesting? Always remember that you are posting content for your audience, not for yourself.

But it’s not just enough to post interesting content – you have to make sure that it’s consistent. Try posting at least once a week.

Use hashtags

Like Instagram, LinkedIn also uses hashtags. Make use of hashtags in your posts to join in on trending conversations that will help grow your reach.

You can also search for trending topics and interact with those posts by reacting to them (you can respond with a Like, Celebrate, Love, Insightful, or Curious reaction) and leaving a thoughtful comment that matches with your brand.

By actively involving yourself in the community you will begin to see your reach and influence increase.

Join a LinkedIn Group

As described on LinkedIn’s own information page: “LinkedIn Groups provide a place for professionals in the same industry or with similar interests to share their insights and experiences, ask for guidance, and build valuable connections.”

Involving yourself in a group will help you connect with like-minded people in the same field, and will help you to expand your professional network.

You can also use LinkedIn Groups to connect with your clients and build a direct, authentic relationship with them. 

Ask your employees to connect with your company page

Employees make great advocates for your business. If you’re a small-medium business owner managing a team, you should ask your employees to add your page and encourage them to add their position at your company to their own LinkedIn profile. By doing this, you’ll also be able to tap into their network. It’s all about networking!

Put your name out there

Don’t be shy about asking people to connect with you on LinkedIn. Along with your name, website and phone number, you can add your LinkedIn page to your email signature, or on your business cards.

The LinkedIn algorithm

Does seeing the word algorithm make you shudder with dread?

We’re here to tell you that there is nothing to fear from the LinkedIn algorithm. In fact, the Instagram algorithm can be really helpful when it comes to getting your content in front of people.

Plus, unlike other platform algorithms, the LinkedIn algorithm doesn’t down-rank brands.

Here’s how it works:

1.The content is evaluated.

A bot checks the content and rates it based on quality. This is to make sure it’s not spam. This means that you need to always make sure your content is well-written and clear. No spelling errors or typos!

2. The algorithm then gauges initial user engagement.

Give people a reason to interact with and share your content. Quality, relevance, and value are all key here.

3. The algorithm then does another check for spam.

This includes checking your credibility based on your account and your network.

4. Finally, actual humans review the content.

After passing all the first few steps, your content will be reviewed by human editors who will decide if it should continue to be displayed, or potentially boosted.

What are the takeaways here? Every time you post something, you need to make sure that it has value for your audience base. It’s all about posting useful, informative, educational, interesting, topical, high quality content.

Like this.

LinkedIn analytics

One of the best parts about using LinkedIn for B2B marketing is that it gives you access to its incredibly thorough analytics dashboard.

There are 3 categories:

  1. Visitors – data collected from people who visit your page, including job title and industry
  2. Updates – engagement metrics about the content you’ve posted
  3. Followers – facts and figures about the people who subscribe to your page

Depending on what goals you have set for your marketing strategy depends on what metrics you can make the most use out of.

There is even data available that will show how you’re tracking compared to other similar companies on LinkedIn.

Used efficiently, this data can help you to hone your marketing strategy.

Are you ready to take your LinkedIn strategy to the next level?

If you’re ready to get the ball rolling on your Linkedin marketing plan, now is the perfect time to check out Open Colleges’ partnership LinkedIn Marketing short course[

This short online course has been developed by Social Media College in consultation with social media experts, and is designed to teach you the skills and knowledge you need to put your LinkedIn marketing plan into action.

Are you ready to grow your network and build a trusted online presence?

Click here to learn how

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