LinkedIn was founded in May 2003 and was first marketed as a professional networking platform. LinkedIn, on the other hand, has 660 million users scattered over 200 countries in less than two decades.
It is no longer only a platform that links job searchers with potential companies. Rather, it has evolved into a highly effective marketing tool.
It is now critical for any company to have a successful LinkedIn marketing plan. When done correctly, it may help you create brand recognition and long-term professional partnerships. It may also be used to generate leads.
The Significance of Using LinkedIn as a Marketing Tool
The most meaningful advantage of LinkedIn is that it is visited by many senior influencers, decision-makers, and thought leaders. If you want to attract the best executives' attention, you need to concentrate on your LinkedIn marketing plan. To make the process easier, you may utilize LinkedIn marketing plan templates widely available on the internet.
Unlike other social media such as Facebook and Instagram, LinkedIn is a goldmine for B2B marketing. Take a glance at the infographic below, which LinkedIn created.
A powerful LinkedIn marketing plan is critical to the success of your company. It may assist you in increasing website traffic, generating quality leads, and much more. It might also help you identify yourself as an industry thought leader. However, advertising your brand on LinkedIn necessitates a clear set of goals and approaches. Creating an effective LinkedIn strategy necessitates a thorough grasp of your target audience. Now, let's go through the processes for developing an effective LinkedIn marketing plan.
1. Establish Your Objectives
The type of content you create and the way you use to distribute it on LinkedIn are defined by your final aim. That is why you must define your objectives straight from the start of your LinkedIn marketing strategy.
Typically, it would help if you strived towards one or all of the following goals:
Increase brand awareness
Obtain qualified leads
Improve the brand's reputation
Engage your intended audience.
Promote your goods or service
2. Recognize Your Audience
Once you've determined your marketing objectives, it's time to narrow down your target audience. This is a must for creating a successful LinkedIn marketing plan. You may segment your audience depending on criteria such as job title, geographic area, industry, and so on.
Assume your objective is to sell an eBook on-brand influencer marketing. In this scenario, your target audience may be marketing professionals with titles like "social media manager," "social media executive," and so on. In addition to establishing your target audience, it is critical to have a thorough grasp of your current audience. Understanding your audience and what they enjoy is crucial to a successful LinkedIn marketing approach.
You can discover further about your followers and page visitors by using the statistics area on your Company Page. It can provide valuable insights into your audience and the types of content they prefer. This, in turn, will assist you in tailoring your LinkedIn marketing approach to meet the demands of your target audience.
3. Build an Insightful Company Page
One of the considerable profitable investments in your LinkedIn marketing plan is your LinkedIn Company Page. It will be one of your target audience's first interactions with your brand. As a result, it should assist customers in learning all they need to know about your company. This comprises information about your products/services, staff, and headquarters, among other things.
Make sure to include your firm's logo, website URL, industry, company size, and other pertinent information. Including these facts strengthens your company's trustworthiness and, as a result, your LinkedIn marketing approach.
Furthermore, it would be best to write an adequate description that offers important information about your organization and its products.
You can provide a cover image that corresponds to your brand. A detailed and up-to-date Company Page improves the image of your company by bolstering your trustworthiness and professionalism.
Take a peek at Schneider Electric's LinkedIn Company Page. It is worth noting that the Overview section serves as a one-stop-shop, and it contains all of the required information about the firm, such as its website URL, specialty, social media profile links, and so on.
4. Enhance Your Business Profile
You should optimize your LinkedIn Company Page for search, just as you would your website. It is, in fact, an essential component of your LinkedIn marketing plan.
A well-optimized Business Profile will boost your exposure in search results, both on and off LinkedIn. This creates it easy for visitors to discover your firm using search engines like Google and LinkedIn.
5. Examine the Company Pages of Opponents
To improve your LinkedIn marketing approach, you must first understand how you compare your competition.
LinkedIn has a tool called "Firms to track," which displays a list of companies that are comparable to yours. It also provides you with a few critical metrics, including overall follower count, follower growth, and social media engagement.
Assessing these pages might help you see how your Company Page compares. You may figure out what works successfully for them and use those strategies in your own LinkedIn marketing approach.
6. Publicize Your Business Profile
It is pointless to create a captivating Company Page unless you can acquire followers and build your audience. In complement to optimizing your Company Page for search, you should encourage people to follow it since visibility is critical to developing a successful LinkedIn marketing plan.
This guarantees that all of your changes appear in their LinkedIn Feed, increasing the reach of your material. Furthermore, a large number of followers strengthens your company's trustworthiness.
The simplest approach to accomplish this is to invite all of your employees and co-workers to become followers of your Company Page. You should also include a "Follow" button in your email signature, newsletters, blog, and website.
This enables your website visitors and customers to become followers with a simple click. You can also ask your current customers and partners to follow your Company Page.
7. Create Content That Is Relevant and Engaging
Getting many followers on your Company Page is a challenging undertaking. However, obtaining a large number of followers does not mean the end of your LinkedIn marketing campaign.
Retaining and engaging your audience is a problem in and of itself, and the only way to accomplish this is to generate and share useful content with your target audience. Your content's quality may make or break your LinkedIn marketing plan. Publishing content on LinkedIn necessitates a detailed grasp of why people use the network, and you must also comprehend what they wish to read.