15 LinkedIn Growth Strategies for Business Success
LinkedIn presents abundant opportunities for business growth and networking. These clever marketing techniques will optimize your utilization of this dynamic social media platform.
Harnessing the power of LinkedIn, a thriving social media platform, enables businesses to cultivate brand recognition and establish meaningful consumer relationships.
Engaging content and active participation in industry discussions are effective ways for businesses on LinkedIn to engage potential customers and forge partnerships.
By leveraging their professional connections and networks, business owners can expand their email marketing lists through LinkedIn, reaching a broader audience.
This comprehensive guide targets business owners seeking to leverage LinkedIn to enhance their marketing endeavors and cultivate stronger consumer connections.
LinkedIn sets itself apart from platforms like Facebook, Twitter, and Instagram by focusing on facilitating and reinforcing professional relationships, offering a plethora of possibilities for lead generation, brand visibility, and partnership establishment.
To assist you in navigating LinkedIn as a marketing platform, we have curated 15 ingenious LinkedIn marketing strategies. These tactics will enable you to discover new customers, forge partnerships, and ultimately propel your business growth. However, before diving into these strategies, let’s delve into the significance of LinkedIn marketing and how to set up your company page.
Unleashing the Potential of LinkedIn Marketing
LinkedIn is not solely reserved for professionals and job seekers. While millions of professionals utilize LinkedIn to expand their networks and careers, you can also harness its potential to propel your business growth. This social media gem exposes you and your business to an extensive network of connections, enabling you to forge fruitful relationships with individuals and other companies, ultimately bolstering your brand.
At its core, LinkedIn is a professional social network that revolves around career development, professional connections, industry discussions, and other business-centric activities. It serves as a hub where you can discover customers, employees, and potential partners alike.
Key takeaway: LinkedIn offers a wealth of connections and networking opportunities that you can utilize to fortify and promote your brand.
The Significance of Developing a LinkedIn Marketing Strategy
LinkedIn distinguishes itself from other social media platforms by prioritizing professional networking over direct product or service marketing. On LinkedIn, overtly pushing your business, spamming, and employing aggressive sales tactics are strongly discouraged. This is why it is crucial to have a tailored marketing strategy specifically designed for this platform. Given the distinct audience on LinkedIn, achieving desired results requires a different approach to marketing.
According to Sprout Social, businesses that implement LinkedIn marketing generate an average of 277% more leads compared to those solely focused on Facebook marketing. Furthermore, surveyed B2B marketers revealed that LinkedIn accounts for 80% of their social media leads. When used strategically, LinkedIn serves as a highly effective marketing tool capable of elevating your business to new heights.
Key takeaway: Hard-selling and forceful advertising do not yield favorable outcomes on LinkedIn. To achieve consumer reach and desired results, it is essential to develop a comprehensive plan tailored specifically for LinkedIn that resonates with your connections and other businesses.
Establishing Your Business LinkedIn Page
Creating a LinkedIn business page holds equal importance to having a company website. The good news is that you can create a LinkedIn business page for free, provided you have a company name and email address. Let us guide you through the step-by-step process of setting up a page for your business, using information from LinkedIn’s help page.
- Visit the LinkedIn homepage and click on the Work icon located in the top right corner.
- Choose the option “Create a company page” from the drop-down menu, and select the page type that best suits your business from the provided list.
You have the following options for business type:
- Small business
- Medium to large business
- Showcase page
- Educational institution (school or university)
- Fill in the necessary details pertaining to your page identity, company, and profile information.
- Once you have completed all the required information, confirm your eligibility to operate the account on behalf of your business by checking the verification box.
- Click on “Create page.” If your company page fails to meet the requirements, such as having an actual company and business email, you may receive an error message. It is also possible to be denied if you have exceeded your page creation limit.
- If you do not encounter an error message, select “Start building your page” to proceed with customization.
Key takeaway: To establish your own LinkedIn business page, navigate to the Work icon on the LinkedIn homepage and select the “Create a company page” option. Fill in all the necessary fields to create your page, and optimize your profile with key information to enhance its effectiveness.
Effective LinkedIn Strategies for Business Growth
Business News Daily consulted industry leaders and marketing experts to uncover the most valuable insights on utilizing LinkedIn marketing to expand your business. Here is their collective wisdom.
Precision Targeting for Customers and Connections
“When it comes to digital advertising, LinkedIn offers unparalleled targeting capabilities. Small businesses can precisely focus their campaigns on specific industries, company sizes, and job roles of their ideal customers. For instance, if you sell customer support software to small businesses in the United States, you can tailor your advertising to display exclusively to companies with under 100 employees in America. Within that segment, you can further narrow down the target audience to executives holding customer support titles.”
Building Lasting Connections with Customers
“Our company specializes in helping small businesses generate leads on LinkedIn. We identify individuals who match our clients’ ideal customer profiles and facilitate introductions. We maintain contact with those who express interest by leveraging LinkedIn. Our approach includes daily status updates, weekly LinkedIn blog posts, and monthly emails sharing valuable insights into solving customers’ problems and showcasing our clients’ success stories. We also extend invitations to webinars and offer whitepapers. This systematic process, conducted entirely on LinkedIn, provides a simple and cost-effective solution for lead generation.”
Expanding Your Email Marketing Reach
“I highly recommend sending personalized letters to each of your LinkedIn connections, expressing gratitude for their connection and inviting them to join your email marketing list. Although the emails may lack complete personalization, LinkedIn allows you to message up to 50 people at a time using this method. I have successfully added approximately 300 individuals to my email list through this approach. Include a direct link for easy signup and emphasize the reciprocal nature of the message by highlighting the benefits they will receive as subscribers. Additionally, offer to review something of theirs as a gesture of goodwill.”
Utilize Sponsored Updates for Targeted Promotion
“Sponsored updates on LinkedIn provide businesses with the opportunity to boost their posts directly into individuals’ LinkedIn feeds. This ‘pay-per-click’ or ‘pay-per-1,000’ impression feature offers similar demographics to other social platforms, such as location, gender, and age. However, what sets it apart is the ability to customize targeting based on company name, job title, job function, skills, schools, and groups. By focusing on interested industries without the noise of irrelevant content, sponsored updates allow for effective promotion of thought-leadership content tailored to the targeted audience. Instead of pure advertising, users crave valuable and free content. Through LinkedIn Sponsored Updates, businesses can promote whitepapers, guides, and other valuable resources, effectively targeting a niche audience, driving website traffic, and generating potential sales leads.”
Share Compelling and Valuable Content
“Creating high-quality content serves two essential purposes. Firstly, it should educate and provide solutions to problems, helping others improve their skills or job performance. Secondly, it establishes you as a thought leader within your industry. By offering real value, your content naturally attracts more business opportunities. It’s a fundamental psychological principle that yields tangible results.”
Maximize Reach through Viral Posts
“Directly posting on LinkedIn is an immensely powerful tool available today. If a post gains momentum, LinkedIn may feature it prominently within their categories, potentially reaching tens of thousands of readers or even more. This presents a remarkable opportunity to enhance visibility and engage with readers in a way that would be challenging to achieve solely through your website, blog, or article links shared on LinkedIn.”
Humanize Your Brand through Employee Profiles
“Encourage all your employees to create comprehensive profiles on LinkedIn. These profiles should include professional photos, relevant job histories highlighting their contributions to the business, and robust professional connections. Consider organizing a dedicated ‘LinkedIn Day’ where employees can have their profile photos taken by a photographer, and receive assistance in setting up their accounts. This initiative adds a human touch to your brand and enables employees to showcase their expertise, further enhancing your company’s presence on LinkedIn.”
Engage Actively in Relevant LinkedIn Groups
“A valuable tip for small business owners is to actively participate in LinkedIn groups that align with their target audience. By joining these groups, you gain insights into the discussions and topics relevant to your audience. There are opportunities for small business owners to interact, offer advice, and build relationships. A notable advantage is the ability to message group members even if you are not connected. This feature proves particularly cost-effective in establishing connections with potential clients, saving expenses on LinkedIn InMail.”
Establish Your Own LinkedIn Group for Targeted Prospecting
“Unlock a secret strategy to swiftly identify and engage your ideal prospects on LinkedIn by creating your own LinkedIn group. Once your group is set up, join multiple groups (up to 50 allowed by LinkedIn) where your prospects are active. Next, focus on a newly joined group and leverage the Members page to locate prospects. Filter the member list by specific job titles or other criteria to narrow down your ideal prospects. Send personalized invitations to these prospects, inviting them to join your group. Your LinkedIn group becomes a centralized hub, housing all your top prospects in one place. Maintain control over the group to prevent competition and deliver valuable content that resonates with your prospects. Demonstrate your expertise without resorting to sales pitches or spam. Additionally, your group serves as an email list and a focus group of core prospects and clients. This tactic empowers you to build your brand, generate leads, and elevate your small business.”
Optimize Your Company Page for Impact
“An updated and consistent company profile page is essential for establishing a strong brand presence. Ensure that the imagery, colors, and content align with your website and other social media profiles. Regular updates are crucial to showcase an active and thriving business. We’ve all encountered social media profiles of companies that are rarely updated or have been neglected for months. Creating a LinkedIn presence is ineffective if it is not maintained, and it can have a worse impact than not having one at all.”
Secure Your Custom URL
“It is highly recommended that everyone claims a custom URL that includes their name. This holds significant importance for individuals, particularly those in professional services and the B2B sector, who frequently interact with potential clients. When meeting someone for the first time, many individuals turn to Google to gather more information about the person they are meeting. Claiming a custom URL increases the likelihood that your LinkedIn profile will rank at the top of search results, making it easier for others to find and learn about you.”