Whether you are a brand or an individual working professional, LinkedIn can be an excellent marketing tool. How can you successfully leverage the power of LinkedIn marketing? Be sure to keep the following tips in mind.
Ensure that your profile is optimized.
Just as you optimize your website for SEO purposes, you also need to optimize your LinkedIn profile for marketing purposes. That means a personal, professional business photo; copy that is relevant and direct; and content that is appropriately targeted toward your target consumer.
Implement an influence-networking plan.
Remember, a critical component of boosting your visibility on LinkedIn is establishing and cultivating real connections with real people. This takes time and energy. Don’t just blast out cookie-cutter content to all of your connections. Instead, develop an influence-networking plan. As part of an influence-networking plan, you should work to identify your more valuable or most influential contacts (in others words, your MVPs), and concentrate on nurturing relationships with them that will yield an actual client bringing revenue into your business or a referral-based relationship, where the connection refers people to you or your brand.
How can you effectively nurture connections with these MVPs? The key is to study their profiles so that you can accurately discern their wants, preferences, and needs. Ideally, you should tailor at least some of the content that you are producing and sharing on the site to your MVPs. You will want to also leverage the personal features on the site, including personal messaging, @mentions, and the introductions feature, to develop real, meaningful connections with these MVPs. The advantages of this kind of strategy are threefold: You will stand out from your competitors, you will situate yourself as memorable and valuable to those in your network, and you will boost your engagement rates.
Make sure that you are using LinkedIn Sponsor Updates.
LinkedIn Sponsor Updates allow you to promote your content to the wider LinkedIn community, or those outside of your network. They can be an excellent component of a comprehensive LinkedIn marketing plan, helping you get your content to influencers and key players in your target industry or niche. Detailed LinkedIn analytics can help you ascertain just how effective these sponsored updates are and will help you decide which posts to sponsor for the maximum impact in your target market.
Add value to discussion groups.
All highly effective content marketing is about providing prospective consumers with information they will find valuable through high-quality content, whether that content is a picture, a blog post, or a video clip. The good news is that this strategy can easily and effectively be applied to LinkedIn marketing. Get active in discussion groups on LinkedIn that are relevant to your specific niche or industry and start answering consumer questions. The quality of response is far more important than quantity, and you always want to respond to consumer questions with high-quality, relevant information. The idea is that when it comes time to purchase a product or service, the consumer will remember you as a professional and knowledgeable source of information.
All in all, by adding value to discussion groups, you are far more likely to generate positive feedback from consumers as well as generate leads. This is especially true for B2B leads. Research from Oktopost shows that LinkedIn drives over 80 percent of B2B leads and conversions. And the vast majority of leads, approximately 85 percent, come from LinkedIn discussion groups.