The Importance of a LinkedIn Marketing Strategy

Unlike other social networking sites such as Facebook and Instagram, LinkedIn offers precious opportunities for B2B marketers. LinkedIn marketing strategy is crucial for the success of your business. It can help you build brand awareness, increase website traffic, generate quality leads, and much more.

To promote your brand on LinkedIn you need a set of defined goals and tactics. You must understand your target audience in order to develop an effective LinkedIn strategy.

Here are steps for creating a successful LinkedIn marketing strategy:

  • Define Your Goals

Your final objective determines the type of content you publish and the approach you use to distribute it on LinkedIn.

These are goals you might want to follow:

  1. Build brand awareness
  2. Generate qualified leads
  3. Strengthen brand reputation
  4. Engage with your target audience
  5. Sell your product or service
  • Understand Your Audience

A successful LinkedIn marketing strategy focuses on understanding who your audience is and what they like. You can segment your audience according to different parameters such as job title, geographic location, industry, etc. You can use the analytics section on your Company Page to learn more about your followers and page visitors.

  • Create attractive Company Page

Your LinkedIn Company Page is crucial in your LinkedIn marketing strategy. It is the first interaction between your audience and your brand, so it should include all the information they would need about your products/services, employees, and headquarters, etc.

Add some details that help build your credibilities such as your company logo, website URL, industry, company size, and other details. Make sure to add an appropriate description of your company and your offerings. You can add a cover image that represents your brand.

You should also publish and share relevant content on your Company Page feed to engage your audience. It reinforces your brand’s credibility and helps establish your brand as an industry thought leader.

  • Optimize Your Company Page

You should optimize your LinkedIn Company Page, just like your website. It gets your Company Page more search appearances. Here are some tips to optimize your Company Page for search:

  1. Use Keywords. Don’t limit the usage of your targeted keywords to your website and blog. Identify the terms and phrases that your target audience is likely to use when searching for your products or services, then add them to your company description and your list of specialties.
  2. Link to Your Company Page. Inbound link profile. This is an important key to high search engine ranking. The simplest way is to provide links to your page. These could be on your website, blog, social media profiles, etc. In addition, you should encourage your employees to complete their personal LinkedIn profiles and add your company as their employer. This will help to boost your inbound link profile.
  3. Publish Relevant Content. Uploading and sharing relevant content regularly allows your Company Page to be indexed by Google. This will lift up your search engine rankings.
  • Analyze Competitors’ Company Pages

You always need to know where you stand from your competitors. LinkedIn provides a feature called “Companies to track” that reveals a list of companies similar to yours. It also gives you access to a few key metrics. These include the total number of followers, follower growth, and social media engagement. Assessing these pages can help you know where your own Company Page is standing when comparing it to the competitors. You can identify what tactics are working well for them and use them in your own LinkedIn marketing strategy.

  • Promote Your Company Page

Creating a company page with no followers is of no use. You should encourage people to follow it. This ensures that all of your updates are shown to them in their feed which will increase the reach of your content. Also, a high number of followers increases the credibility of your page.

You can ask your employees and colleagues to follow your page and you can add a follow button in your email signature as well as your blog and website. This will make it easier for your subscribers and website visitors to follow your page with a single click.

  • Create Relevant and Engaging Content

Gaining more followers is not easy and retaining your existing followers is a challenge, too. The easiest way to keep your followers following your page is to keep sharing and publishing relevant content that interests them. You should think thoroughly about your content and understand why would people spend time reading what you wrote.

Prove that you’re an expert in your field and write about a subject in which you can add value or give actionable insights. You can even use a graph maker to create stunning visuals that catch the eye. Avoid writing promotional presentations and focus more on content that provides in-depth information for your followers or maybe lessons learned during years.

  • Use Images and Videos

You always want to attract your followers’ attention and the best way to do it is to use images and videos in addition to text. According to LinkedIn, images lead to a 2x higher comment rate and LinkedIn videos are 5x more likely to start a conversation. In addition to these, you can upload SlideShare presentations and PDFs to make your content more attractive.


  • Create a Content Calendar

If you publish engaging content frequently, it results in higher levels of engagement from your followers and increases the reach of your content. This can help you attract more followers and grow your audience on LinkedIn. LinkedIn recommends that you post daily in order to retain your connection with your audience. In order to succeed in this, you can create a content calendar as part of your LinkedIn marketing strategy. Establish a timeline for content publishing along with the types of content that you will create. Post your content at times when it will get maximum traction. This means you have to find out the times when your audience is most likely to be online.

  • Get Help from Your Workforce

In addition to following your Company Page, you can also encourage your employees to like and share your updates. Make sure you notify them whenever you post an important update on your Company Page. You should also ask them to fill out all of the necessary details on their personal LinkedIn profiles. Make sure they mention your company as their employer and provide a link to your Company Page. This will help your brand gain visibility in their networks. This, in turn, will boost brand awareness and help make your LinkedIn marketing strategy more successful.

  • Utilize LinkedIn Analytics

As previously discussed, this can help you analyze the performance of your updates. In order to do this, you have to know how the “Updates” section of your Company Page analytics works. You can see a table that reveals different parameters such as impressions, clicks, engagement, CTR, etc. for each of your posts. This information can be used to find out the type of content that is receiving maximum engagement. This will help you improve your LinkedIn marketing strategy and create content that is likely to receive more traction.

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