LinkedIn for the Business Professional: A Guide to Growing Your Business Through the Use of LinkedIn

1. Beef Up Your LinkedIn Profile

Make sure your LinkedIn Company Page is well- optimized and includes relevant and up-to-date information especially before running Ad campaigns like Sponsored Content which requires a Company Page. Note that Google ranks LinkedIn pages in search engines and that they tend to rank high in search results so optimizing your Company Page is essential for your overall marketing strategy both for developing organic and paid strategy.

You should define your own objectives before starting your marketing efforts.

Your objectives will shape your strategy and the way you will market yourself. It will also define what KPIs and metrics you should look at when assessing your performance.

3 Ways To Grow Your Business With LinkedIn

Objectives can be divided into four common objectives which are brand awareness, lead generation, thought leadership, and event registration. This will raise your brand awareness and increase the engagement including the likes, comments, and shares. Remember that employees on average, have 10x the connections as their company has followers on LinkedIn and so when they share your content with their connections, this will increase the visibility of your brand.

When they engage with your content, their followers will also see your updates. According to LinkedIn, B2B prospects engage with 7 pieces of content on average before making a purchase decision. Content often published on LinkedIn include images, infographics, posts from the company blog, links to events, webinars, ebooks, and other content. So drive higher quality leads by featuring a good mix of upper funnel and lower funnel content, including tip sheets, eBooks and case studies.

LinkedIn for Business: The Ultimate Marketing Guide

Your content should focus on teaching others how to solve a problem and establish you as a thought leader in that area. Also, joining groups that are relevant to your target audience will enable you to know what your audience is talking about and communicate with them. The more you post, the more people you can potentially reach and convert. Best-in-class LinkedIn Company Pages are consistently updated to ensure that visitors have plenty of new content to consume and share. To get started, try posting at least once per week.

It's not uncommon for companies to post three or more times per day.

Post whenever you have something worth saying. Posting consistently shows Company Page visitors that your company is active on LinkedIn. Use LinkedIn's Company Page analytics to see your top performing updates, your best times to post, and which members of your audience are the most engaged. With this information, it's easy to make data-driven decisions to optimize your Company Page content.

7 Ways to use Linkedin to Grow Your Business!

In addition to posting often, here are a few more stats to help you boost engagement: When a post gets good engagement, consider promoting it to a wider audience with LinkedIn Sponsored Content. Seventy nine percent of buyers say thought leadership is critical for determining which companies they want to learn more about. To get started with thought leadership content, try to provide a unique perspective on your industry, product, or organization. Sharing your opinion on the future of your industry or creating a definitive guide on your product are just two ways to demonstrate your expertise and position your company as a credible partner.

For more ideas and advice on expanding your brand's authority, download our Sophisticated Marketer's Guide to Thought Leadership to learn more. LinkedIn has over million users to date. That may seem like a lot to sort through, but LinkedIn also provides you with tools to identify and target your ideal audience. LinkedIn members are more likely than other social media users to keep their profiles up-to-date, making it easier for you to find the right people.

Use LinkedIn profile data to search for LinkedIn members based on geographic location, education, experience, and even connections. Once you've found prospects using the search feature, visit their profiles.

Their endorsements or recent profile views might surface additional qualified prospects, too. For more ways to reach your ideal audience, learn how to advertise on LinkedIn. Build an All-Star Team. What are candidates looking for when making those decisions? Career Pages allow you to target audiences with a personalized look into your company, culture, and jobs.

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They give you dedicated Life and Jobs Tabs on your Company Page that attract and engage relevant professionals. In addition to creating Career Pages, encourage employees to share job postings and "day in the life" content as well. This gives visitors a genuine idea of what it's like to work for you and adds to your authenticity. If you have a few employees who lead the pack in sharing content, consider linking them to your Company Page's Life Tab.