How to Use LinkedIn for Marketing Your Business

Do you ever feel like you’re wasting your time with a company page on LinkedIn? You’re posting articles weekly and chatting it up in groups relevant to your market. Yet there seems to be very little engagement when you look at analytics. Me too. Track5Media has a LinkedIn page for our company as well as for several of the brands that we own. Some pages perform better than others, but overall, engagement is nothing to brag about. There has to be some secret to success on how to use LinkedIn for marketing your business, right? My frustration moved me to action, and I did a little digging online about LinkedIn and company pages. Here are the four most useful things that I learned!

Four Tips for How to Use LinkedIn for Marketing Your Business

1. Know your audience. It may seem obvious, but after you create a company page you need to decide who your audience is going to be. For me, this one gets tricky. On our job board websites, our marketing efforts are typically business to consumer. For example, on AllTruckJobs we are marketing to truckers so that they come to our website and apply to the jobs that our clients (trucking companies) have posted. However, on LinkedIn, our goal is to market to our clients. This means switching up the language in the copy so that it’s geared toward a business-to-business audience.

2. Use SEO. You also shouldn’t forget about SEO. Make sure that your LinkedIn page is optimized for SEO just like your website would be. This will help people searching for specific keywords or services to find your page.

3. Gather a following. The third item is what I find to be the most challenging. How the heck can you get people to follow your page? It doesn’t matter how engaging your shared content is if you have no one following your page and engaging with that content. I found a few suggestions for how to get more followers:

• First, make sure your employees are following all of your brands on LinkedIn. This is an easy way to establish a basic following, and hopefully, it will show up on newsfeeds that they are following that page.
• Secondly, let your clients know that you have a LinkedIn page and encourage them to follow it, either through an email, newsletter, or blog post. Tell them they’re missing out on great content there!
• Third – add a LinkedIn follow button to your website just like you would your other social media pages. Not only should you share that you have a LinkedIn page on your website, but share it on your Facebook and Twitter pages as well. If you have more followers on those pages, try to push that following to LinkedIn too.
• The fourth and final way I found that you can get more followers on your page is to join LinkedIn groups. Engage with people in those groups, follow their pages, and hopefully, they will start to follow you as well.

4. Be interesting. The last tip I have for how to use LinkedIn for marketing your business is to share content frequently that is interesting and beneficial to your audience. Think about articles that are relevant to your industry, as well as content on your own site that you want them to see. Also, don’t forget that you don’t only have to share the text copy. Is there a YouTube video or a Podcast out there that they might be interested in? Better yet, can you create one? Sharing different forms of media can help to make your LinkedIn page more engaging.

Do you have any successful strategies for how to use LinkedIn for marketing your business? Share with us in the comments below!