by The Computing Australia Group | Think social media, and chances are that LinkedIn rarely is the first thing that comes to mind. Which is a pity because, with over 600 million global users and counting, LinkedIn is a powerful tool for marketing and lead generation. It is an excellent platform to build professional relationships – at The Computing Australia Group, we have signed up clients, found business partners and hired talented employees on LinkedIn. In this article, our social media team from Perth explain the significance of LinkedIn and how to use it for marketing.
What is LinkedIn marketing?
LinkedIn is a social networking site launched in 2003. It is a professional social platform primarily focusing on career networking and is well known for its seamless recruiting and hiring process. It allows you to connect with professionals from various fields and serves as a resourceful tool for employers, employees, and customers alike.
As the name suggests, LinkedIn marketing refers to marketing using LinkedIn. It is the process of creating beneficial connections, increasing brand recognition, generating traffic to your website, and sharing your content through LinkedIn. Since it is a professional platform, the traffic and lead generation are mostly quality and relevant.
Integrating LinkedIn into your business widens the number of marketing tools you have at your disposal. Analytics and brand-building features make the platform a powerful addition to any digital marketing campaign. Whether you are a B2B or B2C, you can find beneficial tools for every business size and type on LinkedIn.
And marketing is not just about finding clients and business partners. Finding the right employees is as essential for your business as generating enough sales. LinkedIn lets you market your organisation to potential employees.
How to use LinkedIn for marketing?
LinkedIn enables its users to grow their networks by forming new connections and discovering quality leads. Its unmatched potential of publicising job openings and finding new talent also makes it a beneficial platform for all types of businesses. Here are seven ways to use LinkedIn for marketing.
1. Optimise your LinkedIn profile for search engines
If you thought SEO was just for blogging, you are mistaken. To be easily discoverable on the internet, you can optimise your LinkedIn profile by adding keywords. Keywords are terms that users type in as a search query to find specific results. Adding such words to your page will make it easier to attract more of your target demographic. Headlines, company descriptions, summary, work experience etc., are sections on your profile that you can make keyword-optimised.
2. Share content
Like all other social media platforms, LinkedIn too is an excellent host for content marketing. With 2/3rd of the users referring to themselves as “news junkies”, LinkedIn is the perfect place to build an engaging community.
You have the option to write articles and share images and videos. It’s highly recommended to make use of all three options. When you click on the “Write an article” option, you’ll be directed to a publishing tool that allows you to format your content and make it more eye-catchy with headlines and images. Make sure the content you post are fresh and unique enough to make you stand out from the crowd.
3. Join LinkedIn and create a profile for your business
First things first. Go to www.linkedin.com and sign up using your email or phone number. Then, visit LinkedIn pages and click “Create your Page”
Enter your company name, upload your logo and background photo. Customise the profile URL into something clean and easy to remember by choosing the “Edit Public Profile” option in “View Profile”.
Write a company description that 1) contains the primary keywords 2) encapsulates your brand perfectly. Fill up all the details. Make sure you don’t miss updating the physical location, as it’s an important step to stay connected with businesses around your area.
4. Saved Searches and Search Alerts
If you’re using a LinkedIn Recruiter account, the platform offers you the option to use Saved Searches. Using this feature, you’ll be able to find candidates who match your criteria more efficiently. Every time a candidate’s search matches your filters, you’ll get an alert. The alerts can be set to daily or weekly, depending on your needs.
5. Matched Audiences
LinkedIn lets you create sponsored content, ads and even messages. Using this Matched Audiences tool, you’ll be able to retarget the site visitors. The tool allows you to upload and edit accounts per the LinkedIn ads so you can send impressions to the targeted audience. It’s an efficient way to optimise your pay-per-click campaign without compromising on the conversions front.
6. Grow your professional network by customising connections
As already mentioned, LinkedIn is a powerful tool for building a professional network. The platform offers a wide range of features to help you create valuable connections.
Click on the search bar and select “People” from the drop-down menu on the left. You can filter the results by location, companies, and mutual connections. A premium account enables you to message profiles you are not connected to.
Once you form enough connections, you have the option to add, view and remove connections. Additionally, you’ll be able to control who can see the connections you’ve formed on your profile. It also allows you to import your contacts from email and other sources and sync them with your LinkedIn profile. Doing so will let your connections learn more about your brand and help create a stronger bond.
7. Make use of InMail
When it comes to LinkedIn marketing, InMail has a crucial role. Since it’s a paid feature, many tend to avoid it, but the functionality of InMail makes up for its cost. Once you activate the feature, you’ll be able to message anyone with a LinkedIn account directly. The response rate of InMail is three times that of traditional mail, which means the odds of conversion will also be tripled. The feature comes with its own built-in analytics to help you track your conversations. Using InMail, you’ll be able to reach more potential customers and influencers.
LinkedIn marketing is perfect for any business looking to take its marketing to the next level. You will be able to increase your leads and sales with the help of a well-maintained account. Are you looking to start marketing on LinkedIn? If you need a team that knows how to use LinkedIn for exceptional marketing success, contact us or email us at sales@computingaustralia.group .
Jargon Busters
Lead generation: Lead generation refers to attracting a consumer’s interest in the products or services of a business.
Pay per click: Pay-per-click (PPC) is an advertising model in which advertisers pay a fixed fee each time one of their ads get a click
