Think of all the people you know who are active on social media — and that’s not just because they have a personal account. In fact, an increasing number of businesses are getting involved in social media to keep up with their customers and target-market company niche—and they’re doing it through LinkedIn.
So if you have a business or are simply looking to expand your professional network with the assistance of other professionals, read on for some of the best LinkedIn marketing tips and how to work with LinkedIn more effectively in your marketing strategy.
Educate yourself on LinkedIn
First and foremost, this is one of the most important LinkedIn marketing tips we have. You’ll want to educate yourself about LinkedIn’s functionality. What’s the difference between your company page and a professional’s profile page? What are the benefits of posting on your company’s page? You’ll want to become familiar with these basics because if you don’t, you could damage your LinkedIn marketing efforts.
LinkedIn is a business network, so all of your efforts should be geared toward increasing the number of connections you have with other business professionals. You’ll also want to make sure to familiarise yourself with the site’s privacy settings, including how to activate your company page’s privacy settings.
LinkedIn has a number of tools and features that make it a great marketing tool. Key among these is the ability to create custom ads that can be targeted to your specific audience.
Build your network
Before you can begin building connections on LinkedIn, you need to first create a company page. This can be done by choosing “My Page” from your company’s dashboard, then clicking “Activate My Page.” This will take you to your company’s settings page, where you can select a customised name for the page.
Be sure to include the name of your business or organisation in the page’s title. Once your page is active, you can begin to build your network by searching for potential connections within your network. You can either use the search bar or click on the “Networking” option in the top navigation bar to begin the search.
When looking for potential connections, keep in mind that you’re not only looking for people within your own industry, however also those with whom you have a connection. This could be someone from your university or someone you met at a networking event or social event.
Base your ads off your network
Third on our list of LinkedIn marketing tips is ads. LinkedIn ads can be customised to target a specific audience. If you’re interested in boosting your ad clicks based on your network, you can create a “Custom Audience” based on your existing connections. First, select “Ads” in your dashboard, then select “Ads Manager.”
From here, you can create a new ad, edit an existing ad or view ad reports. NB: You can view ad reports by clicking on the “Audiences” option in the top navigation bar. To create a custom audience based on your existing connections, click on the “Audiences” option in the top navigation bar, then “Custom Audiences.” From here, click on the “+” icon to begin adding criteria.
After completing the necessary fields, click “Create Custom Audience.” This will take you to the custom audience creation page, where you can select your criteria and add custom audiences based on your network.
Communicate with people
LinkedIn lets you create professional-grade emails that can be sent to specific individuals in your network — and you can also send email invites to people in their network, too! First, select “Email Accounts” in your dashboard, then select “Sign In” and “Connected Accounts.” From here, choose the email account you’d like to use to send emails, then select “Connected Accounts.”
Now, you can create an email template and send emails to specific individuals in your network. If you’d like to send email invites to people in your network, you can do so by clicking the “Email Accounts” option in your dashboard, then selecting “Sign In” and “Connected Accounts.” From here, select the email account you’d like to use.
Test, test and test again
Lucky last on our LinkedIn marketing tips is all about testing. Before you begin truly pounding the pavement with LinkedIn ads, it’s wise to test out different ad strategies to see what works best for your audience. LinkedIn’s built-in social sharing tools make it easy to test out ads, and you can also try different ad templates to see what works best for you.
Depending on your budget, you can experiment with different ad formats, including text ads, image ads, video ads and carousel ads.
You can also try out different ad creative options, including a top-of-headline creative, a mid-funnel creative, an ad creative above the fold, an ad creative below the fold, a Sponsored Content creative, a Blog Post creative and an Excerpt creative.
The more you learn about LinkedIn, the more you’ll see how it’s a valuable piece of your marketing strategy. Before you get too ahead of yourself, however, it’s wise to start with the above LinkedIn marketing tips, including learning how to build your network and using LinkedIn’s functionality to its full potential.
LinkedIn is a great tool for business professionals because it provides a direct connection to other professionals who can help you advance your career. If you haven’t yet joined LinkedIn, now is a good time to get started.