How to use LinkedIn for Social Media Marketing?

linkedin marketing

LinkedIn is an effective social media platform to build networks and connections and generate leads through them. It not only helps you to connect people you know but also grow your brand or business by connecting with the people whom your existing connections are connected with. With around 303 million active users, this platform is ideal for B2B companies.

It is the third most-used social network among business users. You can consult any digital marketing agency Singapore to use LinkedIn for your business. Different studies also hinted towards the effectiveness of LinkedIn in generating leads from organic traffic. It also helps you in creating a strong online presence and improves your rankings on search engine result pages.

Setting up your company page on LinkedIn

To use LinkedIn effectively for marketing your brand or business, first, you are required to create a company page on LinkedIn. You can contact LinkedIn marketing services Singapore to help you set up a LinkedIn page for your business. The various steps involved in creating a LinkedIn company page are discussed below.

  • Step 1: Open the link to ‘LinkedIn Marketing Solutions’ used for creating pages and click on the ‘Create a Company Page’ button. Provide your company’s name and select a URL that the people will use to locate your business on LinkedIn. As you can’t change this URL, you need to choose it wisely.  After clicking on the box that indicates that you have the right to act on behalf of your company, click on ‘Create Page’. Once the shell of your company page is created, provide the required details, and click on ‘Get Started’ in the welcome pop-up box.

  • Step 2: Select a relevant cover image and logo for your business page.

  • Step 3: Describe your company highlighting how the products and services that you offer will benefit your followers. Also, add the specialties of your business below the company description.

  • Step 4: Provide other company details such as the business website, type of your company, industry type, location, etc.

  • Step 5: By clicking on the ‘Publish button, your company page will go live. You can also check how your website appears to your audience by clicking on the ‘Go to member view’. If you want any changes to its appearance, click on ‘Manage Page’ and made the changes you want.

  • Step 6: In the next stage, you need to add administrators for your LinkedIn company page. To add members, click on the ‘Me’ icon at the top of your page, and select your company page below the ‘Manage’ section. Next, click on ‘Admin’ tools and select ‘Page Admins’. Add the members you want as page administrators. You should remember that to add the member, you need to stay connected with them on LinkedIn. Click on ‘save changes’ to complete the entire process.

Social Media Marketing Strategy for LinkedIn

Once, your LinkedIn company page has been set up, you need to ensure that you make the most from it. Let us discuss in this following section how to promote your business on LinkedIn.

Grow your audience

The first step in growing your audience is connecting your colleagues and employees on your company’s LinkedIn page. Your employees are considered to be your biggest supporters and by adding them as your followers you can expand your company’s networks through their connection.

It is also advised to encourage your employees to add their professional profile i.e. the position they hold in your company to their LinkedIn profiles. In this way, your company’s page can be connected to their profiles and their profiles will also appear on your page.

Provide valuable content

To understand, how to grow a business on LinkedIn, you need to understand the importance of content in improving your audience. An effective way to improve your audience and followers is to publish articles or posts concerning your company regularly. This type of posts not only appears on your company page but also the news feeds of your followers. 

Besides, you can also share blog posts or articles from an external source that you considered to be helpful for your audience and followers. This will imply that you are updated about the ongoing in the industry. Further, it will help in encouraging important connections with industry leaders.

Visually attractive content

Though LinkedIn is all about growing your business, however, you are still required to publish content that stands out from the rest. To achieve this fit, you cannot rely entirely on textual content. You need to include other media content to make it more visually appealing. You can add relevant images along with your posts. If you have a YouTube channel, you can link your videos to your LinkedIn pages.

Showcase pages

You can highlight a specific aspect of your business such as a particular brand or an ongoing campaign on the Showcase Pages. To do this you need to go through the following steps.

  1. Click on ‘Me’ icon

  2. Select the company page from the ‘Manage’ section

  3. Click on ‘Admin’ tools and select ‘Create a showcase page’.

Participate in LinkedIn groups

You can connect with other professionals in the same industry especially those who are not in your immediate connections by becoming active participants in popular LinkedIn groups. By participating in discussions taking place in other groups, you can also drive the audience to your company page. However, to get the best out of Linkedin groups you need to find out a group that shares the same business goals with you. You can also create a new group as per the topic or industry of your preference. 

You can also add the group you created or joined as a featured group on your company page. Steps involved are-

  1. Click on ‘Me’ icon at the top of your LinkedIn page

  2. Select your company page from the ‘Manage’ section.

  3. Click on the ‘Overview’ tab followed by ‘featured groups’.

You need to type the name of your group in the designated area and the process will be completed automatically. You can add a maximum of up to three featured groups on your company’s LinkedIn page.

Multi-language tools

You can display your company’s page name, description, the tagline in 20 different languages to reach the audience who belong from non-English speaking countries. In this way, you can reach a global audience which will further contribute to your online visibility and brand promotion.

LinkedIn algorithm for contents

Understanding LinkedIn algorithms for the ranking of your content can help in formulating marketing strategies for your LinkedIn business profile. A bot can evaluate your content as low-quality, spam or clear. Hence, you need to give a lot of importance on the quality of your content for improved ranking. The LinkedIn algorithm can measure initial user engagement. Along with quality content, you need to add relevant content to improve users’ engagement.

LinkedIn Ads

LinkedIn Ads can be used as a part of your social media marketing strategy. The following methods will help you understand how to use LinkedIn for advertising.

  1. Sponsored Content – This type of content helps reach a wider audience which otherwise would have been impossible to draw organically.

  2. Text Ads – These are pay-per-click ads that usually appear on the homepage, profile pages, group pages, etc of LinkedIn.

  3. Sponsored InMail – These work similarly to email marketing however, within the scope of LinkedIn. It allows you to send customized ads to the inbox of the members of LinkedIn. The messages will only be delivered when the members are active. This increases the possibility of members viewing the messages.

LinkedIn Analytics

LinkedIn Analytics is an effective tool in understanding the type of content that is most likely to receive higher engagement and the right time to publish them. Additionally, it will also help you to understand the demographics of your followers, and track the traffic and their activities on your page. You can hire a social media marketing agency to take care of your LinkedIn marketing services by using LinkedIn analytics.

The steps involved in accessing LinkedIn Analytics for company page are as follows –

  1. Click on ‘Me’ icon located at the top of your LinkedIn page

  2. Select the company page from the ‘Manage’ section

  3. Click the ‘Analytics’ tab and select visitors, updates and followers

By tracking the activities of your visitors and followers, you can formulate an effective social media marketing strategy for your business on LinkedIn.

You should remember that LinkedIn helps to build a network, establish credibility and obtain useful insights from the industry experts. You need to use it effectively to yield the most benefits for your business. Therefore, you can implement the above-mentioned social media marketing strategy for your business using LinkedIn.

Elevan August

Lee Yan Ting
Lee Yan Ting

Founder of Elevan August Media | Featured on several local and regional media: Home & Décor, Straits Times, REGISTRYE Singapore, Hive Life, Queer Majority (USA) and more.