How to do marketing on LinkedIn
Posted: Sun Dec 22, 2024 9:16 am
LinkedIn is by no means a new social media platform. In many ways, it’s not even a social media platform in the sense that Twitter, Instagram, etc. are. That means marketing here is a little… different.
Recruitment through social networks in the healthcare sector
Want to learn more about how to use Content Marketing to grow YOUR business?
Don’t be fooled. LinkedIn is still a social network; you can post content, engage with readers, and promote your company/client in the same way as on Facebook. The difference lies in building your target audience. If you look phone numbers philippines B2B social networks , LinkedIn is where the C-suite is. It’s where the decision-makers of some of the largest global companies are. All of this means that you need to fine-tune your presence to match what you’re likely to find here.
Some LinkedIn facts to get you started:
It has a user base of approximately ½ billion
⅔ of new accounts come from outside of North America.
The posts that generate the most likes and comments are those shared by peers and colleagues (57% and 54%, respectively)
It is the leading B2B social media platform
Now that you know the basics of what this platform has to offer, let’s get into the meat of this article: LinkedIn marketing best practices.
Know your process
These are generally good practices, but they apply to LinkedIn. Organize your campaign in advance. Plan your posts, prepare your editorial calendar , and be consistent. Start with your SMART goals. What do you want to promote? Who are you targeting? Is it part of a larger campaign or is LinkedIn a standalone channel where you use new content? How long will this first campaign last? What are the metrics you are going to measure? What are your conversion goals? Do you have enough unique content for this audience? What is the timeline for these metrics?
Once you’ve set your goals, you need to understand how LinkedIn fits into this. One of those questions is, “Are you here as part of a larger campaign?” Knowing how to manage your time on this channel is crucial. If you’re going to cross-post content, it’s worth tailoring it to the LinkedIn audience, as they may only see it here on LinkedIn and not on any other social platform.
The final step to knowing your process is to stay consistent. Much like SEO , LinkedIn rewards companies and individuals who post regularly and frequently. Plan your posting schedule accordingly. You’ll find more information on this later in the content section.
Know your audience
As we've already said, LinkedIn is a self-selecting channel. You're more likely to find decision-makers here than on any other social network. These people are here to network, not procrastinate. The content they share the most is on topics that strike a chord with them. Top topics are:
Industry trends
Tips, tricks and best practices
Jobs/Skills
Leadership
Use the power of LinkedIn Groups to reach your target audience. The influencers you want to reach may not yet be following you directly. Find them where they are, in industry groups. Do your research, find out which groups some of your followers are in, and then post relevant articles directly in these groups to reach similar people.
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Know your platform
LinkedIn sets itself apart from other social networks because of the power it gives to influencers. These are often the titans of their industry. Cultivate relationships with these people by sharing and posting thoughtful comments on their posts. They will soon return the favor with your own. And if they don’t, reach out to them to see if they are interested. Having these people share your content not only increases its value on LinkedIn, but it also exposes you to the potentially massive base of followers the influencer has.
LinkedIn allows for several types of posts. Not only can you post short status updates, links, photos, and videos, but you can also access their post editing tool. This allows you to write long-form blog posts natively. Different types of posts appeal to different segments of users.
Some people will like your status updates and share them more often; others will comment and share your longer articles. Use status updates to share relevant content from your site and elsewhere on the web. People will appreciate your openness and willingness to share things they find interesting and useful. Then, use longer articles to share tips and tricks or share the skills you're looking for in a widget designer.
Remember that consistency is important here, just as it is on other channels. Keep your editorial calendar up to date with the dates when you’ll be publishing your most important articles. Then, work on multiple status updates in between each one. This way, users will continue to check your feed for updates and links while they wait for your next article on industry trends.
Content is king
Tips regarding content have already been given, so here we will focus on the form and content of your longer LinkedIn articles. There are several things to remember, starting with writing a good headline. Headlines come first, and if they don't grab attention, people will only see part of your article.
Buzzsumo has analyzed the 10,000 most shared posts on LinkedIn and claims that these are the 5 most popular headlines:
Recruitment through social networks in the healthcare sector
Want to learn more about how to use Content Marketing to grow YOUR business?
Don’t be fooled. LinkedIn is still a social network; you can post content, engage with readers, and promote your company/client in the same way as on Facebook. The difference lies in building your target audience. If you look phone numbers philippines B2B social networks , LinkedIn is where the C-suite is. It’s where the decision-makers of some of the largest global companies are. All of this means that you need to fine-tune your presence to match what you’re likely to find here.
Some LinkedIn facts to get you started:
It has a user base of approximately ½ billion
⅔ of new accounts come from outside of North America.
The posts that generate the most likes and comments are those shared by peers and colleagues (57% and 54%, respectively)
It is the leading B2B social media platform
Now that you know the basics of what this platform has to offer, let’s get into the meat of this article: LinkedIn marketing best practices.
Know your process
These are generally good practices, but they apply to LinkedIn. Organize your campaign in advance. Plan your posts, prepare your editorial calendar , and be consistent. Start with your SMART goals. What do you want to promote? Who are you targeting? Is it part of a larger campaign or is LinkedIn a standalone channel where you use new content? How long will this first campaign last? What are the metrics you are going to measure? What are your conversion goals? Do you have enough unique content for this audience? What is the timeline for these metrics?
Once you’ve set your goals, you need to understand how LinkedIn fits into this. One of those questions is, “Are you here as part of a larger campaign?” Knowing how to manage your time on this channel is crucial. If you’re going to cross-post content, it’s worth tailoring it to the LinkedIn audience, as they may only see it here on LinkedIn and not on any other social platform.
The final step to knowing your process is to stay consistent. Much like SEO , LinkedIn rewards companies and individuals who post regularly and frequently. Plan your posting schedule accordingly. You’ll find more information on this later in the content section.
Know your audience
As we've already said, LinkedIn is a self-selecting channel. You're more likely to find decision-makers here than on any other social network. These people are here to network, not procrastinate. The content they share the most is on topics that strike a chord with them. Top topics are:
Industry trends
Tips, tricks and best practices
Jobs/Skills
Leadership
Use the power of LinkedIn Groups to reach your target audience. The influencers you want to reach may not yet be following you directly. Find them where they are, in industry groups. Do your research, find out which groups some of your followers are in, and then post relevant articles directly in these groups to reach similar people.
You may also like
HubSpot Marketing Hub on B2B Social Media Marketing
How to Use HubSpot Marketing Hub for B2B Social Media
Discover how HubSpot Marketing Hub can revolutionize social media marketing. Automate and leverage AI to maximize engagement.
Know your platform
LinkedIn sets itself apart from other social networks because of the power it gives to influencers. These are often the titans of their industry. Cultivate relationships with these people by sharing and posting thoughtful comments on their posts. They will soon return the favor with your own. And if they don’t, reach out to them to see if they are interested. Having these people share your content not only increases its value on LinkedIn, but it also exposes you to the potentially massive base of followers the influencer has.
LinkedIn allows for several types of posts. Not only can you post short status updates, links, photos, and videos, but you can also access their post editing tool. This allows you to write long-form blog posts natively. Different types of posts appeal to different segments of users.
Some people will like your status updates and share them more often; others will comment and share your longer articles. Use status updates to share relevant content from your site and elsewhere on the web. People will appreciate your openness and willingness to share things they find interesting and useful. Then, use longer articles to share tips and tricks or share the skills you're looking for in a widget designer.
Remember that consistency is important here, just as it is on other channels. Keep your editorial calendar up to date with the dates when you’ll be publishing your most important articles. Then, work on multiple status updates in between each one. This way, users will continue to check your feed for updates and links while they wait for your next article on industry trends.
Content is king
Tips regarding content have already been given, so here we will focus on the form and content of your longer LinkedIn articles. There are several things to remember, starting with writing a good headline. Headlines come first, and if they don't grab attention, people will only see part of your article.
Buzzsumo has analyzed the 10,000 most shared posts on LinkedIn and claims that these are the 5 most popular headlines: