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Design your Linkedin marketing strategy in 5 easy steps

Yado Team – Social Media Marketing
14 December .  5 min read

When it comes to online business networking, Linkedin is the first thing that comes to mind. But when it comes to social media marketing strategy, hardly anyone takes it  seriously… and misses out on a huge marketing opportunity!

While Linkedin remains predominantly an employment-oriented service to this day, it has increasingly been gaining momentum as a content marketing tool to build brand awareness and generate leads. According to the latest Linkedin statistics, 30 million companies are already gripping on this opportunity by listing their business on the platform.

If you are also entertaining the idea of jumping on the Linkedin bandwagon, here is how you can do that in 5 easy steps.

Define your goals

As with any other social networking site, your marketing efforts on Linkedin must be informed by a clearly-defined SMM objective geared towards the wider organisational goals of the business. Therefore, it is imperative that you outline your goals before you embark upon content creation efforts. Typically, brands aim for one or more of the following goals:

  • Boost brand awareness
  • Generate qualified leads
  • Boost brand engagement
  • Grow revenue (e.g. by increasing sign-ups or sales)
  • Build an online community of brand ambassadors

Identify your target audience

Once you have established your objective, the next step is to define your target audience. Defining your target audience will help you determine who you will produce content for and what their needs and pain points are. Ideally, you’d want to segment your content towards a pre-determined target audience based on both demographics and psychographics.

If you already have an established Company Page on Linkedin, you can dig into your Analytics to find this information. Otherwise, you can gain meaningful insights about your target audience by studying your competitors’ Linkedin activity. To this end, Linkedin provides a feature called “Companies to track” which analyzes your profile to identify companies that are similar to yours. 

Complete your Company page

Your brand’s Linkedin company age is no ordinary terrain; it is the first brand-to-prospect touchpoint on the platform. This page is what will drive traffic to your landing page. Therefore, you should really make full use of each of the fields and features available in your profile. Make sure you provide your company logo, website URL, industry, company size, and other details as these details will add your profile credibility.

In addition, you should write a description of the company in such a way that it matches your target audience, highlights your brand’s value proposition and describes in detail the services you provide. This helps filter out unqualified leads and ensures that you deliver the best message to your most likely potential customers. You can also add a cover image that reflects your business.

Create content that resonates with your audience and publish it when they are online

Once you have completed your profile and have an idea of your target audience, it is time to embark on your content creation efforts. After all, the whole purpose of Linkedin is to share content and get in touch with professionals in your industry.

Once again, creating content for LinkedIn requires a good understanding of how your target audience uses the platform in terms of the kind of content they like to engage with. As a general rule, thought leadership pieces tend to perform especially well no matter the industry. 

In 2017, BuzzSumo analysed 10 million posts published on Linkedin and found that the top phrases used in the most popular titles fell into two categories: the industry trends and how-to-articles. This indicates that Linkedin users are predominantly interested in content which educates them and provides information about the current affairs and future forecasts in their industry.

Another important aspect of your LinkedIn content  strategy is to publish your content at times when your target audience is most likely to use the platform. You can gauge this information be checking the times of your peak click-through-rates in the “Updates’’ section of your analytics.

Track your metrics

The final part of your LinkedIn strategy involves monitoring your metrics and tweaking you strategy to emphasise its most effective elements. Although there are dozens of metrics you can track, ultimately they all fall in one of the following categories:

  • Engagement
  • Conversions
  • Web traffic

Engagement analytics center around your account  interactions that happen on the platform such as likes, comments, or shares of your content.

Conversions are how often your visitors respond to your call-to-action by completing a desired goal such as signing up to your email newsletter, entering an online contest, completing a quiz etc.

Web traffic is how many people are clicking through to your website from a specific post, bio, or an ad.

Linkedin Analytics is reserved for Company Pages (not personal profiles), and can be accessed by clicking ‘Manage Page’ and then navigating to ‘Analytics’. From there, you can set what analytics you would like to view: visitors, updates or followers.

The visitors tab shows you how many people visited your Company Page within specified time frame, which device they were accessing it from, their demographics (job title, company size, geographic region, and seniority level), as well as the traffic breakdown for all of your pages.

The updates tab provides data on your engagement both for the individual posts (impressions, unique impressions, clicks, likes, shares and comments) trends over time. 

Finally, the Followers tab provides information about your Company Page followers including your followers count and their demographics information.

Final word

LinkedIn provides a wealth of opportunities to find lucrative collaborations and connect your brand with industry influencers, especially in the B2B sector.

To reap the benefits of Linkedin marketing, it is imperative to clarify your end goals and identify the target audience that will help you achieve them. 

Make sure to create an informative Company Page with  a description that resonates with your target audience and highlights your brand’s value proposition. 

Research what your audience is into, and give it to them. Check your analytics from time to time. 

And lastly, get ready for an influx of qualifying leads!

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