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What should be your LinkedIn Marketing Strategy?

LinkedIn is a social network exclusively designed for bringing the professionals under one umbrella. It has over 65 million users and the majority of them are there with the sole purpose of cultivating their career. That is why LinkedIn is good for business, it lets you tap into your connections and gain visibility while growing your brand.  At first, you connect with the people you know and then build a bigger network through them. LinkedIn shows us that the type of connections we have matter a lot more than the number. I would like to point out that LinkedIn stops showing the number once your connections exceed 500. ‘Quality over quantity’ as they say. That’s because it is about building strategic relationships when it comes to LinkedIn.

LinkedIn thus can make a priceless contribution to help your brand grow. Thus the right kind of marketing on LinkedIn could be very beneficial for your business.


Creating a LinkedIn marketing strategy

1. Determine What Your Goals Are

The first step in your goal development process involves figuring out what your company goals are. Do you want to:

       Generate more leads?

       Drive traffic to the website?

       Increase content shares?

2. Use LinkedIn to Establish Your Business As The Expert In Your Industry

It’s important to remember that interacting in a group or posting more often in a group won’t automatically establish your authority. The content you share needs to be informative, thought-provoking and original. While there isn’t a metric that is going to be able to tell you specifically that your business is authoritative, you can track metrics like follower growth, shares, and quality of engagement

3. Determine Who Your Audience Is

Figuring out who will be part of your target audience involves thinking about

       Who are they?

       What problems are they experiencing?

       Where are they experiencing their problems?

       When are they experiencing them

       Why are they experiencing them?

4. Optimize Your Profile For Maximum Exposure

Set your profile picture –

       Company logo, within the optimum size image

Your Bio must be completely filled -

       Company overview. 

       Focusing on products/services your business provides


5. Content Strategy

Depending on your goal, your content and what you create for LinkedIn will shift. How you convey your content is important but so is, what types of content you choose to share. Are you going to be share:

       Case studies

       White papers


       Slide Decks

       Video via YouTube


       LinkedIn Pulse posts

6. Utilize Your Highly Informative Content To Successfully Target Your Audience

       There are three key pieces that your content needs to follow for your company to successfully target your audience on LinkedIn.

       You just have to ask yourself ‘Is This Content Focused On a Topic That My Audience Cares About?’

7. Set An Attainable Posting Schedule

       Your audience will tell you how often you need to post to LinkedIn through how often they interact with your content.

       You’ll see strong or weaker interactions on your messages. For example, if you post five times a day and get three responses but then you post three times a day and get ten responses, that is a subtle way your audience is telling you what want they want to see from you

8. Measure Your Data And Analytics To Find What Is Working

       Now you need to track your analytics to know how well your strategy work. There are three different types of analytics that you can track.

       Engagement analytics centers on how often your audience likes, comments, or shares your content.

       Conversions are how often one of your audience members are taking action and doing something that you want them to, i.e. buying a product, or signing up for your newsletters.

       Web traffic is, well, exactly what it sounds like.  You need to be aware of the frequency of your fans visiting your website.


-Ishani Singh