Did you know that LinkedIn has more than 610 million users ? And that more than 30 million companies have a profile on LinkedIn? And that more than 2 million posts, articles and videos are published per day?
Although it may be thought that LinkedIn is nothing more than a professional social network for networking, offering and finding work, the potential of this platform goes much further and can be very useful in your digital marketing strategy .
Next, I’ll tell you everything you need to know to get started with your LinkedIn marketing strategy.
LinkedIn and the importance of this social network in digital marketing
Surely you’ve read many experts say that LinkedIn has enormous potential . Before starting to analyze everything that this professional social network can do for our brand, I list the main ways of using Linkedin . You are interested!
Build relationships with other companies: generating networking
We can use LinkedIn in order to build relationships with other companies by generating networking . We can share content from collaborating or related companies, create common content or tagging them in our publications.
Get information about employees and customers
We can leverage LinkedIn to obtain information about employees and customers, and use this knowledge to our advantage to build relationships or generate new business opportunities .
Enhance our brand image at a professional level
LinkedIn is very useful to enhance our brand image at a more professional level, taking care of our profile on the platform and spreading the appropriate content .
Expand dissemination and engagement
Sharing content and encouraging our followers to interact with us by creating a relationship with them is the perfect option to expand dissemination and improve engagement.
Promote our products or services
Ultimately, LinkedIn can be a speaker to promote our products or services by sharing product pages, images, videos, articles …
To do’s list: good practices to get more engagement on LinkedIn
To get a good profile on LinkedIn and engagement with your followers, you should take into account the following list of good practices.
1. Create a company page and set up a full profile
The first of all, of course, will be to create a profile for your company on the platform and fill in the content of the profile with a good image, cover photo and description . If you have a presentation video, add it in the description.
2. Share content aimed at your audience
It’s important that the content you share on LinkedIn is tailored to the needs and interests of your audience . You can share publications, news, articles, videos …
3. Encourage comments on your posts and respond to your users
It is very important to generate interaction with your followers and to be able to respond to their questions or comments as quickly as possible so that a two-way relationship is created .
4. Optimize SEO for search engines
As we should do with the content of our website and blog to appear first in search engines, it is a good practice to take care of SEO in LinkedIn publications :
- Use of keywords: use the keywords in the name, description and content of the entire page. It is important that the keywords are included in the content source pages (YouTube, Slideshare, Flickr, etc…).
- Put the logo or an image: the results with an image appear earlier in the search engine than those without it.
- Facilitates business contact
- Add Hashtags: we have the possibility to configure three hashtags that are used not only for SEO but also to find related content and find out what is being shared on LinkedIn in relation to hashtags. We can take advantage of the “content suggestions” option within the pages to see the most relevant content that the selected profiles are sharing.
5. Include calls to action
Calls to action make it easy for your users to convert . Add a link to your product or service pages, to your company page … A link that leads to a landing page with a form to capture user data and make them part of your databases.
6. Take advantage of paid advertising on LinkedIn
Paid advertising is very useful to attract more contacts and increase the visibility of your page and your ads . LinkedIn works very well, especially with B2B users. What aspects should be taken into account when running paid campaigns on LinkedIn? Here are some tips:
Study the segmentation very well
LinkedIn allows us to segment campaigns based on the type of users we want to attract . We can segment by position in the company, department, number of company employees, company turnover … And also by the skills of the employees.
We can make an ad that links a landing page where the user can read the offer and leave their data in a form, becoming a record . Or we can take advantage of the LinkedIn Lead Gen Form, in which the form is integrated into the ad and the user does not have to reach a landing page to fill in their data.
In this way, we manage to eliminate a step in the user conversion process by increasing the number of users . Although if what we want is quality vs quantity, we will choose the option in which the user converts, being much more informed of the offer we make.
Here is a summary of other types of campaigns:
- Sponsored content ads: promoted posts that will appear on the wall of the targeted audience.
- Text ad ads: these are the ads that we can see in the sidebar.
- Sponsored InMail Campaigns – These are private messages that reach the LinkedIn mailbox of the audience we target.
7. Network of contacts
Follow other pages and accounts with content related to yours and add those possible clients or partners. Share third-party content and mention other related pages to build good relationships
8. Create a custom URL
As with blogs and websites, the URL is a key factor for good search engine positioning. Take advantage of the possibility that LinkedIn gives you to create your own URL and do not stay with the default one.
9. Facilitate contact with your company
To do so, you will only have to add all the necessary data so that the user can contact them by different means such as email or telephone.
10. Number of publications per month
LinkedIn recommends posting about 20 times a month . According to LinkedIn, we can reach around 60% of our audience. We must not overwhelm our followers with specific posts. Quality will always be more important than quantity.
10. Detect the time when you get the most impressions
In this way your content will reach a larger audience.
11. Include a link to your LinkedIn page wherever you have the opportunity
On your company’s website, on your blog’s social networks …
What metrics are important to measure LinkedIn engagement?
Engagement is any measurable interaction with our published content , such as likes, clicks, mentions, comments, shared posts, reactions …
You can use the classic formula to measure engagement with your followers:
In this formula we measure the level of interaction with our content with respect to the number of views we have . A good result would be an engagement rate of 2% or higher .
In addition, we will be interested in analyzing and measuring the following metrics to optimize and improve the results obtained on LinkedIn:
A growth in your number of followers means that we are attracting and retaining users. If you detect a very large growth in a timely manner, it is most likely that another account has mentioned you or shared your content, thus increasing your network of followers. It is good practice to thank them for this .
It is important that our content generates interaction and interest in our followers. We must monitor the evolution of reactions that we get in our publications . We can calculate the engagement rate : From the number of impressions our publication has received and the number of interactions they have generated, we can calculate this metric.
- Measuring the number of times that users click (enter) on one of our content to read it will reflect whether the content we publish is interesting.
- Click rate: measure the number of clicks we receive based on the impressions generated (clicks / impressions) to know the percentage of users who see an ad, publication … and who enter it.
- It is important to take into account the number of clicks we generate towards our website, product or service pages …
- Pay attention to the publications that have more clicks, since they will indicate the type of content (videos, articles, presentations …) that obtain the best results in order to better define the strategy.
We consider conversion those users who perform the action we want. LinkedIn, like the other social media platforms, offers advertisers a pixel that we can install on our website to monitor the number of conversions attributed to the campaigns we run . It is very important to take advantage of this functionality, as it will help us to analyze the operation of the campaigns and optimize them to increase results.
In addition to analyzing conversions (generated leads), it is important to analyze their evolution through the marketing and sales funnel : determine which leads become potential customers or end customers. LinkedIn is a platform that works well for getting leads from the B2B field, although acquisition costs are still very high.
It is important to analyze the demographics of our followers that LinkedIn measures to target our ads and content:
- Geographical area
- Job title
- Seniority in the job
- Company size
- Employment status
- Company where you work
Cost per acquisition
Analyze the economic investment that it costs us to get leads, customers, clicks … to evaluate the operation of the campaigns and with the aim of reducing the cost:
- Invested money / leads
- Money invested / customers
- Money invested / clicks
Monitor the quantity and quality of comments your ads receive.
A video view on LinkedIn is counted every time a user watches a video for at least three seconds .
Measure the number of times we managed to send traffic to the company page or other product and service pages
Companies that generate engagement through LinkedIn: success stories
More and more companies are taking care of their page on LinkedIn and include this platform in their digital marketing strategy. Next, we leave you with some examples:
Nike involves its employees in creating the content and posts it shares. In this way, we can get to know the company’s culture from the inside.
They have a section called “Life in the company” in which they share experiences, publications, testimonials … In this way, they manage to attract the best profiles by sharing experiences by employees.
DXC throws thought-provoking questions to its followers. It is important to have conversations with your followers, responding to comments as quickly as possible and adding value. Keep an eye on the comments and delete those that are inappropriate.
HP uses its LinkedIn page as a platform to increase registrations for its webinars and events .
It can be very useful to take advantage of LinkedIn as an online dissemination tool to publicize those events or activities in which our company actively participates. It also measures the number of users who attend the event from LinkedIn.
As you have seen, the LinkedIn platform has much more potential than a professional and networking network . In addition to promoting and getting a job, we can take advantage of it to generate an audience of potential clients and a good brand image, among other benefits.
I recommend that you take the opportunity to do LinkedIn marketing and create a company page in which you share publications and useful content of interest to your target audience, as well as that you measure and analyze all the metrics that this social network puts at your disposal to improve your results.