With over 660 million registered professionals, LinkedIn is by far the largest resource for B2B marketers to leverage for their customer acquisition efforts.
The right LinkedIn strategy can be a gamechanger for your personal brand and business.
In this post, you’ll discover some of the best tricks to scale your LinkedIn efforts profitably.
Why LinkedIn Marketing?
This might be the first thought that pops into your head if you’re not familiar with all the improvements that have been made since the Microsoft acquisition in 2016. And it’s understandable because you want to make sure your efforts go into a platform that delivers real results. So here’s a quick look at the benefits of marketing on LinkedIn:
- LinkedIn has helped 45% of marketers with customer acquisition.
- LinkedIn accounts for 80% of B2B leads.
- LinkedIn is the top choice for C level decision makers with 91% of executives having some type of presence on the platform.
These are just some of the many reasons why you should focus your efforts on LinkedIn marketing and optimize any existing strategy you might have.
How to Market on LinkedIn Effectively
Now let’s move on to the most important part of the post–how to market on LinkedIn. Although you can absolutely build your LinkedIn marketing strategy from scratch like we do for our Accelerator clients, these tips will serve as an inspiration for your campaigns. Check out these 5 tricks for marketing on LinkedIn effectively.
1. Profile Optimization – LinkedIn Text Formatter
This may seem like the most basic one, but it can have a dramatic impact on click thru rates from showing up in the search results, to being a profile that is actually ‘clicked through’ on. Using the bold , but it’s easy to overlook when you’re focusing your efforts on the more advanced LinkedIn marketing tactics. Whether you’re marketing through a company page or your personal account, it’s crucial that you make certain profile improvements that’ll increase your chances of getting noticed.
In one of our tests, using this great free tool called LinkedIn Text Formatter, we would able to increase CTR’s to our full profile by 42%.
Start with a high-quality profile picture that’s relevant to your brand. A high contrast photo on your profile gives you 21 times more profile views. High res headshots are best, the most important part is the quality of the resolution.
Other ways to optimize your LinkedIn profile include adding your current position, which can get you up to five times more connection requests. And don’t forget to include at least five relevant skills, as this might help you get 31 times more messages from recruiters and other LinkedIn members alike.
For those setting up a company page, our detailed guide on how to build the perfect LinkedIn page shows you the step-by-step process.
2. Establish REAL relationships
A vital part of your LinkedIn marketing strategy includes establishing relationships with your connections.
I cannot stress enough the importance of building real, genuine relationships with your prospects. People buy from people they know, like and trust, and the only way to get to that place is to show genuine interest in them.
There are many ways to begin establishing relationships on LinkedIn:
- show interest in your connections by learning what’s important to them
- pay attention to the content your connections share, and engage when appropriate
- always engage with those who like, comment on and share your content
- be a connector and introduce your connections to each other
It’s also important to reply in a timely fashion to any messages your connections send you.
Additional Reading: #1 Biggest B2B Copywriting Screw Up
3. Use Automation (But Not Auto Messaging)
In the same vein of employee involvement in your LinkedIn marketing, consider taking it one step further with using automation, but not to mass message people. Think about creative ways you can connect growing you personal profile with your company page, and employee pages, there are a million ways to do it.
So whether send a personalized image to prospects or influencers, using automation can do the trick if you use the right tools. The more personalized a strategy is, the recipient is likely to notice it and even respond to it. In fact, LinkedIn InMail gets three times more responses than regular emails.
It’s these types of strategies (i.e. hyper personalized outreach) that makes it great for promoting your products and services to highly relevant prospects. Send out offers, share your new content and provide updates about your latest services that might be of interest to the recipient based on their profile keywords.
Built in behavioral analytics is something you can and should definitely take advantage of, and is something that is offered in LinkedIn premium accounts.
4. Scale LinkedIn ads using the Matched Audiences & retargeting features
Another excellent LinkedIn marketing strategy is to target the most relevant users when you run ads on the platform. The Matched Audiences feature lets you do exactly that by allowing you to retarget people who have visited your website as well as people who are on your existing account or your email contacts. If you don’t get a lot of traffic to your site just yet, click here to learn how to install your
Since these people have some familiarity with your company or your personal brand already, there’s an increased chance that you’ll covert them. This feature makes a whole lot of difference to your LinkedIn advertising efforts because most people will not convert on their first interaction with your business. But if you retarget them, you’ll gently remind them of your existence and gradually nudge them toward a conversion.
Additional Reading: Install Your LinkedIn Insight Tag
Scaling Your LinkedIn Marketing Strategy
With the right strategy, LinkedIn can be a powerful engagement hub for both B2B companies and entrepreneurs. The tips we’ve provided above will give you some idea of how you can rev up your LinkedIn marketing efforts.
But don’t forget that it all starts with targeting the right people. None of these tips will have the kind of impact you expected unless you can reach the right audience. So make sure you schedule a call with us to master this part of the LinkedIn marketing process.