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How to Use LinkedIn for Business and Marketing

Justice is a business owner. He has been running multiple online businesses for the past five years.


LinkedIn has become one of the best resources available to professionals and business people looking to build their careers, gain exposure, and even find jobs. However, LinkedIn can be tricky to use at first, especially since its purposes are different from other social media sites like Facebook or Twitter.

This guide will show you how to use LinkedIn as an effective marketing tool in your business strategy and how to make it work to your advantage when it comes to expanding your career horizons.

What Is LinkedIn Marketing?

LinkedIn marketing is the process of creating, managing, and executing a marketing plan on the LinkedIn platform. This can be done through a variety of means, such as creating and sharing content, interacting with other users, and running ads.

LinkedIn marketing can be an effective way to reach out to potential customers and clients, as well as build relationships with industry thought leaders. Plus, since LinkedIn is a professional network, it can help give your brand a boost of credibility. Users will see that you're knowledgeable about your field of work, and they'll start to trust you more.

This doesn't mean that there's no need for traditional marketing; however, LinkedIn should only be used in addition to other strategies, not instead of them. The most important thing when it comes to LinkedIn marketing is the quality of the content you create or share: make sure it's high-quality so that people will want to share it themselves! To do this, ask yourself these questions before you post something:

  • Is my post engaging?
  • Does it add value?
  • Does it answer questions?

Make sure to engage with other users, too - answering their questions and commenting on their posts. Just remember that being nice never goes out of style. If someone asks a question and you don't know the answer, don't just send them off into cyberspace - try researching together with them until one of you finds what they're looking for! That's what really makes people feel like you care. And if someone offers up some information that you think would be helpful to others, please retweet it or share it on Facebook.

Why Is Marketing on LinkedIn Important?

LinkedIn is important for marketing because it is a site where professionals network. This means that LinkedIn is full of potential customers who could be interested in your product or service.

Additionally, LinkedIn is a great platform for creating content that can reach a large audience. Plus, it allows you to target your marketing efforts specifically to your target market. Finally, LinkedIn provides valuable insights into the people who visit your profile or website, which can help you better understand your customers.

The social media site also has an analytics tool called LinkedIn Audience Insights that will provide data on how many impressions you're getting as well as how engaged they are with your posts. If you find that there are certain post types that get more engagement than others, this can be helpful information when deciding what type of content to share next.

It's also worth noting that by clicking on the Interests tab in LinkedIn's settings menu, you'll see a list of professional topics related to your field - click on one and then look at the list of followers within those interests; if there are particular users or companies following those interests whom you would like to connect with but haven't yet reached out to them, use this list as a starting point!

Your LinkedIn company page should have a dedicated link under the about tab so that visitors can easily contact you via email or phone. Clicking this link will take viewers directly to your business contact page (i.e., without navigating through other pages).

When you make changes to your company page, they automatically appear on all of your profiles as well. Just keep in mind that because LinkedIn is such a popular platform, most interactions happen here via messages instead of comments, shares, likes, etc.

So while these things may not be available to you through LinkedIn, personal messages give you a chance to have one-on-one communication with your followers. Furthermore, whereas Facebook might seem less formal than LinkedIn does, most networking on Facebook happens between family members and friends, whereas networking on LinkedIn happens between colleagues.

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LinkedIn Marketing Tips to Grow Your Business

Optimize Your Profile

Optimizing your profile is the first step to using LinkedIn for business and marketing. By ensuring that your profile is complete and up-to-date, you’ll be more likely to show up in search results and attract the attention of potential customers or clients. Here are a few tips on how to optimize your profile:

  • Include a headshot: Uploading a headshot will allow others to see what you look like and help them connect with you on an emotional level.
  • Include keywords: Add keywords relevant to your industry to ensure people searching for those terms find your profile.
  • Complete your summary: Your summary should highlight the benefits of working with you as well as detail who you are as an individual.
  • Fill out all fields: Fill out all fields, including work experience, education, awards/honors, interests, and skill sets, because every bit of information helps potential employers or clients make an informed decision about hiring or working with you.
  • Upload recommendations: Asking your references to upload their recommendations increases their commitment to supporting you. Once they have submitted their recommendation, they cannot take it back, so if they don't want something posted on your profile, don't ask!
  • Have friends endorse you: Endorsements from friends are very powerful endorsements. People trust and want to do business with those that other people they know have worked with successfully. The key here is to seek endorsements from someone who knows both you and the person looking at your profile.
  • Keep it fresh!: Update your status regularly by uploading new content, such as articles written by yourself or others related to topics of interest for prospective customers or clients, events attended, conferences attended, etc.

Join Groups

Joining groups on LinkedIn is a great way to build relationships with potential customers and partners. When you join a group, you can participate in discussions, post articles and blog posts, and share your expertise with others. Plus, being active in groups shows that you’re engaged in your industry, which can help you attract more business. Here’s how to get started:

  1. Look for groups related to your product or service category.
  2. Click Join.
  3. Post updates about relevant news, events, job openings, etc.
  4. Share helpful content from other sources.
  5. Add pictures.
  6. Add links.
  7. Participate in discussions.
  8. Engage with others by liking, commenting, and answering questions.
  9. Keep an eye out for opportunities to contribute to the community through volunteering.
  10. Receive notifications when someone comments on one of your posts or likes what you share.
  11. Follow other users.
  12. Create new connections.
  13. Don't forget to check out LinkedIn Today for all the latest happenings.
  14. Show off what you do best!

Follow Influencers

Following influencers can help you learn about new trends, get insights into your industry, and build your professional network. To find influencers, go to the search bar and type in keywords related to your industry. For example, if you’re in the marketing industry, you could search for marketing thought leaders or social media marketing experts.

Once you have a list of influencers, click on Follow next to their name. Make sure that they follow you back so that they don’t accidentally miss one of your posts. If they don’t follow you back, try following them again after some time has passed. Or, take the initiative and send them a connection request with an insightful comment to let them know why you want to connect with them.

You should also make sure that every post is worth reading by commenting on other people's posts as well as sharing your own. On each post, be specific with what you like about it or how it helped you out instead of just saying good job or nice. And finally, be wary of who is giving advice - if someone doesn't seem credible, there might be something shady going on!

Find Connections

LinkedIn can be a great way to connect with other professionals in your field, as well as potential customers or clients. To find connections, start by searching for keywords related to your industry or business. Once you find someone you’d like to connect with, send them a personalized message asking to connect. If you have mutual connections, be sure to mention them in your message. You can also join LinkedIn groups related to your industry or business, which can be a great way to make new connections. Just look for the Groups tab on the top navigation bar.

For example, if you are an electrician looking to get into residential work, joining Hiring Residential Electricians: Connections are Key! might be beneficial. Clicking on the link will take you to a page where you can request membership into this group, which has over 3,000 members worldwide who are all electricians who want more work in their field. It's a very targeted audience, so it could be just what you're looking for. Join other LinkedIn groups that interest you to expand your network and stay up-to-date on news in your field.

You should also keep track of any professional awards or accomplishments that show up in your profile updates--sharing these updates with others on LinkedIn can help build trust among potential prospects who may not know much about what you do but would appreciate hearing about your successes.

Don't forget to include links to websites, blogs, articles, whitepapers - anything else that could potentially help people understand how qualified you are for the job at hand. Your LinkedIn profile is essentially your own personal marketing brochure, so it's important to make sure that everything you share is tailored specifically to those reading it.

Create a Company Page

You can create a Company Page on LinkedIn to increase your brand’s visibility and reach out to potential customers or partners. A Company Page allows you to post updates, products, services, and other content, as well as run ads. Plus, you can use LinkedIn’s analytics tools to track how your Company Page is performing. Here’s how to create a Company Page on LinkedIn.

  1. Click the Companies tab at the top of the page.
  2. Click Add a company from the drop-down menu.
  3. Enter your company name and click Continue.
  4. Fill in any information that is missing (such as address, phone number, website URL).
  5. Select an industry that best fits your business from the drop-down menu and click Save changes.
  6. Be sure to complete the About us profile with descriptions about your company.
  7. Fill in any optional sections such as Key people, Awards and recognitions, Description of business location.
  8. You can now customize your Company Page by adding sections like Team members, Product or service areas of expertise, Board members or Advisors.
  9. In the top right corner of the screen there is a list of icons that allow you to control what content will be displayed on your profile feed - check off all sections you want to display so they appear below this list.
  10. Remember to regularly update both these sections so LinkedIn users see fresh content when they visit your Company Page!
  11. If you don't have time to manage it yourself, take advantage of one of the many affordable options available from vendors who offer professional social media management.
  12. Search LinkedIn Company Pages to find someone who specializes in marketing for small businesses.
  13. When creating posts for your Company Page remember: Your profile photo should be taken straight on, wearing professional attire and smiling confidently.

Share Your Content on LinkedIn

If you want to use LinkedIn for business and marketing, you need to start by creating content that is shareworthy. This could be blog posts, articles, infographics, or even just status updates that are relevant to your industry. Once you have some content to share, post it on your LinkedIn profile and in relevant groups. Be sure to add a catchy headline and a brief description so that people will be intrigued enough to click through. If you can get people engaged with your content, you’ll be well on your way to using LinkedIn for business and marketing success!

In addition to posting your own content, search for others who post about topics that interest you and comment on their posts. Make connections with people who seem like they would be a good fit for the company's goals.

Engage in conversations about the company's offerings, ask questions if there's something you don't understand, provide feedback - this all helps strengthen relationships between the company and prospective customers while also providing useful information. And don't forget: Promote things that have nothing to do with your business! People enjoy seeing what other companies are up to too!

They might not make any purchases now, but they'll know who you are when they're ready to buy. It's also important to keep in mind that LinkedIn has become a social media site as well. That means there should be plenty of opportunities for engagement outside of commenting on posts related to your products and services. Share links, tell stories, show off new employees - these things draw attention from potential followers and help establish your brand as someone worth following.

Run Contests on LinkedIn

You can use LinkedIn to run contests that will help promote your business or brand. By running a contest, you can increase engagement, generate leads, and grow your following on the platform. Plus, contests are a great way to get people talking about your brand. Here's how to run a contest on LinkedIn:

  1. Go to the Contests tab in your profile.
  2. Select which type of contest you want to create.
  3. Create the rules of the contest by entering your contest's title, description, prize and duration. After that click Create Contest. Now you have an active LinkedIn campaign promoting your business!

Give it some time and see what happens. The more often you post content, the more followers you'll gain. You can also boost visibility for your posts by paying to promote them or using hashtags. And don't forget to thank those who participate in your contests because they'll feel appreciated and encouraged to participate again next time.

Here's another cool trick to keep in mind if you're looking for more followers: make sure to share content from influencers like Seth Godin. If you really want your posts to go viral on LinkedIn, be sure to give all your posts at least one hashtag. Doing so helps other users find your content through keyword searches. But before posting any marketing messages, be sure that what you say is accurate and factual. Remember, not all publicity is good publicity!

Encourage Engagement With Others

If you want to use LinkedIn for business and marketing, one of the best ways to get started is by encouraging engagement with others. This means connecting with people in your industry, sharing relevant content, and participating in group discussions. By doing this, you’ll be able to build relationships and position yourself as a thought leader in your industry. Plus, when you engage with others, they’re more likely to return the favor – which can help you expand your reach even further.

For example, if you're on a professional networking site like Linkedin and someone else shares something that really resonates with you, or if you share an interesting idea from another user on your blog post or social media page, respond with an honest comment or question. Not only will this encourage them to do the same, but it'll also create opportunities for collaboration later on down the line.

Be mindful about how you choose who to connect with: In order to make sure you're using LinkedIn for business and marketing purposes effectively, it's important not just to connect with anyone. Instead, focus on establishing connections with people who have similar interests or goals.

The main reason behind this is because these are the types of people who are most likely to share information and be engaged in discussion (which will ultimately benefit everyone involved). As such, don't forget to look at their posts beforehand before sending them a connection request!

LinkedIn Marketing Opportunities

LinkedIn provides a number of ways you can market your business on their platform. You can create a company page, which is a great way to showcase your brand and connect with potential customers. You can also use LinkedIn Ads to target a specific audience with your advertising. Additionally, you can use LinkedIn groups to join conversations and build relationships with other professionals in your industry. Here are 4 different types of ads that can be used on LinkedIn.

1. Lead Gen Forms

If you’re not using LinkedIn lead gen forms, you’re missing out on a powerful tool that can help you generate leads and grow your business. Here’s how to use LinkedIn lead gen forms to get more leads:

  • Make sure you are logged in as the account owner or an admin of the company page and go to Settings.
  • In the Pages menu option, click Edit Page at the top right of the screen.
  • From there select Page Display Options, then choose Lead Generation Form.
  • The form will be positioned in the upper left-hand corner of your company page below any other elements (such as news feed stories).

Be sure to fill out all fields with compelling copy so people will want to sign up for your services or give their contact information so they can be contacted about specials or discounts. You should also include specific questions tailored to your company's offerings. For example, if you offer public speaking events and training sessions, it's best to ask people what topics interest them most or when they would like training sessions scheduled so it is convenient for them.

If your goal is to capture leads from job seekers who are looking for work opportunities, make sure the first question asks if they're interested in finding a new job and list any open positions that might fit their criteria. You should also include social media icons next to each question so those who may have signed up on Facebook or Twitter can share the link with friends and family quickly and easily without having to type anything into those sites themselves.

2. Sponsored Content

LinkedIn offers a number of ways to get your business in front of potential customers through sponsored content. Here’s how to get started:

  • Visit the page on LinkedIn, enter your company name, type in a brief description of what you do, upload an image, select whether or not you want your posts to be publicly available, and then click on Done.
  • Publish Content - Choose the type of post (Status Update, Job Posting, Company Page Announcement) or select one from the list that is pre-populated with topics related to what you are trying to promote. Edit the post if necessary and publish when ready.

For example, after editing a Status Update post about promoting blog posts about social media marketing strategies, the following will appear: Update Status: Have you seen our blog articles about social media marketing strategies? Check them out! The long-form post will let you include additional details and information, like Do you have any questions? or Let us know!

3. Sponsored Messages

LinkedIn Sponsored Messages offer a new way to reach your target audience on the world’s largest professional network. Here’s how you can use them to achieve your business and marketing goals.

  • Who should get these messages? If your customer base is made up of professionals, then using Sponsored Messages will be an effective tool to build awareness about your product or service.
  • What are the benefits of using sponsored messages? They give you access to users who may not be familiar with your company and make it easy for users to learn more about what you have to offer without having to leave LinkedIn. They also enable targeted messaging that will only be seen by members who are most likely interested in what you have available.
  • Why would I want this feature? You're already targeting professionals, so why not go straight for their inboxes?

In addition to providing marketers with a new set of opportunities for reaching potential customers, Sponsored Messages offers many features that make the messages' impact even greater. You can choose from three different layouts to display your message and customize which group of people see it: All Visitors, New Visitors, or Connections Only.

You can also include photos or video clips alongside text descriptions in order to draw attention as well as include links that lead viewers back to any page on your website. The good news is there's no cost for adding sponsored messages; just log into LinkedIn ads manager and click Create Campaign to start!


This article is accurate and true to the best of the author’s knowledge. Content is for informational or entertainment purposes only and does not substitute for personal counsel or professional advice in business, financial, legal, or technical matters.

© 2022 Justice Ndlovu

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