By Laura Costello
Biz & Co

6 Tips For Unlocking the True Potential of LinkedIn as a Marketing Tool

LinkedIn is used by over 450 million business professionals worldwide, making it one of the most effective places online for marketers to engage with their target market. LinkedIn is mainly focused on B2B marketing and has specific features that allow you to create connections within your industry to give your brand more social visibility. LinkedIn ads, scraping solutions and company pages are just some ways to boost your marketing efforts through LinkedIn. Read on to find six tips for becoming a master marketer through your online profile!

1. Utilize community features

LinkedIn community features allow you to create new connections and establish yourself as an expert in your chosen industry. Some of the community features that allow you to increase your brand visibility include:

Groups

LinkedIn Groups provide a place for professionals to connect with others within the same industry or create a forum for their customers and audience to connect. Through these groups you can share content, post and view jobs and make business contacts.

LinkedIn Groups is also a useful tool for lead generation. Using the search and filter function you can narrow down prospects by their job title, company and geographic location. Once you have found your target prospects you can send them a personalised message and keep your page open for messages regarding business opportunities.

Company pages

Creating a LinkedIn Company page is an easy and free way to share company news, industry articles and promote your best company updates to a highly targeted audience. You can also include a product and services tab where you can share images of your products and links to allow your followers to purchase them.

2. Analyse your analytics

Linkedin has its own analytics capabilities that show the impact of your content. This can help you optimize your content and check how you rank against your competitors. The analytics provided by LinkedIn can also help you create target-specific advertisements that will appeal to your specific prospects and benefit your LinkedIn marketing efforts.

3.Access InMail

InMail allows you to direct message any member of LinkedIn, even if your profiles are not connected. The InMail tool has proven to be an effective way for marketers to contact potential clients as it enables the recipient to easily access more details about your company through your company profile.

As LinkedIn is used only in business contexts, it provides a better environment for business-related messages than other social media channels.

4. Produce LinkedIn Ads

LinkedIn Advertising is an effective way to raise awareness about your company, drive quality leads and share useful information. Most importantly, with an audience of business owners, students and teachers, you are able to target and engage the right audience.

5. Make your company page generate leads

It is important to structure your company page in a way which will lead to conversions. This can occur through tools such as a click through to your website. This makes your company page a direct pipeline to your website. Regularly posting updates provides your business with an active and engaging feed and including your website link in these updates allows further opportunities for conversions to your company webpage.

6. Learn from LinkedIn’s Trending Content tool

LinkedIn’s Trending Content tool allows you to see what content is most popular on LinkedIn in your industry. Monitoring this tool can allow you to understand what content you should be sharing, creating and advertising to generate the most engagement and sales conversions.

Generating leads, creating brand awareness and establishing partnerships are just some ways that LinkedIn can become an invaluable addition to your digital marketing strategy.

Author Bio:

Laura Costello is in her final year of a Bachelor of Law/International Relations at Latrobe University. She is passionate about the law, the power of social media, and the ability to translate her knowledge of both common and complex topics to readers across a variety of mediums, in a way that is easy to understand.