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Using LinkedIn to Expand your Marketing Reach

By Heather Hardy
Owner
H&H Digital Solutions

This post is part of the Digital Marketing Secrets Revealed series, a new set of blog posts across different mediums designed to provide intel to people and companies looking to improve their digital marketing strategy.

Social media marketing is definitely not a new concept. Businesses have been targeting and engaging with their consumers on social media for years now. Yet, LinkedIn often gets overlooked when creating a social media strategy. LinkedIn can actually be an effective and extremely valuable part of your marketing goals.

Networking Tool

Networking is one of the most important components of business success. Of course, you can attend local networking events and rely on word of mouth to market your business. But, this method of networking can be somewhat limiting. Using LinkedIn as a networking tool gives you the opportunity to significantly expand your reach while connecting with other business professionals all over the world.

Networking Tip

It is important to keep in mind that simply clicking the connect button is not enough. Growing your LinkedIn connections is similar to growing a relationship in person. You need to provide value to your connections. Get to know their business and their needs. Introduce yourself before attempting to sell something. Avoid using generic introduction messages.

The great thing about LinkedIn is that you can network on the go. Instead of wasting valuable time scrolling through your personal newsfeed, spend those extra minutes growing your professional relationships. Use the advanced search feature to connect with those most relevant to your career goals.

Educational Resource

LinkedIn Learning is a valuable educational tool that is built right into the LinkedIn platform. You can use this feature to learn more about a particular topic or to create your own LinkedIn educational courses. Publishing a course within the site builds a reputation of authority and gives your business added value.

Educational Tip

Learn new skills that could potentially be useful to your business with the LinkedIn Learning platform. The program highlights personalized videos that are likely to be the most relevant to your career goals. Businesses can also utilize this platform to provide additional training to current employees. Although the LinkedIn Learning platform does have a monthly subscription fee, it is free to premium subscribers. When you factor in the traditional cost of educational courses, the monthly fee is well worth it.

Increase Traffic to Your Site

Ultimately, the primary goal of marketing is to increase website traffic. While there are many digital marketing methods that can boost your traffic, LinkedIn can provide you with visitors that are engaged and more likely to convert. Use LinkedIn to grow your connections, establish industry authority, and to get your business in front of other business professionals.

Increasing Traffic Tip

Use LinkedIn to get noticed in your industry. When you regularly post content that is relevant and useful to your connections, you are creating a reputation as an industry leader. Take advantage of the trending topic feature. This allows you to create content that is most likely to be followed. You can also utilize the sponsored post feature to reach defined target markets. Post regularly, edit your content, and give credit where it is due.

Increase SEO

Search engine optimization (SEO) is the method of optimizing your business digitally in order to increase your search ranking. There are many methods to improve your SEO including website optimization, keyword research, and by creating a strong presence on social media. LinkedIn has a strong authority with Google and it can be an important piece of the SEO puzzle.

Optimization Tip

Optimizing your profile improves both engagement and SEO ranking. Utilize the available space to include as much information about your business and your professional skills. Use industry relevant keywords in your title, description, and published content pieces. Rather than focusing on SEO entirely, aim to create a LinkedIn profile that is impressive to viewers (commonly referred to as semantic SEO nowadays.)

Paid Ads

Paid ads can be a great addition to organic LinkedIn optimization. Currently, there are over 546 million business professionals on the LinkedIn platform. The unique thing about LinkedIn is that many of these users are the decision makers of their company. You also have the ability to target specific positions within industries, making LinkedIn an extremely valuable marketing tool.

Paid Ads Tip

Although LinkedIn does charge for sponsored advertisements, you can set up a free company page. The company page allows users to follow the page and its updates. If you do decide to pay for LinkedIn ads, you can target users via content, text ads, or sponsored messages. You can track your analytics through Google Analytics or with the provided campaign manager.

LinkedIn Optimization Tips:

LinkedIn is an underutilized platform for businesses. Evaluate your profile and ensure that it includes the following:

  • Professional photo of just you
  • Highly descriptive headline that utilizes keywords
  • Contact information within your summary
  • Education and certifications
  • All relevant work related experience
  • Volunteer experience
  • Professional memberships
  • Skills with endorsements
  • Recommendations from previous coworkers or partners

LinkedIn consistently leads in terms of B2B leads and business networking. Make sure you are taking advantage of the available LinkedIn tools to expand your marketing reach.

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