LinkedIn Marketing Strategies to Help Maximise Business Growth

LinkedIn is a great marketing and social media platform focused on B2B leads. It has over 1 billion users worldwide covering thousands of industries and brings a large market to use for brand positioning and lead generation. If your goal is to reach other businesses and build brand authority, LinkedIn is a great tool to keep in your digital marketing arsenal. As a UK Digital Marketing Agency, we've helped brands across industries unlock LinkedIn's potential for generating high-quality B2B leads and building long-term brand authority.

As a Senior Digital Marketing Manager at Atomic Digital Marketing, I’ve worked with many businesses of different sizes, helping them to leverage LinkedIn’s capabilities for business growth. In this blog post we’ll go over my top recommendations for LinkedIn marketing strategies that you can implement for your business and start seeing leads come in!

1. Optimise Your LinkedIn Company Page

Your company page on LinkedIn is the face of your brand that users on LinkedIn will click on for research into your business. It can help users in the consideration stage move into the conversion stage through trust building and showing authority in your industry. Optimising your page will set your business apart from competitors under utilising their LinkedIn profiles. You can optimise your company page with the following:

• A high-quality company logo and banner image that is consistent with your company branding.
• Create a robust ‘About’ page that shows your mission, values, and services clearly.
• Research and use Industry-related keywords for a boost in discoverability.
• Consistent posting, reposting, and page updates for maximum engagement

2. Create High-Value Content That Establishes You as an Industry Thought Leader

Becoming an industry leader on LinkedIn involves create content that is valuable to users and fosters engagement. LinkedIn’s algorithm will naturally favour content that builds community engagement through comments, likes, and reshares. We recommend focusing on high value industry specific content that educates and informs users in your specific industry. Some of the types of content that work well include:

• Thought leadership pieces that provide expertise in your area with links to blog posts on your website.
• Carousel posts for short, visually-based content help to create engagement with users through interactivity.
• Interactive content and polls for engagement and thought provoking.
• Short videos for story telling

When creating posts on LinkedIn is beneficial to always ask for discussions to help boost engagement and community building with users! Add open-ended questions at the end of your posts to invite comments and discussion.

3. Grow your business with LinkedIn Ads

Using LinkedIn’s paid social capabilities can help grow your business by allowing you to reach key decision makers and industry specialists interested in your products or services. Here‘s how to leverage LinkedIn Ads effectively:

• Use Sponsored Content to promote high-performing posts and increase reach
• Test Lead Gen Forms for easy conversions without the user leaving the LinkedIn platform.
• Test Message Ads (InMail) to tailored outreach from your sales team.
• Retarget ads to users who have visited your site or interacted with your ads and did not convert.
• A/B test different ad creatives and messaging and observe what performs best with your audience.

4. Build Valuable Connections with LinkedIn Networking

LinkedIn is the place to build connections and network with decision makers and specialists in your industry. It can be a great way to network and convince other users to invest or purchase your services and products. To start networking on LinkedIn and building valuable relationships, you can do the following:

• Follow industry influencers and consistently comment on their content
• Participate and engage in relevant LinkedIn Groups for your industry
• Reach out to potential clients and partners with personalised messages and asking to connect
• Post industry and business updates, success stories, and company news regularly to stay top-of-mind for users
• Keep the tone of your messaging on LinkedIn personal and approachable to build trust

5. Use LinkedIn’s Analytics Capabilities

Using LinkedIn’s analytics can help you gather valuable insights on your community engagement, post reach, and demographics of followers. It can help your business make decisions and develop a data driven strategy. Use LinkedIn’s analytics tools to track:

• Engagement rates on your posts.
• Follower demographics and growth trends.
• Website traffic from LinkedIn referrals.
• Conversion rates from LinkedIn Ads.

Utilise these findings to optimise your content strategy, optimise ad spend, and focus on what works best.

Final Thoughts: LinkedIn can help your business grow and become thought leaders in your industry!

With the right marketing strategy, LinkedIn can be a growth game-changer for your business. By optimising your company page, creating valuable content, leveraging ads, strategically networking, and tracking data-driven insights, you‘ll position your business for long-term success.

Having trouble scaling your LinkedIn marketing strategy? At Atomic Digital Marketing, we’re experts at creating data-driven LinkedIn campaigns that drive real results.

LinkedIn is most powerful as part of an integrated strategy. Our digital marketing services combine social, SEO, content, and paid media to help your business build authority and grow online.