How to Use LinkedIn for Marketing

3 July 2024

LinkedIn is a powerful marketing tool for businesses for all shapes and sizes. Whether you’re a one person show or leading a team of many, LinkedIn is a great place to connect with professionals, showcase your expertise, and of course, boost your marketing efforts!

Ready to take your LinkedIn game to the next level? This blog will discuss how to use LinkedIn for marketing with tips on how to optimise performance.


LinkedIn Page vs LinkedIn Profile

LinkedIn Pages and LinkedIn Profile serve different purposes and audiences.

LinkedIn Profiles represent an individual and include personal information, work experience, education, skills, and recommendations. LinkedIn Pages are tailored to businesses and showcase company updates, products, services, and insights.

Both are great tools to have in your marketing toolbox. However, which ones works best depends on what you’re aiming to achieve.

For example, if you are looking to promote your personal brand, setting up a LinkedIn Profile would be ideal. On the other hand, if your goal is to promote your business, build brand awareness, or facilitate business connections, a LinkedIn Page is likely your best bet.

When deciding between a LinkedIn Page and Profile, consider this:

Recent research shows LinkedIn’s focus is increasingly on personal posts rather than company pages. For instance, Patagonia’s company page, with over 1 million followers, recently received a few hundred engagements on a post linking to a news article.

In contrast, individuals like Steven Bartlett, often achieve higher engagement from their personal accounts even with fewer followers.


Best LinkedIn Practices

Complete your profile

Think of your LinkedIn profile like a digital CV. Add your work history, education, skills, and anything else that you think potential employers or connections would like to know about you.

Pick a professional photo that captures your personality. While your profile should maintain a professional tone, it’s important to also make it fun and engaging.

When writing your headline, let people know who you are, what you do, and what you’re passionate about.

Publish to a consistent schedule

Sticking to a consistent LinkedIn schedule is important for a variety of reasons. A consistent schedule can boost your LinkedIn marketing efforts and get you the results you want.

Regular posts keep your LinkedIn feed fresh and keeps your audience awaiting your next post. Consistency builds anticipation and provides users with a steady stream of reliable, informative content that is always worth their time.

By posting consistently you also spark discussions among followers and connections. Plus, algorithms favour accounts that post regularly, increasing your chances of appearing in more feeds and getting noticed by a wider audience.

Engage with followers and connections

Don’t leave followers and connections hanging! Reply to comments on your posts and keep the conversation going. Similarly, jump into discussions on other people’s posts. Share your thoughts or ask questions to get you name and brand out there.

Liking and reacting to posts on LinkedIn can also go a long way in strengthening your connections and relationships with industry peers.

Keep up to date with algorithm changes

When you understand the latest tweaks and updates to the LinkedIn algorithm, you can stay ahead of the curve. Being in the know means your posts are more likely to be shown to users and achieve better results.

Consider experimenting with different post types and timings and monitor their performance. Changes in engagement or reach often indicate algorithm updates.

To keep updated with algorithm changes, stay tuned to LinkedIn’s official blog, follow industry experts, attend LinkedIn webinars, and stay hands on with LinkedIn strategy.

Work with a marketing agency

While managing your LinkedIn marketing yourself can be rewarding, working with a marketing agency can take your strategy to the next level.

Marketing agencies live and breathe social media. LinkedIn is always adding new features and agencies stay on of trends and changes, to keep your marketing strategy on track.

Thinking about bringing in the pros? Get in touch with the team at M.A.D Communications to see how we can help!

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