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November 2, 2017

Essential Checklist To Promoting Your Business On LinkedIn

LinkedIn is perceived as being totally different from other social platforms like Facebook, Twitter and Instagram among others for the simple reason that it is predominantly a professional networking tool to help put professionals and businesses in front of their potential clients. As it stands now, LinkedIn remains the best place to connect with business professionals. It is known as the most popular professional social networking platform.

The following statistics speak volumes concerning this ultimate content marketing tool that arguably has a more niche aim and audience;

  • LinkedIn has more than half a billion users — This guarantees you enough of the active audience you are seeking to connect with. This makes LinkedIn the largest professional network with a majority being young professionals.
  • 57 percent of all LinkedIn traffic is mobile — LinkedIn shared that most of its users are accessing it through mobile devices. It is true that mobile is fast transforming the digital marketing industry and LinkedIn provides the edge to stay ahead of your competitors.
  • 41 percent of LinkedIn users are millionaires — This shows you the potential of this platform in connecting you with serious people in the business. The potential is huge that you need not think twice about using the platform to connect with the ideal audience in your area of practice.
  • There are two new members joining LinkedIn every second. Are you looking for a platform with potential and still promising tremendous growth? LinkedIn should be the ideal platform for you.

These statistics are worth considering, but they also mean that for you or your business to stand out, you need to equip yourself with every detail you can to be able to promote your business in the best way; otherwise, you may get swallowed up in the sea of business updates. We have put together some tips and tricks that will guide you on how to market your business on LinkedIn the right way.

1. Create a LinkedIn company page

This step is crucial to give users a place where they can navigate whenever they want to learn more about your business or brand. This page will include your company logo and cover image as well as your employees’ profiles. This is the best way you will be able to increase your brand exposure and online recognition of your business.

You can also go further to promote your LinkedIn company page by linking it from your e-mails, blogs, newsletters and other marketing channels to provide more ways through which your target audience can connect with your brand. Adding a “follow” button plugin on your website can encourage your visitors to follow your LinkedIn company page.

Your company page should, therefore, be comprised of only professional names, professional headline branding, and professional looking photos. According to LinkedIn, profiles with professional-looking photos are seven times more likely to be viewed by others and allow you to make deeper connections with the audience.

2. Consider sponsored content

Content marketing on LinkedIn demands that you share engaging content with the right audience. This is crucial for any inbound marketing strategy and essential to understanding how to market properly on LinkedIn. After creating your blog posts or video content, you need to distribute the content or set up sponsored campaigns to get the content to the right target audience. You can try using professional social media influencers who are trusted and respected in your industry. This, of course, should be hinged on what you want from a particular social platform and the audience they cater for.

On LinkedIn for instance, B2B content is perceived to perform best with posts getting roughly 25.7 shares compared to 9.8 shares for B2C posts. Research indicates that 94 percent of B2B marketers use LinkedIn to distribute their content. While coming up with your content, you need to have your target audience in mind and understand the type of content they are likely to engage with. LinkedIn is believed to be doing well — despite its smaller number of followers — because of its audience quality. Some of the benefits of using sponsored content on LinkedIn include;

  • Greater reach with company content and updates that help in attracting new and more followers.
  • Helps reach the right audience with various comprehensive targeting options.
  • You can receive messages on all types of devices including tablet, desktop, and mobile.
  • You can set your budget by choosing between cost per click and cost per impression.
  • You can easily track the number of leads you get from your LinkedIn ads using the conversation tracking.
  • Helps in generating more leads with flawless pre-filled forms.

3. Insist on regular posting

Regular posting is critical to help keep users engaged and informed of your business existence. While doing so, it is important to not clog up your users’ LinkedIn feeds with content that will otherwise kill the entire campaign. Regular posting means selecting the ideal time and days for posting so that followers have an idea of when to expect updates. HootSuite is a tool that will help you to save time through scheduling your LinkedIn content updates in advance.

Other tools worth your consideration include social media analytics to help you determine the best times to post and when most people are likely to engage with your posts. Everybody is trying hard to generate the most engaging content; this makes it even harder for you but, using these tools will offer you the best chance to prepare your content and give your brand the maximum exposure, shares and likes it deserves.

4. Create relevant content for the right demographic

This is almost the same with regular posting. In addition to creating and posting content at the right time and frequency for maximum engagement, you also need to ensure the content is readable and exciting to sustain the engagement. Otherwise, users will lose interest seconds after the initial click.

Your content, therefore, must be characterized by catchy headlines and high impact visuals for it to be noticed on LinkedIn. While creating any content, you must think out of the box. Do research on the latest marketing trends and everything perceived to be highly engaging. For instance “How to,” “you need to,” “The future of” and “why you should” came out as the most popular heading openings for content in 2016. In fact, articles with these types of headings had an average share rate of 1,297.

5. Maintain brand loyalty

Multi-channel identity is good but, staying true to your style, and tone is crucial. For instance, if you are Jovial and humorous on Twitter then you have no reason to say you cannot apply the same on LinkedIn. In that regard, it is important that you perpetuate one, universal identity across various channels you are registered to, guaranteeing better recognition from your customers and to relate to your brand from one channel to another.

6. Optimize your location and align your industry

To do this, put yourself in the shoes of your target audience. When customers consider you as “local,” they tend to approach you more because they have the feeling and conviction that you understand or even share with their local problems. Many users use the location feature to filter results, and when you optimize your location, you are more likely to be found in relevant search results.

In aligning your industry, you must be ready to do some experiments with the changing in your industry to see the kind of effect it has on your profile views. The same way people filter search results using location, others do the same using industry. Take chances and learn the best way to go about these two.

7. Join relevant LinkedIn groups

There are many LinkedIn groups created to talk about specific topics. It is, therefore, important to locate the already existing groups, especially those talking about your brand or industry and joining them then taking part in the conversations taking place. Such groups are usually comprised of professionals in the same industry or with the same interests to share content, post and view jobs, find answers to various queries, establish themselves and make business contacts.

You may search for relevant groups at the top of your homepage or view suggestions of groups you may be interested in. Once you join the groups, you will be able to navigate through the latest conversations, start to actively participate in the conversations and send free messages to members when you intend to reach to them. If you also need to create a group, you can do so that other members will join in to share their ideas about the conversation topics provided.


To understand how to promote your business on LinkedIn, you must first understand the purpose the platform serves.  Many business professionals fail to yield the benefits of LinkedIn simply by assuming that the platform is meant for job seekers and recruiters.

Like all other social media marketing channels, LinkedIn offers numerous benefits to those who understand exactly what is needed of them when setting up their profile and posting content. Due to the many benefits this platform offers, LinkedIn should be a vital part of your content marketing and business at large. Do not be left behind.


Stevan Mcgrath is a digital marketing professional who possesses expertise in brand design and development. Stevan is passionate about utilizing his diverse skill sets for new and innovative online marketing strategies. He has worked as a freelancer and a contributor to Provenseo. Despite having a wide influential reach, he seeks client satisfaction as his topmost priority. He also writes blog posts on recent digital marketing trends. To know his work and more details you can follow him on Facebook, Twitter, LinkedIn and Google+.