How to use LinkedIn for companies in your marketing strategy (Guide)
With more than 610 million users in 200 countries, 4 million companies,
and 2 new members every second, LinkedIn has become the
world's largest professional network.
Regardless of whether your goal is to connect with professionals in your sector, position yourself as an authority or generate sales opportunities, LinkedIn
should be part of your inbound marketing strategy.
Learn in this article why you should enter this platform with your brand and how to achieve it easily.
What is LinkedIn for business?
LinkedIn for companies is the specialized profile for brands that allows you to gain more visibility within the professional network. It has ad and engagement tools with which you can reach a specific audience.
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LinkedIn has an impressive level of lead generation: it is 227% more effective than other social networks, such as Twitter and Facebook. For what is this? Probably because there is a network of B2B and B2C professionals with whom you can work, in addition to being a platform specialized in commercial activities.
If these numbers do not convince you yet, here are some of the advantages of inaugurating your business presence on this social network.
What is the use of having LinkedIn from your company?
Some of the benefits that you can acquire if you join this social network as a company are the following.
Generate opportunities with great segmentation: reach your specific audience thanks to the various configuration options it has. Thus, your efforts will be directed to detail.
It will be your inbound ally: it is the place where you can interact in all phases of purchase with your prospects, especially by offering them what they are looking for.
Help distribute your content: commercial blogs are very successful, for the simple reason that users are already predisposed to this type of content. Remember that creating a strategy will be essential.
Strengthen your brand image: because it is a successful platform and it manages to link millions of professionals, it will enhance your company.
Increase your searches: If people are interested in your company or a specific product that you offer, they are likely to search for you on LinkedIn. Most people give up if they can't find your official profiles.
Make more sales: compared to Facebook or Twitter, LinkedIn is a 277% more effective tool when it comes to generating leads for your company, so you can generate conversions with a high probability of making more sales.
How does LinkedIn for business work?
LinkedIn, unlike the other social networks, is designed for companies and aims to help them create awareness and engagement with their consumers, clients, and employees. The way LinkedIn for business works is very similar to other social networks since it is also possible to share content, images, video, and text through a feed where potential customers and partners of the brand are connected.
LinkedIn users enter this social network specifically to show professional skills and business relationships. This makes it an essential platform for B2B business.
So, from making connections to building business relationships to generating leads and increasing your brand awareness, creating a LinkedIn Page for your company can be an invaluable complement to your digital marketing strategy.
Here's how to use LinkedIn for Business in just a few steps:
How to create a company profile on LinkedIn?
Access LinkedIn for companies
Create a company profile.
Choose the most appropriate option according to your type of business.
Add relevant data of your company.
Customize your profile.
1. Access LinkedIn for companies
Start your trial account and choose the plan that suits you best. To access LinkedIn for companies you can do it through your profile. It's very easy to create if you don't have it yet: just add your email and password.
2. Create a company profile
Click on the "Products" option and then on the "+" sign for "Company Pages."
3. Choose the most appropriate option according to your type of business
You can create a profile for small and large companies, with a focus on products or educational institutions; this depends on the line of your business.
4. Add relevant data of your company
Enter the name of your company, your website, and other relevant information (such as the sector to which it belongs). Once this is done you will be able to preview your company profile on LinkedIn.
5. Customize your profile
Once in your profile, you can easily change the cover image.
The goal is for your company profile on LinkedIn to be aligned with your brand identity. This example from our HubSpot profile on LinkedIn for business can inspire you to find the best setting for yours.
Once you have your profile ready, it is time to take into account the following recommendations.
How do LinkedIn marketing for companies?
These steps will give you the key to creating your LinkedIn marketing strategy:
1. Define your audience
Use your buyer persona to define what type of professionals and companies you want to reach. If you don't have a defined buyer persona profile yet, a tool like our Buyer Persona Generator will be very useful.
2. Set qualitative goals
Use this buyer person not only as of the profile of your final buyer but as those relationships that will allow you to have an expansive wave. Do you want that coach to talk about your brand? Create a specific strategy.
3. Define quantitative objectives
Establish what you want your follower growth rate to be.
4. Create relevant and useful content
Followers will come to your profile when you offer them something that they consider valuable, for example, articles from your blog, webinars, or e-books.
5. Design a SMART instrument for best performance
To get the most out of your profile, it will be very helpful if you use an effective method of goal setting. It will also help you prevent obstacles to your growth in this social network.
To get you started smoothly, we've teamed up with LinkedIn to create a guide on how to use LinkedIn for business to boost your marketing strategy and professional network that includes tips on:
How to optimize your LinkedIn profile.
How to use LinkedIn to develop your professional network.
How to use LinkedIn for your business.
Six templates: Powerpoint and Photoshop to improve the appearance of your profile.
With this ebook you will also learn to:
Promote your network of contacts to get the most out of the platform.
Use LinkedIn features to promote your business.
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