12 easy steps to create a successful LinkedIn marketing strategy in 2020


When LinkedIn was launched in May 2003, it was mainly perceived as a professional networking site. However, in less than two decades, LinkedIn has attracted 660 million users in 200 countries.

Today, it's not just a platform that connects job seekers with potential employers. Rather, it has turned into an extremely useful marketing tool.

It has become important for every business to develop an effective marketing strategy on LinkedIn. When done properly, it can help you build brand awareness and build long-term business relationships. It can also be effective for lead generation.

Before we discuss how you can create a successful LinkedIn marketing strategy, let's take a look at why it is so important.

The Importance of a LinkedIn Marketing Strategy [ThebiggestadvantageofLinkedInisthatitisfrequentedbymanyinfluentialinfluencersdecisionmakersandopinionleadersIfyouwanttogettheattentionofseniorexecutivesyouneedtoworkonyourLinkedInmarketingstrategyYoucanuse LinkedIn marketing strategy templates which are readily available on the web to facilitate the process.

Unlike other social networking sites such as Facebook and Instagram LinkedIn offers a wealth of opportunities for B2B marketers. Take a look at the following infographic published by LinkedIn .

 infographic published by LinkedIn Marketing Strategy Image via LinkedIn

It is obvious that a solid strategy LinkedIn marketing is crucial to the success of your business. It can help you build brand awareness, increase traffic to your website, generate quality leads, and more. In addition, it can also help you establish yourself as an industry opinion leader.

However, promoting your brand on LinkedIn requires a set of clearly defined goals and tactics. Developing an effective LinkedIn strategy also requires a thorough understanding of your target audience.

Now let's take a look at the steps to create a successful LinkedIn marketing strategy.

1. Set Your Goals

The type of content you post and the approach you use to get it on LinkedIn depends on your end goal. This is why it is essential to define your objectives from the start of your LinkedIn marketing strategy.

In general, you may wish to target one or more of the following objectives:

  • Reinforce brand awareness [19659024] Generate qualified leads
  • Reinforce your brand's reputation
  • Interact with your target audience
  • Sell your product or service

Once you have a clear idea of ​​your marketing goals, it's time to define your target audience. You can describe your audience. This is a prerequisite for developing a strong LinkedIn marketing strategy.

You can describe your audience based on different parameters such as job title, geographic location, industry, etc.

Let's say that your goal is to sell an influencer marketing ebook for brands. In this case, your target audience may be made up of marketing professionals. They may have job titles such as "social media manager", "social media manager", etc.

In addition to defining your target audience, it is also important to have a deep understanding of your existing audience . A successful LinkedIn marketing strategy focuses on understanding who your audience is and what they like. How to do a good LinkedIn search

You can use the analytics section of your business page to find out more about your subscribers and page visitors.

It can be helpful to you help get meaningful information about your audience and the type of content they prefer. This, in turn, will help you tailor your LinkedIn marketing strategy to meet the needs of your audience.

How to bypass the LinkedIn limit and access more than 1000 search results .

3. Create an engaging business page

Your LinkedIn business page is one of the greatest assets of your LinkedIn marketing strategy. This is one of the first interactions that your target audience will have with your brand. As such, it should help them learn everything they want to know about your business. This includes your product / service, employee and head office information, etc.

Be sure to provide your company logo, website URL, industry, company size and other details. Adding these details strengthens the credibility of your business and can indirectly help strengthen your LinkedIn marketing strategy.

In addition, you need to develop an appropriate description that conveys crucial details about your business and your offerings.

You can add a cover image that resonates with your brand. A complete and up-to-date company page strengthens your brand image by enhancing your credibility and professionalism.

Take a look at the LinkedIn page of Schneider Electric . Note that the Presentation section works as a single destination. It provides all the necessary information about the company, including their website URL, specialties, social media profile links etc.

 Company page LinkedIn of Schneider Electric's marketing strategy Image via LinkedIn

You must also publish and share relevant content on the flow of your company page to engage your audience. It further strengthens your brand credibility and helps establish your brand as an industry opinion leader.

For more examples of effective business pages, check out this list of “ 10 Best Company Pages of 2018 "selected by LinkedIn.

4. Optimize Your Business Page

Like your website, you also need to optimize your LinkedIn business page for search. In fact, it's an integral part of your LinkedIn marketing strategy.

A well-optimized business page will help you gain visibility in search results, on and off LinkedIn. This allows people to get to know your business better using search engines as well as LinkedIn. You can optimize your business page for search with the following techniques:

Using keywords

Keywords are essential to your LinkedIn marketing strategy. Do not limit the use of your targeted keywords to your website and blog.

Identify the terms and phrases that your target audience is likely to use when searching for your products or services. Then integrate them into your company description and your list of specialties.

Link to your company page

One of the most important factors that dictates ranking a page's search engine is its inbound link profile .

Therefore, you need to optimize your LinkedIn business page for search in order to consolidate your LinkedIn marketing strategy.

The easiest way is to provide links to your page. These can be on your website, blog, newsletters, social media profiles, etc. In addition, you should encourage your employees to complete their personal LinkedIn profiles and add your company as an employer.

This creates more links to your business page and, ultimately, increases your inbound link profile. As a result, your LinkedIn marketing strategy is strengthened.

Publish relevant content

In addition to helping you interact with your audience, downloading and sharing relevant content regularly allows you to index by Google. This, in turn, improves your search engine ranking and helps your business page to climb the search results ladder.

5. Analyze Competitor Business Pages

To amplify your LinkedIn marketing strategy, you need to know how you stack up against your competitors.

LinkedIn offers a feature called "Business to Watch" that reveals a list of businesses similar to yours. It also gives you access to a few key metrics. These include total follower numbers, follower growth and social media engagement.

Evaluating these pages can help you understand how your own business page compares. You can identify what works best for them and integrate these tactics into your own LinkedIn marketing strategy.

 Linkedin offers companies to follow the marketing strategy Image via buffer

6. Promote Your Business Page

Creating an attractive business page is useless unless you can attract followers and increase your audience. In addition to optimizing your business page for search, you should also encourage people to follow it. Increasing your visibility is essential to creating a successful LinkedIn marketing strategy.

This ensures that all of your updates appear in their LinkedIn feed, which increases the reach of your content. In addition, a high number of followers also strengthens the credibility of your business. The easiest way to do this is to ask all of your employees and colleagues to become followers of your business page. You should also add a "Follow" button to your email signature and newsletters, and to your blog and website.

This allows subscribers and website visitors to become followers with one click. In addition, you can invite your existing customers and collaborators to follow your business page.

7. Create relevant and engaging content

Attracting large numbers of followers to your business page is a difficult task. However, reaching a high number of followers does not mark the end of your LinkedIn marketing strategy.

Keeping and interacting with your audience is a challenge in itself. The only way to do that is to publish and share meaningful content that will resonate with your audience.

The quality of your content can make or break your LinkedIn marketing strategy. Publishing content on LinkedIn requires a deep understanding of why people spend their time on the platform. You also need to understand what they would like to read.

Generally, the following types of content work well on LinkedIn and can amplify your LinkedIn marketing strategy:

Industry trends and practical articles

In 2017, BuzzSumo conducted a study in which they analyzed 10 million articles shared on LinkedIn .

One of the most important conclusions is that the main sentences used in the titles of the most popular articles fall into two categories:

  • Industry trends – "the future of", "in the world", "the power of", etc.
  • Practical articles – "X ways to", "X things for you", "X tips for", etc.

 BuzzSumo analyzed 10 million articles shared on LinkedIn marketing strategy Image via [BuzzSumo

These statistics clearly indicate that LinkedIn users are interested in content that educates them. They are also interested in content that helps them stay up to date with the latest industry developments.

Publishing these types of content will help you meet the needs of your audience. As a result, your LinkedIn marketing strategy will be strengthened.

Thought leadership articles

LinkedIn is a place frequented by strategic decision-makers and senior managers. If you want to engage with them, your LinkedIn marketing strategy must meet their needs. You can't post mundane content that floats regularly on social media.

An effective way to reach an agreement with such an audience is to create fresh, original content. That's why thought leadership content can help you grow your audience and drive engagement on LinkedIn. You can create the following types of opinion leadership content:

  • Industry opinion leadership – Your take on the latest developments in your industry.
  • Organizational thought leadership – A reflection of your company's vision and ethics.
  • Informed product leadership – Position yourself as the best solution to the problems of your target customers.

Whatever the type of content that you create, make sure it is not an obvious attempt at self-promotion. This can hurt your LinkedIn marketing strategy.

In addition to publishing and promoting your own content, you must also share useful and engaging content from other pages. It breathes new life into the flow of your business page and helps build relationships with other brands. This, in turn, will help make your LinkedIn marketing strategy even more effective.

Make sure to accompany your updates with a descriptive caption, attractive images, appropriate emojis, bullets, etc. . This can help break the monotony of text articles.

I also recommend that you use relevant hashtags when posting content to further increase visibility. This is extremely important for the success of your LinkedIn marketing strategy.

 Recommend using relevant hashtags on linkedin marketing strategy Image via buffer

8. Use Images and Videos

Maximizing audience engagement on your LinkedIn updates is crucial for your LinkedIn marketing strategy to be successful.

One of the best ways to attract Attention of your audience is to use images and videos. This should be done in addition to text-based articles.

In fact, according to LinkedIn, images lead to 2x higher comment rate and LinkedIn videos are 5 times more likely to start a conversation. In addition to images and videos, you can also download SlideShare presentations and PDFs to make your content more attractive.

LinkedIn now allows you to upload videos directly to the platform. It’s likely that LinkedIn prioritizes native videos over links from other platforms. You can get the most out of this feature by uploading videos directly to the platform rather than sharing YouTube links.

LinkedIn recommends that you create short one- to two-minute videos with sub- appropriate titles . Make sure the videos are authentic and appropriately reflect your brand vision.

While easy to implement, many marketers overlook this LinkedIn marketing strategy. If you want to stay ahead of your competition, you have to take advantage of this strategy.

9. Create a Content Calendar

Consistency is the key to keeping your audience and keeping them hooked to your LinkedIn business page. This is an essential part of any successful LinkedIn marketing strategy.

If you regularly publish engaging content, it helps to create a sense of anticipation among your subscribers. This results in higher levels of engagement and further increases the reach of your content. This can help you attract more followers and increase your audience on LinkedIn.

LinkedIn recommends that you publish daily to maintain your connection with your audience. For this reason, and in order to maintain consistency, I recommended that you create a content calendar as part of your LinkedIn marketing strategy. Establish a schedule for publishing content as well as the types of content you will be creating.

Another important aspect of your LinkedIn marketing strategy is to publish your content at times when it will gain maximum traction. This means you need to know the times when your audience is most likely to be online.

An easy way to do this is to view your clickthrough rates in the "Updates" section. From your business analysis page. Experiment with different release times and analyze the CTR to find out when it peaks.

10. Get Help From Your Workforce

Your employees and colleagues can be extremely helpful in increasing your audience and increasing your reach on LinkedIn. So it's imperative that you make this an essential part of your LinkedIn marketing strategy.

In addition to following your business page, you can also encourage them to like and share your updates. Be sure to notify them each time you post an important update on your business page.

You should also ask them to fill out all the necessary details on their personal LinkedIn profiles. Make sure they mention your company as their employer and provide a link to your business page.

This will help your brand gain visibility on its networks. This, in turn, will boost brand awareness and contribute to the success of your LinkedIn marketing strategy.

Complete your own LinkedIn profile

While you're at it, also make sure to have a complete and updated personal profile on LinkedIn. This may not have a direct impact on your LinkedIn marketing strategy. However, your personal LinkedIn profile highlights the human side of your brand.

Creating a promising personal profile can help make your brand image even more powerful. Don't forget to mention all of your special skills and professional achievements.

11. Use LinkedIn Analytics

A crucial aspect of your LinkedIn marketing strategy is to evaluate it regularly. We have already explained how analyzing your business page can help you get useful information about your audience.

It can also help you analyze the performance of your updates. To do this, you need to know how the "Updates" section of your business page analysis works.

You get a table that reveals different metrics such as impressions, clicks, engagement, CTR, etc. for each of your messages. This information can be used to discover the type of content that receives maximum engagement.

This will help you refine your LinkedIn marketing strategy and create content that is likely to receive more traction.

12. Website traffic tracking

When you share your brand content on LinkedIn, you can also add links to your website or blog. Lots of people might find your content interesting and visit your website to check it out.

However, it is very likely that they will not end up on your landing page and fill out the form. As a result, you will lose these leads. But, if you track your website traffic, you can also tap into that audience.

By using tools like Leedfeeder you can find out which companies are visiting your website. It also helps you identify what interests them so that you can modify your LinkedIn marketing strategy accordingly according to their needs. This, in turn, can help you get more prospects and customers.

Ready to create a successful LinkedIn marketing strategy?

LinkedIn offers a multitude of opportunities to connect your brand with the right decision makers and influencers high level. It has become a powerful marketing tool that can help you build brand awareness and sell your products or services.

It is high time to recognize its importance and start developing a powerful LinkedIn marketing strategy.

A deep understanding of your end goals and target audience is crucial to the success of your LinkedIn marketing strategy. Make sure you create a compelling business page and optimize it for research (on and off LinkedIn).

Additionally, you need to tailor your content strategies and publish updates that will appeal specifically to your public on LinkedIn.

Also be sure to use all available resources to boost your LinkedIn marketing strategy. This should include your current workforce, to increase the reach of your LinkedIn updates and your business page. Finally, track your website traffic using tools like Leedfeeder to find the companies that visit your website from LinkedIn.

What other tactics do you use in your LinkedIn marketing strategy ? Share your opinions in the comments section below.