How to grow your business using Linkedin

October 17, 2021
min read
grow your business using Linkedin

How to grow your business using Linkedin

Do you want to know the most effective strategies that will help you to maximize your B2B business and B2B lead generation efforts?

If your answer is yes, then this article is for you. In this article I’ll share the best LinkedIn marketing approach that will help your business expand this year.

Do you think LinkedIn is really effective?

The world’s most popular business social network is LinkedIn. More than 600 million professionals use LinkedIn everyday to make personal connections, discuss their industries, share information and grow their careers.

This platform is very useful for B2B prospecting. By using LinkedIn, businesses can have direct access to their customers, competitors, investors, potential hires and prospects. It can be used by both marketing and sales to attract and convert business. According to studies 80%of B2B leads come from LinkedIn and to distribute content 94% of B2B marketers use LinkedIn.

Now you must have understood that you need a LinkedIn marketing plan. LinkedIn can do wonders for B2B companies, if it is properly used.

7 most effective LinkedIn points that if you use will help your business grow 

1 – Recognize your goals

As in the case of any marketing initiative, it’s very important to recognize your goals. The most common B2B marketing goals for LinkedIn may include:

·     Enhance your brand profile and authority.

·     Prompt, promote and capture leads.

·     Driving appropriate traffic to your website.  

·     Increasing event appearances.

When your goals are clear to you formulating a marketing plan that works becomes very easy.

2 – Your company’s profile has to be complete

Your company’s profile will always remain the most important part of your online brand on LinkedIn. It is vital to have a convincing profile because people will search for your business online and will know more about your product and services.

 First impression is made only once; the majority of people in your target market will go to your company profile when they first click on your page. I’ll share some instructions to create an amazing company profile:

·     No gaps should be left by you i.e. you have to complete 100% of your profile.

·     This doesn’t have to be mentioned-no typos or grammar mistakes.

·     Go through your competitors’ profiles. Think of strategies to make you business stand in competition with them.

·     Mention any industry awards to distinctions you recently receive.

·     Are there any renowned clients associated with you? Don’t forget to mention them in your profile, but do it only after seeking their permission.

·     A link to your company website should always be included. People would want to learn more if they liked what they read in your profile.

·     Last but not the least do use the banner space you are provided. Use this judiciously: maybe there is some specific campaign messaging you want to push here. Imagine the banner as your online store front and decide accordingly.     

It is important to complete your LinkedIn profile as it will let you be found in searches. This will allow you to find some wow potential clients. With this you’ll get the reliability you need to convince new prospects on LinkedIn and begin an interaction with them.  

3 – Improve your page for search

You can only get this far with a great company profile. What’s the use of having it if its so difficult for people to find it?

Here comes the role of SEO (search engine optimisation). Include keywords in your company’s profile. The keywords chosen by you should be appropriate and describe your business and the services to offer.

Are you not certain about which keywords to use? Start by asking yourself which words or phrases a prospect would look for your product or service.

4 – Share content

After you have set up your profile, start creating content.

LinkedIn is no exception when it comes to Content marketing. Content marketing is very important for any type of social media platform. Actually, on LinkedIn it can be more successful than any other channel.

The advantage with LinkedIn is that you have an audience of highly qualified professionals who are thirsty for gaining knowledge and information. The first choice of 91% of executives is LinkedIn for professionally applicable content.

Share blogs, webinars and videos about topics which are appropriate for your target market to benefit from this. Your focus should be on quality – try to contact influential leaders in your industry (who are active on LinkedIn), ask them to contribute. Make it a habit to share your content frequently. This will help you build an audience base that comes to your page regularly.

If you think content marketing needs a massive budget, throw this thought out of your mind. A lot of free tools are available, use these to create graphics and videos. I’ll share some notable providers: 

·        Canva – use this free tool for design graphics.

·        Unsplash – this is a library of free hi-res images.

·        Piktochart – it’s an infographic creator.

·        Lumen5 – it turns text into video very quickly. 

Here are few best practices for sharing content:

  • Tuesday-Thursday are best to execute high value posts (new/hero posts or high-engagement events).
  • Low – value posts: Monday or Friday are best for low value posts (re-share, repurposing, old content).
  • The headlines of your posts should be 40-69 characters (including spaces). It has a limit of 220 characters before the copy breaks and is hidden.
  • The headlines which perform best include questions, list and how-to guides.
  • Be careful when you are using hashtags. They should be written in a new line wherever possible.
  • Try to use a tracking link wherever possible. This is so because the link you post will normally be a piece/page itself, to pull the image and increase the click area.
  • Posts without corporate links are appreciated by LinkedIn’s algorithm. So once in a while especially from your personal account – write an engaging post copy and put the link in the comments.


5 – Expand your network

One way to gain new followers is content marketing. You can do so many other things also. Give a try to combination of these 5 methods:

·       All your employees should follow your company page and like your posts (create an informal channel for sharing social media posts). Treat them as your biggest brand promoters, and probably share your content.

·       Your customers and partners should be invited by you to follow your page. Your blogs, email newsletters and press releases should promote your LinkedIn presence.

·       Any blog post or article you read and liked, share it. Especially, when it’s relevant or by someone who’s very influential in your industry.

·       If you feel your connections will find it useful, tag them in your content promotion.

·       Request your successful connections to write recommendations and testimonials for your page. It will act as a good social proof. You too should write recommendations for others. 

6 – Be ready to take risks

`After you’ve mastered the basics of LinkedIn marketing, it’s time to expand. Take risks by posting at different times of the day. When you realize that a specific type of post gets more response than others- do more of it. 

Again, go through the pages of your competitors. Try to find how effectively they are using LinkedIn. Are they doing something which you are also doing? On the other hand, is there anything which you are but they are not doing? Find out the gaps that exist in your sector and see if they can be filled by you. 

7 – Always evaluate your results

If you want to get better at data driven marketing on LinkedIn, start analyzing your efforts on a regular basis. A reporting function is included as a standard by majority of social media schedulers. Don’t worry if you aren’t using anything of that sort. You can get a huge amount of insight from LinkedIn’s own analytics pages.

There are 3 sections in LinkedIn’s Analytics: 

Visitor analytics

Here you can know everything about the people who clicked on your page, it includes:

·         Unique visitors over time and the total number of page views.

·         Visitor’s ratio from desktop and mobile.

·         The demographic information about visitors e.g. job function, location, industry and company size.

Update analytics

Here you can get access to engagement metrics for all your LinkedIn posts, which includes:

  • Over a specified time period the number of likes, comments, clicks and shares you’ve had. 
  • If you’re running any LinkedIn ads, you can see the ratio of engagement between organic and sponsored content.
  • Real time data on a post by post basis, which includes impressions, views, clicks and LinkedIn’s own aggregated engagement rate.

Follower analytics

Here, you can find all the information you want about your audience, including:

  • Your total number of followers and number of new followers who joined you in the past 30 days.
  • Demographic data about your followers like where they live and work.
  • A competitor tracker, which will compare your followers and updates to those of other related companies

End thoughts

LinkedIn is without a doubt, one of the best marketing channels. It will help in the development of your business. If you talk about professional online networking, it scores first position in most people’s minds. Your business should be listed on LinkedIn and you should make the best of opportunities it provides.

I hope with the help of these LinkedIn marketing strategies you can create a social media marketing plan that will help your business to grow. Keep a track of your progress by following the guidance provided by us.