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Effective Marketing Strategies to Boost Your Company Profile on LinkedIn

LinkedIn differs from other social media platforms because it focuses primarily on businesses and professionals. For this reason, your LinkedIn marketing strategies need to differ from those you use on social media, so it can be tricky to get your head around. Fortunately, there are plenty of tried and tested LinkedIn marketing strategies, many of which are super simple.

The nine tips in this guide will help you craft an effective LinkedIn marketing strategy that works.

Key Takeaways

  • LinkedIn is a great social media platform for promoting your business’s expertise and professional services, but you must get the marketing right.
  • Start by creating a LinkedIn business page and optimizing your profile.
  • Get to know your target audience so you can focus your LinkedIn marketing efforts on the right people.
  • Network with relevant people in your industry and make LinkedIn connections to promote your business.
  • Promote your page using ads to reach more LinkedIn members.
  • Be consistent, publishing regularly and ensuring your brand voice comes across clearly.
  • Deliver creative, engaging content to stand out from others in your niche.
  • Encourage your employees to become brand ambassadors through personal branding.
  • Upload native content like images and videos to rank higher in the LinkedIn algorithm.
  • Create content that showcases your expertise to highlight what you can do for clients.

1. Create a Great Profile

The key to any social media marketing strategy is to get your profile right. This is what prospective clients will use when they want to know more about you, so it’s vital to ensure your LinkedIn page is on point.

There are a couple of things you should take the time to get right:

  • Profile image: A picture says a thousand words, so your profile picture needs to be high quality and make it clear what your LinkedIn company page is about. The company logo should be obvious.
  • Cover image: Again, the cover image is vital because it portrays a lot about your company. Make sure your LinkedIn company page has a clear, high-quality image. Some brands use pictures of their employees, headquarters, or a graphic representing the company in more detail.
  • Description: Your company description is crucial to your LinkedIn marketing strategy. It needs to be concise but also compelling. You have a small window of opportunity to tell people who you are and what you do and potentially to rope in a new client, so it’s a good idea to include relevant keywords, mottos, and key bits of information here.
  • Contact details: Make sure it’s easy for potential customers to get in touch with you. LinkedIn marketing strategies are useless if interested parties can’t contact you.

Finally, you should secure a shortened website URL without a jumble of letters and numbers so that users can easily remember your site.

2. Know Your Audience

The next step in devising a LinkedIn marketing strategy is to get to know your target audience. You can define your target audience similarly to other social media sites, but on LinkedIn, you can also define them by job title.

For example, if the goal of your LinkedIn marketing strategy is to gain clients for your social media marketing business, then your target audience might be marketing professionals, social media executives, and small business owners.

When you know your target audience, you can devise a LinkedIn marketing strategy that speaks to their pain points and delivers what they want to see.


3. Network Effectively

The key to a solid LinkedIn marketing strategy is networking. LinkedIn is all about building relationships to build brand awareness and loyalty, originally being launched as a networking site.

Alongside posting relevant content, you should also incorporate engagement into your LinkedIn marketing strategy. Take the time to comment on others’ LinkedIn posts, build connections with industry experts, and communicate with others in your field.

LinkedIn groups are a great way to find relevant company pages. Unfortunately, a LinkedIn company page cannot join LinkedIn groups, but business owners can join groups and point other members in the direction of their LinkedIn profile.

Meanwhile, business LinkedIn accounts can still leverage groups to find out which LinkedIn users are in them and observe their pain points, discussion topics, and desires.

4. Promote Your Page

The platform has a few opportunities to promote your content through LinkedIn ads. A successful LinkedIn marketing strategy does not have to incorporate paid content marketing, but it’s something you can consider if you have the budget.

You can promote your LinkedIn posts using over 200 targeting characteristics, allowing you to easily reach your target audience.

There are other options, too, including text ads that appear in LinkedIn searches or InMail that sends personalized messages to other LinkedIn users.

Keep in mind, though, that paid ads are nothing without an optimized business page and a strong LinkedIn marketing strategy with content designed to convert.

5. Be Consistent

With any digital marketing, consistency is key. Posting content frequently is vital to keep your business fresh at the forefront of your target audience’s minds. An effective LinkedIn marketing strategy should include an editorial calendar to help you post frequent, relevant and engaging content.

Consistency also refers to the tone you give out. It’s essential to have a strong brand voice that you always use to communicate; customers and clients should always be able to tell that it’s you. The brand voice should be consistent across your LinkedIn profile and company page. Consider creating brand guidelines to keep your company materials on track.

6. Stand Out

A successful LinkedIn marketing strategy requires you to stand out. There are hundreds of LinkedIn pages, and some of them will occupy the same niche as you. If you want to attract top clients and employees, then having a LinkedIn profile and content that stands out is vital.

This includes optimizing your LinkedIn profile and company page with a clear color scheme, cohesive font styles, and a description that sets you apart from competitors. However, it also includes a content marketing strategy that makes you unique.

The content you post in your LinkedIn marketing strategy should speak to your audience’s pain points, but with a fresh and exciting perspective. Although LinkedIn is a professional platform, don’t be afraid to inject some personality into the things you post.

7. Leverage Personal Branding

Personal branding is a huge part of LinkedIn marketing nowadays. If you are a freelancer or small business owner, you can utilize personal branding on your personal LinkedIn profile, marketing yourself as the face of your company.

If you own a small business, you can also encourage your employees to become ambassadors for your brand. Incorporating your employees into your LinkedIn marketing strategy will boost your company profile by letting you reach more connections than ever before. Plus, it personalizes your brand, makes you more approachable, and gives potential clients new in-roads to contact you.

You can encourage employees to share your company page, articles, events, and mention your company LinkedIn page in their own posts. When done correctly, personal branding can take your LinkedIn marketing to the next level.

8. Upload Native Content

Part of your content marketing strategy on LinkedIn should include posting native content. It can be tempting to just share links to your existing work, especially if you have little time to focus on LinkedIn marketing. However, it’s worth going the extra mile to create and share native content.

Native LinkedIn videos are prioritized in the feed over embedded YouTube links. Plus, writing your own articles and including images to post on your LinkedIn page is great for engagement: posts with images have 2x higher comment rate.

9. Show Expertise

LinkedIn marketing is all about showing off your expertise in the hope of attracting new clients. When potential clients visit your company page and see the content that you have posted, they want to know that you are an expert in your field; you can use your LinkedIn strategy to prove your talents.

LinkedIn users don’t want generic content and boring LinkedIn ads clogging up their feeds. Instead, they want expert insights, personal stories, and useful messaging that helps them address their pain points. Your company page should be a window into what you can offer your clients, which is why a watertight LinkedIn marketing campaign that highlights the services you provide is essential.

Are you ready to start strategizing on LinkedIn? Contact the experts at Bough Digital to find out how content marketing can help you.


1. Is LinkedIn good for marketing?

Yes. The website is designed for marketing and networking, but you need a smart LinkedIn strategy to ensure that your company page can generate leads. That said, LinkedIn content is a very effective marketing tool, with companies that use LinkedIn generating 227% more leads than those that use Facebook marketing alone.

2. How do I optimize my LinkedIn marketing strategy?

Every brand is different, so each strategy is different. First of all, optimize your LinkedIn page to showcase what your brand is about and display the services you can offer. Next, consider your target audience and devise a LinkedIn strategy that addresses their needs with exciting content that helps to build brand awareness and leads to conversions. Crucially, you should use LinkedIn analytics to hone your strategy, ensuring you focus your marketing efforts on content that works.

3. How do I advertise on LinkedIn?

LinkedIn ads are great for reaching a wider audience and making them aware of your company page. Make sure you are producing engaging content, or it’s a waste to spend money out of your marketing budget trying to reach more people. Next, choose your objectives, criteria, ad format, and budget. The ads manager lets you play around with all of these options. Once your ad is up and running, use LinkedIn analytics to track your campaign performance and adjust your strategy.

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