LinkedIn is a powerful tool for B2B marketers. Learn how to build a complete LinkedIn marketing strategy to leverage its full potential in this guide.

1. Marketing Strategy

2. The Importance Of LinkedIn Marketing Strategy
1. The biggest advantage of LinkedIn is that it is frequented by
many senior-level influencers, and thought leaders.
2. If you want to grab the attention of top-level executives, then
you should work on your LinkedIn marketing strategy.
3. Unlike other social networking sites such as Facebook and
Instagram, LinkedIn offers a goldmine of opportunities for B2B
marketers.

3. 1. Define Your Goals
The type of content you publish and the approach you use to
distribute it on LinkedIn depends on your final objective.
Typically, you may want to target one or more of the following
goals:
1. Build brand awareness
2. Generate qualified leads
3. Strengthen brand reputation
4. Engage with your target audience
5. Sell your product or service

4. 2. Understand Your Audience
a. You can outline your audience on the basis of different
parameters such as job title, geographic location, industry,
etc.
b. A successful LinkedIn marketing strategy focuses on
understanding who your audience is and what they like.
c. It can be useful to help you gain meaningful insights about
your audience and the type of content they prefer.
d. This, in turn, will help you tailor your LinkedIn marketing
strategy to cater to the needs of your audience

6. 3. Create A Captivating Company Page
I. Your LinkedIn Company Page is one of the biggest assets of
your LinkedIn marketing strategy.
II. It is one of the first interactions your target audience is going
to have with your brand.
III. As such, it should help them learn everything they want to
know about your business.
IV. This includes your information about your products/services,
employees, and headquarters etc.

7. 4. Optimize Your Company Page
A well-optimized Company Page will help you gain
increased visibility in search results, both on and off
LinkedIn.You can optimize your Company Page for
search with the following techniques:-
1.Use Keywords
Keywords are crucial to your LinkedIn marketing
strategy.
2.Link to Your Company Page
One of the most important factors that dictates
the search engine ranking of a page is its inbound
link profile.

8. 5. Analyze Competitors’ Company Pages
a. LinkedIn provides a feature called “Companies to
track” that reveals a list of companies similar to
yours.
b. It also gives you access to a few key metrics. These
include the total number of followers, follower
growth, and social media engagement.
c. Evaluating these pages can help you understand how
your own Company Page fares in comparison.
d. You can identify what is working well for them and
integrate those tactics into your own LinkedIn
marketing strategy.

9. 6. Promote Your Company Page
1. Creating a compelling Company Page is of no use unless you
can attract followers and grow your audience.
2. In addition to optimizing your Company Page for search,
you should also encourage people to follow it.
3. Increasing your visibility is crucial to creating a successful
LinkedIn marketing strategy.
4. You should also add a “Follow” button in your email
signature and newsletters as well as on your blog and
website.

10. 7. Create Relevant And Engaging Content
Attracting a significant number of followers to your Company
Page is a difficult task.
However, achieving a high follower count doesn’t mark the
end of your LinkedIn marketing strategy.
The only way to achieve this is by publishing and sharing
meaningful content that will resonate with your audience.
The quality of your content can make or break your LinkedIn
marketing strategy.

11. 8. Use Images and Videos
a. It’s crucial to maximize audience engagement on
your LinkedIn updates for your LinkedIn
marketing strategy to be successful.
b. One of the best ways to grab the attention of
your audience is to use images and videos.
c. This should be done in addition to text-based
articles.
d. In fact, according to LinkedIn, images lead to a 2x
higher comment rate and LinkedIn videos are 5x
more likely to start a conversation.

12. 9. Create a Content Calendar
i. If you publish engaging content on a regular basis, it
helps builds a sense of anticipation among your
followers.
ii. This can help you attract more followers and grow
your audience on LinkedIn.
iii. LinkedIn recommends that you post daily in order to
retain your connection with your audience.
iv. Because of that, and in order to maintain consistency,
I recommended that you create a content calendar as
part of your LinkedIn marketing strategy.

13. 10. Get Help from Your Workforce
1. Your employees and colleagues can be
immensely helpful in growing your audience and
increasing your reach on LinkedIn.
2. Therefore, it is imperative that you make them
an essential part of your LinkedIn marketing
strategy.
3. In addition to following your Company Page,
you can also encourage them to like and share
your updates.
4. This will help your brand gain visibility in their
networks.
5. This, in turn, will boost brand awareness and
help make your LinkedIn marketing strategy
more successful.

14. 11. Utilize LinkedIn Analytics
I. A crucial aspect of your LinkedIn marketing
strategy is to evaluate it on a regular basis.
II. We have already discussed how your Company
Page analytics can help you learn useful
insights about your audience.
III. It can also help you analyze the performance
of your updates.
IV. In order to do this, you have to know how the
“Updates” section of your Company Page
analytics works.

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