Trending LinkedIn Marketing Strategies For Small Businesses

When LinkedIn was originally launched, it was considered as a platform for professional networking. However, in the past few years, it has transformed into a versatile marketing tool. Owing to its growing popularity, developing a strong LinkedIn marketing strategy has become a requisite for business growth. A seasoned digital marketing agency can assist businesses in formulating a powerful campaign geared towards driving engagements. Unlike other social media platforms, LinkedIn offers a goldmine of opportunities for small businesses. It is often frequented by industry influencers, top-level executives, and thought leaders. Brands trying to grab their attention should develop a robust LinkedIn marketing strategy. This article will highlight the latest LinkedIn marketing strategies that are advantageous for small business owners. LinkedIn Showcase Pages LinkedIn Showcase Pages are niche profiles that are used to market a sub-brand, product/service, or a specific category within a company. It is an extension of the Company Page that enables businesses to create a community around a particular subject. They can develop relevant content for a specific customer segment to achieve higher engagement and conversion. Some business unit messages may not be appropriate for the brand’s main page. Showcase Pages enable them to post custom and relevant content for an earmarked customer segment. Instead of conveying the message to an irrelevant audience, it facilitates reaching the target audience. The page assists in creating separate follower communities, which facilitates the effective distribution of the brand message. Small businesses can promote content directly to the target audience through LinkedIn’s native advertising feature. It enables them to develop targeted advertisements from the published posts. Craft Relevant and Engaging Content The principal objective of a LinkedIn marketing campaign is to boost engagement. Post content that solves customer pain points and offers industry-related tips and information. To establish the brand as an expert in its niche, publish content that answers customer queries, or provides valuable insights. Additionally, they can post eye-catching visuals to capture the audience’s attention. Businesses should refrain from publishing promotional content and focus on topics that offer in-depth knowledge to the audience. For instance, publish a new case study, or a webinar each month. Also Read: SMO Tips To Improve Your Campaign's Reach Use LinkedIn Stories Stories are an excellent way to connect with the customers and establish a relationship. LinkedIn stories provide small businesses with a unique opportunity to share less-polished and off-the-cuff content with the audience. It enables them to share company announcements, award ceremonies, or behind the scene clips in a professional context that is not too heavy. Additionally, featuring satisfied customers on LinkedIn stories is a great way to capture attention. Measure Your Performance Keeping a tab on the LinkedIn analytics dashboard assists businesses in making informed decisions. This results in better-performing marketing campaigns. Also Read- Social Media Marketing: Promoting SMBs with Facebook Ads Small businesses should track certain KPIs such as followers’ demographic, impressions, engagement, profile visits, and the number of followers. It assists them in improving audience reach. Measuring performance is not an easy task. We recommend using an analytics tool, it provides the data to properly analyze the performance and grow the company page. Tips to boost engagement on LinkedIn Ask employees to include the company page on their profile to reach a wider audience Promote the page on newsletters and blogs Always upload during business hours Upload videos Publish on LinkedIn groups Join LinkedIn Groups Joining a relevant LinkedIn group facilitates interaction with the target customers and builds a lasting relationship with them. It assists in connecting with the right audience and expands content reach. However, brands should avoid posting self-promotional content, since it will not lead to quality interaction. Small businesses can effectively boost brand awareness and reputation by participating in relevant groups. After gaining visibility, they can start sharing content and establish credibility. Sharing insightful content is an effective way to drive more visitors to the brand’s website. The members of the group are interested in the business, hence, are extremely valuable as potential leads. Additionally, LinkedIn groups offer customers a platform for raising queries, suggestions, and interact with the company. Final Thoughts There are multiple benefits of incorporating LinkedIn in your digital marketing strategy- from improving visibility and driving traffic, to building trust and credibility. For small businesses, LinkedIn is a treasure trove of highly targeted audiences and positively impacts recruitment, brand reputations, and positioning. Therefore, companies should use the platform to promote quality and actionable content. Creating a successful marketing campaign can be quite challenging. A professional social media marketing agency will formulate a goal-oriented campaign for you. For expert advice, contact us here.