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How to upgrade your LinkedIn marketing strategy

October 5, 2020

As far as B2B communication goes, LinkedIn has become the no. 1 social media network for making connections and creating business partnerships.

The platform offers a lot of options when it comes to your business development. You can use it to source potential sales prospects, useful connections and new business opportunities, just to name a few.

However, LinkedIn's most interesting feature is the business potential you can unlock if you have the right marketing strategy. You need to focus your efforts on what will bring you the most profit, but first you need to identify your niche and how you can communicate with prospective customers.

That said, knowing what you need and actually getting to the finish line are two different things, but we’re here to help! If your LinkedIn strategy isn’t working as well as you hoped, here’s a list of 6 top tips to help you turn things around.

1 - Use LinkedIn automation tools

This one should be a no-brainer for anyone looking to optimize their marketing strategy. Utilizing the full potential of LinkedIn automation tools can do wonders for your business. Most of the tools you’ll come across have their own special features, meaning they can best be used for a specific action.

One such tool is Expandi – a cloud-based automation tool that can help you generate leads and make effective connections. Some of its most notable features include webhooks, which can help you link Expandi to other marketing tools, and dynamic personalization – which comes in handy when you’re conducting a thorough outreach campaign.

Other useful tools include Phantombuster (which you can use for data extraction) and LinkedIn Sales Navigator (tapping into LinkedIn’s advanced features).

2 - Understand your audience

Experienced marketers know that everything starts and stops with your audience. This group of select individuals can make or break any business – regardless of the idea.

In fact, there is plenty of research proving that people actually like personalized content, while, conversely, they find generic and impersonal content annoying.

So, naturally, if you don’t know who you’re selling to, then prospects won’t find your offer interesting and your service will go unnoticed. For example, if you’re trying to sell a marketing tool that will help with LinkedIn posting, your target audience should be people who work in B2B social media management.

Define your target audience first, then build out a programme of content aimed directly at those people. Tailor your LinkedIn strategy to cater to the needs of your audience and it will pay dividends.

3 - Create a captivating company page

Your company page is probably the biggest asset you have on LinkedIn, simply because it’s the first interaction point most of your B2B leads will have with your brand.

A good company page needs to have all of the essential information including employees, headquarters, and all the necessities regarding your products and services.

Additionally, adding details about your company size and website are also a plus. Another quick win is to link it to all your other social media channels; this helps to strengthen your brand credibility.

One step marketers often skip is optimizing the “About us” section. Best practice for this section is to display your company information in a clear and engaging way. Beyond that, you can also optimize it using your target keywords. That way, potential employees or partners will be much more likely to find your business in a sea of companies offering similar services.

4 - Post relevant content

Quality content is a must! It plays a key part in your ability to build an audience, and is an essential step you need to take to upgrade your LinkedIn marketing strategy.

By creating and publishing relevant content on a consistent basis, you will position yourself as an important figure in your industry. This can be extremely important in the long run. Developing your own content is a huge plus because it enables you to show off your expertise and build a follower base.  

Meaningful content that resonates with your target audience can go a long way. Typically, good content on LinkedIn is anything that can educate your potential customers. This content often revolves around how-to articles and industry trends, both useful in their own right.

Naturally, the more effort you give – the more success you will have!

Here are some useful topics to get you started. As LinkedIn data shows, these are the most engaging topics in 2020 – you can try to emulate these and get better results.

5 - Create a good Showcase page

By using this relatively new feature on LinkedIn, you are almost guaranteed to grow your reach and impact across the platform!

Showcase pages allow companies to promote their goods and services even further by creating an additional page for their business.

These pages are customized news feeds that focus on a particular aspect of your company. Here, you can post content about your products, individual brand, CSR campaigns, or the events that your company organizes.

The best thing about Showcase pages is that they’re hardly used! So you can take an important step to get in front of the competition.

6 - Be active in LinkedIn groups

Participating in discussions, especially if they’re connected to a subject you’re well-versed in, is an absolute must. Not only can this lead to even more networking opportunities on LinkedIn, but it will help you grow your brand and reputation in the industry. Soon enough, your leads will start coming to you on their own!

So, go ahead and join various relevant groups, or better yet – create your own. Moderating a group is no easy task however; you must spend valuable time on making the conversation worthwhile and attracting your ideal audience.

LinkedIn marketing: final thoughts

A well-organized, data driven marketing strategy for LinkedIn is something every B2B brand needs to have. The benefits of a good strategy are obvious – building brand awareness, increasing traffic and gaining quality leads are just some of the most important aspects of it.

Start by clearly defining your goals. Then, as you make adjustments to upgrade your LinkedIn strategy, track your progress. How many followers are you gaining per month? What are your most popular posts? How much engagement (likes, shares, comments) are you seeing across the board?

Stay focused on your B2B data and analytics; if something is working well, do more of it! If something isn’t working, drop it. Refocus your energies on a more successful part of your strategy.

Developing a strong LinkedIn presence requires a deep understanding of all the little things that make your audience, company, and brand – special. Before embarking on this quest to optimize your marketing strategy, you will need to figure out these essentials.

When you’re done with that, just follow the steps above and make small corrections along the way!

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Author bio

Stefan Smulders is a SaaS Entrepreneur | Founder of Worlds safest software for LinkedIn Automation / Expandi.io | for more than 5 years Founder of LeadExpress.nl