

[fusion_builder_container admin_label=”News” hundred_percent=”yes” hundred_percent_height=”no” hundred_percent_height_scroll=”no” hundred_percent_height_center_content=”yes” equal_height_columns=”no” menu_anchor=”” hide_on_mobile=”small-visibility, medium-visibility, large-visibility ” status=”published” published_date=”” class=”” id=”” link_color=”” link_hover_color=”” border_size=”” border_color=”” border_style=”solid” margin_top=”” margin_bottom=”” padding_top=” 100px” padding_right=”” padding_bottom=”65px” padding_left=”” gradient_start_color=”” gradient_end_color=”” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ background_color =”#ffffff” background_image=”” background_position=”center center” background_repeat=”no-repeat” fade=”no” background_parallax=”none” enable_mobile=”no” parallax_speed=”0.3″ background_blend_mode=”none” video_mp4=”” video_webm=”” video_ogv=”” video_url=”” 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O LinkedIn Marketing is essential for any business. With more than 675 million users, LinkedIn is the largest professional social network in the world. For communication with your audience through digital channels to generate returns, it is important to create a digital marketing strategy and LinkedIn is a fundamental part of this objective.
1) Create a Company Page on LinkedIn
Does your company not yet have a LinkedIn page? Know then that in Portugal LinkedIn has 3 million users and in Brazil it has already reached 41 million. What this means is that LinkedIn is a powerful branding tool for any business or brand.
Therefore, it is essential to create your Company Page and update it regularly. Through your professional page you can communicate your company's culture, its history and carry out advertisements through the LinkedIn Ads platform (read more below).
However, to create your Company Page you need to use your personal LinkedIn profile. Only then can you select the type of page that suits your company (small business, medium and large business, showcase page or educational institution) and enter all data correctly, from location to company sector. We recommend having a careful image to make your page attractive and credible to your visitors.
A Showcase Page is a type of page specific to a business segment of your company. This way, if you want to promote a specific product or service for a niche market, create a Showcase Page will be ideal.
In this social networking network there is less competition and your content will be more relevant to your audience when compared to entertainment social networks. Unlike social networks like Facebook, where it is difficult to stand out among a lot of information, on LinkedIn it is much easier to stand out. However, it is essential to deliver useful content to your audience that differs from all the content already shared on the network.
Essentially, B2B businesses should not be left out of this social network as it is a professional and much more segmented audience. This way, on this platform you can segment your audience focusing on specific positions or sectors of an organization and thus the launch of a product or service will effectively reach the intended audience. This way, regardless of your business objective, it is possible to build a network of contacts with potential business partners, customers and suppliers.
At an initial stage, it is also essential to link all employees' personal profiles to the professional page in order to increase its reach. Encouraging your employees to be present and keep their profiles updated is essential for your presence to be more comprehensive. This way, the Company Page link will be on all company employee profiles and anyone who goes to the company page will have direct access to the individual profiles of all its employees.
On LinkedIn you also have the opportunity to contact qualified professionals who are possible candidates for your company. In this sense, a good working environment is crucial but it is also important that your company is recognized as a good company to work for.
By sharing photos of your professionals on your company page, you will reinforce your reputation and qualified candidates will more easily appear for your vacancies.
Now that you have created your LinkedIn page It's important to update it with content!
2) Create content for your LinkedIn page
On LinkedIn, users connect with each other and share content, therefore, it is essential to make your presence active in order to create a large audience. Some of the strategies used in Linkedin Marketing are:
- Quality content: It's time to think about what content you can and want to give your audience. While on a personal LinkedIn profile we showcase our professional career and our knowledge in a specific area, on a professional page it is important to showcase the company and what makes it stand out from all the others.
- Create value: You must communicate quality content to your audience so that you become a reference in your market. Create value for the customer and don't just focus on selling. Focus on showing the customer why you want to sell your product and the benefits it will bring if they buy it. Technical articles and demonstrations of your product or service are examples of content that creates value.
- Reuse content: Reusing materials from other social networks is a way to optimize content. It is important to be on different platforms and know how to reuse content and adapt communication to each of them. Transforming written content into videos and vice versa is a simple way of recycling your content and adapting it to the reality and needs of each network.
- Use different formats: If you have a company blog, you can promote your articles on LinkedIn, as this builds credibility. Share videos, preferably in square format and with subtitles, as most users consume video content without sound. Also share Ebooks, image posts, plain text and any other quality material that is relevant. Your regular participation on the social network is important so that your customer keeps you in mind when thinking about your product or a competitor.
- Keep in touch: Respond frequently to comments on your page. In addition to being active in sharing content, it is essential to also keep an eye on the comments on your page so that you can create a connection with your audience. This helps to create a heightened sense of community.
- Your brand ambassadors: As soon as the content is launched, it is important that your collaborators disseminate the content so that it reaches as many people as possible. Your company's employee profiles are also important for attracting the public and creating relationships, as they are your brand ambassadors.
- Generate debate: The key to content with great reach on LinkedIn is debate! Any content that generates comments tends to increase organic reach. When a person comments on your post, all your 1st-degree connections automatically receive your content in their feed. It's a simple way to make your content more visible.
Unlike other social networks, such as Facebook and Instagram, LinkedIn has a huge organic reach. However, the platforms for advertising on the different social networks are very similar and LinkedIn has already created its own platform that allows you to advertise to the entire network and with extremely specific audiences: LinkedIn Ads.
To advertise on different social networks, it is essential to understand the difference between them to Don't make the mistake of advertising the right product to the wrong audience.
3) Why create ads on LinkedIn Ads?
In fact, it makes no sense not to create ads when we have the largest professional social network in the world at our disposal. The only downside to advertising on LinkedIn is the cost per click. The average CPC is around €2 these days. However, the advantages are many:
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Audience segmentation
Target audience segmentation is one of the biggest advantages of LinkedIn Ads because, with such specific targeting, you can advertise to people with specific positions, specific locations or workers at specific companies. This way, you can create a restricted market niche and impact your audience more easily. It's the specificity that guarantees an incredible return and makes LinkedIn a fantastic marketing tool.
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Most qualified leads
For generating qualified leads, LinkedIn is much more effective than Facebook. The reason is in the public. LinkedIn is made up of professionals and their presence is equally professional, which means that they are more predisposed to consume ads with a commercial content, unlike Facebook, which is an entertainment network.
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Inbox conversations
With InMail ads you can start a private conversation with your potential customers. Therefore, these are a good business opportunity as they are a completely personalized conversation. The average cost per message is very low.
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Lead generation
LinkedIn Ads has its own lead generation tool that helps you create ads with the aim of capturing leads for your business. So, simply create the lead form and adapt it to capture the data that is really relevant to your business ecosystem.
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Conversion Pixel
In order to optimize campaigns based on results, LinkedIn created its own Conversion Pixel. This allows you to integrate your website, blog or E-Commerce with the traffic generated by your LinkedIn ads. The pixel helps you optimize the delivery of your ads and consequently the results generated.
4) How to advertise on LinkedIn Ads?
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Sponsored content
Just like on Facebook, sponsored content on LinkedIn appears in your audience's feed, generating a huge visual impact. It is the classic ad format that tends to generate the best results.
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InMail Ads
InMail ads are sponsored messages that are sent directly to users' inboxes. These messages must be carefully personalized so as not to be considered intrusive. This type of advertisement is a great business opportunity, as it opens a direct communication channel with potential customers.
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Text Ads
Text ads, as a general rule, are the ones that generate the least results. However, they are the simplest to build. Depending on the cases and what you want to advertise, they can make a lot of sense.
Conclusion
To make the most of your LinkedIn Marketing strategy, testing is essential! In other words, there are no rules! What works for some companies, doesn't work for others. As you can see, LinkedIn is much more than a recruitment platform, is a business generation platform!
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