The biggest advantage of LinkedIn is that it is frequented by many senior-level influencers, decision-makers, and thought leaders. If you want to grab the attention of top-level executives, then you should work on your LinkedIn marketing strategy.
The type of content you publish and the approach you use to distribute it on LinkedIn depends on your final objective. That is why it is crucial to outline your goals at the onset of your LinkedIn marketing strategy.
Typically, you may want to target one or more of the following goals:
Build brand awareness
Generate qualified leads
Strengthen brand reputation
Engage with your target audience
Sell your product or service
Understand Your Audience
Once you have a clear idea of your marketing goals, it is time to define your target audience. You can outline your audience That’s a prerequisite for developing a solid LinkedIn marketing strategy.
You can outline your audience on the basis of different parameters such as job title, geographic location, industry, etc.
Let’s say your goal is to sell an ebook on influencer marketing for brands. In this case, your target audience may consist of marketing professionals. They may have job titles such as “social media manager,” “social media executive,” etc.
Create a Captivating Company Page
Your LinkedIn Company Page is one of the biggest assets of your LinkedIn marketing strategy. It is one of the first interactions your target audience is going to have with your brand. As such, it should help them learn everything they want to know about your business. This includes your information about your products/services, employees, and headquarters etc.
Make sure you provide your company logo, website URL, industry, company size, and other details. Adding these details builds your company’s credibility and can indirectly help make your LinkedIn marketing strategy stronger.
In addition, you should craft an appropriate description that conveys crucial details about your company and your offerings.
You can add a cover image that resonates with your brand. A comprehensive and up-to-date Company Page strengthens your brand’s image by reinforcing your credibility and professionalism.
Analyze Competitors’ Company Pages
To amplify your LinkedIn marketing strategy, you need to know how you fare up against your competitors.
LinkedIn provides a feature called “Companies to track” that reveals a list of companies similar to yours. It also gives you access to a few key metrics. These include the total number of followers, follower growth, and social media engagement.
Evaluating these pages can help you understand how your own Company Page fares in comparison. You can identify what is working well for them and integrate those tactics into your own LinkedIn marketing strategy.
Utilize LinkedIn Analytics
A crucial aspect of your LinkedIn marketing strategy is to evaluate it on a regular basis. We have already discussed how your Company Page analytics can help you learn useful insights about your audience.
It can also help you analyze the performance of your updates. In order to do this, you have to know how the “Updates” section of your Company Page analytics works.
You get to see a table that reveals different parameters such as impressions, clicks, engagement, CTR etc. for each of your posts. This information can be used to find out the type of content that is receiving maximum engagement.
This will help you refine your LinkedIn marketing strategy and create content that is likely to receive more traction.
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