LinkedIn is the #1 B2B social platform, with over 30 million companies using it to network, connect, and sell.
But if you’re wondering just how effective the platform is and how you can use it to promote your business, then you’re in the right place.
Stay tuned as the Loomly Team answers all your questions in this LinkedIn Marketing FAQ.
TABLE OF CONTENTS
- What is LinkedIn marketing?
- How effective is LinkedIn marketing?
- Is LinkedIn free for businesses?
- Why should you use LinkedIn for business?
- How is LinkedIn used for marketing?
- How can I use LinkedIn marketing to promote my business?
- Is LinkedIn good for small businesses?
- How do I set up my small business on LinkedIn?
- How can I attract followers on a LinkedIn Company Page?
- How often should I post on LinkedIn?
- How much does LinkedIn marketing cost?
What is LinkedIn marketing?
LinkedIn is the leading professional social network and is ranked as the #1 platform for B2B lead generation, making it a marketing goldmine.
With over 690 million members worldwide, of whom 80% drive business decisions, marketing on LinkedIn allows you to generate leads, drive website traffic, and build brand awareness.
From a marketing perspective, LinkedIn can help you engage and target professionals. Its professional audience includes:
- 17M opinion leaders
- 10M C-Level executives
- 180M senior-level influencers
- 63M are in decision-making positions
How effective is LinkedIn marketing?
Here’s a quick look at some of the benefits of marketing on LinkedIn:
- LinkedIn has helped 45% of marketers with customer acquisition.
- Compared to Facebook, it generates leads 277% more effectively.
- LinkedIn accounts for 80% of B2B leads.
- It also accounts for more than 50% of the total social traffic coming to B2B sites.
- LinkedIn is the top choice for professionally relevant content, with 91% of executives choosing the platform.
Is LinkedIn free for businesses?
LinkedIn offers a free service for individuals and organizations, where you can maintain profiles and connect with other people.
Individuals (including individual business owners) can use LinkedIn to connect and strengthen professional relationships, learn the skills to succeed in their careers, and develop thought leadership.
Organizations can also create free company pages where you can share content and engage with other organizations and individuals.
For instance, with company pages, you can post job openings, link to company news and blog posts, create “showcase pages” highlighting specific departments or service offerings, and more.
As a bonus, LinkedIn will redirect visitors to your company page when they click on your company name or logo on LinkedIn. Also, your business will become searchable inside LinkedIn’s search box, as well as on Google and other search engines.
Furthermore, employees can link back to your company page when completing their individual LinkedIn profiles, which helps drive traffic to your company page.
However, LinkedIn free accounts offer limited searches and don’t allow you to message people you aren’t connected with.
With LinkedIn’s premium subscription service, you can access more features and products, including more detailed searches, messaging credits, and the ability to see who’s viewed your profile.
There are four premium options to choose from, depending on your objectives:
- Career: Learn more about the LinkedIn Learning subscription.
- Business: Learn more about LinkedIn ads and marketing solutions.
- Sales: Learn more about the various Sales Navigator account types.
- Hiring: Learn more about the corporate recruiting solutions.
Why should you use LinkedIn for business?
LinkedIn for business allows you to build credibility, create a meaningful network, and glean insider expertise from established experts in your industry.
Here are 25 more reasons why you should be using LinkedIn for business:
- It’s a great way to increase you and your brand’s visibility.
- It’s a fantastic resource for trends and the latest articles.
- It’s useful for making new connections, reconnecting with lapsed ones, and maintaining existing relationships.
- If you think of it as your online CV, it’s a great way to attract employers if you’re looking for contract work or a new job.
- It’s also an excellent way to identify prospects, suppliers, and potential employees.
- It’s an excellent search tool – you can find who you want by searching specifically on key categories, such as location, business size, or name.
- It demonstrates your expertise or passion for things that interest you.
- It’s used by professionals who are serious about business.
- It’s a handy way to identify potential sales opportunities.
- It’s also an excellent source to identify potential sponsors.
- It depicts what people are saying about you via the recommendations feature.
- It’s a great way to make quality connections.
Plus, you can also:
- Work out who the leaders and influencers are in your industry.
- Upload images, LinkedIn Slideshare presentations, and videos to showcase your work and include it as part of your profile.
- Send traffic to your other pages, websites, or social media platforms.
- Share your connections’ content as well as your own.
- Follow people (who you are not connected to) and read their posts.
- Highlight your achievements – for example, telling people about your awards, causes you care about, and projects you’ve worked on.
- Keep people informed about which opportunities you’re interested in.
- Refer others and receive referrals.
- Set up your own and follow other company pages.
- Keep abreast of what’s current and listen in or participate in key conversations in LinkedIn Groups.
- Use the LinkedIn InMail feature to connect with hot prospects.
- Monitor the type of people looking at your posts.
- Write articles.
How is LinkedIn used for marketing?
Here’s how to use LinkedIn for marketing:
- Create a company profile
- Post actionable content
- Use the Matched Audiences feature
- Search for individuals
- Leverage groups
- Start your own group
- Use InMail
- Follow the LinkedIn Marketing Blog
- Use the paid LinkedIn Sales Solutions
How can I use LinkedIn marketing to promote my business?
Here are 15 tips for using LinkedIn marketing to promote your business:
- Find highly targeted customers and connections
- Stay on customers’ radars
- Grow your email marketing list
- Use sponsored updates
- Post high-quality content
- Go viral
- Give a face to your employees
- Join groups – and stay active
- Create your own LinkedIn group
- Make your company page matter
- Claim your custom URL
- Complete the summary section on your own profile
- Think of it as a numbers game
- Avoid hard sells
- Start with connections, then build relationships
Is LinkedIn good for small businesses?
Here are five essential LinkedIn strategies that you can use to create an action plan to achieve your key small business goals:
- Build your professional and personal brand
- Establish your authority on your topic
- Generate new prospects and clients
- By asking for an introduction
- By approaching a contact directly
- Build your network of partners and vendors
- Stay up-to-date on your industry
How do I set up my small business on LinkedIn?
Follow this 2-step process for setting up and growing your small business on LinkedIn:
- Follow the instructions for setting up your LinkedIn Page
- Follow the advice for growing your small business on LinkedIn
How can I attract followers on a LinkedIn Company Page?
Here are seven tips for attracting followers to your LinkedIn company page:
- Specify what your business is about
- Include a link to your LinkedIn profile in your email signature
- Place a LinkedIn follow widget on your website or your blog
- Post great content regularly
- Run a simple PPC campaign
- Follow other companies
- Increase your followers from your employees
How often should I post on LinkedIn?
LinkedIn recommends posting every business day on the platform. As a minimum, aim to post at least 3 times a week but no more than a couple of times a day. According to HubSpot, after posting more than once a day, engagement significantly drops.
How much does LinkedIn marketing cost?
LinkedIn advertising costs depend on several factors, including target audience, campaign objective, and bid. On average, though, the cost of LinkedIn ads is $5.26 per click, $6.59 per 1000 impressions, and $0.80 per send.
Note: LinkedIn requires brands to bid a minimum of $2 for cost-per-click (CPC) and cost-per-impression (CPM) campaigns.
LinkedIn Marketing in a Nutshell
Marketing on LinkedIn can help you engage and target professionals in your industry. With over 690 million members, it’s ranked as the #1 platform for B2B brands to generate leads, drive website traffic, and build brand awareness.
Follow the tips above to get your LinkedIn marketing off the ground.