Promoting your business with LinkedIn

If you are not using a free marketing tool like LinkedIn, it is basically one of the biggest startup sin you could commit. Digital Transformation is on the rise and use of various social platforms to promote products, is higher than ever. And with this pandemic on our doorstep, more and more people are active on social media. It’s time we start swimming with this heavy flow of digital transformation and if you haven’t made a presence on LinkedIn yet, let us find out why you should.

A huge network:

650+ million users. There is a great opportunity for you to connect to so many people and make them aware of what you do. LinkedIn is huge network that is geared for career professionals so there are high chances that your product will gain a huge following through just one share. That is the scalability of reach that LinkedIn can get you.

If you are a business that caters to other businesses (B2B), you need to be on the LinkedIn or you will lose on great opportunities. Its quite evident that businesses will be active on LinkedIn and if you don’t take your products to these businesses, they will never know about your existence.

Passive Marketing:

Just setting up your account, building connections and updating content on your profile can get you in touch with potential clients, or give you an exposure to people who are trying to find a product like yours. You can even use testimonials so that the clients can recommend you to others. Hence, just being active on LinkedIn can generate you a couple of leads.

Active Marketing:

You can start your active marketing in the following ways:

Regular status update: Post content about what you are working on right now and and how you want it to work for your customers. This will bring your customers close to your goals and they will be aware of what you have more give. This can help you build a good relationship with the customer.

Connect with people in similar domains: you can connect with various people who work in your domain. This can help your establish a bigger network as these people can recommend your product to their connections.

Join Groups and Participate: Find relevant groups, join them and indulge into healthy conversations to establish your company as an expert in the domain.

LinkedIn Advertising: You can promote your posts through advertisements on your profile so that it can get higher reach and following.

Understanding LinkedIn Algorithm:

This is a part where most of us go,” Oh no! Don’t give me this technical jargon!” But understanding LinkedIn algorithm is really important for your to understand the features of the content that you should post.

A bot will examine your content by its quality and language. It can be thrown to spam but LinkedIn sees it as a bad quality content.

This algorithm measures the engagement your content has with LinkedIn users. If your content is thrown to spam by the users, you should come up with more relevant and good quality content.

And also few human editors take a look at your content and decide if it should be kept on the feed or not.

Self -Service Advertising Solutions:

  • Sponsored content: Amplify your content to reach a wider audience and find new eyes and brains for your website.
  • Text Ads: These are pay-per-click or CPM ads that appear on the LinkedIn homepage, profile pages, Groups pages, search results pages, and more.
  • Sponsored InMail: Similar to email marketing, but within the LinkedIn ecosystem. Sponsored InMail allows you to send personalized ads to LinkedIn members’ inboxes. Messages are only delivered when members are active on LinkedIn, making them likely to be noticed.

LinkedIn Analytics:

LinkedIn Research shows that the most views are garnered in the morning and after business hours. You will find such information and also some insights into what your followers like to read. This will create an opportunity for you to create your publishing calendar accordingly. Not only you get to know about the traffic on your profile but LinkedIn Analytics also give you information about what to post and when to post.

Avinash Somjani is an intern at utobo and he is currently pursuing his MBA at SIBM Bengaluru. He is passionate about sports, science fiction, history and the ever changing colour of his pen.