LinkedIn Marketing: why, content and five practical tips

Do you notice that other companies score on LinkedIn and you do not? Then it's time to review your LinkedIn marketing strategy. Certainly now that LinkedIn is becoming increasingly important in the business world, the network offers interesting opportunities for smart companies today. With these LinkedIn marketing tips you can stand out!

Why LinkedIn for companies?

LinkedIn offers new marketing opportunities.

LinkedIn is the social platform for the business world. While Facebook has been struggling for years with declining user numbers, the number of LinkedIn users is stable. In the Netherlands, the network has around 4.5 million Dutch users. The Dutch user has approximately 188 connections, but there are considerable differences per region. Good to know: Dutch people are the most active users on LinkedIn, after the United Arab Emirates. Microsoft LinkedIn took over in June 2016 for the considerable amount of 23 billion euros. As a basis for the acquisition, Microsoft indicated that both companies have the mission to connect the professional world.

With so many users and connections, LinkedIn offers new marketing opportunities. LinkedIn is not only suitable for online recruitment, but also for thought leadership, lead generation and of course gaining knowledge. The social network is full of tips and information from others in the field and by making connections with connections, a snowball effect is created. Where the real power of LinkedIn is for companies: being able to directly address your network and the network of your network. So look for a good one copywriter or SEO writer? Or an interesting internship? Ask your network if they know someone for you. And as a company you can grow your brand by sharing sharp analyzes, valuable research or practical how-to's.

It is worth checking your LinkedIn profile again.

Take a critical look at your LinkedIn profile: are you still using a personal profile? A dated resume with some gaps and gaps? Adjust. After all, it is your calling card. Convinced of the power of LinkedIn for your company? Then it's time to move on to a detailed business page so that you can target a larger audience and grow business results.

What you need to know about LinkedIn Marketing

Having a LinkedIn profile, without taking full advantage of its chances, is a missed opportunity.

A company profile is very important on LinkedIn: it is the profile of your company (such as Bloeise, feel free to follow us!) with a company description, products or services, updates and showcases to explain specific aspects in detail. Unfortunately, I often see that having a profile for 'having it'. They actually do nothing with it, except the sharing of vacancies. Smart companies mainly use LinkedIn as a marketing tool and share their own news about services, products and collaborations.

Determining the content on your company profile is a challenge. What does score and what doesn't score? Do you realize that every social medium works both ways? It is not a one-way street. Therefore, do not only use your profile as a transmission channel. People respond faster to personal content than to business content. Make an employee ambassador for your organization. Make sure that it is not a mandatory number, but that knowledge is shared with enthusiasm. Fair is fair: people are more fun to follow than companies. It is also advisable for your company's employees to keep their own profile. Therefore, as a company, invest in knowledge about LinkedIn among your employees, so that they make optimal use of LinkedIn.

Five LinkedIn Marketing tips

Share your knowledge, vision and expertise with others on LinkedIn.

Your knowledge, vision and expertise can only be shared by one person: you. Get in touch with others and show what you are good at. Therefore always choose to write your LinkedIn messages yourself, that keeps it personal for your network. We give you five concrete tips to give your LinkedIn Marketing a nice boost:

1. KISS: Keep It Short Silly

Remember that your message stays short. Place a link to your blog on the website, but make you curious. Short messages make you curious. There are even experts who opt for a maximum of 150 characters. Short messages have a higher engagement rate. Statistics should be included in such a short message.

2. Personal, not from a company

InMail is a good way of marketing on LinkedIn. Remember: people love people more than companies. Therefore, send a personal InMail from a personal account. Company messages are barely read. The reader already knows that they are trying to sell something and drops out immediately.

3. All kinds of content

Experiment on LinkedIn with all kinds of content. The network offers the possibility to place text, photos and videos. By using these options, it is possible to appeal to a larger audience. Make a column based on a vlog, or make an explanation video or an infographic! By making use of 'action words' you make your target group curious and you move them earlier. On LinkedIn these action words are, for example, 'transformed,' won 'and' Achieved '. Here you can read them all 65, although in English, but it clearly shows you what you can think of. For example, ask a question in your text so that the reader has something to think about - and to respond to. A good way to build interaction with the reader.

4. Matched audiences

In the past, LinkedIn offered nothing when it came to advertisements. They did not suit the target group and marketers were itching. Now it is a well-oiled tool that really puts your company in the spotlight. You can use the 'Matched audiences tool' to advertise with it. This allows you to redefine targets, so that you only focus on those who are interested. That way you increase the chance that something will be sold or that a new customer will be added.

5. Hyperlinks

Place hyperlinks in the text. Feel free to link to your own blog. It is best to place a hyperlink by linking a piece of text. In the sentence: "To learn more about doing marketing on LinkedIn, you can talk to one of our experts", you can hyperlink "one of our experts".

Top tip: move in the receiver

What would you like to read or view? By asking yourself this, you write better on LinkedIn.

The best tip I can give you: move in the receiver. What would you like to read or view? What can you expect from your company? How would you like to be addressed? And: what do you like to read in your LinkedIn timeline? By asking yourself these kinds of questions, you think better and create valuable content for your LinkedIn Marketing. LinkedIn is primarily a knowledge platform where professionals try to get in touch with each other and want to learn something from each other. If you keep that in mind, your posts will score better.