LinkedIn Strategies for Growing Your Business

Businesses are quick to leverage the power of technology in this increasingly digital business landscape. In fact, 77 per cent of businesses use social media to reach customers. Social media’s capabilities for raising awareness, creating and engaging communities, and generating and closing sales are endless. Leveraging these opportunities can significantly enhance your professional presence and business growth.

LinkedIn is a key platform for B2B businesses aiming to connect, engage, and secure clients seeking specific products, services, or manpower. With over 830 million members, LinkedIn was listed by 40 per cent of B2B marketers as the most effective channel for driving high-quality leads. It is a powerful business marketing tool that can help you establish and cultivate meaningful relationships with your audience.

As offshore outsourcing experts, Staff Domain understands the importance of building credible online presences and leveraging LinkedIn to drive business success. In this article, we help you make the most of your LinkedIn profiles or company pages with our proven strategies.

How do businesses use LinkedIn?

There are four main ways businesses use LinkedIn for social media marketing: social listening, lead generation, direct outreach, and performance marketing. Let us discuss each of these strategies.

Social Listening

Social listening is using social media services to monitor and analyse public mentions, conversations, and feedback regarding your brand. Tracking public conversations or mentions about your brand is an opportunity to measure your performance, gain insight into audience interest, and manage your brand reputation. Social listening does not just stop at tracking brand mentions; it also covers checking public conversations on competing brands, tracking trending content, and conducting sentiment analysis on topics relevant to your business.

Social listening on LinkedIn allows you to gauge your business’s current standing, understand customer perceptions, and identify growth opportunities. This strategy helps refine your content to increase engagement and reach on LinkedIn.

Lead Generation

LinkedIn lead generation ensures your business acquires “qualified leads from quality audiences.” The process uses professional demographic data to finely tune your campaign’s targets. With LinkedIn, you can use the search function to find relevant people to connect with, InMail to start conversations, or Paid Ads to encourage desired actions such as page views or submitting personal information.

Direct Outreach

LinkedIn Outreach is a strategy tool that directly engages with target professionals through LinkedIn messages. These days, this has become one of the most prevalent cold outreach methods. You can use LinkedIn personalised message ads, custom fields, or lead gen forms to create fully customised messages that convert and are measurable. This enables your business development or sales specialists to hyper-target leads that are more willing to buy your products and services.

Performance Marketing

Performance marketing is a strategy that leverages paid advertising to promote your brand. On LinkedIn, you can utilise the LinkedIn Campaign Manager to achieve either of the three goals: awareness, consideration, and conversion. In this strategy, you are charged when a specific action is completed, such as impressions, clicks or click-throughs, or leads. You can also use LinkedIn Dynamic Ads to create campaigns based on your campaign objectives, deliver these to target audiences, and measure your results to optimise future campaigns.

1. Build Your Brand Profile Through Organic Marketing

Utilising the strategies above can help you navigate LinkedIn to attract and secure leads while building engaged communities. Leveraging the various sections of your LinkedIn page can help your business find like-minded entities through both organic and paid methods.

Establishing a strong organic online presence is key to generating awareness, fostering online communities, and driving brand interactions. You can utilise LinkedIn’s features and tools to help you execute your digital marketing strategy. These include:

• Your Company Page – This is your brand’s basic profile. It is where you can share your business’s story, brand, and people to keep your audience informed.
• Showcase Pages – These are extensions of your company page. Showcase pages are dedicated to highlighting your products, services, business units, or initiatives. These hyper-specialised pages allow your audience to engage with more relevant and personalised content.
• Content Marketing – LinkedIn’s Publishing Platform allows you to share blogs, videos, and SlideShare presentations. Use this platform to share content that provides value on the topics your audience cares about. Recently, LinkedIn launched its Collaborative Articles. This feature introduces a topic or skill where LinkedIn users can provide their insights and advice based on real-life experiences. Utilising this feature will help you build your credibility on the platform.

2. Reach Targeted Audience Through Paid Marketing

LinkedIn’s paid marketing allows you to make B2B ad campaigns depending on your marketing objectives. This feature enables you to specify your target audience, customise your ad budget, and measure and monitor your ads to discover more lead-generating opportunities. Through paid ads, your content will be front and centre on your target market’s feeds and inboxes.

Here are some types of ads that you can utilise for your page:

• LinkedIn Sponsored Content – This form of paid advertisement allows you to reach current and new audiences beyond your page followers. LinkedIn sponsored content is media-rich ads in the forms of carousel adverts, single images, or video ads to promote your content to your target market’s feeds.
• LinkedIn Sponsored InMail – LinkedIn’s sponsored InMail allows you to send timely, convenient, and relevant personal messages to engage prospects directly through their inboxes. About 89 per cent of consumers prefer to be contacted by businesses through messaging, yet only 48 per cent use this feature.
• LinkedIn Text Ads – Text ads are a simple yet effective way to drive traffic. With a captivating headline and description, these ads can be redirected to any link you want your audience to visit, including your LinkedIn profile, Lead Generation forms, your website, or downloadable content.
• LinkedIn Dynamic Ads – LinkedIn’s dynamic ads are ads tailored to a user’s personal profile. These ads can feature the user’s photo, employer’s name, and job title into the ad to create a highly personalised experience. Its ad formats—follower ads, spotlight ads, and job ads—can help you achieve your specific objectives effectively.
• LinkedIn Lead Generation for Offshore Outsourcing – As an offshore outsourcing organisation, Staff Domain understands the importance of maintaining a trustworthy and professional online presence to attract new clients. By implementing these strategies, your business can connect with like-minded entities, attract and secure high-quality leads, and cultivate a loyal community.

Unlock the full potential of LinkedIn for your business. Download our comprehensive guide on LinkedIn strategies and start leveraging the platform to drive growth and engagement.