Though LinkedIn launched in 2003 as a social networking and job search site, it has evolved to be so much more—and that’s good news for your business. Its original intent to connect businesspeople and expand professional networks also makes it a great way to promote your brand, engage with potential customers, and drive traffic to your website.

Why Use LinkedIn for Business?

If the reasons above aren’t enough to get you aboard the LinkedIn train, consider this: LinkedIn has 800 million members in more than 200 countries and territories worldwide. The site is also a super-charged lead generator, capturing leads 227% more effectively than Facebook and Twitter. And perhaps most importantly, it’s where you’ll find your customers, especially if you’re a B2B business. “LinkedIn has grown from a website for job-seekers to a complete social media platform that professionals use even when they’re not on the hunt,” says Hubspot’s Jamal Meneide.“That’s why LinkedIn is a critical tool, especially for B2B businesses. After all, if someone is scrolling LinkedIn, it means they’re already in the business mindset.” 

Tips for Promoting Your Business on LinkedIn

Of course, if you want to use LinkedIn for marketing, you’ll need to do more than just hang out by the virtual water cooler. Try these tips:

Make the most of your profile and business page(s).

• Keep them updated. Seriously. Don’t forget. 
• Use the status update field on your personal profile for company news.
• Add examples of your work.
• Use a voice that’s consistent with your brand.
• Include all your specialties. Use the language people are most likely to use when searching.
• Optimize your page for search. Utilize keywords and hashtags, link to your page from your website, and share content often. 
• Take advantage of Product and Showcase pages. Use these subpages to feature new products, generate leads, highlight campaigns, and more.
• Fill your company’s Life page with company photos, videos, and testimonials.

Share and create compelling content.

• Share relevant LinkedIn posts as well as external articles. Credit authors by linking to their websites and tagging their LinkedIn profiles. 
• Ask questions. This promotes engagement and gives you a chance to learn what others in your industry think.
• Working on a cool new project? Let the world know!
• Share your expertise. Write a new post for LinkedIn or syndicate an existing blog post from your website.
• Use visual content: photos, videos (live video works especially well), and even PDFs or PowerPoint presentations. 

Do it by the numbers.

• Keep an 80/20 balance. Keep promotion to 20% of your posts. Since LinkedIn is all about business, you can stretch that a bit, but beware of selling all the time.
• Follow LinkedIn’s 5-3-2 rule: For every 10 posts, 5 should be shared posts, 3 should be original posts that help your audience solve a problem, and 2 should be fun content that gives your company character.
• Post 2-5 posts a week for optimum engagement.

Network, network, network.

• Actively participate in LinkedIn groups. Add a short signature with your company info.
• Create a group. It shows initiative and collaboration and can help you learn about industry trends—all while promoting your company. Groups can only be set up using your personal profile.
• Ask your customers for recommendations. Social proof goes a long way.
• Invite people to follow your page. You get one hundred credits to use to invite your personal LinkedIn contacts to follow your business page. When someone accepts, you get that credit back. Anyone with super admin or content admin roles can get credits, too, so think about giving access to top people in your team.

The Absolute Best Way to Market on LinkedIn

Use a professional digital marketing agency. Yes, we know that might sound a little self-serving, but hear us out. As you can see, LinkedIn provides a great opportunity to market your business—an opportunity that’s almost certainly underutilized. Why? Anyone can use LinkedIn for marketing, but it’s a lot of work, much of it specialized: keyword research, graphic design, copywriting, video production, etc. Don’t let your lack of time or expertise keep you from taking advantage of all LinkedIn has to offer. Outsource the job to professionals who’ll do the job even better than you would. That’s us, Globe Runner. Contact us today.

Promoting Your Business on LinkedIn FAQs

Can you advertise for free on LinkedIn?

Not exactly. LinkedIn offers four types of ads for purchase: Sponsored Content, Sponsored Messages, Lead Gen Forms, and Text Ads. And though you can’t’ really advertise on LinkedIn for free, much of your LinkedIn marketing plan doesn’t have to cost a dime (see our tips). You can also post job opportunities gratis.

How do I setup a LinkedIn business account?

It’s super easy, but you’ll have to do a few things first. For safety’s sake, LinkedIn requires that you have a personal profile with your real first and last name that’s at least 7 days old, has a profile strength of “Intermediate” or “All-Star,” and has an email unique to your company (no generic domains like Gmail or Hotmail). You should also ensure you’re listed as a current employee of your company in your profile’s “Experience” section. Once your personal profile meets these guidelines, you can create a LinkedIn business page.

How much does a LinkedIn business page cost?

Nothing! Such a deal, right?