A Guide to Social Media Marketing on Linkedin

  1. Chapter 1 – An Introduction to Social Media Marketing
  2. Chapter 2 – A Guide to Social Media Marketing on Facebook
  3. Chapter 3 – A Guide to Social Media Marketing on Twitter
  4. Chapter 4 – A Guide to Social Media Marketing on Google+
  5. Chapter 5 – A Guide to Social Media Marketing on Linkedin
  6. Chapter 6 – Planning for Social Media Success

LinkedIn is unique in its approach as the world’s premier social network catering to professionals. With 332 million active users, LinkedIn is the third most popular social network in the English-speaking world, and has considerably more users than Twitter. Whilst particularly popular in B2B markets, LinkedIn actually has a far broader reach than many people give it credit for. Individuals use the platform to showcase their professional profiles, rather like online résumés, while businesses of all types use it both for marketing and human resources. The network is available in around 200 countries and territories, and over 40% of visits come from mobile browsers or the LinkedIn app.

Let’s take a look at how businesses and professional use LinkedIn:

Why Businesses Use LinkedIn

As the world’s only major professionally orientated social network, LinkedIn enables businesses to take a different approach in their online marketing strategies from that of the other networks that we’ve explored in this guide. The network, established in 2002, has seen unprecedented growth with millions of businesses creating and maintaining profiles with a wide range of goals in mind. As a business-orientated network, it shouldn’t be difficult to see why it’s important for companies of all types.

Let’s take a look at some of the key factors that make it an attractive opportunity:

  • Allows you to showcase your brand in a professional capacity.
  • Allows you to reach out to other professionals in your industry.
  • Is an invaluable resource for finding and recruiting employees.
  • Helps to amplify your brand to potential business partners and customers.
  • Helps you to build up trust and authority in your niche.
  • Allows you to leverage your employees with professional profiles.
  • Allows you to secure recommendations and endorsements of your brand.
  • Provides groups that you can use for research, networking and more.


Setting Up Your LinkedIn Company Page

Setting up a company page on LinkedIn is a similar process to creating a business page on other social networks, although a more professional approach to its content is important for achieving success. After all, your LinkedIn marketing goals should be to attract other professionals including industry leaders, potential employees, partners and more serious customers. As is the case with any form of online marketing, you’ll need to be familiar with your target audience.

Creating a company page allows others to find you and learn more about your brand and its products and services as well as any job opportunities that you might be offering. You’ll need a standard user account, and to have already made some business connections on LinkedIn, before you can create a company page. Once you are ready, you’ll be able to find the Companies option in the ‘Interests’ menu at the top of your LinkedIn homepage.

In the next step, you’ll need to provide your company name and email address. Once you have verified your email address, you’ll need to add a short description of your company and its mission as well as a logo and banner image. You’ll only have 646 by 220 pixels of space to work with, and banner images that capture the personality of your brand tend to work best. Among the most effective banner images are those that celebrate a company achievement, showcase its most successful products or highlight something that sets the company apart from the rest.

Understanding the Basics

People don’t tend to use LinkedIn as intensively as they use Facebook or Twitter. LinkedIn’s features and abilities reflect its more professional following, and businesses should take advantage of this. Let’s take a look at some of the core features of the social network and how they can be valuable for small businesses:

  • linkedin-connectWhile Facebook has ‘likes’ and Twitter has ‘followers’, LinkedIn has ‘connections’. There are strict rules in place governing how you can build up the number of connections to your company page, and LinkedIn recommends that you only invite people that you know personally, not least because they will have access to the email address that you provided when signing up. When you invite someone, they will become a first-degree connection, while those who are connected to your connections are described as second-degree connections.
  • LinkedIn provides groups in which professionals can share relevant content and establish meaningful relationships with one another in a professional capacity. Groups may be tailored to individual brands, support groups, causes, publications or industries. With almost 2 million groups on LinkedIn, there will likely be many that suit your niche, and you can also create your own ones.
  • LinkedIn provides a range of job search and recruitment features, and thanks to the network’s high credibility and ease of use, many human resources departments are encouraging prospective employees to reach out to companies using the network.

The Best Practices for LinkedIn Marketing

We’ve already seen how LinkedIn is geared towards professional interactions, so your approach to marketing on the network will have to be quite different as well. For a start, your company page is should be a professional showcase of achievements that inspires other professionals. While you’ll also be reaching out to more high-powered consumers, many of the people viewing your company page will be potential business partners and employees. There is little place for blatant sales pitches and other purely promotional content.


Let’s take a look at some of the most effective strategies for marketing on LinkedIn.

  • Your company page should be kept up to date, solicit product recommendations and highlight your most popular products and services. Successful profiles can generate around three times the conversion rate compared to Facebook, especially in the case of B2B industries.
  • Respond to posts, reviews and any questions that people have about your company in a timely manner, and always thank people for leaving you reviews or recommending your company. On the other hand, if someone has a complaint, be sure to address it without delay.
  • Don’t be afraid to conduct a bit of competitive research by viewing the company pages of other successful businesses in your niche. By following your competitors, you will be able to garner invaluable insights into the marketplace.
  • Only invite potential connections if you know them in person and you trust them. Do not attempt to send requests to groups of people, and make sure that all of your requests are personalised: don’t lose your voice by attempting to automate the process.
  • Only solicit recommendations from your most valuable business associates and customers who you know well. Attempting to solicit recommendations from anyone else in order to build up your numbers will only backfire in the longer term, and LinkedIn has a very low tolerance threshold for such activities.
  • Be sure to approach LinkedIn marketing in a professional manner, lest your posts look automated and transferred from other networks. All of the content that you post should reflect the professional reputation of your company.
  • Encourage your employees to connect with your page. Your most valuable employees will be displayed on your company page, and they can help you to extend your reach exponentially.
  • Connect with other companies, pages and groups that are of interest to you and your own business instead of focussing solely on connecting with potential customers themselves. After all, your professional connections reflect well on you as a business.


You can consider LinkedIn to be a virtual business meeting or trade fair when posting, sharing and promoting content. This means committing to a professional and consistent long-term approach and responding to your audience members as promptly as possible. Focus on building up meaningful relationships by creating and nurturing them in a natural way, and pay close attention to social cues to ensure that your brand maintains its positive image on the network.

An Introduction to Paid Advertising on LinkedIn

LinkedIn’s various paid advertising opportunities often get overlooked, and this is largely because many people tend to think of it as purely geared towards the B2B market and big business. However, advertising on LinkedIn provides some of the best targeting options of any paid online advertising solution. You’ll be able to target a very specific and relevant audience by choosing from a range of options based on the professional information included in their profiles, such as job titles, skills, interests and employers. Paid advertising with LinkedIn works in much the same way as it does with Facebook or Google AdWords, albeit with a greater focus on targeting a professional audience.


You can create paid advertisements through the Campaign Manager section of your account. Two options are available: you can either create an ad featuring text, image or video content that will reach a targeted audience, or you can sponsor one of your existing posts to reach a wider audience in a similar manner to how Twitter’s Promoted Tweets feature works.

When creating a targeted ad, you’ll be given a wide range of targeting options, affording you a far greater degree of control over most other paid advertising platforms online. An extensive range of advanced options allow you to specify everything from the type of skill to the age group of your target audience, so you will need to have a fairly thorough understanding of your target audience. With targeted ads, you’ll also be able to choose from two pricing models: pay-per-click or pay-per-impression. You can set a minimum daily budget, though it is advisable to set your budget high enough for at least 100 clicks per day.

Final Thoughts

LinkedIn is not only a resource for companies in B2B industries. Provided that the platform is approached in the right way, many small businesses can profit from having an active LinkedIn profile, whether it’s to find prospective employees or to forge new connections. Finally, be sure to track your progress from the very beginning by using the Analytics tab of your company page. This tool allows you to track your updates, followers and visitors.

  1. Chapter 1 – An Introduction to Social Media Marketing
  2. Chapter 2 – A Guide to Social Media Marketing on Facebook
  3. Chapter 3 – A Guide to Social Media Marketing on Twitter
  4. Chapter 4 – A Guide to Social Media Marketing on Google+
  5. Chapter 5 – A Guide to Social Media Marketing on Linkedin
  6. Chapter 6 – Planning for Social Media Success