LinkedIn Marketing For Your Business in 2020

With over 660 million members and professionals at your fingertips, LinkedIn is the #1 online professional networking platform. Why not take advantage of it?

If you haven’t used LinkedIn before, it’s the perfect platform to “manage your professional identity, build and engage with your professional network, and access knowledge, insights and opportunities.” Launched in 2003, it was originally used for job seekers and job posters but has since grown to be the most effective and powerful social media platform for building business relationships.

Due to connectivity and engagement increasing, LinkedIn has stepped up their game and provided a range of features to reinvent how people do business and network online.

Although LinkedIn is a necessary platform for professionals and businesses, many are unsure of how to successfully leverage the platform and their presence on it.

Take a look below to see our break down of how to market your business on LinkedIn in 2020:

1. Personal Brand: Posting

Let’s discover your personal LinkedIn brand. If you are an already-established business or individual, you may know your brand but now you need to make sure it’s consistent. If you’re a new business that does not yet have a brand, take a look at a previous blog post for branding tips.

A mistake that some people make when branding and marketing are combined is, they pitch their service rather than being of service. Or they become inconsistent with their brand by pitching something that they’re not.

If you’re authentic and consistent, you establish a brand that people that people come to know, like, and trust!

2. Personal Brand: Profile

Now that you’ve established what your brand is, let's focus on setting up your LinkedIn page. You’ll want to present your page in a way that resonates with the target audience you’re connecting with but is also true to you.

The first part of branding your page is the visuals: your banner and profile picture. A personalized professional photo is great for a banner! Anything of you with your team, giving a speech, receiving an award, etc. This visual will assist in building your credibility and help sell YOU. If people trust you, they’ll trust your business. For your profile picture, you’ll want a clean, high quality, inviting photo that gives people an idea of who you are.

3. Know Who To Target

When putting together an effective marketing campaign on LinkedIn, you’ll need to consider some key metrics: position, company size, seniority level, industry, and location. Once you have that information, you’ll insert them into the Sales Navigator (a premium feature) that narrows down from the millions of members to the niche audience you want to target!

Pro tip: This is one of the most convenient and unknown premium features. It also allows you to weed out those who haven’t been active in over 30 days.

4. Sales Process

Knowing how LinkedIn can assist with your sales process will help ensure conversations that start on LinkedIn convert into solid leads and intentional meetings.

Example: your current sales process is an initial 20-minute discovery call, a 1-hour strategy session, then a roll-out conversation and a proposal. Great! Where can LinkedIn fit into this process? If we follow this scenario, connecting LinkedIn to your sales process via the 20-minute discovery call would be your best bet. People are more likely to spend 20 minutes with you to gauge interest and identify need and compatibility than a 1-hour session.

5. Copy

Now you’ll want to prepare your scripts. These are the messages you’ll have ready to send out for initial and follow-up messages to your leads within Sales Navigator. It’s important to make sure you don’t come off sales-y. People don’t care as much about how much you know vs. wanting to know you care. A tip: study past messages you’ve received that have come off too much like a sales pitch and avoid that lingo.

Here’s an example of a reach-out that can begin a conversation:

“Hi Jane, I came across your profile and would love to learn more about your business so I thought I’d reach out and connect with you! Best, John”

If someone doesn’t respond to this initial message but does accept your invite, you can follow up a week later with your next prepared message.

6. Content

It’s important to understand what type of content to post on LinkedIn. Every business’ content will be different but it should always be quality, consistent, and relevant. To learn more about the type of appropriate content to post on each platform, we recommend exploring our previous blog post.

7. Weekly Schedule

You now have everything in place to begin your process! You’ll want to create a consistent schedule to put it into action. A routine will help hold you accountable and establish a response pattern and ideal engagement.

Here’s an example of a schedule you could follow:

  1. Send invites every Monday, Wednesday, and Friday from 12pm - 2pm

  2. Engage and reply to messages every morning from 9 am - 9:30 am

  3. Post content twice a week every Tuesday and Thursday

Keep in mind that the best times to post on LinkedIn is usually before and after work, but we suggest doing some research to establish the best times to post during the workday.

It’s time to execute! Nothing ever happens until you take action. If you need assistance with running your campaign, we encourage you to contact Social Light and learn more about our LinkedIn marketing campaigns, our process, branding expertise, and how we can help you establish influence.

Interested in other types of campaign management? We’re here to help with whatever you need! We’re happy to speak with you and discover how we can work well together.