LinkedIn is no longer just an online CV holder. You can do a lot more than just posting your achievements or clapping for someone else. Today, it is a marketing powerhouse, especially for the B2B industry. It’s a goldmine for businesses looking to grow organically and through paid partnerships. If LinkedIn is not a part of your social media marketing strategy, you’re missing out.
In this blog, we’ll break down some of the best organic and paid marketing strategies that’ll help you make the most of LinkedIn. With practical tips on audience engagement methods, hashtags strategy, and paid growth tactics, this blog will offer you actionable steps to dominate LinkedIn like a pro. Keep reading for more.
Why you should add LinkedIn to your social media strategy:
Unlike Instagram or YouTube, people use LinkedIn with the intent to take part in value-driven interactions. They are thinking about growth, networking, working, and levelling up in life. What does that mean to a B2B brand? It means users are searching for something meaningful to read and consume. Brands just need to show up with value-adding content. With the right content and targeted ads, any brand can build a loyal audience.
Organic LinkedIn Strategy:
Optimise your company page
Think of your LinkedIn page as a landing page. It should clearly communicate who you are and what you do. LinkedIn is a professional platform, so use a formal tone while communicating. Be SEO friendly and use relevant keywords related to your industry and services. As a business, your about section should read like a pitch. Mention what you offer and how you make life easier for your customers.
Create a content strategy
LinkedIn’s algorithm is different from Instagram. It thrives on consistency, value, and conversation. If you want to grow your business organically, you need to offer all three. Don’t just repost news without adding your opinion. To create the right content, focus on the 3 E’s: Educate, Engage, and Empower. This balance helps you create content that resonates and positions you as a thought leader.
Choose the right hashtags
If you think hashtags are just decorative, you’re wrong. They are the magnets that attract the right people towards you. Start by using 3-5 relevant hashtags per post. Don’t spam with random buzzwords; you need to be strategic. Use a mix of broad keywords and niche-specific keywords. The broad ones help with visibility while the niche ones help with relevance. Keep rotating your hashtags to find out which set works.
Engage authentically with your audience
Most users like to be acknowledged. When you see a comment on your post, respond meaningfully ASAP. Don’t ghost people. LinkedIn is a platform for networking; use it like it’s meant to be. Send connection requests to people in your industry. Comment on other people’s content. LinkedIn rewards engagement with more visibility.
Paid LinkedIn Strategy:
Choose the right campaign objective
Before you run a paid ad campaign, think about your goal. Determine your target audience, budget, and what you aim to achieve. Don’t jump straight into running a conversion campaign before establishing yourself. If your audience doesn’t know you or has never interacted with your content, don’t push them to fill a form or buy something. Match your campaign objective to your customer journey. Focus on building awareness first, then drive engagement, and finally ask them to buy.
Focus on audience targeting
Unlike other social media platforms, LinkedIn offers precise targeting. You can target people based on:
- Job or designation
- Company name
- Industry
- Education level
- Skills
A/B test your target demographics to make your campaigns better and precise.
Test your ad creatives
Your ad’s visuals and headline are the first thing people see. Make it interesting. Use photos of real people to build a connection. Keep your ad copy minimal and focused on benefits. Always A/B test and experiment with your ad creatives, headlines, and CTAs. The goal should be to know what’s working. Don’t make generic ads and hope for a miracle. Create, edit, and learn.
Combine both strategies to stand out
The real power of LinkedIn marketing lies in the synergy of organic and paid strategies. Start by organically building your brand with consistent thought leadership. Share your opinions, industry insights, and news. Boost your credibility by networking with others in your industry. Next, use informative content to capture attention. Run paid ads to retarget people who interacted with you. Ask them to take action. This combined approach creates multiple touchpoints, giving your target audience scope to connect. Start posting today!
Frequently Asked Questions
What is LinkedIn marketing in social media marketing?
LinkedIn marketing is a part of social media marketing where you build your brand’s credibility, generate leads, and engage with your audience in a professional manner.
How do I grow my LinkedIn page organically?
Post value-driven and relevant content consistently. Use industry-related hashtags and authentically engage with your audience.
Is LinkedIn good for paid social media marketing?
Yes. LinkedIn is highly effective, especially for B2B marketing. It allows you to reach users based on their professional backgrounds.
What’s the difference between organic and paid LinkedIn marketing?
Organic LinkedIn marketing is about creating, engaging, and sharing content free of cost. On the other hand, paid LinkedIn marketing uses ads to target a specific set of audience.
