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At first glance, LinkedIn can feel like just another social network that happens to be geared towards professionals. However, once you start to really unravel all of LinkedIn capabilities, you’ll really be astounded at what it can do for your business. 

Linkedin infographic
Source Hootsuite.

Using LinkedIn professionally to make connections and expand your professional network is great, but how can your company utilize this platform and show up in front of your audience?

 

Let’s look at 5 ways you can market to your audience on LinkedIn in 2020.

1. Use Hashtags

Hashtags – they’re not just for Twitter and Instagram anymore! LinkedIn introduced hashtags in 2018, and there are many uses for them on their platform.
LinkedIn uses hashtags to help users find trending and relevant content to follow and engage with. Hashtags help get your posts (or updates as they are called here) in front of more people looking for the type of content you are putting out there. 

LinkedIn hashtags How to use hashtags on LinkedIn:

  • Add them to your updates.
  • Add them to your company’s bio.
  • Add them to comments when you comment on updates from other companies or users. 

Try using LinkedIn’s recommended hashtags when they are suggested. 

  • Monitor a select few hashtags by following a hashtag that is relevant to your industry. 

And a few don’ts

  • Don’t use too many hashtags – stick to two to three per update or comment. 
  • Don’t just monitor hashtags and take no action. Respond to questions and make helpful comments on posts that show up under your followed hashtag.

2.  Join Groups

LinkedIn groups can be a great way to get in front of your audience. 

To find a group on LinkedIn:

  • Enter a primary keyword in the search bar. Hit “enter”
  • Select “group” from the drop-down menu

  • Browse the groups and see if any are a good fit.
  • Try to find a niche group as opposed to some of the larger ones. Example: “Social Media” vs “Social media management for non-profits” 
  • Be sure to read the descriptions and group rules and when you find one that seems like a good fit, request to join.

When you do engage with LinkedIn Groups, be helpful – you’re not there to sell, you’re there to listen, offer advice, and show a genuine interest in your audience’s concerns. This is not only adding value to your audience and potential customers, but you are also positioning yourself as an expert in your field. Take notes! You never know when an idea for a new product or service will come from interacting with people on LinkedIn.

3. Use video 

It’s just a fact. Video tends to have higher engagement no matter the platform. Some simple video ideas;  try recording yourself reading your latest blog post. Answer some of your most commonly asked questions. Record a quick day in the life of your company. 

While you can’t stream live on the LinkedIn platform yet, you can record video right within the app.

Whenever possible, use subtitles, or closed captions on your videos. Not only are they incredibly helpful for the hearing impaired, but people who are scrolling may not always be able to turn on their sound. You can even treat closed captions as a way to get people to know a little about what you are speaking about before they click on your video or turn on the sound. 

 

4. Run Ads

LinkedIn has some exceptional targeting and there is a LOT you can do within LinkedIn ads.
In addition to reaching a broader LinkedIn network, you can also upload your own contacts to target an already warm audience who may have interacted with your company, but is not following you on LinkedIn.

Some custom audiences include: 

  • Account targeting – upload a CSV file with a list of company names.
  • Contact targeting – upload a CSV file with a list of email addresses.
  • Position targeting – select users who operate within a specific role of a company.
  • Website retargeting – reach users who have visited your site. (you will need to install a LinkedIn pixel to do this
  • Other targeting – company size, company revenue, location targeting, industry segments, and more. 

LinkedIn Ads can be seen in the main newsfeed, sponsored content, which is more like long-form sponsored blog posts, as well as direct messages in the user’s inbox. 

 

5. Increase your reach

Get more eyes on your company overall. This will help your organic reach go even further. Ask your staff to make sure they are following your company on LinkedIn – invite them to share your company’s updates to their profiles if applicable. 
Increase your own personal network. Share content from other users and companies. Engage with their content as well. 

LinkedIn may be a professional platform, but it still is run like a social networking site. The more you show up and the more engagement your content gets, the more reach you will receive. 

Need help marketing on LinkedIn? Give us a shout!