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With more than 562 million users, LinkedIn is one of the most effective digital marketing tools.  According to a Content Marketing Institute study, 97% of B2B companies use LinkedIn for their marketing content and invest time and effort into the platform.  A relevant LinkedIn marketing strategy offers a sure value if you’re looking to generate leads.

Did you know that more than 45% of people who read LinkedIn articles hold senior positions, including managers, vice presidents, directors and executives? According to HubSpot, Linkedin is 277% more effective at generating leads than Facebook or Twitter.  The main premise of LinkedIn lies in building your network and creating connections, and the platform offers a driving force for every company.

Here’s a list of the best ways you can improve your online presence, target potential clients and promote your company on LinkedIn.

1. Create a Company  Page

According to a Forbes report, only 57% of companies have professional LinkedIn pages. Don’t be part of the other 43% who are passing up on this free opportunity to boost their activity, generate prospects and acquire new talent.

To set up your page:

  • Write a compelling description that encapsulates your activity and expresses what makes your business unique.
  • Set yourself apart from the pack and personalize your account by adding images.  Use your company logo as a profile picture.

Remember that when someone searches for the name of your company, your profile and cover photos will be the first two things they’ll see.  This means that your LinkedIn account is a good way to connect your brand to the public. Don’t forget to include your company’s accomplishments on your page, as well as links to your other social media profiles and pages.

2. Set up your own LinkedIn profile

Your contacts will always want to know about the person behind the brand and company They’ll be curious to know who created the company, as well as details about its history and the team’s background. That’s why it’s so crucial to create your own LinkedIn profile.  The rest of your team should do the same.  Your profile needs to highlight your work performance, and the events and activities you’re involved in.

3. Target your potential customers

The main goal of your presence on LinkedIn is to increase your number of prospects. The rules of sales prospecting have changed. In the digital world, more than 50% of B2B consumers make their decisions based on online content. With a few simple tricks, you’ll be able to check out your competitors’ network, see who visits your profile, comment on your posts and learn more about your strengths.

4. Respond to user questions

When you share your expertise and knowledge, your clients will be better informed on your products and services.  Answering questions in LinkedIn Answers is an excellent opportunity to showcase your company to potential clients.

5. Build your audience

Content without an audience is content you don’t want. So create your content in a way that will make Google choose you for your readers. To increase your visibility, your content needs to be optimized for SEO. You can improve your SEO by inserting keywords into your content.  If you aren’t sure which keywords to use, consider what a potential client will type in when they search for your products or services.  Create links to your company’s page.  These backlinks will strengthen your ranking on Google.  Three to four backlinks per 1500 words is enough to optimize your content.

6. Share content regularly

Implement a good content strategy for your LinkedIn page. You can post news, research reports, opinion pieces, industry trends, company updates and job offers.  You need to publish content often, keeping in mind the criteria for SEO. This is one of the most used elements in a LinkedIn marketing strategy. You can also publish videos, recently completed projects, tips and tutorials and anything that seems like it could be useful to your professional community.

7. Be active on LinkedIn groups

You are probably already a member of several LinkedIn groups, but if you want to successfully promote your company, you need to participate in the discussions.  Every time you participate, your photo and name are included.  For extra publicity, you can also include additional information about your company in your posts.

8. Get recommendations

Recommendations can help promote your company on LinkedIn.  They are like testimonials from satisfied customers.  Gather as many recommendations as you can. To do so, start with setting up your company page.

9. Choose a custom LinkedIn URL

When you set up a page, you’ll get a randomly generated LinkedIn URL. The use of this generic URL is not recommended. Opt instead for a personalized LinkedIn URL.

To do so, follow these steps:

  • Move the cursor to your profile picture at the top of your homepage.
  • Click on “View Profile.” Once you get to your profile, click on the Edit Profile icon. You’ll see a URL link that looks something like, “www.linkedin.com/in/yourname” under  your profile photo.
  • Click on the Edit icon next to this URL.
  • Choose a personalized URL and click on Save.

This personalized URL will directly communicate your brand to your buyers and will give you an advantage when it comes to SEO. (Our lives are ecstatic adventures.)

10. Take advantage of LinkedIn’s algorithm

The algorithm dictates what appears in the LinkedIn newsfeed. You need to understand this algorithm to grow an effective LinkedIn marketing strategy.  The algorithm does an anti-spam check, so make sure you’re contributing, high-quality and high-value content.  This will also determine your initial engagement with readers. Strive to increase the reach of your messages.

11. Use keywords in the Skills section

At the bottom of the page, you’ll see there’s a section called “skills.” You need to carefully choose your skills and add what will be important to your clients.  For example, if you are a software company, for your skills, you can choose, software engineering, software development, user interface design, and so-on. You can also choose from selected keywords and include them in your skills sections.

These 11 steps will help you begin your journey on LinkedIn and discover the unique potential of this social media platform.  It won’t be long before you learn how to skyrocket your account and boost your digital marketing.