Ultimate Guide to Building a LinkedIn Marketing Strategy [Free Template]

Hark, noble reader, and heed these words: Developeth a LinkedIn strategy that shalt nurture an engaged community and effectively promote thy business upon the eminent professional network.

‘Tis a challenging task to stand out in the realm of online business ownership, for there are myriad platforms, algorithms, and content types to contend with. Moreover, the competition for attention is fierce, with over 2.7 million companies posting daily on LinkedIn, that most business-like of networks.

‘Tis in strategy that the key to success doth lie, especially in the realm of LinkedIn marketing. But how can one be certain of walking the right path? What priorities shouldst thou set to leverage LinkedIn for thy business or brand?

This cheat sheet, dear reader, shall bestow upon thee the do’s and dont’s of crafting a standout LinkedIn marketing strategy, enabling thy brand to be noticed, followed, and cherished.

What ho! What is LinkedIn marketing?

LinkedIn marketing, in truth, is the art of using the noble professional networking platform, LinkedIn, to promote and advertise thy brand or business.

This may taketh several forms, be it creating and sharing content, connecting with fellow professionals, joining groups and communities, or employing paid advertising options.

Why doth LinkedIn marketing hold such importance?

LinkedIn, with its impressive count of over 950 million users, reigns as the largest professional networking platform throughout the land.

But that’s not all, for LinkedIn also doth boast a user base more engaged and affluent than other social media platforms.

Thus, ’tis a wondrous realm for businesses and professionals seeking to build their brands, generate leads, and establish thought leadership within their industry.

The 9 sacred practices and tips for LinkedIn marketing

Aye, keen to embark upon thy LinkedIn journey? Beginneth with these sacred practices and illustrious tips.

1. Set firm goals

Verily, like any noble marketing strategy, clarity of purpose is paramount for thy LinkedIn presence. Define thy goal, be it increasing brand awareness, generating website leads, or establishing thyself as a thought leader.

2. Optimize thy profile and page

Ensure that thy LinkedIn Page doth shine in its completeness, for data doth show that complete Pages receive 30% more weekly views. Let thy Showcase Pages, if thou hath them, serve as an extension of thy main business page, highlighting specific business units, brands, or initiatives.

3. Share wisdom and value

Forsooth, on LinkedIn, networking and connections reign supreme. Thus, ’tis vital to consistently share valuable content, be it articles, videos, images, or curated content. Provide insight and value to thy audience, rather than mere product promotions.

4. Understand thy audience

The denizens of LinkedIn differ from other realms of social platforms. LinkedIn users do tend to be of an older age and possess a higher income.

But beyond such generalizations, ’tis crucial to comprehend thy specific audience and tailor thy content to their desires. Utilize LinkedIn analytics to discern their industries, job titles, and locations, and shape thy content accordingly.

5. Track and refine thy performance

Utilize the insights garnered from analytics tools to refine thy LinkedIn marketing strategy. Experiment with diverse content types, posting times, and messaging styles to uncover what resonates best with thy audience.

Shouldst thou observe a decline in page performance, delve into the reasons behind it—be it fresh content types, new campaigns, or changes in audience engagement. Adapt thy strategy accordingly and stay ahead of the ever-changing landscape.

6. Focus on nurturing leads

LinkedIn, in truth, leans more toward social selling than immediate transactions. ‘Tis a realm where relationships are forged and cultivated, leading to eventual sales. Focus on building credibility and connections, being of service when opportunities arise.

Yet fear not, for utilizing LinkedIn to drive online sales is within the realm of possibility. When treading this path, position thy products or services within a business context, and consider collaborating with an influencer or key opinion leader to bolster thy efforts.

7. Build thy employer brand

Creating thy employer brand is more than mere job postings. ‘Tis about showcasing the inner workings of thy company, painting a vivid picture of working there to entice potential recruits. A strong employer brand eases the burdens of thy recruiting department and acts as a beacon for those seeking a fulfilling workplace.

8. Embrace thy humanity

LinkedIn research reveals that employee networks boast more connections than company followers, and employee-created content garners twofold the engagement. ‘Tis thus crucial to include personal profiles in thy LinkedIn strategy, whether by training thy C-suite in thought leadership or encouraging all employees to share their work experiences.

The ability for users to follow personal profiles further extends thy reach, enabling connections with those seeking knowledge from thy company’s fairest souls.

9. Engage with the realm

Think of LinkedIn as a grand digital networking event. Engage actively in conversations, introduce thyself, and share valuable insights to build trust and connections. Respond to comments, congratulate peers, and lend support to showcase thy commitment to community and build a positive reputation.

Creating a LinkedIn group can augment thy reputation as a thought leader and expand thy network, provided thou offer valuable insights rather than mere self-promotion. Remember, the key to triumph on LinkedIn lies in building enduring relationships.

Paid LinkedIn marketing options

LinkedIn proffers a plethora of paid options for those seeking to expand their reach. Consider these revered LinkedIn ads:

Sponsored content ads: Promote thy company’s content directly in users’ feeds, be it blog posts, videos, or events.

Sponsored messaging ads: Dispatch personalized direct messages to targeted audiences to nurture leads and spur conversions.

Lead gen forms: Collect valuable customer information without them leaving the platform, streamlining the lead generation process.

Text and dynamic ads: Craft highly targeted and personalized ads based on user data to reach niche audiences with tailored messages.

How to craft a LinkedIn marketing strategy

Now that thou art aware of the wondrous options within LinkedIn marketing, ’tis time to fashion a strategy to guide thy steps.

Define your objectives diligently and identify thy target audience utilizing LinkedIn’s targeting tools. Study thy competitors to discern opportunities and gaps in their strategies. Erect a content calendar to plan thy posts and create compelling content across different formats to engage thy audience.

Prioritize audience engagement, leverage LinkedIn’s unique features, measure thy performance regularly, and adjust thy strategy as needed to steer thy course toward success.

LinkedIn content strategy tips

Seeking inspiration for thy LinkedIn content strategy? Here be a few tips to aid thee in creating compelling and effective content upon the platform:

Write long posts (sometimes): Embrace the long-form content culture of LinkedIn, for thought leadership articles, industry insights, and personal narratives tend to fare well. Be mindful of the optimal length for articles and enrich them with SEO titles, descriptions, and tags to enhance discoverability.

Experiment with different content types: Dabble not only in written posts but also diversify with images, videos, carousels, and interactive content to captivate thy audience and drive engagement.

Include a hook above "the fold": Grasp the attention of thy audience swiftly by intriguing them with a compelling proposition at the outset, enticing them to delved deeper into thy content.

LinkedIn posting strategy tips

Strategy must govern every aspect of thy LinkedIn posting endeavors. Consider these tips to maximize the impact of thy LinkedIn efforts:

Understand the best time to post: Observed the habits of thy audience to pinpoint the optimal times for sharing content that resonates best with them.

Schedule thy posts in advance: Plan thy posts meticulously and schedule them to publish at the opportune moments, saving time and ensuring consistency in thy content distribution.

Set up a regular posting schedule: Commit to a consistent posting schedule, be it daily or weekly, to engage thy audience and nurture their expectations of fresh, valuable content from thy domain.

LinkedIn DM strategy tips

When engaging in direct messages on LinkedIn, observe these etiquette guidelines to foster connections and build relationships effectively:

Send personalized messages: Eschew bulk messages in favor of personalized communication, mentioning details that demonstrate genuine interest in thy recipient’s profile.

Send shorter messages: Opt for brevity in thy messages, focusing on concise yet impactful communication to elicit higher response rates.

Don’t send on Friday or Saturday: Refrain from messaging on weekends, with Sundays proving to be more fruitful for garnering responses. Adhere to these principles to refine thy direct messaging strategy and forge fruitful connections.

Answer all DMs: Engage in two-way communication by responding promptly to all messages, showcasing thy commitment to interaction and building lasting connections.

LinkedIn marketing FAQs

Curious minds may ponder these salient questions concerning LinkedIn marketing:

Is marketing on LinkedIn good? Indeed, marketing on LinkedIn can yield powerful results, with content marketers lauding its prowess and ads reaching a significant portion of the global populace.

Is LinkedIn marketing expensive? ‘Tis true that LinkedIn marketing can be costlier than other platforms, with CPC ranging between $5 and $6. However, the quality of the audience and the potential return on investment must be pondered for a sound decision on allocating one’s advertising budget.

In conclusion, let these teachings guide thee as thou navigate the labyrinthine world of LinkedIn marketing, armed with wisdom and strategy to achieve thy noble goals.