Passion Communications

Using Your Personal LinkedIn for Marketing

LinkedIn has 562 million members worldwide. That’s more people than live in America, Russia, and Egypt combined.

With so many users, LinkedIn has a massive potential for marketing. But how many users are getting the most they can out of the platform? The platform’s mission is to “connect the world’s professionals to make them more productive and successful.” If you run a small or medium sized business, your personal LinkedIn could be the key to leading your audience to your company website. Follow these tips to improve your LinkedIn marketing skills.

Join Groups

LinkedIn Groups provide a place for professionals in the same industry or with similar interests to share content, find answers, post and view jobs, make business contacts, and establish themselves as industry experts. (LinkedIn) You can join them by searching for keywords in the search bar. LinkedIn will also recommend relevant options for you. Before requesting access to a group, make sure you read the description. It’s important to ensure that your relationship with the group will be mutually beneficial. You want to contribute original content to the group, as well as learn from it.

Once you join a few groups the next step is to create aforementioned original content. These posts must be ones that readers will enjoy and want to share. An excellent way to do this is by paying close attention to the comments sections of your group(s). For example, you can create a post based on a question a commenter asked. You can even tag them in your response post to forge a new professional relationship, which leads us into our next piece of advice.

Directly Connect

LinkedIn is full of ghost connections. By this, we mean people who connect with you and then never interact with your profile again. These types of followers are likely not loyal customers of yours, but they’re definitely a start. Even if they never navigate to your page, ghost connections are people that are in your company’s awareness stage. The posts you make will still appear on their feed, and they could potentially help lead those people down your sales hole.

Engaging with your active peers is another great way to promote yourself and your company. Forming meaningful relationships with your audience will teach you more about their interests. That way, you can provide them with the information they want to hear. This will increase your readership and put your LinkedIn account to good use.

To build these relationships, you have to do more that post a lot on your own feed. We recommend actively commenting on and sharing other peoples’ post should they relate to your company’s interests. You can also send direct messages to members of your target market, or even invite your peers to coffee to discuss your industry.

Remember, like we discussed about in our Facebook promotion article, LinkedIn is another platform that was created for relationships between humans. So the key to marketing your company is through the relationships you create. The goal is not to market your products or services directly on LinkedIn, but rather, to market the characteristics, values, and interests of your company. This will then lead LinkedIn members organically to your website, where you can brag about what you offer all you want.

Offer Something Unique

Last but not least, it’s crucial that you avoid recycling information, whether it’s from your other internet platforms, or even worse, other companies’ internet platforms. Think of revitalizing your LinkedIn account like opening a business in a community. If your town already has 8 pizza restaurants, your best it’s probably not in your best interest to open up an Italian restaurant. People will already have a favorite place in mind when they want pizza. You want to make your LinkedIn page a place where people can get information they can’t get somewhere else. One way to generate unique and relevant content is to keep an eye on the list of trending topics. Then, make professional opinionated posts about the topics you’re educated in.

Mastering LinkedIn marketing involves dusting off your creative left brain and putting it to work. When done correctly though, it is extremely rewarding. The vision Jeff Weiner had when he invented LinkedIn was to “create economic opportunity for every member of the global workforce.” His platform gives you all the tools you need, but it’s on you to pick them up and build.


Written By: Victoria Kline