Use LinkedIn Marketing to Transform Your Business

Alexa Drake
Alexa Drake  |  May 14, 2019

LinkedIn’s primary purpose is to connect business professionals all across the world.

The popular business website has created a name for itself when it comes to bringing industry leaders, business professionals, job posters, and job seekers together in one place.

As marketing and advertising continued to evolve throughout the early 2000s, businesses began implementing LinkedIn into their social media marketing strategies. Although it may not be considered as one of the most important places to market your business or brand, creating and maintaining a presence on LinkedIn has proven useful to many businesses over the past ten years.

In this article, we’ll take a look at some useful tips to keep in mind while developing your LinkedIn marketing strategy.

Feel free to skip ahead to the topic you want to learn about:
Creating a LinkedIn business page
How to upload a resume to LinkedIn
How to network on LinkedIn
LinkedIn Ads
LinkedIn Premium

Why LinkedIn marketing is important

Did you know that LinkedIn hosts more than 500 million professional profiles? With that amount of talent existing in one place, there are endless opportunities for connection and collaboration across teams, businesses, and even industries. When you visit LinkedIn, you’ll know that you’re in the right spot if you’re looking to nurture and grow your network.

Additionally, if your business is in the process of hiring new team members, consider using LinkedIn’s impressive job board to scout talent. Right alongside Indeed, CareerBuilder, Monster, and Glassdoor, LinkedIn has proven itself to be a great place for job seekers to find their next career move.

LinkedIn is more than just a place to host your resume or absentmindedly browse when you’re bored. It can help you to build your business’ image, expand your professional network, and advertise to an audience of people you may not find on Instagram, Twitter, or Facebook.

For now, let’s talk about the basics.

Creating a LinkedIn business page

To start using LinkedIn as a marketing tool, you’ll first need to create a LinkedIn business page. Creating a page will allow your audience to find you on the platform, boosting your brand awareness. Managing your LinkedIn page is also just a great way to host basic information about your business, post job openings, and keep your audience in the loop about any company announcements.

linkedin business page example

Let’s take G2 as an example. As pictured above, you can see a basic overview of the company that includes a short summary of what we do, our website, the industry we are in, the size of the company, where we’re located, the year G2 was started, and any specialties we may have. That’s a lot of useful information in a very easy to read box.

On top of a company’s basic information, a LinkedIn user will be able to see any current job openings, read about the culture, and see a list of the people who work there.

Having an online presence isn’t just for social media platforms like Instagram or Twitter. Creating a LinkedIn business page will help to boost brand reputation and increase the number of people interested in your company.

How to upload a resume to LinkedIn

Maybe you’re not using LinkedIn as a business, but rather as a job hunter. It’s just as important for regular users to maintain an organized profile the way businesses manage their professional pages. Your LinkedIn profile can be thought of as your online resume. But hold on, you’re actually able to upload your resume to LinkedIn the way you would a job board.

By hosting your resume on your profile, you can apply to jobs more efficiently. If you’re on the hunt for your next role, make sure to take advantage of this handy tool.

How to network on LinkedIn

One of the things that draw people into LinkedIn is the opportunity to expand their network. Like we’ve been talking about, updating and keeping your profile up to date is important when inviting others to connect. You always want to present yourself in the best light possible.

Let’s take a look at my profile.

linkedin headline and summary example

Right away, you know my role, where I currently work, the company I work for, the college I attended, and a short summary about myself. The key to a great LinkedIn profile is fully filled out profile and a concise blurb about who you are and what you do.

It doesn’t end at having a presentable profile. There are many things you can do to help you network on LinkedIn that can include following relevant hashtags, joining groups, and posting topical content.

LinkedIn Ads

If I haven’t already said it enough, LinkedIn is a platform full of job seekers, fresh graduates, marketers, and senior-level executives. There is no one type of LinkedIn user (this is a good thing).

Leveraging LinkedIn Ads can be a great way for you to promote your business to an audience of professionals. Facebook is a good place to advertise to moms, Instagram is where you can find the millennial, and Twitter holds every single meme account you could dream of, but advertising on LinkedIn is a surefire way to target business professionals.

Take a recent post from G2.

linkedin ad example

This simple ad is promoting a Growth Marketing Conference at which our CMO, Ryan Bonnici, was featured as a speaker. By sharing this on their page, G2 effectively targets their audience, one which would be interested in attending or watching this type of event.

This is just scraping the surface. Dig deeper and read our complete guide to LinkedIn Ads so you can discover how to start deploying ad campaigns and serving your network relevant and valuable ads.

LinkedIn Premium

LinkedIn Premium is advertised as a tool for job seekers, sales and talent professionals, as well as the general professional who wants to get more out of LinkedIn. There are four different Premium tiers: Premium Career, Sales Navigator, Recruiter Lite, and Premium Business).

linkedin premium tiers

Each tier has a different objective and assists you in achieving a certain goal. For instance, The basic Career tier helps you to stand out to hiring managers as a featured applicant, lets you see who’s viewed your profile, allows you to reach out to job posters with three InMail credits monthly, and lets you see how you compare to other potential candidates.

This tier is a great investment for any job seeker. It may even be tempting to subscribe to Premium just to have that golden icon displayed on your profile. People tend to take users more seriously if they see they’re active on LinkedIn.

Before subscribing to LinkedIn Premium, make sure you do your research and assess all of the options available to you. After doing so, you can invest in a subscription and be sure it will benefit you in the long run.

Don’t underestimate LinkedIn

LinkedIn can be used in a variety of ways, so don’t write it off as just another social media platform. Whether you’re on the site to keep up with your colleagues or you manage your company’s business page, marketing on LinkedIn is multi-faceted and can be done by anyone.

Connecting is the goal, so get out there and use LinkedIn to bring users, businesses, and professionals together.

Learn even more about social media marketing by reading our guides on YouTube marketing and Instagram marketing.

Alexa Drake
Author

Alexa Drake

Alexa is a Content Marketing Associate at G2 Crowd. Born and raised in Chicago, Alexa went to Columbia College Chicago and entered the world of all things events and social media. In her free time, Alexa likes taking her dog on walks, creating playlists for every mood, and finding the best vegetarian food in the city.