Understanding How To Market Your Business On LinkedIn



Social Media Week is a leading news platform and worldwide conference that curates and shares the best ideas and insights into social media and technology's impact on business, society, and culture.

Understanding how to market your business on LinkedIn often lies in the fact that it’s a social platform very different to Instagram, Twitter and Facebook. It arguably has a more niche aim and audience, where it’s “social” offerings consist of business news, job vacancies and most notably its ability to help you connect and network with other relevant professionals, brands and businesses.

With two new users joining the platform every second, standing out on LinkedIn can be hard, it’s easy to get swallowed up in the sea of business updates. So, we’ve put together a few tips and tricks that’ll show you how to market your business on LinkedIn, the right way!

1. Create A Free LinkedIn Company Page

Yes, you heard correctly, something ‘free’ in this day and age! As a business, creating a company page is crucial as it gives users a place to navigate to when they want to learn more about your brand. A page that includes your company’s logo, a cover image to bring your page to life and a brand logo that appears when members search for your company, including your employees’ profiles, is an excellent way to increase brand exposure and brand recognition online.

Understanding How To Market Your Business On Linkedin | iWeb

In addition, you’re also able to promote your LinkedIn Company Page by linking to it from your emails, newsletters, blogs and other marketing channels. Providing more ways and more channels where your audience can connect with you is a given in this day and age and making it simple is half the battle. Adding a “Follow” button plugin to your website is another way to encourage visitors to follow your Company Page.

2. Consider Sponsored Content

Delivering engaging content to the right audience serves as the backbone of any inbound marketing strategy and is key to understanding how to market your business on LinkedIn. Once you’re finished creating your blog posts or video content, you’re left with the other half of the equation – distributing that content. However, before you distribute or set up any sponsored campaigns, it’s important to first figure out what you want from a social platform and the type of audience they mainly cater to.

Understanding How To Market Your Business On Linkedin | iWeb

For LinkedIn, it’s becoming increasingly difficult to dispute the fact that B2B content performs best on LinkedIn, with average posts receiving 25.7 shares compared to just 9.8 for B2C posts. It’s all about knowing what you want from your content and what type content that audience is likely to engage with and just because LinkedIn has a smaller number of followers compared to other channels, it doesn’t mean it should be written off. Sometimes it’s about audience quality and not quantity. Here’s are some benefits of using sponsored content on LinkedIn:

  • Greater reach with company updates to help attract new followers
  • Reach the right audience with our comprehensive targeting options
  • Get your message on every device: desktop, tablet, and mobile
  • Set your own budget and choose from cost per click or cost per impression options
  • Track the number of leads you’re getting from your ads on LinkedIn with conversion tracking
  • Generate more leads with seamless pre-filled forms

3. Post Regularly

It’s important that you post often enough to keep users engaged and aware of your business, but at the same time, you don’t want to clog up your users LinkedIn feed with content over-kill. Make your posting regular, so that followers know when to expect and new article. Using tools like HootSuite can help save time by helping you schedule your LinkedIn content weeks and months in advance.

Understanding How To Market Your Business On Linkedin | iWeb

It’s also highly advisable to call use social media analytics, tools that can help to analyze things like the best times to post and when the most people will likely to be engaging with it. Engaging content isn’t easy to generate and it takes time, by using these tools they’ll give you the best chance of getting your content and your brand the maximum exposure, likes and shares it deserves.

4. Relevant Content For The Right Demographic

This goes hand in hand with posting regularly because they’re closely intertwined with one another. If you’re posting content at the right time and at the right frequency for maximum engagement, then that’s great! However, it needs to be exciting, readable content for this engagement to be sustainable past the initial link click. You don’t want users to lose interest after seconds.

Catchy headlines, as well as high-impact visuals, are a great way to break up reams of blog copy text and get your content noticed on LinkedIn. Bin any run-of-the-mill content, because while it’s very important to stay on brand, it’s essential to also think outside the box a little bit when it comes to the reaches of a certain topic. Some of the most popular content engagement in 2016 came from these heading openings:

  1. ‘How to’
  2. ‘You need to’
  3. ‘Why you should’
  4. ‘Can learn from’
  5. ‘The future of’

Articles that have titles containing these types of headings, had an average share count of 1,297.

5. Brand Loyalty

Multichannel identity matters, as does staying true to your own style and tone. If you’re jokey and jovial on Twitter then there’s no reason to say you can’t translate this across to LinkedIn. While it’s true that there are different identities and audiences attached to each social channel, the importance of perpetuating one, universal identity across all channels is key to your customers recognising and relating with the brand from channel to channel.

6. LinkedIn Groups

Locate already existing groups talking about your brand or industry and join them by taking part in the conversation. Being part of a group is a little like being part of Twitter List, they 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.

Understanding How To Market Your Business On Linkedin | iWeb

You can find groups just by search at the top of your homepage or viewing suggestions of groups you may like.  Once you’re a group member, you can explore the latest conversations on the Conversations page, start or participate actively in conversations, and send a free message to a member if you want to reach out to them. You can also create a new group for yourself focusing on a particular topic or industry. The possibilities are endless!

Final Thoughts…

Understanding how to market your business on LinkedIn starts with discovering what purpose the platform serves. Many business professionals assume that LinkedIn is just a networking site for job hunters and recruiters, and as a result, miss out on the broader benefits of the platform. As with any social network, there a numerous benefits of having a well-maintained profile centered on outreach. LinkedIn’s many benefits as a social platform make the site a vital part of any business’ web strategy and social media presence. Don’t miss out!


Jen Gwinnutt is digital marketing assistant at iWeb, a leading UK based eCommerce Agency. iWeb are certified Magento developers with over 22 years experience designing and developing eCommerce websites.

Learn the latest trends, insights and best practices from the brightest minds in media and technology. Sign up for SMW Insider to watch full-length sessions from official Social Media Week conferences live and on-demand.

Newsletter Subscription

Get the latest insights, trends and best practices from today's leading industry voices.

Watch SMW Live

SMW Insider is a premium video platform that streams more than 180+ hours of talks, presentations, and interviews from leading industry experts.

Subscribe Now

Write for Us

Interested in sharing your ideas and insights with the world? Become a SMW News contributor and reach 300k readers each month.

Apply Here