How To Build a Great LinkedIn Strategy for Your Business

Businesses are getting more digital and embracing online solutions like never before. This includes project management platforms, online communication tools, and solutions like digital customer service from NICE.

Another important digital aspect of your business is your social media, especially your LinkedIn strategy. LinkedIn can help your business reach prospects, hire new employees, and form important relationships. Having a good strategy can establish your business and help you look more professional too.

Despite this importance, many companies fail when it comes to their LinkedIn strategy. With that in mind, this guide is going to take a closer look at a few things you can do to build a solid LinkedIn strategy for your business.

Set Clear LinkedIn Marketing Goals

First and foremost, you need to ensure you set goals for your LinkedIn strategy. If you don’t have goals to help guide you throughout your plan or strategy, it likely won’t be as effective or efficient as it could have been.

These goals can include getting your business in front of more potential customers, reaching top talent in your industry, increasing awareness, or even making your business appear more credible. The exact things you do to reach your goals will often depend on what those specific goals are.

When setting goals, you want to make sure that they are SMART goals. These are goals that are specific, measurable, achievable, relevant, and time-bound.

Here are some of the KPIs we track for our content marketing efforts:

• Brand awareness - measured with impressions & engagement
• Followers and connections
• Engagement on posts
• Inbound leads generated
• Clicks to website

‍For outreach, our KPIs are:

• Cold leads reached out to
• Warm leads (connection requests accepted)
• Replies
• Hot lead (interested prospects)
• Meetings booked

Optimize Your LinkedIn Company Page

Next, you need to optimize your company page. Your page is at the center of your LinkedIn strategy and you need to make sure it is a good representation of your business as a whole. It will be visited by potential clients, customers, and employees, so you want to ensure it makes a good first impression and doesn’t let people down.

Your page should have a great image and banner that highlights your professionalism, and your “About Us” section should tell the reader all they need to know about your business. The page should be clean, clear, professional, and fit with your brand identity as a whole. It's also very important to make sure your banner image aligns with your brand guidelines and has a visible call to action.

Here's an example of a LinkedIn profile and company page we optimized:

Create and Share LinkedIn Post Consistently

Last but not least, you should make an effort to create and share valuable content. This can be articles, infographics, videos, images, testimonials, or anything else you think would be beneficial to those reading it.

Sharing content boosts engagement, keeps your page active, improves brand awareness, and can do so much more for your business. If someone checks out your page and it has no posts or hasn’t been updated in weeks, it doesn’t make a good first impression. If you don't know what to post about, find out what your competitors are posting about, and type the most searched keywords into Google and scroll down to the "people also search" section to see what common questions your target audience is search for answers to. From there, you can create content aimed at answering those questions.

Other quick and easy posts include testimonials, showcasing rockstar employees, content from your portfolio, and recent blog posts.

In addition to posting content, you need to make sure you are doing it on a regular basis. Do your best to remain consistent, both in terms of how often you post, and what you post. With LinkedIn's content analytics tools, you can begin monitoring which topics and post formats get the highest amount of engagement and reach so you can prioritize your content creation efforts on proven combinations.

In conclusion, these tips can help you build a fantastic LinkedIn strategy for your business. For more LinkedIn marketing tips, please checkout Essential Marketing Steps For Your LinkedIn Content Strategy.