LinkedIn Marketing eBook in 2023 – Your Guide to Success​

LinkedIn is no longer just a professional platform; it is now an enormous marketing opportunity for all. Since all corporate clients are online on the forum, why are YOU not marketing on it?

The eBook from: https://www.socialchamp.io/guides-and-ebooks/linkedin-marketing/

Transcript

2. Contents LinkedIn Marketing - Your Guide To Success ............................................................ 3 How to Use LinkedIn? ........................................................................................... 5 Optimise Your LinkedIn Profile & Page ................................................................... 9 The Science Behind LinkedIn Algorithm ................................................................ 15 All About LinkedIn Features ................................................................................. 22 How to Use LinkedIn Groups for Business Marketing .............................................. 28 Track LinkedIn Analytics to Measure the Impact & Optimise .................................... 33 Craft the Perfect LinkedIn Marketing Strategy for 2022 .......................................... 41 How to Use LinkedIn Automation Tools ................................................................. 48 2
4. 3 LinkedIn Marketing - Your Guide To Success Foreword We are so thankful you are reading this! Allow us to elaborate on why your business needs LinkedIn. LinkedIn is the fastest way to link with key business professionals. Reciprocally, it is also one of the easiest ways to generate new business. If you are not on LinkedIn, you are missing out on an opportunity to make business connections and take your business to the next level. LinkedIn is a great way to stay updated on what is happening in your industry. LinkedIn also has a great alumni network. Are you looking for a new job? The majority of employers are now using LinkedIn to find candidates. LinkedIn is also a prime place for reaching your target market. It is a professional social networking site that allows you to connect with potential or current clients. The following statistics show how LinkedIn users have grown in the past few years. Are you looking to advertise your business on social media? More than 20 million articles and pieces of content are shared on LinkedIn each month and more than $4 billion worth of revenue for LinkedIn’s advertising and recruitment products. Our goal is to help you find out what that means for your business and how LinkedIn can help your business grow.
6. 5 How to Use LinkedIn? 1.1 LinkedIn Overview 1.2 How to Use LinkedIn? LinkedIn can be a great tool to help everyone in your business grow. Not only can you find quality candidates and important customers, but you can also find and connect with fellow professionals in your industry. LinkedIn can help you to network and share information with others, and it is a great place to showcase your skills and qualifications. You might even be able to request a referral from one of your connections! LinkedIn is a resource that any professional should consider using. So many of us are using LinkedIn to stay in touch with past acquaintances or business connections, with increased use of the platform in the last few years. One of the reasons for this is the idea of the “network effect.” Networks are essential in many parts of life. The more connections you have, the more opportunities there are. This is why it is vital to have a strong network of connections. Connections with people in your industry are among the most important types of network connections.
7. 6 1.2 Setting Up a LinkedIn Company Page Many business owners are considering how to promote their business on LinkedIn. The best way to do so is through the company page. LinkedIn company pages are made for business owners to showcase their achievements in the business world, intricately customise the information in their feed, and market themselves to other professionals in their field. Here’s how to set one up: • Visit the LinkedIn Pages section; from there, select the Create your Page option. • Choose the best appropriate category that defines your business. • Fill in your company details with the relevant information as you fill out the data, a preview of how your page looks will be generated beside the form.
8. 7 • Add a logo and a tagline to make the page more visibly attractive. However, this option is skippable, but we wouldn’t recommend bypassing it as companies with a proper logo set up for their page get 6x more page visits than those who don’t.
10. 9 Optimise Your LinkedIn Profile & Page When making a LinkedIn account, the first thing you need to do is fill out all of your information. Your name, email, phone number, and your company are the key things you need to fill out. You can also fill out your personal information like your age and gender, where you went to school, degrees, any languages you speak, and any past jobs you have had. 2.1 How to Optimise Your LinkedIn Profile Here are some key pointers to increase your profile’s visibility: • Add a profile picture that reflects professionally. Research shows that people are 14x more likely to view your page if you have a photo. Choose a professional-looking photo over a casual one. • Add a relevant cover image to your profile, making your profile stand out. A Cover photo sits directly above your profile picture, so be sure to add one that caters to your niche or industry. • Be sure to add a catchy job headline and a summary to showcase your skills and achievements. In addition to an outline, your LinkedIn profile can contain your work experience, education, skills, endorsements, and recommendations from others. All of these enhance the visibility of your profile so that recruiters can better judge you by your profile. • Including keywords in your summary, interests, former job titles, and skills can help you stand out and easily be found on search results. • Gather Endorsements on your profile. They are a quick and easy way for your professional contacts to help show others your area of expertise. • Just like Endorsements, Recommendations are a great way to make your profile stand out. Recommendations from previous employers or customers can give an idea to recruiters on how good of an employee you were and how others enjoyed working with you. LinkedIn allows you to request recommendations from your connections. • Another pro tip is to Include your LinkedIn URL on your resume. It makes it much easier for prospective employers to visit your LinkedIn profile to learn more about you. LinkedIn allows you is to set a custom URL for your profile; you can easily do that by following these steps: 1. Click the “Me” icon at the top of your LinkedIn homepage and select “View profile” from the drop-down menu. 2. On the right-hand side of the page, click “Edit public profile & URL.” 3. Click “Edit your custom URL.” 4. If possible, try using your first and last name. If the first name is not available, try a middle initial or your full middle name.
11. 10 2.2 Expanding Your LinkedIn Network Remember that it’s not about just your company page. You represent yourself as a brand on LinkedIn. Your profile should look professional and complete. All the details – profile picture, a summary about yourself, work experience, qualifications, certifications, everything section should be on point. The people you add as your connections on LinkedIn are how you want yourself or your organisation to be seen. It all depends on your branding approach: what types of people you want to respond to your updates. Try to build a strong and purposeful community on LinkedIn Projecting a wider net means getting your message before more conceivably intrigued users. However, this is where you can draw your brand guidelines. It is possible to get a sympathetic response by sharing a meme or a political debate but might not be as closely related to your overall branding and approach. 2.3 How to Increase Your LinkedIn Page’s Visibility After you have your LinkedIn page set up, you can further add in some extra details that would help increase its visibility across LinkedIn’s search results. These additional options are: Adding Company Description: Tell others a little bit more about your company. Adding a description to your page would help the audience understand your company’s value, objectives, and mission and let them know what your company’s products and services that it offers. Put a Cover Photo: Add a cover photo to your page. Choose an image that showcases your business.
12. 11 Use Hashtags: You can add hashtags to your page. These hashtags would increase your page’s search visibility. There’s an option to add three hashtags. Use hashtags commonly used in your industry and that best define your business. Manage Language: If you have a multinational brand or an audience that speaks different languages, you can update your page’s description in up to 20 other languages. Add Location: This option allows you to add an office location for your business. It can quickly help your audience locate your company who are nearby. Add a Custom Button: Adding a button to your page can encourage your audience to take action. These options can help drive traffic to your site or even get them to sign-up for something. Invite Your Connections to Follow: Send your connections the invitation request to follow your company page. Ask your employees to follow the page. LinkedIn allows you to send invitation requests to 100 connections in a single go. Use it to get more followers & increase visibility. Post Content Regularly on Your Page: By posting content consistently, you can always increase the chances of getting more views. However, don’t go overboard with daily posting. Make sure the content aligns with your audience and their interest. A good tip is to ask questions and bring others into discussions by tagging them in your comments. Another great idea is to share relevant content created by others and tag them in it; it’s a sort of a shout-out, so it would help build a connection and help gather the attention of their followers. 2.4 What Should I Post on LinkedIn? There are two fundamental approaches to publish on LinkedIn. The first is LinkedIn Publisher, in which you can compose a long-structure article–typically five to seven passages–and share it with your LinkedIn connections.
13. 12 The second is a LinkedIn update–a Twitter-like feature ideal for short, concise updates and messages. LinkedIn posts are mostly like Facebook status updates and tweets on Twitter. The character limit for LinkedIn posts is 1,300. However, once your update is over 210 characters, it goes with a ‘See More’ option. People will have to click on ‘See More’ to view the entire post. Shorter posts are better, yet LinkedIn’s crowd is more prepared to pursue longer updates if they’re important. It’s essential to consider your posting practice on LinkedIn. LinkedIn users’ most shared posts are videos, picture posts, and then posts with plain text. If you want to share a blog, like Facebook, LinkedIn also generates a clickable link preview. It’s better to remove the link once it generates the preview. This will make your update look cleaner. Cross-posting (the practice of posting the same content on all social media channels) could hurt your LinkedIn presence. It is always good to develop an original caption that resonates with your LinkedIn audience. You can start writing an article or post an update right from the content composer that appears on your newsfeed.
14. 13 2.5 How to Use Hashtags on LinkedIn? Hashtags are also a bigger deal on LinkedIn now. The more you use hashtags on a LinkedIn post, the better it categorizes content and highlights relevant posts to each user. Hashtags are a brilliant way to increase your reach and discover similar content quickly. LinkedIn gives you the option to pin your favorite hashtags. You can pin hashtags related to your industry to see the latest updates on your newsfeed. Building connections is an essential aspect of LinkedIn. However, who you should add to LinkedIn depends on your branding approach.
16. 15 The Science Behind LinkedIn Algorithm 3.1 What Is the LinkedIn Algorithm? The Linkedin algorithm determines what a user’s feed may look like or what types of posts from companies, people, and topics will be served. The algorithm operates on a large scale. It may affect billions of posts per day. It is trying to make the newsfeed more attractive and user- friendly. LinkedIn marketing isn’t as big a deal if you know the algorithm. Knowing the algorithm & how it works can make your marketing efforts pay off. 3.2 How Does the LinkedIn Algorithm Work? The LinkedIn algorithm is not the same as the Facebook algorithm, but there are some similarities. LinkedIn has implemented a four-step process for content distribution across its network to reduce the chances of spam or inappropriate content. Understanding the steps that LinkedIn takes before cutting (or amplifying) your content’s reach is an integral part of using LinkedIn as a channel for content marketing. Recently, a visual workflow was published by LinkedIn, which shows how it works. Have a look at this:
17. 16 Whenever you post an update on LinkedIn, here’s what happens behind the scenes. There are three categories in which they can divide your content. As soon as you post an article or image, the bot puts it in any three types. The aim is to get your post in the “clear” category and to avoid spam. After checking your post’s credibility, the LinkedIn algorithm also determines its usefulness and relevance. And here’s when the fun part begins!
18. 17 1. Beginning with Initial Filter Every time you post an update to LinkedIn (even if it’s an image), a bot immediately places the content into one of three categories: • Spam • Low-quality • Clear You want to be in the “clear” category. If your content gets put in the “low-quality” category, you may still have hope. It could even move on to the next stages. 2. Testing Session The second part is the audience testing process. Once the robots have categorized your post, they send it to your audience to see how popular the content is. At first, they show it to a smaller group of people. At this phase, your post needs to avoid users “hide” your content from their feeds. Or mark the post as “Report as Spam.” Pro Tip: Avoid an annoying or offensive post. Don’t over-post. Stop posting irrelevant content. Try to make it focused on the audience and niche of the profile. How to Avoid Spam Filters? Your post’s initial engagement will decide whether it is good enough to pass the spam filter. Make sure that the users don’t hide your post from their newsfeed or flag it as spam. And to avoid this, you need to consider the following question before posting: • Are you posting too much content? • Is this post offensive to any person or entity? • Are the people in your circle interested in this post? • Why is this news/update so relevant to post? • Is it relevant to the profession of your circle? LinkedIn is more of a professional networking circle than Facebook or Instagram. People share stuff related to their professional lives more on LinkedIn. 3. Content Scoring Consider this phase as the Hogwarts house points! Once placed in front of your friends’ selection, different actions have different weights in the algorithm. For example, a “like” may only have one point, whereas a comment has two points. A “share” shows that the content is popular, so three points. The score of the post will decide its future or its fate. It will either be demoted because it’s low-quality or be shown to more people because it’s high-quality.
19. 18 4. Real People Assessment If you get engagement on your post, the last phase is passed along to “genuine people at LinkedIn.” Who then reads every post and decides to send your content out to more people, or whether this is the end of the line. The editors will also send the content to people outside of your network if the content is working well. It will appear in “trending content” on the app, topical content in the news feed, etc. 3.3 Tips For Mastering the LinkedIn Algorithm in 2022 Understanding the Algorithm isn’t as hard as you think. So, trending posts are the first thing you see on your LinkedIn feed. Then, an option lets you sort the posts by ‘Top’ or ‘Relevance.’ Now, how does LinkedIn know what’s relevant to us? The answer is simple. LinkedIn pushes the content based on our recent activities, like our comments, who we follow, etc. Here are a few tips for mastering the LinkedIn Algorithm in 2022: 1. Choose Right-Time to Post Choosing perfect timing to make a post is essential. If you’re posting at 2 a.m., when most of your network is asleep (time-zone nuances aside), your post can be up for hours before receiving likes or comments, no matter how good it is. LinkedIn is a professional network, and most people work from 9 a.m.–5 p.m.
20. 19 According to another research, the best time to post will depend on the tests you perform. The location, time zones, and people’s daily habits affect when they’re on LinkedIn, which differs in any audience segment. In fact, 50% of LinkedIn users check their accounts through mobile devices, implying you have as much chance of reaching people after hours as you do during the workday. You can use a LinkedIn scheduling tool to be active at different time zones. Like Facebook or Pinterest, LinkedIn doesn’t
21. 20 offer content scheduling. But, you can use a third-party LinkedIn scheduler to make the most of your marketing efforts. 2. Acknowledge the Content-Type That LinkedIn Craves LinkedIn sources are reasonably clear on what they want their platform’s focus to be: the professional world. Instead of animated GIFs, Ellen videos, and personal screenshots. The LinkedIn algorithm aims to show users news, job posts, and timely, accessible content that are of value to someone’s career (whether as a business owner or employee), be relevant to the industry in which you operate, offer a tip related to business growth, or a career. It can be images, videos, LinkedIn article posts, external webpage links, or text updates. 3. Use the LinkedIn Publisher Tool There’s no doubt that LinkedIn is pushing posts that originate from their Publisher tool, which end up on LinkedIn Pulse, now integrated with the homepage feed. It’s for users to publish as individual authors (not hiding behind a company name). You or your employees can write blog posts through Publisher and share them with your network. The Editor-in-Chief at LinkedIn explains Publisher posts show up in the feed for your connections and followers based on time. So, be sure to follow the next few tips to keep the post circling through the LinkedIn algorithm.
23. 22 All About LinkedIn Features To make the most of LinkedIn, you need to learn more about its features. Have you ever come across these new electrifying LinkedIn features? If not, then take a look at these unique and valuable new LinkedIn features that will help you to boost up your LinkedIn productivity. But before getting into LinkedIn features, here’s something you need to know: There’s a difference between LinkedIn basic and premium LinkedIn Premium accounts give you access to the premium functionalities of Linkedin, and they cost $29.99 per month. The gold ‘In’ indicates your premium profile badge. LinkedIn basic accounts do not allow you access to all premium features. 1. LinkedIn Stories LinkedIn officially announced the LinkedIn stories. You can easily add up your photos or videos on LinkedIn. They are 10 seconds snack-sized video or photo clips to add text, filters, gifts, emojis, music, and much more. Once you are done uploading your LinkedIn stories, they will appear at the top of your feed in the form of a tappable bubble-like Snapchat, Facebook, and Instagram. These stories last for just 24 hours. But now, this LinkedIn feature is only available for premium users, so if you are using LinkedIn’s basic account, then you need to upgrade. 2. Live Videos LinkedIn just launched the live videos, and marketers aren’t getting enough of it. Try LinkedIn live videos and maximize your reach. So, before you go live, make sure you meet the criteria for the Live videos: • Submit the form provided by LinkedIn within a business day. • Autoplay if you have decided to go live using the third-party tool. • Turn on your creator mode. • Create an event on LinkedIn to generate an automatic check to see whether you are eligible for live video. • If LinkedIn approves, you will see a drop-down option for Live video. • If you don’t meet any of the criteria, you cannot go live on LinkedIn. Note: Live videos are public and will be recorded once done. It will remain on your LinkedIn profile and page until you delete it.
24. 23 3. LinkedIn Polls Are you looking to improve your marketing insights? Then why not consider LinkedIn polls? Simply create a poll between two to four options. Once your audience starts voting, you will see the percentage. Generate engagement on your post with LinkedIn polls. 4. Reactions Bored of old reactions? LinkedIn comes up with new and unique reactions. Express love with a heart reaction, celebrate milestones or any achievement with a ‘clap’ reaction, react with ‘curious’ to a thought-provoking idea, tap ‘insightful reaction when you identify any interesting idea. Be more expressive and constructive with LinkedIn reactions. 5. Name Pronunciation Is it hard to pronounce names? LinkedIn has your back now. If your name is difficult to pronounce, all you need is to record your name’s correct pronunciation and display it on your LinkedIn profile. Help others and let your members correctly address you with LinkedIn’s new feature. 6. Carousel Images in Organic Post Wondering the best way to showcase your blog posts, slides, and case studies? LinkedIn carousel posts are documents that are shared on your feed. Carousel posts are interactive and eye- catching. Try carousel posts and witness the next level of engagement on your feed with this LinkedIn feature.
25. 24 7. Video Meetings LinkedIn launches a feature of video meetings. From office work to conferences or events, now stay in touch while maintaining a safe distance. Transfer your conversation from texting to face- to-face interaction. Never miss out on something important. 8. Edit Messages After Sending Edit your message right after you have sent it. If you ever feel that your message is no longer used or want to change it, you can recall your message. Edit or delete it in your chat right away with this all-new LinkedIn feature. 9. Highlight Features Post On Profile Is your best sample getting ignored? Now showcasing your sample work is easy with LinkedIn. Leverage the featured section and display your best sample work that you are most proud of as evidence of your skills. You can share your authored or reshared articles or blogs, link your external website, upload videos, images, or your presentations. Pin your best work and give more life to your content.
26. 25 10. Event Tabs to Create Event Now, you can easily create LinkedIn events and host them in a trusted environment. Just add an event, logo, banner image, venue and schedule your time. Promote your event and retarget your event attendees after. 11. View Page Followers Tab Curious to know who is viewing your profile and from where? LinkedIn has an eye over everything. As a new feature just rolled out, and you can now view the page followers tab. This will show all those who follow your LinkedIn page and whatever information they have provided to their LinkedIn profile. Understand your connections in a better way now. 12. Notify Employees About Your Post Wondering how you can involve your team with your LinkedIn strategy? LinkedIn got its solutions. Now you can quickly notify your team or your employees about your new post. This new feature will let your team know to check all the posts on your company’s page, and they can share them with their connections. So, involve your team in your marketing strategy as their involvement is precious. 13. ‘My Items’ to Save Your Collections of Posts LinkedIn Spotted an interesting post, and do you want to read it? The LinkedIn feature now allows you to save it in my items on your profile and view it later. If you are running out of time, just save that post in ‘my items’ and get back to it. Give this feature a go and play with your LinkedIn profile. 14. Photo Frames With #OpentoWork or #Hiring Looking for a job or hiring a new member? Finding a new job is nerve-wracking in this challenging time, but LinkedIn made it easy by introducing photo frames. All you need is to set up your LinkedIn profile picture with #Opentowork if you seek any new job and #hiring if you are looking out for hiring a new teammate. Let this new LinkedIn feature know about all your following plans. 15. Merge Accounts Thinking of merging your accounts? Let LinkedIn do it for you then. Connecting your accounts is now easy. If you have duplicate accounts, transfer all your connections to it and merge all LinkedIn accounts with one email address. 16. AI Feedback to Streamline Hiring Process LinkedIn’s AI now tells job seekers exactly all about the jobs they are looking for. Moreover, now it has launched AI feedback for the hiring process. You can submit your interview answers and record them through it. Gives this feature a go as it is specially designed to make the hiring process more manageable.
27. 26 17. Dark Mode Feature Want to relax your eyes? Not a big deal now because LinkedIn has got a solution for you. Similar to Facebook, Instagram, and Google, LinkedIn also announced the dark mode feature. Now you can view your white content on the dark background as this will be easier on the eyes, especially in the low light saturation. Well, a thing to be noted: this LinkedIn feature is globally launched, but it might not be available in some regions. So, if you want to switch your white mode to the dark one, we have listed down the steps. • Click the Profile icon at the top of your LinkedIn homepage. • Select Settings & Privacy from the drop-down menu. • Under Account Preferences on the left, click Display. • In the Display section, click Change next to Dark Mode. From here, you can select • Device settings: This is selected by default for members who have dark mode enabled on their device. • Dark mode: To switch to dark mode. • Light mode: To switch to light mode. 18. LinkedIn Cover Story Cover story? Yes, you heard it right. LinkedIn has announced the cover stories for premium profiles. Now you can add a 3 seconds video clip of yourself on LinkedIn. The cover story appears on your LinkedIn profile picture, and members with the cover story will have an orange circle around their profile picture. But you can only add a cover story from the latest LinkedIn mobile app. 19. Creator Mode If you are among those, who love to create content and talk about different topics, then this LinkedIn feature is for you. LinkedIn recently announced the creator mode feature, which allows you to share the topic (hashtags) with your audience you talk about the most. LinkedIn members can quickly discover your posts and follow you. Creator mode helps you to grow your reach and influence on LinkedIn. Important: The creator mode feature has been launched gradually and may not be available to you at the time.
29. 28 How to Use LinkedIn Groups for Business Marketing 5.1 What are LinkedIn Groups? LinkedIn Groups are dedicated hubs where like-minded people belonging to similar industries or niches can share their expertise, engage with others in healthy conversations and contribute in helping others with their knowledge, thus providing a way to build active communities. These groups have been around for quite some time. Still, with more and more people entering this space, their importance continues to grow where people are now looking into building a dedicated and self-sustaining community. Only members of the groups are allowed to view or comment on the conversations, and every group has its admission criteria, so be sure to follow them. Now LinkedIn groups hold an overlooked opportunity to build a community around your brand or product. Here members can share their opinions and experiences with your brand and can also help with generating more revenue for your brand by engaging with prospects and guiding them. Remember, word of mouth is a powerful way of marketing. According to a survey, 83% of people are more likely to purchase when it’s through a recommendation. 5.2 Why Should LinkedIn Groups Be a Part of Your Marketing Strategy? To start, these groups are one of the essential ways to communicate one-to-one with your customers. Whether you are an admin or a group member, these groups can help your business network with professionals belonging to the same industry. LinkedIn Groups can help connect your brand with its customers by establishing a forum for them as a business. Although many LinkedIn Groups are available online, those who know their worth use it to share authentic and credible content that can drive higher engagement and get quality interactions. These groups can also boost your brand’s visibility when you go out to other LinkedIn groups and engage with others. This would indeed establish your expertise. Once you have built up your reputation, you can also share your brand’s content. Sharing relevant content is also a way to drive more visitors and prospects to your website. Individuals related to the same industry and your group members are precious as they pose potential opportunities. Remember members of your LinkedIn group are part of your online community, and these communities hold multiple benefits like:
30. 29 • They are vital because they promote engagement. • Every active engagement helps bring users closer to your brand. • These groups increase your brand visibility on the platform. • They help attract more potential customers. • They foster brand affinity and loyalty, as group members will reference your brand as the entity responsible for their positive experience and growth. • They create a welcoming and engaging environment. • They foster trust. If you can get your members to function as a community, it will signify that your brand is trustworthy. • LinkedIn groups are incubators of inspiration because they encourage members to share their own stories, create connections, and inspire others to action. • They attract more prospects and earn higher retention rates as a result. 5.3 Setting Up Your LinkedIn Group Let’s explore different elements required to set up your first LinkedIn Group. 1. Group Name and Description The first step towards creating a LinkedIn Group is to set a name for your group. Now, most businesses may want to name it after their business or brand, but try to understand that LinkedIn groups are not for selling. They are here to provide value to other members and help build a community around a particular topic or niche. Take Hubspot’s group; for instance, they are solely dedicated to inbound marketers and have more than 140,000 members. The members are primarily engaged in discussions around different strategies and tactics related to inbound marketing. The character limit for setting a group name is limited to 100 characters, and group description allows a maximum of 2000 characters. Draft your group description to tell potential members what the group is about and what value they would get while being a part of this community.
31. 30 2. Setting up the Visual Profile Let’s clarify; no one would want to come to a group with an identity. Setting up a proper profile picture and a cover image that will be visually attractive. It would also help establish a brand’s identity that is beneficial for every business in the longer run. 3. Industry and Location LinkedIn allows adding up to 3 industries in your group’s bio and 1 location. Adding them helps pair up and deliver it in front of the right audience that belongs to a similar industry. In contrast, the location allows the group to reach an audience from that region.
32. 31 4. Group Rules & Discoverability Group Rules define the barriers and restrict group members towards content they can share or the extent of discussions they could participate in. Most LinkedIn groups’ rules are set to keep things in balance on the platform. LinkedIn offers two different discoverability options Listed and Unlisted. The Listed option allows the group to be discovered in search results and visible to others on members’ profiles, while the Unlisted option restricts all. 5. Permissions While setting up your LinkedIn group, the final option is setting up the group permission; there are two permission options. First is allowing members to invite others to join the group, which can be beneficial in growing the group’s following and inviting experts to contribute with their knowledge and advice to the group’s overall success.
34. 33 Track LinkedIn Analytics to Measure the Impact & Optimise If you are a part of an in-house marketing team or work in an agency, your life revolves around tracking and monitoring analytics. The chances are that you take a side of numbers with all meals that you consume during the day, and if you are one of the lucky ones, then during the night as well. Considering that each marketing team has goals connected with the sales team, this honestly does not come off as a surprise. Along with all other social media networks, like Facebook & Instagram, it is essential to track LinkedIn. Not only is it the BEST platform for B2B marketers, but it can also gather quite a whole lot of engagement. It is best to track analytics using the important LinkedIn metrics to help you move towards your goals. To learn more about LinkedIn metrics, let’s get into this chapter! 6.1 How to Track LinkedIn Analytics? Tracking analytics can put you a step forward from your competitors and ensure that you always have best performing content on your page. To measure your page’s analytics, you can use the platform’s native tool or a social media management tool, like Social Champ. LinkedIn analytics is primarily divided into five main groups: 1. Update Analytics offers the page admins opportunities to identify the trends among followers by tracking essential metrics of different components of the page
35. 34 2. Follower Analytics provides an insight into the people who follow your page or show any interest in them.
36. 35 3. Visitor Analytics is mainly focused on the traffic to your page and can be sorted by different metrics. 4. Employee Advocacy Analytics offers page admins the opportunity to identify and check out the employee and member engagement trends. 5. Talent Brand Analytics measures how competitor followers interact with your post and page. 6.2 Audience-Centric LinkedIn Metrics Audience-centric LinkedIn metrics are a set of metrics that capture how well your page as a whole is doing on the platform. It is super important to track these to check if your page had an overall impact on your business goals or not. Audience metrics always help you grow and identify the trends that your and your competitor’s followers enjoy. Tracking analytics and keeping an eye on LinkedIn insights, in turn, enables you to create better strategies, and in the long run, bring about a positive change in results. Here are a few LinkedIn metrics that directly relate to your audience on the platform and are important to track: 1. Demographic Data Data demographics is one of the most critical and helpful LinkedIn metrics to track. It shows where most of your LinkedIn following is from, which eventually allows you to create more relevant and relatable content. The metric also shows who is following your page, interacting with the posts, and how many people care about your ads on the platform. LinkedIn also allows you to select a target audience like pretty much every other platform. And this is where demographics data come into use.
37. 36 You can narrow down the audience to those interested and generate a better ROI on those campaigns. You can find all this information on your demographics data tab: • Job title • Company industry • Job seniority • Job function • Company size • Location • Country • Company Tracking demographics data can also help you find the right candidate for the job by putting your openings in front of them! 2. Unique Visitors Tracking your unique visitors on LinkedIn is pretty much an obvious step that I am sure most marketers are already doing. LinkedIn unique visitors are the number of people visiting your profile for the first time. This shows us how many new people are now interested in our business. It can also help you revamp your target person or your ideal customer. This is one of the key LinkedIn metrics that can indicate a change in your customer base. 3. Page Views Pageviews show the number of people who skimmed through the page or visited the page. This count includes all views, and it does not matter if the same person has viewed the page twice or more.
38. 37 Pageviews combined with other LinkedIn metrics can help you build a large following count and more engagements on your pages. 4. Visitors Visitors are one of the key LinkedIn metrics that you should never ignore. It shows the number of people who are not following you but regularly visit your page to check out the posts and other activities. This count also includes the number of new or unique visitors who have visited your page for the first time. This gives you a clear picture of how many people are interested in your business. Pro tip: Make sure that your profile is fully loaded with all the essential information that a customer might require to convert these visitors into potential leads. 5. Followers Metrics It is important to track your total number of followers and their change over time. It’s no surprise that your chances of appearing in the newsfeed increase if people follow your page. Therefore, it is important to increase followers actively to increase your post reach. Having a huge LinkedIn following also increases your credibility and builds brand awareness. Follower metrics measure people who like to connect with your brand and stay updated with news and recent happenings. Important data might include: • Follower highlights: It shows how many people have followed your page beginning and their change in the form of percentage over the past 30 days. • Number of followers over time: This shows if your connection or follower count has increased or decreased over a set period and can be filtered by time ranges. • Total follows: This shows how many followers your LinkedIn business profile has. • Companies to track: Helps you stay updated with what your competitors are up to and what trends you should ideally follow. Lastly, you can also track your LinkedIn following demographic data; this way, you would know more about them, and it would be easier for you to create and execute campaigns. Follower demographics break the location, job, company size, seniority, and industry. 6. Traffic Metrics While tracking LinkedIn metrics, you should not forget to monitor the page views according to the sources of all these views. Check if they are coming from mobile or desktop. LinkedIn analytics are always divided into desktop views and mobile views. This is an amazing metric as it helps you optimise your future content in a much better way to adjust to all screens and become more inclusive.
39. 38 6.3 Engagement-Centric LinkedIn Metrics Creating posts on LinkedIn is pretty much not that different from other social media platforms. LinkedIn is a professional platform where most people are only there to find new leads for their businesses or create a work-centric profile. However, if you would post relevant content that your target audience can resonate with, you are sure to gather engagement on most of the posts. Here are some engagement metrics that you should track. 1. Impressions This metric lets you track the total number of times your post or an update was visible for at least 300 milliseconds. It means that even if your posts were half-visible to a logged-in viewer, it would count as an impression. However, you can also track unique impressions to understand better how well your post is doing. Unique impressions would only count the number of times a new user would pass by the post. 2. Reactions, Comments, and Shares Reactions, comments, and shares are essential engagement-centric LinkedIn metrics to track and monitor weekly or monthly. Reactions are used to show a variety of emotional responses to your content. There are six reactions for posts on LinkedIn currently. Shares are the count of the total number of people who share your posts. This helps increase post reach and expand your follower base within the platform. And comments are well the most common form of engagement that people leave underneath your posts.
40. 39 3. Engagement Rate Engagement is one of the most common criteria to check how well your LinkedIn posts are doing. This is why the platform calculates your page’s LinkedIn engagement rate. Here is the formula for it: (Clicks + Likes + Comments + Shares + Follows) / Impressions The LinkedIn engagement rate helps you determine how you can change your content to make it more interesting for the audience and followers. 4. Reach Impressions are based on how well your LinkedIn reach is. It shows how many people see your content on their newsfeed. The main difference between LinkedIn reach and impressions is that reach is based on unique views, and impressions count ALL the views. It is indirectly related to how many people follow you on the platform or how many of those interact with your content. But it is definitely not limited to these two things. Multiple other factors weigh in when it comes to post-reach. 5. Clicks & Click-Through Rate Clicks are one of the most important Linkedin metrics to check if your call to action is working. To put it simply, it shows if people are performing the action that you want them to instead of just moving past it. On the platform, clicks are counted only on your post, company name, or company logo. It does not count other engagement activities. The click-through rate is a percentage of the total number of clicks divided by a post’s impressions. CTR also gives you a better idea of your post's engaging or action-provoking. A higher CTR also shows that your LinkedIn posts are helping in diverting traffic to your website. It is also important to keep an eye on relevant conversations when measuring clicks and CTR. It shows if your post affects ROI or not. 6. Post Views Post views are an overview of all the non-unique visitors or views on your posts, articles, job posting, or documents. It is one of the LinkedIn metrics you should track for a post-by-post breakdown on your page to see essential insights, such as reactions, comments, and shares.
42. 41 Craft the Perfect LinkedIn Marketing Strategy for 2022 A strategy is a plan of action for a particular goal. LinkedIn marketing strategy is employed by small businesses within the first few months of operation & by established firms gradually. When creating a LinkedIn marketing strategy, it’s essential to understand your target market. Who are they? What are their interests? What are their needs? How does your product relate to what they need and want? Crafting a successful LinkedIn marketing strategy in 2022 requires a two-part plan. The first part involves deciding how much time and effort you want to put into LinkedIn. The more time and effort you invest, the more benefits you will get. And the second part of the strategy is more about crafting your profile on LinkedIn to get the most out of it. 7.1 LinkedIn Marketing Strategies That Can Generate More Leads & Engagement in 2022 Many marketers find it challenging to find an effective marketing strategy on LinkedIn as the platform has had a tough time attracting marketers. However, as the company has tried to attract marketers back to the platform, it has introduced several strategies to help marketers succeed. These strategies help marketers get more leads and engagement on LinkedIn. Some of them are: 1. Share the Value of LinkedIn Courses LinkedIn courses offer you access to a great set of helpful tools and tutorials. They will help your company and/or individual gain the technical and strategic knowledge or skills to achieve your desired outcomes. You can choose from a list of courses to address your business needs. 2. Buy LinkedIn Ads Targeted at the Right People LinkedIn ads are tailored for the right audience, delivering high-impact ads to prospective customers. The ads will blend into relevant target audiences and be right over their head if the contact information is correct. 3. Create LinkedIn Articles Make LinkedIn Pulse a part of your LinkedIn content strategy. LinkedIn articles can be an excellent tactic for generating leads and engaging with audiences. While they may not generate as many clicks for some, they are a great way to engage the audience, build your personal brand & repurpose your content. Post articles that provide insight into your niche and industry.
43. 42 4. Join Private Groups Joining private groups is a great way to increase the size of your network. Group members can offer advice, answer questions, and interact with other top professionals. If you’re looking for more clients or sales, you should join more groups on LinkedIn. Join at least 2 to 3 different private groups. 5. Start a LinkedIn Group Create LinkedIn groups to support your company page or for your customers, or just to connect with like-minded professionals. Invite people you know who are interested in your product or service. Add a “Follow” button to your company blog and homepage to provide a deeper level of engagement. 6. Optimise Your Public Profile Optimising your public LinkedIn profile is also a part of building a successful LinkedIn marketing strategy. Make sure your profile includes a summary, experience, and any awards. Use either a photo or video as your profile picture. Keep the profile content updated with important company announcements, articles about your business, and/or recent work experiences. Set the right LinkedIn metrics for your profile optimization & engagemenet.
44. 43 7. Update Your LinkedIn Content Strategy A good LinkedIn content strategy includes using creatives that speak to your reader. A business can increase its engagement on LinkedIn by understanding the LinkedIn algorithm & putting together a company’s content strategy. It’s a good idea to create a post once a week to share successes, introduce a new product or service or tell a company’s story related to current events. Just be sure to include a link to a company’s blog or website so people can find more information about the company. 8. Define Your Editorial Plan’s Goal Most marketers make the mistake of posting the same content on all social networks. If you want your LinkedIn marketing strategy to work, you need to have clear objectives for your editorial plan. Identify the objectives, whether it’s brand awareness, consideration, or conversion. Define the metrics you’re going to follow, & then plan your editorial calendar. Identify the macro-topics for content & then divide them into sections. Then create your weekly or monthly schedule to discuss those topics in detail. 9. Schedule Your LinkedIn Posts Managing LinkedIn company pages & profiles can be time-consuming and stressful. You could spend all day trying to figure out the perfect time to post on social media, but it’s never the time you would have wanted. To strengthen your LinkedIn marketing strategy, use a social media scheduler for LinkedIn. Schedule your posts ahead of time, so you never have to think about it again. With Social Champ, you’ll make sure you’re posting on LinkedIn and getting the most out of your account. It takes just a few minutes to set up your account, and you can schedule posts up to 6 months in advance.
45. 44 10. Use LinkedIn Live Video publishing on LinkedIn has more than tripled since late last year. Many company pages & influencers are using LinkedIn Live Video to broadcast live video content. There are specific criteria & guidelines that you need to follow to be a LinkedIn live broadcaster. There are LinkedIn-approved streaming tools that will help you stream your live broadcast. A few guidelines that you need to follow are: • You have to live within the first 60 days of access • You can’t go live more than once a day • You can’t use pre-recorded content • No selling or overly promotional streams • Avoid large sponsorship logos or unprofessional streams. 11. Use Hashtags & Follow Topics LinkedIn hashtags allow you to find topics and interests most relevant to you and can engage with those who will post to the same keyword. Use relevant hashtags in your posts & participate in trending hashtags. Follow hashtags & topics related to your niche & you will get a notification whenever anything is trending on it. 12. Use LinkedIn Carousel Posts If you want to make your LinkedIn marketing strategy work in 2022, you need to adopt LinkedIn carousel posts asap. It’s a great way to share documents & increase 10x engagement on your posts. You can upload multi page documents that will be presented in a carousel form which can be scrolled through. You will find carousels in the form of ads on other platforms, but with LinkedIn, you can have them in posts. Turn your static posts into entertaining series of flashcards & attract more views & shares.
46. 45 through. You will find carousels in the form of ads on other platforms, but with LinkedIn, you can have them in posts. Turn your static posts into entertaining series of flashcards & attract more views & shares. 13. Offer Interactive Elements Like Polls Whether you want to debate the best marketing tool to invest in, look for some new courses, or decide on the new feature for your product, getting input from your network/customers will give you the confidence to pull the right trigger. And the best way to do this is using LinkedIn polls. Make LinkedIn polls a part of your LinkedIn marketing strategy to increase engagement on your posts. It is a great way to ask for feedback or start new conversations while giving them the impression that their opinion matters. If you’re an admin of the page or group, you can easily create LinkedIn polls in less than 30 seconds.
47. 46 There are many ways to make the most of LinkedIn, but it’s crucial to analyze your LinkedIn marketing strategy and understand your goals. Make sure to focus on the quality of content you share on LinkedIn to avoid spamming your connections. Connect with influencers, monitor your competition, and be authentic! You can use the tips mentioned above, strategy & examples to reach your target audience & generate more engagement & leads via LinkedIn.
49. 48 How to Use LinkedIn Automation Tools 8.1 What are LinkedIn Automation Tools? LinkedIn automation tools help lead generation by automating everyday tasks to increase lead conversion rates. To become a legitimate company, it’s crucial to have a well-managed and highly active LinkedIn account. It allows you to have a grand list of prospective customers who have expressed interest in your business. Many tools are competent enough to communicate with complete context and in a hyper- personalized manner. You can automate the LinkedIn lead generation process with these tools. Some tools produce leads for you, & they also provide features that make following up with recruits a piece of cake. These features enable you to instantly refresh your prior communication with them before heading out for a meeting. 8.2 Why Should You Use LinkedIn Automation Tools? LinkedIn automation tool assists you in publishing your content for the right viewership at the right time and maximizing your influence in no time. They help you take a personalized approach to your user intercommunications. They automate monotonous and redundant tasks and do a lot of creative work. 8.3 Is LinkedIn Automation Illegal? If the LinkedIn automation tool isn’t violating any terms of service, it’s okay to use. Workers and businesses may use these tools to save time and apply to more postings. LinkedIn makes it clear that the use of automation tools is not prohibited. The only types of marketing activity that are not permitted are spamming and marketing for commercial purposes, as these activities can violate the LinkedIn terms of service. When automation is done right, it becomes a powerful tool to help recruiters and other employers be more productive. Done wrong; it can set your career back. 8.4 What Should You Consider Before Investing in LinkedIn Automation Tools? The social media world has become increasingly competitive, so it is important to plan for LinkedIn strategically. If looking to automate your LinkedIn updates, there are a few considerations to keep in mind:
50. 49 • Understanding what you want the automation tool to do for you • Understanding what your potential automation tool will say and how your connections will perceive it • Understanding the timing and frequency of the updates • Understanding how you will monitor and adjust the automation Also, keep in mind, there are two types of LinkedIn automation tools. Browser-based & Cloud-based. Browser-Based LinkedIn Automation Tool These automation tools come in the form of extensions. You can connect the tool with the browser on your PC or Mac & log in to your LinkedIn account to use it. Browser-based LinkedIn automation tools mostly rely on browser caching. You should use different IP addresses to avoid any red flags to log in. Also, you can’t run a browser-based automation tool 24/7. Cloud-Based LinkedIn Automation Tool Cloud-based LinkedIn automation tools are safe to use. They’re hard to detect as they don’t work on the front end. You have to log in to your LinkedIn account from the tool & set the filters and parameters for the activities you wish to automate. A cloud-based LinkedIn automation tool has a dedicated IP address. These tools have more advanced features than browser-based tools, making them a little more expensive. So, before you go around looking for the perfect LinkedIn automation tool, you need to keep these things in mind. There are many great tools out there that focus on automating specific tasks. Let’s check a few of them: 8.5 How Does Social Champ Help You? Social Champ is a social media automation tool supporting all major platforms, including LinkedIn. It has multiple features that make automation as easy as ever. With Social Champ, you can schedule your LinkedIn posts at the most optimal timings when your audience is most active. This automation tool gives you the power to schedule LinkedIn posts, track your engagement, download reports, & engage with your customers. You can tag LinkedIn pages, schedule your video content, bulk schedule your LinkedIn posts, & keep track of how your LinkedIn posts perform.
51. 50 Star Features A few of the most valuable features that will enable you to autopilot on LinkedIn are; • Bulk upload • Auto RSS feed • Repeat • Social Media Calendar Bulk Upload is particularly useful as a LinkedIn marketing tool because it lets you upload tons of content at once, putting your social media manager and content writer at ease. You can upload the content with relevant URLs, images, and more using a CSV file. You can set a custom timeline for posting as well. Auto RSS feed is a win-win feature for literally all platforms. Since long-form content works best on LinkedIn, it is wise to use your company’s blog and connect it to your profile. This way, auto RSS will post all the new articles directly without any external interference. Repeat feature will enable you to repost all old posts to get maximum engagement on them all. Social Media Calendar allows you to view all the published posts in one place, which means that you can curate an entire content calendar within the app. How cool is that?
52. EfSOCIALCHAMP About Social Chan,p Social Champ is a social media management tool to enhance your on line presence! Sunset Lake Road, Newark, Delaware 19702 - +1415 903 5007 hello@socialchamp.io Connect with us O@OQ www.socialchamp.io