LinkedIn Marketing Strategies: 27 Tips To Grow Your Business

LinkedIn is the central hub on the Internet for professionals and businesses to connect and showcase their brand, expertise and skills to the world.

As an individual on LinkedIn, you can, among other things, create a professional profile and control one of the top search results for your name, build a broad network of professional connections whose knowledge you can tap into, and discover new business opportunities.

A LinkedIn company page is a place where businesses can provide more information about themselves, their products and services, job opportunities, and share expert knowledge. Any LinkedIn user can follow a company that has set up a company page to receive updates on the home page and interact with them, giving you the opportunity to increase awareness of you and your brand.

Research from LinkedIn has shown that you only need 100-200 followers for your company page to reach the tipping point of making an impact and driving engagement. So it pays to make sure that both your company page and your personal profile are doing the best job possible.

LinkedIn Profile Optimization

1. Personal Profile and Company Page: Fill them in completely

Make sure you fill out all of the sections on your LinkedIn profiles, and that you set up both a personal LinkedIn profile for you individually, and one that is specifically for your business – a LinkedIn Company Page. Either page might be the first port of call for a potential client, so you’ll want to make a good first impression.

Important personal profile sections

The Description section is one of the most important of your personal LinkedIn profile, as you can really expand upon your current and past roles and responsibilities, and your achievements. It’s also a really good place for you to drop in some relevant keywords, which will aid your chances of appearing higher in LinkedIn’s search.

With a quick glance at your personal profile, visitors will know what you’ve done at each of your jobs, can learn more about you and determine whether you’re someone they want to connect with to foster a new professional relationship.

To make a prospect’s job even easier, use short paragraphs or bullet-pointed lists. If you use bullets, start your sentences with verbs (past tense verbs for past positions, present tense verbs for present positions). Rather than state what you did, tell people what you accomplished or how you helped the business progress.

The more concrete and quantifiable you can be here, the better. The Summary section as is also crucial, as it is your first opportunity to write an overview or statement about who you are and what you can offer your audience, and a chance to show what makes you unique and desirable to prospective connections.

Make sure your Summary expresses who you are as a person. Your company website or LinkedIn Company Page is there to tell people about your company, but your personal profile is there for LinkedIn users to learn more about you!

How to Create A Company Page

To add a Company Page, sign in to LinkedIn as a personal user and click on the “Companies” link in the bar at the top of the site. From here, click the ‘Add A Company’ button, which is positioned at the top of the page on the right-hand side.

There are a few small milestones you have to reach, and a few simple administrative technicalities to overcome before LinkedIn will allow you to get started, but it won’t take you long before you’re ready to rock.

Note: You must have a company email address, e.g. [email protected], in order to create a LinkedIn Company Page. You are not permitted to use an address with a domain such as Outlook or Gmail. Once your Company Page is created, you can begin to flesh it out with details about your location, size, contact details, industry, etc. by clicking Edit at the top-right hand corner of your company’s Home tab.

Important Company Page sections

Obviously, the ‘Company Description’ section is very important. Write a high-level overview of your business that showcases your brand and tells people what makes you unique. It is the perfect place to start spreading your message and opening up avenues of conversation with potential partners.

The ‘Specialties’ section of your Company Page overview is also very powerful. Here, enter relevant keywords about who you are and what you do, so that there is a greater chance that you’ll be found more often in a LinkedIn search.

2. Create Showcase Pages for specific products or services

In November 2013, LinkedIn introduced Showcase Pages, a dynamic replacement for the old Company Page “Product and Services” tabs, which were removed from the site in April 2014. Showcase Pages aren’t the same as Company Pages, and they don’t have all of the same features.

Think of Showcase Pages as children to the parent Company Page: a way to extend your LinkedIn presence by posting regular updates about a specific product, service, department, business initiative, etc. rather than your business as a whole, and a place where you can share unique and specific aspects of your brand to a more concentrated and distinct audience. For example, Microsoft has a main Company Page, but several Showcase Pages for products and services Office and Microsoft Training and Certification.

Users can follow and receive updates from Showcase Pages in the same way as any Company Page, so keep the top-notch content flowing with images, links, videos, freebies, etc. If an update appeals to both your wider fan base via your main Company Page and the more niche audience of a Showcase Page, don’t be afraid to re-purpose it.

Showcase Pages have their own unique URL for easy sharing, and also feature on the right-hand side of your Company Page. After identifying an area (or areas – you can create up to 10 Showcase Pages) of your business for which a Showcase Page would be useful, here’s how you create one:

How to create a Showcase Page:

1). Click the down arrow next to the blue Edit button on the Company Page, and select “Create a Showcase Page.”

2). Enter the new Page’s name and assign administrators.

3). Click Create.

Optimum Showcase Page branding image sizes:

Hero (cover) image: Minimum 974 x 330 pixels.

Logo: 100 x 60 pixels.

Square logo: 50 x 50 pixels.

3. Personal Profile and Company Pages: add a profile photo, logo and banner images

On your personal profile, add a recent photo to humanize it – quite a few people don’t, to their own detriment. LinkedIn profile pics are 200 × 200 pixels in size. Keep it smart, though – don’t post a photo on your LinkedIn profile of you in your bathing suit on the beach – a head and shoulders shot of you looking smart and presentable is best.

And as with your profile information, keep your profile photo updated with your changing look – hairstyles, glasses, wardrobe, etc. This will ensure that you are recognizable at meetings, conferences and events at which you and your LinkedIn connections attend!

LinkedIn started to roll out Facebook-style cover photos for personal profiles in the summer of 2014. The recommended size for background photos is 1400 x 425 pixels. Use this space to be showcase your brand personality, help people understand who you are, what you do and how you can help them – ideas include a photo of you, your contact details (email, phone, Twitter handle, etc.) and a call to action.

The default landing tab for your Company Page on LinkedIn is the Home tab, and this is where your company logo and banner image will appear. It’s very similar to how your Facebook cover image looks, but the size is different.

The optimum size for a LinkedIn cover image is 646 × 222 pixels; the profile photo remains a square, but this time it is shrunk to 50 × 50 pixels. Use this space to illustrate and extend your unique branding message.

4. Personal Profile: Make it client-facing

The biggest mistake a lot of LinkedIn users do is to treat their personal profile as a virtual résumé. The truth is that most potential connections that come across you are not interested in seeing where you went to school, what your first job was, or what tasks you achieve.

At the very least, the Summary – at the top of your profile – should tell visitors who you are, what you do, who you help, how you can help them, and what others say about you (short, complementary quote).

5. Personal Profile: craft a catchy headline

Your personal LinkedIn profile headline is the first piece of information a potential connection will see about you, so make it catchy and individual. Something generic like “Retail Manager” is not enough – there are millions of those on LinkedIn. Think about what differentiates you, what makes you special and what you want to be known for.

Craft a headline to match. At the time of writing, my headline reads: Andrew Macarthy – Social Media Consultant, Bestselling Social Media Author, Content Curator. Another quick trick is to update your personal profile headline every couple of months, which seems to help boost views within search, and ensures your profile’s keywords will be found by different people typing different search terms.

Note: If you’re feeling sneaky, you can also add your email address in your headline so that people can contact you directly, without having to go through LinkedIn, which often won’t let you e-mail someone without having connected first – although this can look a little unprofessional. The more people who view your profile, the more likely a percentage of those visitors will click through to your (or your company’s) website or blog to learn more about you and maybe encourage them to connect. In summary, lure prospects in with a thoroughly filled out headline and page, and win them with your expertise.

6. Personal Profile: Grab a vanity URL

When you edit your LinkedIn profile, go to the “public profile” section to create your LinkedIn URL of choice. As with other social networks, this will make directing potential clients to a memorable address that much easier.

7. Personal Profile: Optimize your location

Entering your location on LinkedIn might not be quite as obvious as it first seems. For example, I have spent a lot of time in Berwyn, IL, a city that is just a stone’s throw from the much bigger and better-known Chicago – so let’s pretend for a moment that I live in Berwyn.

If a prospect scouring LinkedIn was in charge of finding people from the Chicagoland area, listing my location as Chicago will help me appear in more search results (if filtered by location), and I will also be seen as someone “local” to others within my target market. Think about how this tactic might apply to your location and adjust your profile accordingly.

8. Personal Profile: showcase your Achievements

LinkedIn allows users to add projects, languages, publications, awards, test scores, courses, patents, certifications and volunteering carried out to your profile. As you can imagine if you put yourself in the shoes of a potential connection, this will add a lot of value to your profile, both in business terms and showing you off as a well-rounded individual. So if you have these details to add, make sure you do so.

9. Personal Profile: Add rich visual content like images and presentations

Visual content like images, videos, infographics and even Slideshare presentations can be used to make your LinkedIn profile more eye-catching, whilst showcasing your achievements, brands that you have worked with and provided benefit to, your research, and skills at the same time.

Examples of great content to feature includes popular blog posts, screenshots of customer testimonials (like a tweet or product review), or a video of an impressive speech you gave at a conference.

Simply click to edit your profile, click the “+” icon next to any job position, then choose to upload a file or share a link. Where Slideshare is concerned, you can share an uploaded presentations direct to your LinkedIn profile’s Summary section via the “Add to profile” option, which appears when you hover over a presentation in the “My Uploads” section of Slideshare. The same option will be present when you upload new slideshows.

10. Personal Profile and Company Pages: insert bullet points to make your pages more readable

If you’ve filled out your LinkedIn profile in full, you’ve probably got quite a lot of text on there, some of which (achievements, responsibilities, etc.) would be so much easier for prospects to read in a bulleted list. As it happens, you can insert bullet points into your LinkedIn profile sections, but it’s not something LinkedIn shouts about. Here’s how:

1). Sign into LinkedIn and click “Edit Profile” at the top of your profile page.

2). Scroll to the section of the profile where you want to add bullet points and click the pencil icon.

3). Place your cursor at the beginning of the line where you want to add a bullet point, and type “•” (without the speech marks). Do this for as many lines as you wish, then click Save.

4). You’re done, and your text should be bulleted. If you ever return to edit a section that you have added bullets to, the “•” code will not be visible; it is replaced with a single space at the beginning of a line. To remove the bullet, delete this space and click Save.

11. Personal Profile and Company Pages: Write for LinkedIn SEO, use relevant keywords

When you optimize your LinkedIn pages with relevant keywords to you, your expertise and your business, it stands a chance of ranking higher in Google and LinkedIn search.

Don’t make it too obvious by writing in an unnatural style that renders it blatant to readers that you are trying to crunch in as many keywords as possible – but be aware that you’ll want to include them nonetheless. Whenever you gain new skills and expertise, don’t forget to add these into your profile too. LinkedIn allows you to add up to 50 skills, so fill in as many as you can.

The keywords you use should be a mix – from broad terms to those that are very specific, as you never know which search terms someone will be using to potentially find you. Where you put these keywords matters, too – research by blogging4jobs.com revealed that your name, headline, company name, job title, and skills keywords rank the highest.

Another important place to use keywords on your personal LinkedIn profile is in the job experience section, both for your current and past positions. Use lots of detail, going into the same amount of depth that you would on your resume about the role you did, the responsibilities you had and the goals you achieved. Don’t be afraid to brag a bit!

12. Personal Profile: re-order job positions by importance

LinkedIn will automatically order your job positions in chronological order, but you can override this and arrange them by importance to you (and potential connections) by clicking on the up and down arrow icon next to any position and then dragging and dropping it into whatever order you like.

LinkedIn Marketing and Content Strategy

1. Personal Profile: promote your company through employee profiles

Getting all employees on board with your LinkedIn strategy is crucial to its success, as it helps to create an extended network that amplifies your company’s standing and influence on the site. Ask your employees to create their own LinkedIn accounts and to list your company as their employer.

If necessary, provide them with training on how to build a great LinkedIn Profile (shameless plug: check out my book, How to Build the Ultimate LinkedIn Profile in Under an Hour, for a step-by-step guide), and pass on the benefits that growing their own professional network can provide.

Rather than being scared that employee profiles will make them a target for headhunters from rival firms, see them as reflecting extremely well on your business instead. It is likely that many of your employees already have LinkedIn accounts and, sadly, there isn’t much you can do to stop them moving on if they decide to – just focus on the positives.

2. Personal Profile: follow other companies

Company follows make it possible for you to keep your eye on key events happening at companies you’re interested in, handy for keeping tabs on the opposition and for your own inspiration. You can follow or stop following a company from its Company Page.

To follow a company:

1). Click Companies at the top of your homepage.

2). Search for a company.

3). Click Follow in the upper right of the company’s Home page.

To stop following a company:

1). Click Profile at the top of your homepage and scroll down to the Following box on your profile.

2). In the Companies section, move your cursor over the grey Following link underneath the company’s name.

3). Click on Unfollow.

3. Personal Profile: Use Advanced Search and Get Introduced to find prospects and earn trust that leads to sales/partnerships.

LinkedIn’s search and Advanced Search functions are a great way to find and connect with potential new prospects. You can filter by relationship, groups, industry, and location, then even save the search for use in future. Even if you can’t connect with someone directly, you might be able to pick up enough clues to contact them outside of LinkedIn, via their website or other social profile.

Note: If you hit the “Connect” button next to someone’s name in LinkedIn search, your invite will be sent automatically and you will not be given the option to personalize your message – a big mistake. Make sure you click on the person’s profile and click the “Connect” button you see there. From here, a box will appear for you to compose a customized invite – more details on the best approach very shortly.

Note: Don’t forget to take a peek at the “People Also Viewed” box in the right-hand sidebar for more people who might make excellent prospects! Alternatively, you can make use of the Get Introduced feature. This allows you to contact members of LinkedIn who are in our 2nd degree or 3rd degree network. Here’s how:

1). On the profile of the person you want to connect to, click “Get introduced through a connection” via the Send InMail drop-down menu. If only one of you can make the introduction, the Request an Introduction page will appear.

2). Hover your mouse pointer over the arrow next to the Send InMail button and click Get introduced. If more than one person can make the introduction, you may choose who you want to make the introduction.

3). Write and send your message.

In the same way you are thoughtful and gracious to people who want to connect with you, do the same when you want to connect to others – do not be salesy! Greet them by name and add a short note that personalizes your invitation, e.g. genuine evidence that you have enjoyed a blog post they wrote or a lecture they gave in which you were attendance.

Complete your invitation by offering a compelling reason why you should connect with one another. These extra touches can help to flatter a potential connection, make a good first impression, and increase your chances of developing a relationship.

Once you have successfully connected with a prospect, send a quick thank you message and then follow-up with conversation to help the relationship blossom. Depending on the reasons you connected in the first place, and your overall goals, your follow-up strategy will differ.

Ideally, you don’t want to go pitching your service or product right off the bat; get to know your prospect first, perhaps by picking up on a commonality between yourselves from the details on their profile.

It could be as simple as setting up a reminder using the LinkedIn Contacts feature to “touch base” over the course of several weeks, or to sweeten things up by offering a free quote, PDF, or other valuable resource out of the goodness of your heart.

When the relationship is sufficiently strong, you can think about moving the conversation to other social networks and offline as a way to get things moving towards your end goal, e.g. providing a product or service, or striking up a meaningful partnership.

4. Personal Profile: Accept quality, relevant invites

As well as looking to connect with others, start accepting invitations from those who want to connect with you. The more connections you have, the larger your expanded network grows, in turn creating more opportunities down the line.

Unfortunately, spammers are present on LinkedIn as they are on all social networks, so be careful only to accept invites from reputable and relevant profiles.

5. Personal Profile: use tags and notes to efficiently organize connections

LinkedIn’s Contacts feature (accessed via the Networks menu at the top of site) lists all of your connections on the social network. One of its most useful functions is the ability to tag individual people with custom labels.

Doing so will allow you to group and organize different types of individuals (hot prospects, existing clients, thought leaders, etc.), so that you can sort, find, and contact them as quickly as efficiently as possible whenever the need arises. Just click ‘tag’ below a contact, then choose from the existing suggestions, or invent your own.

Once done, you can filter connections by tag from the menu at the top of the Contacts page. Taking organization and efficiency a step further, when you click on a contact to view their full profile, you will see a “Relationship” tab near the top, marked by a star.

Click this to reveal several options, including a space to type notes about that person, add how you met, and a function to set reminders about them, e.g. when you need to follow-up with them. All of the information in this section is only visible to you.

6. Personal Profile: recommend and endorse others

The more you give on LinkedIn, the more you’ll get back later on down the line. Recommend and endorse others often – especially colleagues and even competitors – even if they don’t ask you first. Each time you give or receive an endorsement, it will appear in the LinkedIn news feed for your network, which means more visibility for you and your brand.

As you’ll discover, endorsing somebody almost always results in them returning the favor, and as your endorsements grow you may even want to move that section towards the top of your profile to showcase your most valuable skills to potential contacts.

Do keep in mind that you want your endorsements to be received as genuine and well deserved (more so by other users than the recipient, in a lot of cases), so don’t go overboard on your first round of endorsements for an individual; spread your efforts out so that it doesn’t come across as spammy or a suspicious act of over-praising.

A good rule of thumb is to review each invitation request received and make sure that the person in question has at least completed their profile and added a photo. Also ensure that the connection is purposeful and relevant to you and your brand.

Do they, in your head, offer a good reason to connect, or do they personally tell you why they want to? Do you know them already, or have they worked in the same industry as you? Lastly, always reply when accepting a genuine and interesting connection request. This is an easy way to start forming relationships.

7. Personal Profile, Showcase, and Company Pages: drive traffic with value-added updates and an emphasis on images

Like other social media sites, focus on providing interesting and value-added updates to help others succeed in business. Research shows that the types of updates that resonate most with LinkedIn users are the sharing of expertise and industry insights, but of course you may want to talk about company developments and new products from time to time, too.

The updates you share on your Company Page are displayed prominently on the main Home tab and include a nice big space for images, so don’t forget to make them compelling too; for personal accounts, updates appear in a feed visible when users sign in.

When you post an update to LinkedIn, you will need to copy and paste your link to the specific article and LinkedIn will automatically pull in the image and post for you. From there you can edit and publish your update.

Use questions or ask for feedback to drive engagement! Remember that you can delete the URL that you pasted into the update after LinkedIn has found the website in question. This will keep your update looking more clean, concise, and clickable.

8. Personal Profile: mention LinkedIn users and companies in updates to heighten engagement

In April 2013, LinkedIn introduced mentions to its social network, allowing you to easily and effectively tag connections and companies in your updates, as well as in comments. LinkedIn mentions also seamlessly integrate with Twitter handles. When a person or company is mentioned, they will be notified within their LinkedIn profile. Here’s how to start:

1). Begin by typing the name of a connection or a company in your LinkedIn status update box or a comment field on the Homepage.

2). Select someone from the list of your connections that appear in the drop- down, complete your status or comment and post it.

By mentioning individuals and companies in your updates, your ability to engage and grow connections with business partners and customers is given a welcome boost.

9. Personal Profile, Showcase, and Company Pages: be visible, valuable and timely

When you’ve built up a thriving network of connections, you’re going to want to maintain that reputation. To do this, remain consistently visible, valuable and timely in your participation in all areas of LinkedIn. Your most recent activity will appear near the top of your profile, but if you’re not very active, nothing will show.

As with other social networks, a rate of activity that works out at about one or two updates a day is a good target to aim for.

If you need some inspiration as to what to share with your network, check out LinkedIn Pule for trending news topics, as well as the LinkedIn Influencer program to share and comment on insights from well-known individuals across a variety of business sectors.

Use the Notifications option at the top of your profile to review the most recent interactions from your network, and respond in a timely manner. To keep on top of what might be a myriad of updates and choose what you want to get involved with, filter the updates on your LinkedIn homepage by Shares to see, at a glance, what is trending on your network.

10. Personal Profile, Company Pages, and Showcase Pages: What to post?

One of the most in-demand content types on LinkedIn, perhaps unsurprisingly, is industry insights. Research from the social network shows that 60% of users are interested in industry insights, over half are interested in company news, and more than one in four are interested in hearing about new products and services.

As with other social networks, asking questions, including visual elements, sparking discussions, etc. are all good tactics. LinkedIn’s busiest hours are weekdays, morning and midday, so experiment with posting at these times and monitor how your audience reacts.

11. Personal Profile: Publish original “thought leader” content and grow a tribe of followers

LinkedIn opened up its publishing platform to all users in February 2014. It allows you to post full blogs on LinkedIn that become part of your professional profile, and they are also sent out to your network as a status update.

Ideally, you want to use the publishing platform as a way to share value-driven (non-salesy), expert content to both your current and potential audience. Potential topics include important trends in your industry, what advice you would give to someone hoping to enter your field of work, the biggest challenges your industry needs to solve, etc.

There is no word limit, but some of the best examples so far aren’t “full-on blog replacement” in length either. If you are inspired to come up with something between 400 and 600 words once a week that will build your credibility and strengthen your standing on the site, that is just what LinkedIn is looking for.

A bite-sized version of a recent blog article isn’t a bad idea (link to the full version at the end of your post), and – for SEO purposes – make sure to give it a compelling title that differs to the original.

To start writing, click on the pencil icon in the usual status update box, and a familiar word processing layout (complete with the options to add links, videos, and images) will appear. Once you’ve finished writing, conclude your post with a call to action if necessary, but definitely include a quick few lines of bio with links back to your LinkedIn profile, website, or blog.

When the post is shared to LinkedIn, re-post it on your Company page and other social networks for maximum exposure, then keep an eye on the metrics LinkedIn provides to help determine how well your content is resonating with your audience.

As you publish more and the breadth of your statistics grows, you will be able to replicate the kind of post that does well.

12. Personal Profile: join and be active in LinkedIn Groups

This is a biggie. Whatever your industry, get involved in Groups related to your industry as a way to connect with others, discuss and learn new ideas, and – more subtly – as a way to connect with key partners and find out what your target market is interested in. Being actively involved in one or several LinkedIn Groups can have many benefits for businesses, including:

  • Building more awareness about you within your target markets.
  • Positioning your company (or you as an individual) as an industry thought leader
  • Nurturing valuable industry relationships.
  • A showcase for your great industry-leading content and products.
  • Generation of interest and inquiries for your business.
  • Converting Group members to subscribers and advocates for your brand.
  • Using the ideas you find – from popular discussions, statuses with the most likes and comments, etc. – to help you work on ideas and topics to feature in your company’s status updates.

As with much of social media, leaping into a LinkedIn Group only to self- promote will not go down well. Instead, use Groups as an opportunity to share posts on a topic of interest to other members, and to engage in conversations in order to highlights your expertise.

When starting your own discussion (whatever it may be about) draft a compelling title to encourage views and end your message with an open-ended question or a call to action to get people to reply.

The more popular your post and the more active it is, the more visibility you will receive. As a result, people will see that you have important and meaningful insights into your area of business, and may then decide to follow or connect in order to build a relationship.

To help you discover new LinkedIn Groups, select Interests” from the menu at the top of your LinkedIn homepage, then click “Groups.” You can also use this landing page to manage all future group participation.

Selecting local groups with less members may also be beneficial, since their members are more likely to read your posts and there’s a higher chance to make relevant, local connections.

If you are already in a group, securing a spot in the Manager’s Choice carousel (a selection of featured topics chosen by the group owner and displayed at the top of the group’s Discussions page) can be a way to showcase yourself as an authority figure and attract others to you through “follows” and potential opportunities to connect.

Regular positive interaction, like posting and commenting thoughtful topics and responses will raise your standing in the group, while promotional, spam, negative or inappropriate content will damage it.

If a group you intend to join is already well established, you can easily view and search for popular topics within it to see what type of questions and issues are drawing the most engagement and whether these are of interest to you and your business. Most easy is to simply click the “Popular” tab at the top of the group for a general overview. For a more thorough search:

1). Visit a group where your target market is active and click on the Search tab. Notice a box on the left-hand side which allows you can search for posts by post type.

2). Use the search function to find the most engaging content on a given topic.

3). Create a log of the types of topics, questions and challenges which are being discussed by your target market.

Start your own LinkedIn Group

If you can’t find a Group that’s right for you, why not start your own? To create a LinkedIn Group, choose “Groups” from the “Interests” menu and click the “Create A Group” button on page that appears. Fill in as much detail on the Group creation page as possible.

LinkedIn Group title, Summary, and description

The right LinkedIn Group name is critical to attracting the right members, so include a simple and specific title that instantly tells people what the Group is about. Tying your Group name to a location, e.g. “Toronto Entrepreneurs,” or an industry, e.g. “Hotel Industry Professionals,” works well. Add a succinct and keyword-rich Summary (which will appear in, and help your Group be found, in search results.

Around 140 characters of your Group description will appear in search before being cut off, so make them count!). Lastly, add a more detailed description, which will appear on your Group’s profile page. Thinking about the Group description, use specific words and phrases that will encourage people to join, and differentiate you from the competition.

Draft LinkedIn Group rules

LinkedIn allows Group owners to draft a policy that contains the rules that they want the Group to follow. It is important to create Group rules that are firm and clear, so as to keep an air of professionalism and make the Group as good as it can be. Reiterate the rules to anyone who violates them and hint at them in your welcome email.

Bonus Tip: Use your welcome email to push information about your websites, blog, other social media profiles, etc.

Pre-approve LinkedIn Group members

LinkedIn allows Group owners to pre-approve every member who attempts to join your Group. While it does take extra time and effort, it is a great way to ensure the ongoing quality of your Group community. If you require certain criteria for members, make this clear in your welcome email.

Use LinkedIn Group announcements

LinkedIn Group Announcements is a feature that allows you to send one announcement per week directly to the email inboxes of all your members. This is the perfect opportunity to share new content, encourage people to visit your website and blog, invite them to an event or webinar, or anything else you think will benefit them and foster more brand loyalty.

Do remember to craft a compelling subject line, to make sure your email is opened amongst all of the other LinkedIn notifications and other emails people receive every day.

Be active in leading the LinkedIn Group

As the owner of a LinkedIn Group, it is important that you maintain an active role in discussions and position yourself as its thought leader.

Do not expect the Group to lead itself. Tips for keeping things ticking over nicely include posting a weekly discussion or question (with a LinkedIn Poll, perhaps), commenting on existing discussions, and encouraging engagement through questions and feedback requests.

Direct your Group members to reputable sources of information that are relevant to them and to specific discussions in order to build relationships and credibility. Don’t ever use LinkedIn Groups to blatantly pitch for sales, as you run the risk of turning away potential prospects. LinkedIn, like other social networks, doesn’t fit well with direct, hard selling.

13. Company and Showcase Pages: monitor and tweak performance with Content Marketing Score and Trending Content

In order to gain a clear insight into the performance of your paid and organic content on LinkedIn, keep an eye on your Content Marketing Score, a feature first introduced in April 2014. It measures reach and engagement with your Company Pages, LinkedIn Groups, employee updates, Sponsored updates, and more.

It then gives you a single score, ranked against your competition, and provides recommendations about how to improve your score. To drill down the information for more detailed insights, you can filter your Content Marketing Score by location, company size, industry, and more.

If you want to get the best idea of how your LinkedIn marketing is helping you reach your social media goals, use your Content Marketing Score in conjunction with the rest of the site’s analytics tools.

Meanwhile, Trending Content is a tool that ranks all of the issues that resonate most with specific audiences on LinkedIn by their levels of sharing and engagement. Use Trending Content as a way to help tailor the content you post to be as effective and relevant as possible.

14. Personal Profile: Analyze your history with the Data Export Tool

The free LinkedIn Data Export tool provides you with a .csv file complete with a detailed overview of your past LinkedIn activity. Crucially, the data it holds data can be analyzed to tweak and optimize your LinkedIn profile, relationship-building strategy (on LinkedIn and away from the site), and ad-targeting. Well worth a look!

How to find the Data Export tool and request an archive:

1). Go to Privacy and Settings section, under Account.

2). In the settings, click the Account tab on the bottom left-hand side.

3). Click the “Request an Archive of Your Data” link.

4). Click the “Request Archive” button.

When your archive is ready (normally within 72 hours, but sometimes sooner), LinkedIn will send you an email with a link you can use to start the download. Some of the most useful archives to explore and utilize exploit for your benefit include:

Ads Targeting: information to create and target LinkedIn ads more effectively, based on data about your profile).

Ads Click Data: see which LinkedIn ads you click on).

Skills: review and revise a list of your Interest keywords, with a quick copy and paste from the .csv into your web profile).

Connections: a full list of your connections and their basic info to help re- target LinkedIn ads). Endorsements: (a full list of people who have endorsed you – use it to leverage and cultivate relationships with your biggest fans. Need references too? Export your profile as a PDF via the Edit Profile drop-down menu from your personal page).

Comments: view all past comments to see if there is anything you need to follow up or develop upon. Search Queries: A way to see which successful searches you have made on LinkedIn.

Note: If you have clients who are willing to give you access to their LinkedIn Data files, the above archives will provide invaluable data on the behavior of your customers as well.

15. Company and Showcase Pages: LinkedIn paid advertising basics

To boost the visibility and reach of your best posts from your Company and Showcase page updates on LinkedIn, you might want to experiment with paid advertising; they’re not as cheap as, say, Facebook ads, but could be worth your while if your audience primarily hangs out on LinkedIn.

To set up an ad, visit the LinkedIn Ads page (http://ads.linkedin.com), and click Start Now to begin. One of the options that makes most sense for brands is Sponsored Updates, which you can use to boost the visibility of your existing LinkedIn posts.

Whichever ad type you choose, you’ll be able to target it towards specific audiences based on location, job title and category, company name and category, group, and more.

In order to make your ad spend as effective as possible, spend time to anchor it with an appealing headline (questions work well, e.g. “Need a Web Designer?”, an eye-grabbing image (the maximum size is 50 x 50 pixels; use colors that contrast against the white background of the site) and a strong call-to-action like “Download”, “Try”, or “Sign Up.”.

Note: Your ads account is organized by campaigns. Each campaign has its own daily budget, targeting options, and ads. LinkedIn recommends that you create at least 3 ad variations, varying the ad text, call-to-actions, and images each time. You can create up to 15 different ads within a campaign, and by doing so, you’ll be in the optimum position to see which ads performs best. Once a promotion is live, visit your Company and Showcase page’s analytics to see how it performs.

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