Ensure You Stay Relevant And Connected

The most important part of a LinkedIn business campaign is to stay relevant to your circle. Keep posting on your account to get people talking. It doesn't all have to be about selling something either.

When you sell hard, things rarely go your way. Aim to offer your connections an authentic experience. Ensure that the communication is not just one way.

Strategies To Help Relevancy

As a brand, you need to focus on the type of posts you share. It should help broaden horizons on a particular subject debated in your domain. People are also keener to engage with content that is helpful to their insights.

• Google Trends can highlight what is currently trending in your niche. It can improve clicks and engagement. The below screenshot shows the current trends, and entering your keyword in "Explore Topics" shows niche relevant trends.

• Understand what resonates with your audience and, more importantly, what doesn't. This can save you time and effort when you have to post.

• Try including images as part of your posting strategy. Visuals are more attractive than just plain text.

Complete All Suggested Actions

When you first create your business account, LinkedIn highlights some suggestions that might help.

A general rule of thumb is that you don't ignore any of these suggestions because they can improve your profile. Checking all the boxes means you will have a more cohesive LinkedIn platform for your business.

Checking All Your Boxes

The suggestions that LinkedIn offers are critical to your performance on the platform. You can read up on how best to get it done online. There are hundreds of guides on creating an effective LinkedIn platform for your business.

• Complete your business description and add in required details about your business as an example shown below.

• Ensure that people in your company on LinkedIn have updated their profile and it reflects their current designation.

• Connect with powerful influencers in your niche on LinkedIn. This can help you reach out to more people on the platform.

Build Relevant Connections Only

One of the mistakes people commit with LinkedIn is that they think more is better when it comes to connections. This is not the case - you should always put relevancy above the number of connections. You should note that LinkedIn limits the number of connections you can have.

Having people who won't interact with your content is as good as not having them.

Tips For Finding The Right People

• LinkedIn aims to build meaningful relationships, not just inflating numbers. Look for people who love to take part in conversations.

• Research and know your target audience using your niche keyword, as shown in the below image. These are the people who are most likely to engage with your brand.

• You can also search for keywords on LinkedIn. The advanced search options let you further narrow down the search.

Upload High-Quality Content Regularly

LinkedIn ensures that your connections get the right brand message about your business. Creating high-quality content on your feed that resonates with your brand is important. Take a look at the below screenshot.

Thoroughly audit your posts to ensure accuracy and that it's free from errors. And not just about the mistakes; you need to align them to your audience's tastes and understanding.

Strategies To Audit Content Quality

Content can get around the world in an instant. LinkedIn has millions of subscribers, most of whom log on to it daily. Businesses must ensure that they get it right the first time when publishing content.

You don't get many second chances with bad content.

• Observe what your competitors and connections are posting. Adapting some posts to your business might be good for reach.

• Have the right tools to audit your posts. Grammarly can help you correct grammar and other text-based errors.

• Ensure that your visuals are creative and appealing to the eye. Canva can help you create some spiffy graphics quickly.

Grow Your Business Email List

LinkedIn is not just about social interaction on the platform. You can leverage it to improve your emailing list for your website and business. LinkedIn is a highly engaging platform.

Businesses can use it to their advantage when they want to build a list of clientele. These probable leads have a great chance of turning into customers for your brand.

Contact Out chrome extension helps gather prospect email addresses, as shown in the screenshot.

Tips To A Large Email List

• Ensure that you're active and participate in meetings involving industry experts. Join groups that host these experts so you can get insights.

• Don't be afraid to promote your website on LinkedIn. But always provide something actionable or beneficial for your connections for signing up.

• Get powerful lead magnets for LinkedIn to attract people. A lead magnet is something that is a high-value item that you offer in return for signup.

Upload Employee Details On The Platform

LinkedIn is all about making the right connections with business.

Ensure that it is consistent with the image that your brand has online. You need to develop detailed profiles for all your employees on the platform. The goal is to paint a cohesive picture for the people going through these profiles.

For example, when clients go through a Cognizant profile, they witness a huge workforce that builds a positive vibe among them.

Improving Employee Profiles

An employee profile on LinkedIn is all about authenticity. It can get passed over to professionals on the platform. You need to project their strengths and their contributions to the business as a whole. Being salesy and boisterous might not be the right way to go about it.

• The best way to go about it is to get a draft from an employee. It ensures that the copy is authentic.

• Have the draft reviewed by a content specialist to iron out grammar errors and mismatches in tone.

• Ensure that you always present the best qualities of an employee. It is important not to be too critical of oneself.

Contribute And Stay Active In Groups

Through LinkedIn, you gain access to several groups related to your domain. Don't just apply for them and then forget it. It pays to interact with group members because you can collaborate on creative projects.

Some of the best marketing campaigns come about through collaborations between different brands. Sometimes, they only need their vision in common.

The below screenshot shows a group where the users from the SaaS group can share ideas and connect with like-minded people.

Building Relationships Within Groups

Keep your doors open to new opportunities that might arise in groups. It might not be immediately apparent, but collaborations can develop over time. While it might be a great feeling to be part of an elite group, it might be a waste of time if you aren't fully using it.

• Always give your group members the benefit of the doubt. Keeping an open mind about their capabilities will lead to new opportunities.

• Think about these opportunities from a human perspective. Focusing on the people it affects keeps it authentic.

• Bringing brands together doesn't always have to be the person in charge who does it.

Engage With Influencers In Your Niche

Influencers have a huge bearing in marketing regardless of the niche. Authentic influencers have a strong influence over a huge group of people. It makes sense to reach out to them when you're trying to build a brand.

Their advantage is not just about their audience but also their insights. They likely have another take on a particular subject you might have overlooked.

Influencer Marketing Strategies

Influencers can give your brand a big boost to LinkedIn metrics. Popular influencers can empower your brand and get you quality brand exposure. The key is finding the right people who align with your brand.

• Awario is a great tool for finding the right influencers for your brand. It is simple to use and works for all social platforms.

• Upfluence is another popular platform you can use to connect with an influencer. You can get many data points, including which social network they're popular on and post history.

The below screenshot shows an influencer prototype of insights offered on upfluence.

• If you're looking for a more general-purpose platform, BuzzSumo is your answer. It has influencer discovery apart from several useful marketing features.

Audit Your LinkedIn Company Profile

This is perhaps one of the most critical parts of LinkedIn marketing for business. You need to spend considerable time and effort auditing your LinkedIn profile.

There should be no errors in grammar or tone that people can point out. Have the management and content teams take a look at it. Their feedback could make a difference to your business profile.

Tips To Audit Your LinkedIn Profile

The first thing to do would be to look over all sections of your LinkedIn profile.

Ensure that each section has the right information filled out. It's also a good idea to check the endorsements and skills that your business has added.

You can also add more skills using the provided option shown in the screenshot below.

• Ensure you have the right information about specific areas on your profile.

• Check all your LinkedIn suggestions for different sections. Your "About" section is a good place to add your website link.

• You can also opt for LinkedIn audit tools like ReportGarden, which can highlight important areas of your profile.

Claim Your Unique Custom URL

A custom URL goes a long way to improve branding for a business. All LinkedIn accounts get a unique custom URL they can share with their connections.

Your goal is to ensure that this is identifiable to your brand. You can also add specific keywords to it if required. But remember to keep the URL as short as possible.

Creating A Custom URL

LinkedIn offers a free and customizable unique URL for its users. All you need to do is go to your LinkedIn company page. Click the "Change URL" button and type in your desired URL.

Finally, check the "Display Custom URL" box, and you're done. Take a look at the below screenshot showing how it looks.

• Before you opt for a custom URL, you must have a complete LinkedIn profile. This means no indicators or warnings that you need to resolve.

• You must follow several LinkedIn guidelines to display your custom URL. You can check them here - LinkedIn Guidelines.

• LinkedIn also gives you the option to claim a custom URL. But you cannot customize this further.

Avoid Selling Too Hard

Several businesses on LinkedIn get it wrong about how they approach their profile. There is a fine line between being confident and over-selling yourself.

Business owners tend to spill into the latter category. This can make their LinkedIn profile appear too salesy. In professional circles, this is a huge turnoff.

Tips For Getting The Tone Right

Every profile is about getting the tone right for your profile. Too easy, and you seem like a brand that is not confident in your product.

Too hard, and it doesn't look great either. The key is adequate research to find out what works for your niche.

• It's a great idea to A/B test your LinkedIn profile content. It can give you a clear idea of what to look for. Use this calculator to know which of them is performing well.

• Don't use long-winded stories on your profile filled with hyperbole and exaggerations. It can come off as being disingenuous.

• Always keep your brand voice in mind. Before posting or approving content, ask yourself if this is consistent with your brand image.

Remain Authentic To Your Brand

If there's one thing that is common for all social media networks, it is authenticity. Being authentic seems to work across all walks of business and life. For example, in the screenshot below, a brand promises to help the audience but fails to keep up the word, putting the brand authenticity at stake.



Businesses should remain committed to being consistent about their brand. It is much better for your brand in the long run.

Being True To Your Brand Message

One of the most difficult things for businesses is to remain consistent with their branding.

The reason is that branding is an intangible quality. Sometimes, you only realize that you're off-brand when it's too late. You need to create an internal system that can prevent this from happening.

• Implement strong guidelines for brand-related content. Craft this with branding experts internally.

• Audit every piece of content that is posted on your LinkedIn feed.

• Have a cross-functional team for your business that reviews your content and feed.

Not Connecting With Enough People

When a business doesn't have enough connections, it can be a bad sign. Many problems might be - low-quality content, insufficient reach, or irrelevant posts.

Businesses need to connect with a large audience to ensure they can maximize their chances of success. It will considerably improve brand reach and viability.

See the below screenshot of a business with a commendable number of connections.

The Solution

• Initially, send out connection requests to people in your niche. But you must avoid spam people and ensure they are good for your LinkedIn profile.

• Don't be afraid or egoistic about sending that connection request to an industry expert. The goal of all social media platforms is to connect and collaborate.

• Maintain an open dialogue when you add connections. Don't ignore their messages or comments on your LinkedIn feed.

Not Engaging With Your Existing Connections

Engagement is a big part of all social media networks.

People engage with brands in the hope that the brands will return the favor.

This is how important conversations are built online. But many businesses tend to ignore some users in favor of others more suited to their narrative. This can create problems with favoritism, which every brand wants to avoid.

The Solution

• Having systems that notify you of messages or comments is a great idea. You can have a team of people reply to their notifications, ensuring that you have complete engagement.

• LinkedIn Helper is a great tool to keep your team in the loop with customer interaction. It can automate a significant part of the response process, ensuring people are free from other activities.

The below screenshot shows the simple dashboard of the LinkedIn helper tool.

• Zopto is another lead generation tool for LinkedIn that focuses on engagement and customer insights. It delivers actionable and detailed statistics about your audience.

Not Optimizing Your LinkedIn Profile

Understanding optimization is a huge part of improving your LinkedIn business performance.

Even the most professional business platforms can make the simple mistake of not optimizing their LinkedIn profile.

Badly optimized LinkedIn profiles can take significant hits to their reach. Take a look at the below screenshot showing a business profile on LinkedIn.

Even though there's a limit to adding the description, they haven't used it well. However, they have added the specialties of their business, covering the keywords.

The Solution

• Ensure that you have enough niche-related keywords in your business profile. This can help when people are searching for brands like yours on LinkedIn.

• The process of optimization is not just limited to keywords. Another area to look at is being too generic about your business. Injecting a little personality into your copy can help.

• Businesses lose a lot of people to bad headlines. Ensure that your business headline is impactful and creative. It shows how your business is different from the rest of your competitors.

Not Using The Right Vocabulary

Millions of people worldwide are going to see their LinkedIn profiles.

A LinkedIn business profile is significantly different from an individual's. Business owners should use the right words to describe themselves and their business.

The below screenshot shows how effectively you can use words to market a LinkedIn post.



A consistent tone that translates well into different languages is key to getting the most out of the process.

The Solution

• Having a team audit your LinkedIn profile is a great idea if you are a business that spans the globe. This can ensure consistency in your brand message.

• Or better yet, create customized LinkedIn pages for people from different countries. Checking this article about Customizing LinkedIn Pages can help.

• The goal is not to offend people about specific issues that might only relate to them. Keeping your social team informed about news in different parts of the world is a step in the right direction.

Not Having An Authentic Brand Voice

For any business, brand voice consistency is the key to gaining traction. A brand voice is how your business communicates about itself and with its audience.

Finding your brand's unique voice can be tricky but a necessary start to any social engagement. Once you find it and put it into practice, you will set the right expectations with people.

For example, Nike's products are well-knitted for sports activities; thus, they often discuss sports-related topics in their posts.

The Solution

• The brand voice of a business is more than just logos and taglines. It is every bit of communication that goes out of the brand. Ensure that it reflects your brand's personality and creativity.

• Be authentic when you talk about your business and people. The audience can easily sense when you push a false narrative.

• Ensure that your responses are well thought out and address a specific subject. Keep it short, concise, and respectful.

Not Following A Publishing Schedule

Posting schedules are important for all social media platforms, and LinkedIn is no different. When some business posts do not coincide with the active times of their audience, they can lose traction.

Businesses must understand that audience behavior factors significantly when tracking post-engagement and success metrics.

The Solution

• Publishing schedules are critical to the results of a marketing campaign. Building an online business presence requires consistent posting from your end.

• Tools like SocialPilot and Crowdfire do a great job of analyzing user behavior and posting schedules. They also integrate with LinkedIn Analytics to give you a more accurate picture.

The screenshot below shows crowdfire's multiple options to choose the time their audience is more likely to engage.

• Also, it's important to remember that you can't be everything to everyone. Find the right audience for your business and create content aligned to them.

Not Reporting And Tracking Analytics

Reporting and analytics are integral aspects of all types of marketing.

Consistent reporting ensures that you know how your marketing campaign is progressing. It gives you insights into aspects that might require your attention.

Companies sometimes ignore analytics which can be detrimental to the health of your campaign.

The Solution

• Audit your LinkedIn analytics and metrics regularly. The more granular you can get with details, the better it is. For example, in the below screenshot, we can see the overall details of paid campaigns.

• Educate your team on KPIs and metrics to keep an eye out for. This can help when you need to handle a large number of clients.

• You can also use other tools that integrate with your LinkedIn analytics, like Hootsuite or Whatagraph. These can automate several parts of your reporting process.

Iconosquare

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Iconosquare brings social media metrics for all platforms in one place. You can create cohesive campaigns for your business with just this one tool.

It delivers accurate analytics, which you can leverage for your LinkedIn marketing. You can also choose between several different dashboards according to your social media platform.

Features

• Several Platforms - You can use a single tool like Iconosquare to bring together your socials. This is a huge advantage when dealing with multiple platforms in your marketing campaign.

• Report Customization - Metrics can vary across different social media platforms. With Iconosquare, you can modify your reports to reflect those changes effectively.

• Follower Analysis - Another layer of data customizability is when you can get an accurate analysis of your followers. It gives you a better idea of how to improve your marketing pipeline.

Discover.ly

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Discover.ly is a powerful plugin for the Chrome browser that provides important user information for businesses. It helps you discover user Facebook accounts when you're surfing through LinkedIn. The key here is to make cross-platform user discovery easier than investigating on your own.

Features

• Integrated Platform - Discover.ly is integrated with LinkedIn and other social media platforms right out of the gate. You can also get information about the user through their Work.info page.

• Limited But Powerful - It might not have a huge feature set, but its services are accurate and detailed.

• Quicker Results - It considerably reduces the time you need to find new leads for your business. It's also not that difficult to run - all you need is a Chrome browser, and you're good to go.

SalesLoft

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SalesLoft is a powerful platform that is growing in popularity with marketers. It is used by some of the biggest names in the industry, like IBM and Cisco.

The focus of this platform is to enable social media marketing to improve business revenue and increase margins. Marketers can get everything done in one place with this platform.

Features

• Result-Oriented - The one thing all users of SalesLoft can agree on is its results-first mentality. The platform focuses on improving outbound marketing plans for businesses of any size.

• Creating Cadences - SalesLoft has several automated features that can assist marketers. One of these is the ability to easily create cadences within the platform. This is unique to SalesLoft.

• Widely Available Integration - You can enable integration over various platforms, including SalesForce. It is easy to set up and requires very little ramp-up time.

Dux-Soup

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This little-known but powerful platform is growing into one of the biggest lead generation platforms for business.

This tool can run LinkedIn outreach campaigns directly from your CRM system. It can generate a consistent number of qualified leads per month for your business regardless of the niche.

Features

• Simplicity - Unlike other lead generation platforms, Dux-Soup is pretty easy to implement in your pipeline. It integrates into LinkedIn, and you can easily reach out to connections on your platform.

• Cost-Effective - This platform has a lot of different tiers that you can use to customize your outreach. It is also not very expensive, making it an attractive proposition.

• Made For LinkedIn - Unlike other tools, Dux-Soup was made exclusively to be used on LinkedIn. This gives it the edge over exclusive features on LinkedIn that others can't match.

SocialPilot

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SocialPilot has been around for some time and has done great things for marketers. It has been a powerful all-in-one marketing solution for people wanting to draw leads from multiple sources.

It has several critical tools built-in like calendar, analytics, and content generation. It makes getting leads easy to do with the platform.

Features

• Focused On Scheduling - SocialPilot works to create work schedules for your clients across all your social media platforms. You don't need to switch to other scheduling tools.

• Create Social Content - You can use it to create social content for your LinkedIn page. There are a ton of different social and email templates to choose from.

• Real-time Analytics - Get impressive statistics about your business and social media platforms in real-time.

LeadFuze

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LeadFuze is a highly reviewed leads scraper that works well for social platforms like LinkedIn. It works great for cold emailing and converting cold leads to qualified ones.

With this tool, you can be sure that the email you scraped is legitimate and can be used for business. You can get more than a thousand leads for your business in a day.

Features

• Updated Information - LeadFuze ensures you only get the latest information about a user. This reduces the time needed to farm leads for your business.

• High-quality Leads - Get the right platform to scrape quality leads. With LeadFuze, your leads are converted easily and more aligned with your business.

• Integrates With Email - LeadFuze connects with your email and analytics apps to benefit from the platform the most. Work with platforms such as Mailshake, SalesForce, and HubSpot.

FindEmails

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Getting the right emails for prospects can make a difference for a company. FindEmails can help you round up the right email address for people.

This means more accurate cold emailing pipelines which are more productive for your company. You get super quick results at a price far less than competitors.

Features

• Credit-based System - Rather than using arbitrary measures for leads, FindEmails uses a credit system. It makes accounting easier on this platform.

• Accurate Email Results - Users can get the right email address for their users. No need to worry about sending wrong emails to people.

• Cost-Effective - FindEmails is a quick and easy platform to discover leads. But with the recent change in pricing, it has become an even more viable option for businesses.