LinkedIn Marketing

A Step By Step Guide to LinkedIn Marketing



LinkedIn marketing is all about building connections and networks, and it has more than 562 million users. The platform is not about the people you know but rather who your connections know. With LinkedIn, you will be able to tap in your current connections and use word-of-mouth advertising to grow your brand.

LinkedIn is the best social media network for generating leads. If you limit your LinkedIn marketing to a personal strategy, you will not get the best that this platform has to offer. The best way to drive business results and grow your audience is by creating a detailed LinkedIn company page.

Businesses that have company pages on LinkedIn receive a high level of traffic. You can also gain more followers by posting on your LinkedIn page regularly. The challenge that most people have is that they don’t know how to create a LinkedIn marketing strategy.

Most experts feel that having an active LinkedIn brand page with a decent number of followers can help improve credibility. This in turn allows businesses to attract the right kind of talent and improve reputation when it comes to vendors and other stakeholders. This is one major reason some of the leading brands use a LinkedIn bot to help them improve performance.

This article will shed more insights on the above subject so that you can benefit from what this platform has to offer. You will discover that it is one of the best ways to market your brand.

How to Create a LinkedIn Marketing Page for Your Brand

LinkedIn members will learn about your brand, business, and current job opportunism in your enterprise from the company page. This page can also help you to establish your expertise in the industry. The good news is that it is not hard to set up a LinkedIn company page.

Most brands use the LinkedIn company page as the main HR landing page for the corporation. Apart from this, the platform can help you to promote career opportunities, increase brand awareness, drive business results, and educate your target audience about the products and services that you are offering.

You can make your brand to become a leader in the industry through compelling status updates and rich content. Here is a step by step guide on how to build a LinkedIn marketing page.

Step One; Add Your Company

The first thing you need to do is go to the LinkedIn marketing Solutions Portal that creates company pages. Once you are there, click on the blue button that is called ‘Create a Company Page.”

Enter your official business name and select the URL that users will get your brand on LinkedIn. Make a wise choice because you cannot change this URL in the future. Check the box that gives you the right to act on behalf of your company then select create the page.

LinkedIn will create for you a shell of your company page. Fill in all the details and then check the Get Started pop-up box.

Step Two: Add a Logo and Cover Image

The cover image that you choose should capture the feel of your brand. Linked in is a professional network, and hence, the logo should occupy the place of the profile picture on individual profiles. Make sure you use the recommended size of the cover image and logo.

Step Three: Create a Description for Your Company

You need to describe what your business does in 2000 words. Explain to your potential followers why they should care in this description. This text is crucial, and hence, you should involve the content and marketing teams.

Pay more attention to the first 156 characters because they will appear on your company page’s Google preview. You can add twenty company specialties underneath the description. These act as keywords or tags to help users to identify your brand in LinkedIn.

Present the products, services, and strength of your company in the best way possible in this place. Think like the customer as you choose the right words to include in the description.

Step Four: Fill In the Details of Your Company

The first thing that you will need to enter is the website URL for your business. After that, use the available drop-down menus to provide the details for your company. It includes the company size, type, industry, and the year of launch.

You will also provide a location for your business. If you belong to relevant LinkedIn groups, you can feature them here, but this section is optional.

Step Five: Publish the Page

Once you click the publish button, your LinkedIn company page will go live. Before you do anything else, go to the member view page to see the display that other people will see on your page. If you are not happy with what you see, click on the manage page tab to make the necessary changes.

Step Six: Add the Page Administrators

LinkedIn allows you to select employees who can help you to manage the page, and hence, you should not be in it alone. Click the Me icon that is at the top of the LinkedIn page to add team members. Under the manage section, choose the page of your company.

Click on the Admin tools and then choose Page admins. Use the names of your team members to add admins. You cannot add people as page administrators unless you have already connected with them on LinkedIn. These are the people who will help you to drive your LinkedIn marketing efforts.

Step Seven: Optimize Your Page for LinkedIn Marketing

LinkedIn marketing is a continuous process. After setting up the LinkedIn page, you have to make sure that it is achieving its maximum potential. Follow the best SEO practices to optimize your LinkedIn page and make sure that it has a professional look.

The Process of Creating a LinkedIn Marketing Strategy

LinkedIn Marketing Strategy

Creating a LinkedIn page is simple, but it will not help you unless you market it correctly. You should think of the best ways you can use LinkedIn marketing tools to uncover new growth opportunities. The best starting point is to develop SMART goals for your LinkedIn marketing strategy.

You will never tell what you need to achieve unless you have goals. LinkedIn has several ways of supporting your brand, and you need to decide how you would like your efforts to help you. Maybe you wish to recruit top talents in the industry, establish your brand as a niche leader, or establish a social selling network among others.

Those people who are connecting with you on LinkedIn and other social networks will give you insights on how to set proper goals. You will know what your customers need by developing an audience persona. Here are some tips and ideas that will help you through the journey of LinkedIn marketing.

1. Let All Your Employees Connect With the Company’s LinkedIn Page:

Employees Connect With the Company’s LinkedIn

The first ambassadors of your brand should be your employees and colleagues. These are the best resources if you want to grow your brand. Employees have a high level of first-degree connections, and your company should have an active employee advocacy program to succeed.

Once you add employees as followers to your brand, you will tap into their networks, and this will help you to grow the number of people who follow you tremendously. Let these employees add the positions they occupy in your company to their individual LinkedIn profiles. Link your company page to their profiles and their profiles will also appear on your company page.

2. Publish High-Quality Content:


Regularly posting company updates and articles will give your follower value and help you to keep them and grow your audience. According to LinkedIn, you should have at least one publication every week. Your posts will appear in all the news feeds of your followers in addition to the company page.

You can also share articles from external sources that can benefit your audience. It will tell them that you are keen about what is happening in the industry. It will also help you to develop critical connections with authority figures in the industry hence increasing your audience.

However, make sure you are providing context and value as you share any content. You also need to create your articles and publish them in the LinkedIn publishing platform or ecosystem. Your key faces and leadership team can publish content from their LinkedIn profile to help you boost the online presence of your brand.

3. Include Rich media:

To succeed in LinkedIn marketing, you have to make sure that your content stands out from the crowd. Don’t go for text-only posts because posts that have images get the highest number of comments in LinkedIn. You can also include YouTube videos in your posts to increase the level of engagement.

4. Make Maximum use of LinkedIn Groups:

LinkedIn Groups

You can help your brand to network with other businesses and professionals in the industry by actively participating in LinkedIn groups. Look for people who are outside your immediate circles like employers, classmates, and colleagues and start to interact with them.

You will also attract several views on your company page when you participate in group discussions. However, make sure that you take part in the groups that align with your business goals. You can also create your group to address various industry needs.

If you are a member of an association, check whether the participants belong to a LinkedIn group and connect with them. The secret is finding connections that you can turn into leads and customers of your products or services.

5. Showcase Your Pages:

Showcase pages are like subdomains on the company page. It will enable you to spotlight particular areas of your business, like an ongoing initiative or a specific brand. It is one of the best ways to boost your LinkedIn marketing efforts.

The members can choose to follow these spotlight pages if they have an interest in particular elements of your brand. LinkedIn allows you to create a maximum of ten Showcase pages by default. If you feel like you need more, you are free to submit a super request to the platform.

6. Use Multi-Language Tools to Go Global:

Multi-Language Tools

Are you looking for customers in non-English speaking countries? LinkedIn allows you to create a custom description of your brand in over 20 languages. The LinkedIn member will get an appropriate description depending on the language setting that he or she selects.

You can also set your company name to appear in different languages.  This initiative is one of the best developments for LinkedIn Marketing.

7. Understand the Algorithm That Linked In Uses:

Unlike the other social media networks, LinkedIn is very open with the algorithm that it uses. You need to know how this algorithm rates and ranks your content. Quality is essential because the bot can evaluate and mark your content as spam.

The algorithm will also measure the initial user agreement depending on whether users are hiding or sharing your content in their feeds. The algorithm goes a step further to check on the credibility of your content and can mark your network as spam.

Lastly, human editors review your content to determine its authenticity. If you have good content, these professionals will help you to boost it on LinkedIn.

8. Incorporate ads In Your LinkedIn Marketing Efforts:

ads In Your LinkedIn

LinkedIn members give your network a lot of information about their skills, associations, and professional interests. As a result, the platform has excellent targeting capabilities, which help you to make laser-focuses strategic business decisions regarding the incorporation of LinkedIn ads in the social media marketing strategy for your brands.

Some of the self-service advertising solutions on LinkedIn include sponsored InMail, Text Ads, and Sponsored content. Look at the ones that will work well for your brand and include them as part of your LinkedIn marketing strategy.

9. Learn From LinkedIn Analytics:

LinkedIn Analytics

According to research on LinkedIn, posts have a higher level of engagement in the morning and then followed by the content that is published in the afternoon. It is an excellent starting point when preparing your LinkedIn marketing schedule. However, what works for average businesses may not work for your brand.

You need to understand the industry-specific analytics for your brand. This knowledge will give you valuable insights on how to create an effective LinkedIn marketing strategy for your products or services. Get to understand the analytics if you want to succeed on this platform.


To sum it all, LinkedIn is a professional networking platform that allows users to create meaningful networks, build credibility, and garner insider expertise from renowned industry experts. It is one of the most important tools in social marketing. Take advantage of LinkedIn marketing to take your brand to the next level.

Would you like to benefit from LinkedIn marketing, get in touch with us on [email protected] for the best strategies?

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Mashum Mollah is an entrepreneur, founder and CEO at Viacon, a digital marketing agency that drive visibility, engagement, and proven results. He blogs at

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