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How do I use LinkedIn for my business?

How do I use LinkedIn for my business?

LinkedIn for your business: do it well

LinkedIn is a leading business network, with more than 700 million users at the time of this article. Its main purpose is strengthening professional connections. Individuals use it to stay in touch with former colleagues, receive business referrals or find a new job. It is also very useful for companies.

How can you make LinkedIn marketing effective for your business?

Steps to create a company page

Follow these steps to set up, grow and promote a page and work towards your strategic goals.

Step 1: Create a LinkedIn company page

First, you need your own LinkedIn account. It will administer the company page, although you can add other administrators later.

After signing in, open the “Work” menu at the top right, scroll down and choose “Create a company page”. In the interface described in this guide, the page types were:

  • Small business.
  • Medium to large business.
  • Showcase page.
  • Educational institution.

Choose the appropriate type and enter your details. Your logo and tagline often create the first impression, so spend time on a good tagline. Click “Create page” when ready.

Step 2: Optimise the page

Complete every field in the company profile. This helps users understand your business and supports LinkedIn search visibility.

  • Add translations for an international audience.
  • Include keywords in your description.
  • Add hashtags.
  • Use a branded cover image.
  • Add a custom button.

Step 3: Build your following

Share the page on your personal profile and ask employees, customers and friends to follow it. Add a LinkedIn icon to your website. Ask employees to update their profiles and invite your connections to follow the page.

Step 4: Implement your marketing strategy

You do have a LinkedIn marketing strategy, don’t you?

Why does your business need LinkedIn?

  • Professional networking: Connect with professionals in your industry and beyond.
  • Recruitment: Publish vacancies and search for candidates based on skills, experience and recommendations.
  • Company pages: Strengthen your brand, promote products and services, and share updates.
  • Knowledge sharing: Use LinkedIn Articles and LinkedIn Learning to share expertise and learn from others.
  • Targeted advertising: Reach audiences by job title, company, industry, location and other criteria.
  • B2B marketing: Reach other businesses on a platform designed for professional audiences.
  • Analysis and insights: Review detailed post and advertising analytics and adapt your strategy.
  • Groups: Join relevant groups to ask questions, gather insights and build relationships.
  • Credibility and trust: An active, well-maintained profile supports your reputation. Recommendations and testimonials help build confidence.
  • SEO benefits: An optimised profile or company page can improve search visibility and give your business more exposure.

Whether you want to find talent, attract customers, promote your brand or expand your network, LinkedIn offers valuable tools.

Three important marketing tips

  • Optimise your posts: Relevance matters more than simply being recent.
  • Learn from analytics: Use timely, accurate measurements to assess your marketing goals.
  • Post at the right time: Success comes from understanding your audience.

Knowing your audience and regularly sharing relevant content are essential. These steps and tips help you improve your business’s presence.

Why use Campaign Manager?

LinkedIn Campaign Manager is designed to manage and analyse advertising campaigns. Its benefits include:

  • Focused targeting: Reach people by job title, company size, industry, location and other characteristics.
  • Different formats: Choose sponsored content, sponsored InMail, display or video advertisements to match your goals.
  • Budget management: Set daily or total budgets, choose bidding strategies and track performance in real time.
  • Detailed analytics: Review click-through rates, impressions, cost per result and more.
  • Conversion tracking: See which website actions people take after viewing or clicking your advertisement.
  • Lead generation: Collect leads directly through pre-filled forms in advertisements.
  • Optimisation and A/B testing: Compare advertisement versions and adjust campaigns based on performance.

If you plan to advertise on LinkedIn or expand your marketing there, Campaign Manager helps you do it efficiently.

Need help with LinkedIn marketing? Contact us.