How marketers are using LinkedIn to gain more than a new job

LinkedIn is an online social network for business professionals. It’s different than other social networking sites like MySpace and Facebook because it’s designed specifically for professional networking — finding a job, discovering sales leads, connecting with potential business partners — rather than simply making friends or sharing media like photos, videos and music.

The video below details what LinkedIn can be used for.

Graph showing that LinkedIn is the best social network for lead generation

LinkedIn Best For Lead Generation

LinkedIn was primarily created to be able to network with other professionals, while it is now also being used for marketing purposes. In 2013, according to HubSpot through LinkedIn 43% of marketer found a new customer, with LinkedIn’s growth rate at two new members per second that is impressive.LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, almost 3 times higher (277%) than both Twitter (.69%) and Facebook (.77%). Below I will outline some of the steps in using LinkedIn to market your business.


Graphic showing analytics amongst other words


Set some goals if your company is just getting started with LinkedIn. Identify what content generates most activity and click throughs to the company website. Start by setting an industry standard conversion rate of between 1.5% to 2.75%, as mentioned above LinkedIn has a rate of 2,74%. Publish regularly to establish what content works best. LinkedIn has great analytics to keep track of the ratio between impressions and actions.  Set goals for growing both.

Question Prompt


Content as Question Prompts

Think about the content you post to LinkedIn. LinkedIn is unlike other social network as your won’t receive the engagement you might be expecting/need.Asking a question will receive better engagement than just posting a link, however if posting a link make sure to do so that it is a prompt for conversation.LinkedIn is full of smart marketing minds, so you must take the opportunity to tap into their ideas.

Image showing a target


Target your posts

One of the main aspects of marketing is knowing your audience. Companies can target their posts by criteria such as company size, industry, job function, seniority, geography, or by including/excluding company employees. According to an internal LinkedIn study, examples have shown a 66%+ increase in audience engagement as the result of targeted updates.

Image showing people taking a lead

Lead Generation

Lead generating content 

To get value out of LinkedIn for lead generation, use the company status update to promote and share links for marketing offers. Publish content that doesn’t require a click-through, using questions quotes or stats keeping your content interesting. However, Offers stand out more when they aren’t surrounded by other offers.

Make the most of your product and service section

Recommended stamp

Recommended Stamp

One area that is often seen neglected is content under the products and services section.  This is a space where you can map out your offerings and gather recommendations.On the right sidebar of the products and services page, visitors will find LinkedIn users in the network who have recommended your products/services. This puts recommendations at the forefront and displays testimonials much more prominently.

Always say Thank You

Thank You

Leverage and Thank Yous’

According to a Wildfire survey, 83% of consumers say reviews often or sometimes impact their purchase decisions.  Reviews are an essential part of a buyer’s decision process, yet many companies don’t make the most out of them. it is often the post purchase behaviour that will lead to a person purchasing again. When you get a recommendation on LinkedIn, take the time to thank your recommender. Recognizing recommenders can be as simple as saying thank you in the comments or as advanced as sending your customer a nice note.

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