{"id":4219,"date":"2020-04-13T15:10:57","date_gmt":"2020-04-13T15:10:57","guid":{"rendered":"https:\/\/foundationinc.co\/?p=4219"},"modified":"2024-07-05T14:15:52","modified_gmt":"2024-07-05T14:15:52","slug":"the-ultimate-guide-to-b2b-marketing-on-linkedin","status":"publish","type":"post","link":"https:\/\/foundationinc.co\/lab\/linkedin-marketing-b2b\/","title":{"rendered":"The Ultimate Guide To B2B Marketing On LinkedIn"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_73 counter-flat ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Article&#039;s Content<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/foundationinc.co\/lab\/linkedin-marketing-b2b\/#what-are-the-benefits-of-b2b-marketing-on-linkedin\" title=\"What Are The Benefits Of B2B Marketing On LinkedIn?\">What Are The Benefits Of B2B Marketing On LinkedIn?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/foundationinc.co\/lab\/linkedin-marketing-b2b\/#how-to-set-your-company-up-for-success-on-linkedin\" title=\"How To Set Your Company Up For Success On LinkedIn\">How To Set Your Company Up For Success On LinkedIn<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/foundationinc.co\/lab\/linkedin-marketing-b2b\/#linkedin-marketing-strategies-best-practices\" title=\"LinkedIn Marketing Strategies &amp; Best Practices\">LinkedIn Marketing Strategies &amp; Best Practices<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/foundationinc.co\/lab\/linkedin-marketing-b2b\/#take-advantage-of-linkedin-targeting\" title=\"Take Advantage Of LinkedIn Targeting\">Take Advantage Of LinkedIn Targeting<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/foundationinc.co\/lab\/linkedin-marketing-b2b\/#how-to-use-analytics-to-measure-your-efforts\" title=\"How To Use Analytics To Measure Your Efforts\">How To Use Analytics To Measure Your Efforts<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/foundationinc.co\/lab\/linkedin-marketing-b2b\/#examples-of-b2b-companies-killing-it-on-linkedin\" title=\"Examples Of B2B Companies Killing It On LinkedIn\">Examples Of B2B Companies Killing It On LinkedIn<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/foundationinc.co\/lab\/linkedin-marketing-b2b\/#now-over-to-you%e2%80%a6\" title=\"Now, Over To You&#8230;\">Now, Over To You&#8230;<\/a><\/li><\/ul><\/nav><\/div>\n<p><span style=\"font-weight: 400;\">If you work in B2B, LinkedIn is a gold mine.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are more than <\/span><a href=\"https:\/\/about.linkedin.com\/\"><b>930 million users<\/b><span style=\"font-weight: 400;\"> on LinkedIn<\/span><\/a><span style=\"font-weight: 400;\"> in over <\/span><b>200 countries<\/b><span style=\"font-weight: 400;\">, with more people joining at a rate of <\/span><a href=\"https:\/\/www.linkedin.com\/pulse\/28-linkedin-stats-you-need-know-2023-joe-apfelbaum#:~:text=There%20is%20no%20bigger%20social%20network%20that%20focuses%20specficially%20on%20the%20professional%20market%20and%20its%20growing%20rapidly%20at%20a%20rate%20of%203%20new%20members%20every%20second.\"><b>three new members<\/b><\/a><b> every second<\/b><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These users are professionals from every industry who are on the platform during working hours with their business caps on.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Even with a diverse, ever-growing user base, LinkedIn\u2019s features and advertising tools make it easy to find your targets in the crowd and speak to them with your content in a way they would expect.\u00a0\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This guide covers everything LinkedIn has to offer so that you can get started on the platform with confidence or elevate your current efforts and generate real results.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Still unsure whether B2B marketing on LinkedIn is worth it? That\u2019s where I\u2019ll start: <\/span><\/p>\n<div style=\"background: #21232b0a; padding: 30px; margin: 40px 0;\">\n<h3 style=\"margin: 10px 0; font-size: 1.6em;\">Get a PDF version of this guide<\/h3>\n<p style=\"margin: 0; color: #616161;\">In a rush? We&#8217;ll send you a downloadable PDF of this guide for you to check out later and share with your team.<\/p>\n<script type=\"text\/javascript\">\n\/* <![CDATA[ *\/\nvar gform;gform||(document.addEventListener(\"gform_main_scripts_loaded\",function(){gform.scriptsLoaded=!0}),document.addEventListener(\"gform\/theme\/scripts_loaded\",function(){gform.themeScriptsLoaded=!0}),window.addEventListener(\"DOMContentLoaded\",function(){gform.domLoaded=!0}),gform={domLoaded:!1,scriptsLoaded:!1,themeScriptsLoaded:!1,isFormEditor:()=>\"function\"==typeof InitializeEditor,callIfLoaded:function(o){return!(!gform.domLoaded||!gform.scriptsLoaded||!gform.themeScriptsLoaded&&!gform.isFormEditor()||(gform.isFormEditor()&&console.warn(\"The use of gform.initializeOnLoaded() is deprecated in the form editor context and will be removed in Gravity Forms 3.1.\"),o(),0))},initializeOnLoaded:function(o){gform.callIfLoaded(o)||(document.addEventListener(\"gform_main_scripts_loaded\",()=>{gform.scriptsLoaded=!0,gform.callIfLoaded(o)}),document.addEventListener(\"gform\/theme\/scripts_loaded\",()=>{gform.themeScriptsLoaded=!0,gform.callIfLoaded(o)}),window.addEventListener(\"DOMContentLoaded\",()=>{gform.domLoaded=!0,gform.callIfLoaded(o)}))},hooks:{action:{},filter:{}},addAction:function(o,r,e,t){gform.addHook(\"action\",o,r,e,t)},addFilter:function(o,r,e,t){gform.addHook(\"filter\",o,r,e,t)},doAction:function(o){gform.doHook(\"action\",o,arguments)},applyFilters:function(o){return gform.doHook(\"filter\",o,arguments)},removeAction:function(o,r){gform.removeHook(\"action\",o,r)},removeFilter:function(o,r,e){gform.removeHook(\"filter\",o,r,e)},addHook:function(o,r,e,t,n){null==gform.hooks[o][r]&&(gform.hooks[o][r]=[]);var d=gform.hooks[o][r];null==n&&(n=r+\"_\"+d.length),gform.hooks[o][r].push({tag:n,callable:e,priority:t=null==t?10:t})},doHook:function(r,o,e){var t;if(e=Array.prototype.slice.call(e,1),null!=gform.hooks[r][o]&&((o=gform.hooks[r][o]).sort(function(o,r){return o.priority-r.priority}),o.forEach(function(o){\"function\"!=typeof(t=o.callable)&&(t=window[t]),\"action\"==r?t.apply(null,e):e[0]=t.apply(null,e)})),\"filter\"==r)return e[0]},removeHook:function(o,r,t,n){var e;null!=gform.hooks[o][r]&&(e=(e=gform.hooks[o][r]).filter(function(o,r,e){return!!(null!=n&&n!=o.tag||null!=t&&t!=o.priority)}),gform.hooks[o][r]=e)}});\n\/* ]]> *\/\n<\/script>\n\n                <div class='gf_browser_unknown gform_wrapper gform_legacy_markup_wrapper gform-theme--no-framework' data-form-theme='legacy' data-form-index='0' id='gform_wrapper_23' ><div id='gf_23' class='gform_anchor' tabindex='-1'><\/div><form method='post' enctype='multipart\/form-data' target='gform_ajax_frame_23' id='gform_23'  action='\/wp-json\/wp\/v2\/posts\/4219#gf_23' data-formid='23' novalidate>\n                        <div class='gform-body gform_body'><ul id='gform_fields_23' class='gform_fields top_label form_sublabel_below description_below validation_below'><li id=\"field_23_2\" class=\"gfield gfield--type-email gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  data-js-reload=\"field_23_2\" ><label class='gfield_label gform-field-label' for='input_23_2'>Email<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_asterisk\">*<\/span><\/span><\/label><div class='ginput_container ginput_container_email'>\n                            <input name='input_2' id='input_23_2' type='email' value='' class='large'    aria-required=\"true\" aria-invalid=\"false\"  \/>\n                        <\/div><\/li><li id=\"field_23_3\" class=\"gfield gfield--type-captcha field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  data-js-reload=\"field_23_3\" ><label class='gfield_label gform-field-label screen-reader-text' for='input_23_3'><\/label><div id='input_23_3' class='ginput_container ginput_recaptcha' data-sitekey='6LdKGycaAAAAAIF9jRz_AnlSUEXr90iqXJe6vfL4'  data-theme='light' data-tabindex='-1' data-size='invisible' data-badge='bottomright'><\/div><\/li><\/ul><\/div>\n        <div class='gform-footer gform_footer top_label'> <input type='submit' id='gform_submit_button_23' class='gform_button button' onclick='gform.submission.handleButtonClick(this);' data-submission-type='submit' value='Send Me A PDF Version'  \/> <input type='hidden' name='gform_ajax' value='form_id=23&amp;title=&amp;description=&amp;tabindex=0&amp;theme=legacy&amp;styles=[]&amp;hash=aa92d65447c1b41f0b0c66f108e31f95' \/>\n            <input type='hidden' class='gform_hidden' name='gform_submission_method' data-js='gform_submission_method_23' value='iframe' \/>\n            <input type='hidden' class='gform_hidden' name='gform_theme' data-js='gform_theme_23' id='gform_theme_23' value='legacy' \/>\n            <input type='hidden' class='gform_hidden' name='gform_style_settings' data-js='gform_style_settings_23' id='gform_style_settings_23' value='[]' \/>\n            <input type='hidden' class='gform_hidden' name='is_submit_23' value='1' \/>\n            <input type='hidden' class='gform_hidden' name='gform_submit' value='23' \/>\n            \n            <input type='hidden' class='gform_hidden' name='gform_unique_id' value='' \/>\n            <input type='hidden' class='gform_hidden' name='state_23' value='WyJbXSIsImQxOTdiZDhjMGVkNWQzMmVmOGVhNzlmOGU5ZDZjYjk0Il0=' \/>\n            <input type='hidden' autocomplete='off' class='gform_hidden' name='gform_target_page_number_23' id='gform_target_page_number_23' value='0' \/>\n            <input type='hidden' autocomplete='off' class='gform_hidden' name='gform_source_page_number_23' id='gform_source_page_number_23' value='1' \/>\n            <input type='hidden' name='gform_field_values' value='' \/>\n            \n        <\/div>\n                        <\/form>\n                        <\/div>\n\t\t                <iframe style='display:none;width:0px;height:0px;' src='about:blank' name='gform_ajax_frame_23' id='gform_ajax_frame_23' title='This iframe contains the logic required to handle Ajax powered Gravity Forms.'><\/iframe>\n\t\t                <script type=\"text\/javascript\">\n\/* <![CDATA[ *\/\n gform.initializeOnLoaded( function() {gformInitSpinner( 23, 'https:\/\/foundationinc.co\/wp-content\/plugins\/gravityforms\/images\/spinner.svg', true );jQuery('#gform_ajax_frame_23').on('load',function(){var contents = jQuery(this).contents().find('*').html();var is_postback = contents.indexOf('GF_AJAX_POSTBACK') >= 0;if(!is_postback){return;}var form_content = jQuery(this).contents().find('#gform_wrapper_23');var is_confirmation = jQuery(this).contents().find('#gform_confirmation_wrapper_23').length > 0;var is_redirect = contents.indexOf('gformRedirect(){') >= 0;var is_form = form_content.length > 0 && ! is_redirect && ! is_confirmation;var mt = parseInt(jQuery('html').css('margin-top'), 10) + parseInt(jQuery('body').css('margin-top'), 10) + 100;if(is_form){jQuery('#gform_wrapper_23').html(form_content.html());if(form_content.hasClass('gform_validation_error')){jQuery('#gform_wrapper_23').addClass('gform_validation_error');} else {jQuery('#gform_wrapper_23').removeClass('gform_validation_error');}setTimeout( function() { \/* delay the scroll by 50 milliseconds to fix a bug in chrome *\/ jQuery(document).scrollTop(jQuery('#gform_wrapper_23').offset().top - mt); }, 50 );if(window['gformInitDatepicker']) {gformInitDatepicker();}if(window['gformInitPriceFields']) {gformInitPriceFields();}var current_page = jQuery('#gform_source_page_number_23').val();gformInitSpinner( 23, 'https:\/\/foundationinc.co\/wp-content\/plugins\/gravityforms\/images\/spinner.svg', true );jQuery(document).trigger('gform_page_loaded', [23, current_page]);window['gf_submitting_23'] = false;}else if(!is_redirect){var confirmation_content = jQuery(this).contents().find('.GF_AJAX_POSTBACK').html();if(!confirmation_content){confirmation_content = contents;}jQuery('#gform_wrapper_23').replaceWith(confirmation_content);jQuery(document).scrollTop(jQuery('#gf_23').offset().top - mt);jQuery(document).trigger('gform_confirmation_loaded', [23]);window['gf_submitting_23'] = false;wp.a11y.speak(jQuery('#gform_confirmation_message_23').text());}else{jQuery('#gform_23').append(contents);if(window['gformRedirect']) {gformRedirect();}}jQuery(document).trigger(\"gform_pre_post_render\", [{ formId: \"23\", currentPage: \"current_page\", abort: function() { this.preventDefault(); } }]);                if (event && event.defaultPrevented) {                return;         }        const gformWrapperDiv = document.getElementById( \"gform_wrapper_23\" );        if ( gformWrapperDiv ) {            const visibilitySpan = document.createElement( \"span\" );            visibilitySpan.id = \"gform_visibility_test_23\";            gformWrapperDiv.insertAdjacentElement( \"afterend\", visibilitySpan );        }        const visibilityTestDiv = document.getElementById( \"gform_visibility_test_23\" );        let postRenderFired = false;                function triggerPostRender() {            if ( postRenderFired ) {                return;            }            postRenderFired = true;            gform.core.triggerPostRenderEvents( 23, current_page );            if ( visibilityTestDiv ) {                visibilityTestDiv.parentNode.removeChild( visibilityTestDiv );            }        }        function debounce( func, wait, immediate ) {            var timeout;            return function() {                var context = this, args = arguments;                var later = function() {                    timeout = null;                    if ( !immediate ) func.apply( context, args );                };                var callNow = immediate && !timeout;                clearTimeout( timeout );                timeout = setTimeout( later, wait );                if ( callNow ) func.apply( context, args );            };        }        const debouncedTriggerPostRender = debounce( function() {            triggerPostRender();        }, 200 );        if ( visibilityTestDiv && visibilityTestDiv.offsetParent === null ) {            const observer = new MutationObserver( ( mutations ) => {                mutations.forEach( ( mutation ) => {                    if ( mutation.type === 'attributes' && visibilityTestDiv.offsetParent !== null ) {                        debouncedTriggerPostRender();                        observer.disconnect();                    }                });            });            observer.observe( document.body, {                attributes: true,                childList: false,                subtree: true,                attributeFilter: [ 'style', 'class' ],            });        } else {            triggerPostRender();        }    } );} ); \n\/* ]]> *\/\n<\/script>\n\n<p style=\"margin: 0; color: #616161;\">By downloading this resource, you&#8217;ll also start receiving a few emails per week on B2B growth and content marketing.<\/p>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"what-are-the-benefits-of-b2b-marketing-on-linkedin\"><\/span>What Are The Benefits Of B2B Marketing On LinkedIn?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Like any social media platform, LinkedIn gives you and your business the opportunity to build brand awareness, connect with your audience, form meaningful connections, and promote your products and services.<\/p>\n<p>What makes LinkedIn different from Facebook, Twitter, and Instagram is the word \u201cprofessional.\u201d<\/p>\n<p><img decoding=\"async\" class=\"aligncenter lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2020\/04\/Devil-Wears-Prada.gif\" alt=\"Meryl Streep - Devil Wears Prada\" width=\"480\" height=\"204\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 480px; --smush-placeholder-aspect-ratio: 480\/204;\" \/><\/p>\n<p>Ok, so maybe not every LinkedIn user is as \u2026 <em>intense<\/em> as Miranda Priestly, but most are dedicated professionals in their respective industries.<\/p>\n<p>Active users are talking about their work and engaging with content that\u2019s relevant to their jobs. No memes or cat videos here! Well, maybe some, but even the humorous content has a different tone.<\/p>\n<p>When you form connections on LinkedIn, you\u2019re forming connections with professionals \u2014 more than that, you\u2019re forming connections with decision-makers. In fact, <a href=\"https:\/\/business.linkedin.com\/marketing-solutions\/audience\">80% of LinkedIn members<\/a> are in a decision-making role. By marketing here, you gain direct access to the people you need to reach at the companies you\u2019re targeting.<\/p>\n<p>The relationships you build as an individual on LinkedIn are strategic right from the moment you send or accept that request to connect. For a business, these connections are like partnerships.<\/p>\n<p><a href=\"https:\/\/foundationinc.co\/lab\/b2b-marketing-linkedin-stats\/\">LinkedIn marketing for B2B<\/a> is smart marketing and, frankly, a no-brainer for reaching your audience faster and generating more quality leads.<\/p>\n<p>Here\u2019s how to do that:<\/p>\n<h2><span class=\"ez-toc-section\" id=\"how-to-set-your-company-up-for-success-on-linkedin\"><\/span>How To Set Your Company Up For Success On LinkedIn<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Whether your business is on LinkedIn already or you\u2019re just getting started, it\u2019s important that you\u2019ve done all the basics right and in order to increase your chances of success. Here are the steps you\u2019ll want to take:<\/span><\/p>\n<h3>1. Set Up Your Company Page<\/h3>\n<p><img decoding=\"async\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-03-27-at-10.52.40-AM.png\" alt=\"Screenshot of Foundation's linkedIn profile\" width=\"1151\" height=\"465\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" style=\"--smush-placeholder-width: 1151px; --smush-placeholder-aspect-ratio: 1151\/465;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Depending on your industry, LinkedIn can be one of the <a href=\"https:\/\/venturz.co\/comparisons\/best-tools-for-startups\">best tools for startups<\/a> or new business owners looking to generate buzz and market their business online.\u00a0If your company doesn\u2019t have a page, creating one is the obvious first step!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fill out your profile completely, including the description, profile picture, and banner. Use your <a href=\"http:\/\/www.crowdspring.com\/logo-design\/\" target=\"_blank\" rel=\"noopener\" data-saferedirecturl=\"https:\/\/www.google.com\/url?q=http:\/\/www.crowdspring.com\/logo-design\/&amp;source=gmail&amp;ust=1692897707646000&amp;usg=AOvVaw3cclAzKJ6oS0codQlmgBa1\">company\u2019s logo<\/a>\u00a0and branded imagery that\u2019s consistent with imagery on your website and other social platforms. <\/span><\/p>\n<h3>2. Define Your Audience &amp; Goals<\/h3>\n<p><span style=\"font-weight: 400;\">You should have a strategy for every channel you\u2019re on; LinkedIn is no different.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">First, what is your objective? Are you using the channel to increase brand awareness? To <a href=\"https:\/\/www.skylinesocial.com\/linkedin-leads\/\">generate more leads<\/a>? Maybe you\u2019re using it as a PR tool.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Then, you\u2019ll want to define your company\u2019s <\/span><a href=\"https:\/\/foundationinc.co\/lab\/b2b-target-audience\/\"><span style=\"font-weight: 400;\">audience<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/foundationinc.co\/lab\/b2b-persona\/\"><span style=\"font-weight: 400;\">persona<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Understanding what you\u2019re working toward and who you\u2019re targeting will make it easier to determine everything from what content to share to which calls to action to use in your ads.\u00a0<\/span><\/p>\n<h3>3. Optimize Your Page<\/h3>\n<p><span style=\"font-weight: 400;\">Just as you <\/span><a href=\"https:\/\/foundationinc.co\/lab\/b2b-seo-best-practices\/\"><span style=\"font-weight: 400;\">optimize your website for search<\/span><\/a><span style=\"font-weight: 400;\"> (I hope), you want to make sure your LinkedIn business page is search-friendly. That means using keywords that your target audience is actively searching for.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These keywords can be used in your profile description and to list your company\u2019s specialties.<\/span><\/p>\n<p><img decoding=\"async\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-03-27-at-12.25.49-PM.png\" alt=\"Screenshot of admin profile overview details\" width=\"770\" height=\"506\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" style=\"--smush-placeholder-width: 770px; --smush-placeholder-aspect-ratio: 770\/506;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Another important aspect of optimization is page promotion. You can\u2019t just expect people to stumble upon your profile \u2014 you have to put in a little bit of work! Link out to your page on your website, share it across other social media channels, send it to your newsletter subscribers, insert a CTA in a blog post, etc.\u00a0<\/span><\/p>\n<h3>4. Add A Showcase Page<\/h3>\n<p><span style=\"font-weight: 400;\">If you run a big organization with multiple brands, product lines, or business segments, <\/span><a href=\"https:\/\/business.linkedin.com\/marketing-solutions\/linkedin-pages\/showcase-pages\"><span style=\"font-weight: 400;\">showcase pages<\/span><\/a><span style=\"font-weight: 400;\"> are for you.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These \u201caffiliated\u201d pages are extensions of your main business page, with nearly identical functionality. The benefit of having multiple pages is that each of your brands can maintain its unique voice and personality. (By the way, you\u2019ll need to follow steps 1-3 above for these showcase pages too.)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve got your house in order, it\u2019s time to get active!\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"linkedin-marketing-strategies-best-practices\"><\/span>LinkedIn Marketing Strategies &amp; Best Practices<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A complete and optimized business profile is not enough to market effectively on LinkedIn. You also need a plan. Let\u2019s dive into some proven strategies for maximizing your LinkedIn marketing efforts and leveraging the full power of this platform to drive results:<\/span><\/p>\n<h3>Post Regularly<\/h3>\n<p>Consistency. Consistency. Consistency.<\/p>\n<p>As on any social networking site, staying active is the key to remaining relevant and top of mind. <span style=\"font-weight: 400;\">A prime example of this is eWebinar CEO <\/span><a href=\"https:\/\/www.linkedin.com\/in\/melissakwan\/\"><span style=\"font-weight: 400;\">Melissa Kwan<\/span><\/a><span style=\"font-weight: 400;\"> who has leveraged her consistent posting schedule to amass over 30,000 LinkedIn followers and have multiple posts go viral.<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-13195 size-full lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2020\/04\/image1-1.png\" alt=\"Melissa Kwan's post on LinkedIn \" width=\"755\" height=\"1770\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2020\/04\/image1-1.png 755w, https:\/\/foundationinc.co\/wp-content\/uploads\/2020\/04\/image1-1-128x300.png 128w, https:\/\/foundationinc.co\/wp-content\/uploads\/2020\/04\/image1-1-437x1024.png 437w, https:\/\/foundationinc.co\/wp-content\/uploads\/2020\/04\/image1-1-655x1536.png 655w\" data-sizes=\"(max-width: 755px) 100vw, 755px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 755px; --smush-placeholder-aspect-ratio: 755\/1770;\" \/><\/p>\n<p>If you can post a few times a week, post a few times a week; if you can post daily\u2014even better! You can even <a href=\"https:\/\/simplified.com\/blog\/social-media\/schedule-linkedin-post\/\">schedule LinkedIn posts<\/a>\u00a0in advance to keep up with the posting frequency.<\/p>\n<p>When you do post, you should always be thinking, How does what I\u2019m about to post provide value?<\/p>\n<ul>\n<li>Is it teaching my followers something they don\u2019t know?<\/li>\n<li>Is it providing an actionable tip?<\/li>\n<li>Is it entertaining in some way?<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">No matter which angle you take, your content should always be authentic. That\u2019s how you build trust. And by posting about topics that are relevant to your audience, you can demonstrate your authority and provide thought leadership.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Struggling to consistently come up with new ideas? <\/span><a href=\"https:\/\/rosssimmonds.com\/content-curation-guide\/\"><span style=\"font-weight: 400;\">Curating industry content<\/span><\/a><span style=\"font-weight: 400;\"> is one way to provide value to your audience while using content that\u2019s already circulating the net.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">LinkedIn has a handy tool for generating ideas, too \u2014 you can use the <\/span><a href=\"https:\/\/youtu.be\/m9zeojHYz9I\"><span style=\"font-weight: 400;\">Content Suggestions<\/span><\/a><span style=\"font-weight: 400;\"> tab on your company page to figure out what topics your followers are currently interested in. <\/span><\/p>\n<p><iframe title=\"LinkedIn Pages: How to use Content Suggestions\" width=\"500\" height=\"281\" data-src=\"https:\/\/www.youtube.com\/embed\/m9zeojHYz9I?feature=oembed&#038;enablejsapi=1&#038;origin=https:\/\/foundationinc.co\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe><\/p>\n<h3>Post Strategically<\/h3>\n<p><span style=\"font-weight: 400;\">Research says the <\/span><a href=\"https:\/\/sproutsocial.com\/insights\/best-times-to-post-on-social-media\/#li-times\"><span style=\"font-weight: 400;\">best time to post on LinkedIn<\/span><\/a><span style=\"font-weight: 400;\"> is during typical working hours, with 10 a.m. to 12 p.m. Tuesday to Thursday yielding the most success.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sprout Social prepared a great graphic that further narrows down the <\/span><a href=\"https:\/\/sproutsocial.com\/insights\/best-times-to-post-on-social-media\/#li-times\"><span style=\"font-weight: 400;\">best time to post on LinkedIn<\/span><\/a><span style=\"font-weight: 400;\">:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone size-full wp-image-10676 lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2020\/04\/image9-1.png\" alt=\"Graphic of best times to post on LinkedIn\" width=\"788\" height=\"641\" data-srcset=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2020\/04\/image9-1.png 788w, https:\/\/foundationinc.co\/wp-content\/uploads\/2020\/04\/image9-1-300x244.png 300w, https:\/\/foundationinc.co\/wp-content\/uploads\/2020\/04\/image9-1-768x625.png 768w\" data-sizes=\"(max-width: 788px) 100vw, 788px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 788px; --smush-placeholder-aspect-ratio: 788\/641;\" \/><\/p>\n<p>This makes sense\u2014remember, LinkedIn is a professional networking site. It\u2019s typical to find users online while they\u2019re at work or engaging in work-related activities. They are not likely to be scrolling their feed on the weekend. Meet them when and where they are.<\/p>\n<h3>Experiment With Media<\/h3>\n<p>When you start out on LinkedIn, you may not know exactly what types of posts are going to resonate the most with your audience, so it\u2019s important to try out various styles and formats and see what gains traction over time. Experiment with:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.flipsnack.com\/\">Digital flipbooks<\/a><\/li>\n<li>Short posts<\/li>\n<li>Long posts<\/li>\n<li>Images<\/li>\n<li>Emojis<\/li>\n<li><a href=\"https:\/\/mailcon.com\/5-steps-to-build-a-powerful-listicle-that-drives-clicks-and-sales\/\">Listicles<\/a><\/li>\n<\/ul>\n<p>Unsure where to start? These content formats tend to work well across industries:<\/p>\n<h4><strong>Video Content<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">According to LinkedIn, video content shared on the platform gets <\/span><a href=\"https:\/\/business.linkedin.com\/marketing-solutions\/linkedin-pages\/best-practices#1\"><span style=\"font-weight: 400;\">5x more engagement<\/span><\/a><span style=\"font-weight: 400;\"> than non-video content, and live video gets 24x more engagement. That\u2019s huge!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Video has been increasing in popularity across social media for a few years now; at this point, its value for marketing has been established. But you still have to do it right.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keep your videos on the shorter end \u2014 research shows that B2B buyers are looking for videos under <\/span><a href=\"https:\/\/www.vidyard.com\/blog\/video-length\/\"><span style=\"font-weight: 400;\">two minutes long<\/span><\/a><span style=\"font-weight: 400;\"> when considering a purchase. <\/span><\/p>\n<h4><strong>Native Articles<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">Not only can you share links to your blog content on LinkedIn, but members of your team can also use LinkedIn\u2019s article function on their personal profiles to blog directly on the site.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To do this, click \u201cWrite an article\u201d rather than \u201cStart a post\u201d on your personal feed, and you\u2019ll be taken to a publishing tool that\u2019s like a simplified version of Word.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-03-26-at-8.19.26-PM.png\" alt=\"&quot;Start post&quot; screenshot\" width=\"568\" height=\"131\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 568px; --smush-placeholder-aspect-ratio: 568\/131;\" \/><\/p>\n<p><img decoding=\"async\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-03-26-at-8.20.43-PM.png\" alt=\"Screenshot of &quot;start new&quot; LinkedIn Article post\" width=\"1160\" height=\"608\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" style=\"--smush-placeholder-width: 1160px; --smush-placeholder-aspect-ratio: 1160\/608;\" \/><\/p>\n<p>A reminder that this functionality is only for personal profiles, so you\u2019ll have to decide who on your team will author each post. That said, you can still take advantage of this exposure from a company standpoint. Make sure that the author mentions your company in the update; this will accomplish a few things:<\/p>\n<ol>\n<li>Allow you to reshare the update on your company page<\/li>\n<li>Make it easy for anyone who comes across that update to click through to your business page<\/li>\n<li>Build your brand authority through your team<\/li>\n<\/ol>\n<p>When you use a channel\u2019s native functionality, your content is nearly guaranteed to have better reach. Of course a lot of other factors come into play, but no site wants you leaving their platform. So between an article that links out to another site and an article hosted on LinkedIn, the latter is going to get preferential treatment\u2014meaning it\u2019ll be in front of more users.<\/p>\n<h3>Build Relationships &amp; Drive Engagement<\/h3>\n<p>Remember, marketing on LinkedIn is, first and foremost, about forming relationships.<\/p>\n<p>You may think it\u2019s hard to do that as a business, and you\u2019re right \u2014 but it\u2019s not <em>impossible<\/em>. I\u2019ll say this: Building your brand on LinkedIn is closely tied to how you build your personal brand on the platform, and pivoting back and forth is the key to accomplishing both successfully. Integrating <a href=\"https:\/\/evaboot.com\/blog\/linkedin-automation-tools\">LinkedIn automation software<\/a> into your strategy or <a href=\"https:\/\/www.surfe.com\/linkedin-crm-integration\/\">connecting your CRM to LinkedIn<\/a> can significantly streamline the process of building these relationships and driving engagement.<\/p>\n<div>It&#8217;s also crucial to acknowledge the role of individual employees in amplifying a brand&#8217;s presence.<\/div>\n<p>Any employee should recognize that when they engage online, they are representing their place of business \u2014 particularly on a platform where you\u2019re directly listed as an employee. Sharing updates and opinions that build yourself up as a thought leader establishes you as an authority in your industry. This reflects positively on your company too.<\/p>\n<p>Then some powerful synergy happens when the brand, in turn, starts highlighting its amazing team. Which leads me to \u2026<\/p>\n<h4><strong>Showcase Your Team<\/strong><\/h4>\n<p>Showing the people behind your business is essential.<\/p>\n<p>Who are your employees? What are they up to? Share their knowledge and show their faces on your LinkedIn using a\u00a0<a href=\"https:\/\/www.headshots.com\/professional-headshots\/\">high-quality headshot<\/a>.<\/p>\n<p>People trust people. People want to engage with people. People want to buy from people. So humanize your brand by showing off your team.<\/p>\n<p><iframe title=\"Embedded post\" data-src=\"https:\/\/www.linkedin.com\/embed\/feed\/update\/urn:li:ugcPost:6646458988466581505\" width=\"504\" height=\"592\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe><\/p>\n<p>Take this a step further by resharing your employees\u2019 posts on your company page when they mention your brand. This type of content resonates well with audiences across industries because it\u2019s your people who truly differentiate your brand from the next.<\/p>\n<h4><strong>Make Good Use Of Hashtags<\/strong><\/h4>\n<p>LinkedIn hashtags are great and you should use them! Buuuut\u2026<\/p>\n<p><strong>Do not overuse them.<\/strong><\/p>\n<p>The goal of a hashtag is to categorize what you\u2019re talking about, making it easier for others who are searching for or talking about the same topic to find your content. Two to three hashtags are the perfect amount for a single post.<\/p>\n<p>The real benefit comes when you use a hashtag on a post, and then that post starts trending. Seeing the rise in engagement, LinkedIn will expose that content to all the people who follow or search for that hashtag.<\/p>\n<p><iframe title=\"Embedded post\" data-src=\"https:\/\/www.linkedin.com\/embed\/feed\/update\/urn:li:share:6645420871114641411\" width=\"504\" height=\"433\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe><\/p>\n<p><em>[Post trending in #remotework]<\/em><\/p>\n<p>We don\u2019t know exactly which metrics LinkedIn uses to classify a post as \u201ctrending,\u201d but we do know the results are positive!<\/p>\n<p><strong>Check out the current follower count of some popular marketing-related hashtags:<\/strong><\/p>\n<ul>\n<li>#digitalmarketing (27,000,000+)<\/li>\n<li>#marketing (19,000,000+)<\/li>\n<li>#contentmarketing (600,000+)<\/li>\n<li>#b2bmarketing (25,000+)<\/li>\n<\/ul>\n<p>Wouldn\u2019t you want that many eyes on your content? Give it a shot!<\/p>\n<h4><strong>Tag People &amp; Other Businesses In Your Updates<\/strong><\/h4>\n<p>This is key for relationship building, but again \u2014 don\u2019t overdo it.<\/p>\n<p>If you\u2019re pushing out a piece of content from another company, tag them.<\/p>\n<p>If you\u2019re sharing content from an individual, tag them.<\/p>\n<p>When you tag an individual or a brand, they\u2019re notified and prompted to check out what\u2019s being said. This is a great strategy for building rapport that you can tap into later on when you\u2019re seeking out favors like backlinks. Just be sure not to abuse it.<\/p>\n<p>Shoutouts are great, but spamming is not.<\/p>\n<h4>Join &amp; Engage In Groups<\/h4>\n<p><span style=\"font-weight: 400;\">LinkedIn groups are a stream within LinkedIn for building meaningful connections.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are groups for all different interests, industries, and topics. These are great places to interact with like-minded individuals, ask questions, offer advice, and listen.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can only join groups as an individual, not as a business, but the insights you gain from observing and engaging with members of your target audience should inform your marketing strategy. If you meet a like minded individual through\u00a0LinkedIn groups, you can always reach out to them via DMs or use a <a href=\"https:\/\/www.growmeorganic.com\/top-linkedin-email-finder-chrome-extension\/\">LinkedIn email finder<\/a> or <a href=\"https:\/\/prospeo.io\/blog\/best-linkedin-email-scrapers-2023\/\">email scraper tool<\/a> to take your communications off-platform.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And as mentioned earlier, building your personal authority on LinkedIn should be as much a focus as building your brand authority.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can also <\/span><a href=\"https:\/\/buffer.com\/library\/linkedin-groups\"><span style=\"font-weight: 400;\">create your own group<\/span><\/a><span style=\"font-weight: 400;\"> framed around your business \u2014 so that\u2019s another avenue worth considering!<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"take-advantage-of-linkedin-targeting\"><\/span>Take Advantage Of LinkedIn Targeting<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">If you haven\u2019t used <a href=\"https:\/\/phonexa.com\/blog\/linkedin-ads-guide\/\">LinkedIn advertising<\/a> before, you should know that the platform has some of the best targeting capabilities of any social networking site.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When setting up an ad, you can choose from <\/span><a href=\"https:\/\/business.linkedin.com\/marketing-solutions\/how-to-advertise-on-linkedin\"><span style=\"font-weight: 400;\">more than 20 different audience attribute categories<\/span><\/a><span style=\"font-weight: 400;\"> to target, including location, workplace, job title, and interests.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You also have four distinct ad types to choose from:\u00a0<\/span><\/p>\n<ul>\n<li><a href=\"https:\/\/business.linkedin.com\/marketing-solutions\/ppc-advertising\"><span style=\"font-weight: 400;\">Text ads<\/span><\/a><span style=\"font-weight: 400;\"> are simple, <a href=\"https:\/\/leadsbridge.com\/blog\/creating-linkedin-ads\/\">PPC ads<\/a> that appear to the right of the home feed. They typically consist of a short description and a small image (usually the brand\u2019s logo).<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-03-27-at-4.32.19-PM.png\" alt=\"Screenshot of text ad examples\" width=\"308\" height=\"259\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 308px; --smush-placeholder-aspect-ratio: 308\/259;\" \/><\/p>\n<ul>\n<li><a href=\"https:\/\/business.linkedin.com\/marketing-solutions\/dynamic-ads\"><span style=\"font-weight: 400;\">Dynamic ads<\/span><\/a><span style=\"font-weight: 400;\"> also appear to the right of the feed, but they are personalized by pulling the viewer\u2019s name and profile pic right into the ad. This type of ad can be used to encourage the reader to follow your company page, promote downloadable content, or push a product, service, event, etc., like this one: <\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-03-25-at-8.50.32-PM.png\" alt=\"Screenshot of dynamic ad example\" width=\"323\" height=\"275\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 323px; --smush-placeholder-aspect-ratio: 323\/275;\" \/><\/p>\n<ul>\n<li><a href=\"https:\/\/business.linkedin.com\/marketing-solutions\/native-advertising\"><span style=\"font-weight: 400;\">Sponsored content<\/span><\/a><span style=\"font-weight: 400;\"> takes the form of a native ad that appears within the feed (distinguished from non-ads by a \u201cPromoted\u201d label). These ads can incorporate single images, carousels, or video, and they show up on both desktop and mobile. <\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-03-27-at-4.34.29-PM.png\" alt=\"Screenshot of sponsored content example\" width=\"822\" height=\"628\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" style=\"--smush-placeholder-width: 822px; --smush-placeholder-aspect-ratio: 822\/628;\" \/><\/p>\n<ul>\n<li><a href=\"https:\/\/business.linkedin.com\/marketing-solutions\/sponsored-messaging\"><span style=\"font-weight: 400;\">Sponsored messages<\/span><\/a><span style=\"font-weight: 400;\"> are native ads that are sent right to your audience\u2019s LinkedIn inbox. You can send these ads in \u201cmessage\u201d or \u201cconversation\u201d format.<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter lazyload\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-03-27-at-4.39.24-PM.png\" alt=\"Screenshot of sponsored message example\" width=\"496\" height=\"459\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 496px; --smush-placeholder-aspect-ratio: 496\/459;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">As you can see, these ad types are quite different. While companies will experience varying success rates with each format, there are some <\/span><a href=\"https:\/\/www.seerinteractive.com\/blog\/types-of-linkedin-ads-how-to-use-them\/\"><span style=\"font-weight: 400;\">recommended use cases<\/span><\/a><span style=\"font-weight: 400;\"> for each type of ad that can give you somewhere to start.\u00a0 <\/span><br \/>\n<a id=\"measure\"><\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"how-to-use-analytics-to-measure-your-efforts\"><\/span>How To Use Analytics To Measure Your Efforts<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">It\u2019s no good having a strategy for LinkedIn marketing, hitting the ground running, and then realizing you have no idea how you\u2019re actually doing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You need to <a href=\"https:\/\/improvado.io\/blog\/linkedin-ads-dashboard\">measure your performance<\/a>.<\/span> <span style=\"font-weight: 400;\">But which analytics do you track?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Luckily, LinkedIn makes tracking all kinds of things easy with its native analytics dashboard, where you can review metrics pertaining to your published updates, your followers, and your page visitors.<\/span><\/p>\n<h3>Updates Page<\/h3>\n<p>The <strong>Updates page<\/strong> is where you can find out which posts are resonating with your audience.<\/p>\n<p><img decoding=\"async\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-03-25-at-7.53.23-PM.png\" alt=\"Screenshot of Foundations' LinkedIn Updates analytics page\" width=\"1128\" height=\"429\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" style=\"--smush-placeholder-width: 1128px; --smush-placeholder-aspect-ratio: 1128\/429;\" \/><\/p>\n<p>There are a few metrics here, so I\u2019ll tell you the two most important ones to look at:<\/p>\n<ul>\n<li>CTR (click-through rate)<\/li>\n<li>Engagement rate<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">What makes these two metrics particularly important is that they provide a more balanced analysis of how each post is doing in relation to others.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, if you have five clicks on one post and 10 clicks on another, which post is doing better? You might say, \u201cWell, the one with 10 clicks, of course,\u201d but what if five people saw your first post and all five clicked through, but 50 saw your second post and only 10 clicked through? Your perspective changes a little bit, doesn\u2019t it? That\u2019s what CTR does for you. Why didn\u2019t those other 40 people click through? You\u2019d want to figure that out.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Similarly, 800 impressions sounds lovely in theory, but out of those impressions, who actually interacted with (liked, commented, shared, etc.) your content? That\u2019s what the engagement rate tells you. These two metrics help you compare apples to apples.\u00a0<\/span><\/p>\n<h3><strong>Followers Page<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">You can also check on how you stack up against the competition. You can find these insights on the <\/span><b>Followers page<\/b><span style=\"font-weight: 400;\"> of your analytics. <\/span><\/p>\n<p><img decoding=\"async\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-03-26-at-9.50.44-PM.png\" alt=\"Foundation's &quot;companies to track&quot; under Follower analytics\" width=\"1126\" height=\"312\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" style=\"--smush-placeholder-width: 1126px; --smush-placeholder-aspect-ratio: 1126\/312;\" \/><\/p>\n<p>Scroll to the bottom to find \u201cCompanies to track\u201d to see how your metrics look compared to those of similar companies. (Keep in mind that these companies are determined by LinkedIn, and you can\u2019t edit them yourself.)<\/p>\n<h3><strong>Visitors Page<\/strong><\/h3>\n<p>Finally, you can get an inside look at the people who aren\u2019t followers but are viewing your business on the <strong>Visitors page<\/strong>. This page provides similar insights to those on the Followers page, but it also shows how much of your traffic is coming in on mobile vs. desktop.<\/p>\n<p><img decoding=\"async\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-03-25-at-10.18.47-PM.png\" alt=\"Foundation's LinkedIn visitor traffic (desktop and mobile)\" width=\"1124\" height=\"395\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" style=\"--smush-placeholder-width: 1124px; --smush-placeholder-aspect-ratio: 1124\/395;\" \/><\/p>\n<p><span style=\"font-weight: 400;\">I will add that LinkedIn has an extensive <\/span><a href=\"https:\/\/business.linkedin.com\/marketing-solutions\/conversion-tracking\"><span style=\"font-weight: 400;\">conversion tracking<\/span><\/a><span style=\"font-weight: 400;\"> dashboard where you can monitor how your ads are performing, so <\/span><i><span style=\"font-weight: 400;\">definitely<\/span><\/i><span style=\"font-weight: 400;\"> dig into that as well!<\/span><a id=\"companies\"><\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"examples-of-b2b-companies-killing-it-on-linkedin\"><\/span>Examples Of B2B Companies Killing It On LinkedIn<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>There are some brands that really know what they\u2019re doing on LinkedIn \u2014 and as a result, their audiences are super engaged.<\/p>\n<p>Check out a few of my favorites:<\/p>\n<h3>Xerox<\/h3>\n<p><span style=\"font-weight: 400;\">You get a strong sense of community when you scroll <\/span><a href=\"https:\/\/www.linkedin.com\/company\/xerox\/\"><span style=\"font-weight: 400;\">Xerox\u2019s feed<\/span><\/a><span style=\"font-weight: 400;\">, loaded with images of its employees \u2014 behind the scenes, on the job, and in the community. And Xerox makes great use of its own community (branded) hashtags.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-04-07-at-4.51.59-PM.png\" alt=\"Xerox LinkedIn employee post\" width=\"440\" height=\"576\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" style=\"--smush-placeholder-width: 440px; --smush-placeholder-aspect-ratio: 440\/576;\" \/><\/p>\n<h3>Adobe<\/h3>\n<p><a href=\"https:\/\/www.linkedin.com\/company\/adobe\/\"><span style=\"font-weight: 400;\">Adobe<\/span><\/a><span style=\"font-weight: 400;\"> is a big company with many business segments, and they all play a very different and active role on LinkedIn. Each affiliate page (aka showcase page) posts content catered to its distinct audience.<\/span><\/p>\n<p><img decoding=\"async\" data-src=\"https:\/\/foundationinc.co\/wp-content\/uploads\/2020\/04\/Screen-Shot-2020-04-02-at-1.47.30-PM.png\" alt=\"Adobe posts from various affiliate pages\" width=\"623\" height=\"422\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" style=\"--smush-placeholder-width: 623px; --smush-placeholder-aspect-ratio: 623\/422;\" \/><\/p>\n<h3>Dropbox<\/h3>\n<p><a href=\"https:\/\/www.linkedin.com\/company\/dropbox\/\"><span style=\"font-weight: 400;\">Dropbox<\/span><\/a><span style=\"font-weight: 400;\"> incorporates a mix of media into its updates. The company\u2019s use of custom videos and imagery makes its page look like an aesthetically pleasing Instagram feed.<\/span><\/p>\n<p><iframe title=\"Embedded post\" data-src=\"https:\/\/www.linkedin.com\/embed\/feed\/update\/urn:li:ugcPost:6644335240238243840\" width=\"504\" height=\"426\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">All of the above companies are responsive to current events, post consistently, and remain true to their brand throughout.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"now-over-to-you%e2%80%a6\"><\/span>Now, Over To You&#8230;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If you\u2019re a B2B brand and you\u2019re not using LinkedIn, now\u2019s the time. If you are using LinkedIn but have failed to see the results you want, spice things up and try some different tactics.<\/p>\n<p>The best way to learn LinkedIn marketing is to do \u2014 test things out, make mistakes along the way, and keep improving.<\/p>\n<p><strong>In fact, to start marketing on LinkedIn, follow these three quick steps (it\u2019ll take you 15 minutes tops!):<\/strong><\/p>\n<ol>\n<li>If you don\u2019t have a company page, <a href=\"https:\/\/www.linkedin.com\/company\/setup\/new\/?src=go-pa&amp;veh=Google_Search_NAMER_USCA_Brand-Pages_Alpha_DR_AllLanguages_Restructure_378919962847__linkedin%20company%20page_c__kwd-320556432217_6458957168%7Cgo-pa&amp;trk=sem_lms_gaw\" target=\"_blank\" rel=\"noopener noreferrer\">create one<\/a>.<\/li>\n<li>Fill in all the requested fields on your company profile (there are nine).<\/li>\n<li>Share a link to your LinkedIn page in an email or a tweet, or link back to it on your website.<\/li>\n<\/ol>\n<p>Congratulations! You\u2019ve completed the first three steps toward creating a LinkedIn page that\u2019ll attract potential customers to your brand. Now take this guide and get to work.<\/p>\n<p>To help you, we\u2019ve created a PDF version of this guide that you can download, save and reference at any time!<\/p>\n<div style=\"background: #e9eff3; padding: 30px; border-radius: 20px;\">\n<h3 style=\"margin: 10px 0; font-size: 1.6em;\">Get a PDF version of this guide<\/h3>\n<p style=\"margin: 0; color: #616161;\">We&#8217;ll send you a downloadable PDF of this guide for you to check out later and share with your team.<\/p>\n\n                <div class='gf_browser_unknown gform_wrapper gform_legacy_markup_wrapper gform-theme--no-framework' data-form-theme='legacy' data-form-index='0' id='gform_wrapper_23' ><div id='gf_23' class='gform_anchor' tabindex='-1'><\/div><form method='post' enctype='multipart\/form-data' target='gform_ajax_frame_23' id='gform_23'  action='\/wp-json\/wp\/v2\/posts\/4219#gf_23' data-formid='23' novalidate>\n                        <div class='gform-body gform_body'><ul id='gform_fields_23' class='gform_fields top_label form_sublabel_below description_below validation_below'><li id=\"field_23_2\" class=\"gfield gfield--type-email gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  data-js-reload=\"field_23_2\" ><label class='gfield_label gform-field-label' for='input_23_2'>Email<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_asterisk\">*<\/span><\/span><\/label><div class='ginput_container ginput_container_email'>\n                            <input name='input_2' id='input_23_2' type='email' value='' class='large'    aria-required=\"true\" aria-invalid=\"false\"  \/>\n                        <\/div><\/li><li id=\"field_23_3\" class=\"gfield gfield--type-captcha field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  data-js-reload=\"field_23_3\" ><label class='gfield_label gform-field-label screen-reader-text' for='input_23_3'><\/label><div id='input_23_3' class='ginput_container ginput_recaptcha' data-sitekey='6LdKGycaAAAAAIF9jRz_AnlSUEXr90iqXJe6vfL4'  data-theme='light' data-tabindex='-1' data-size='invisible' data-badge='bottomright'><\/div><\/li><\/ul><\/div>\n        <div class='gform-footer gform_footer top_label'> <input type='submit' id='gform_submit_button_23' class='gform_button button' onclick='gform.submission.handleButtonClick(this);' data-submission-type='submit' value='Send Me A PDF Version'  \/> <input type='hidden' name='gform_ajax' value='form_id=23&amp;title=&amp;description=&amp;tabindex=0&amp;theme=legacy&amp;styles=[]&amp;hash=aa92d65447c1b41f0b0c66f108e31f95' \/>\n            <input type='hidden' class='gform_hidden' name='gform_submission_method' data-js='gform_submission_method_23' value='iframe' \/>\n            <input type='hidden' class='gform_hidden' name='gform_theme' data-js='gform_theme_23' id='gform_theme_23' value='legacy' \/>\n            <input type='hidden' class='gform_hidden' name='gform_style_settings' data-js='gform_style_settings_23' id='gform_style_settings_23' value='[]' \/>\n            <input type='hidden' class='gform_hidden' name='is_submit_23' value='1' \/>\n            <input type='hidden' class='gform_hidden' name='gform_submit' value='23' \/>\n            \n            <input type='hidden' class='gform_hidden' name='gform_unique_id' value='' \/>\n            <input type='hidden' class='gform_hidden' name='state_23' value='WyJbXSIsImQxOTdiZDhjMGVkNWQzMmVmOGVhNzlmOGU5ZDZjYjk0Il0=' \/>\n            <input type='hidden' autocomplete='off' class='gform_hidden' name='gform_target_page_number_23' id='gform_target_page_number_23' value='0' \/>\n            <input type='hidden' autocomplete='off' class='gform_hidden' name='gform_source_page_number_23' id='gform_source_page_number_23' value='1' \/>\n            <input type='hidden' name='gform_field_values' value='' \/>\n            \n        <\/div>\n                        <\/form>\n                        <\/div>\n\t\t                <iframe style='display:none;width:0px;height:0px;' src='about:blank' name='gform_ajax_frame_23' id='gform_ajax_frame_23' title='This iframe contains the logic required to handle Ajax powered Gravity Forms.'><\/iframe>\n\t\t                <script type=\"text\/javascript\">\n\/* <![CDATA[ *\/\n gform.initializeOnLoaded( function() {gformInitSpinner( 23, 'https:\/\/foundationinc.co\/wp-content\/plugins\/gravityforms\/images\/spinner.svg', true );jQuery('#gform_ajax_frame_23').on('load',function(){var contents = jQuery(this).contents().find('*').html();var is_postback = contents.indexOf('GF_AJAX_POSTBACK') >= 0;if(!is_postback){return;}var form_content = jQuery(this).contents().find('#gform_wrapper_23');var is_confirmation = jQuery(this).contents().find('#gform_confirmation_wrapper_23').length > 0;var is_redirect = contents.indexOf('gformRedirect(){') >= 0;var is_form = form_content.length > 0 && ! is_redirect && ! is_confirmation;var mt = parseInt(jQuery('html').css('margin-top'), 10) + parseInt(jQuery('body').css('margin-top'), 10) + 100;if(is_form){jQuery('#gform_wrapper_23').html(form_content.html());if(form_content.hasClass('gform_validation_error')){jQuery('#gform_wrapper_23').addClass('gform_validation_error');} else {jQuery('#gform_wrapper_23').removeClass('gform_validation_error');}setTimeout( function() { \/* delay the scroll by 50 milliseconds to fix a bug in chrome *\/ jQuery(document).scrollTop(jQuery('#gform_wrapper_23').offset().top - mt); }, 50 );if(window['gformInitDatepicker']) {gformInitDatepicker();}if(window['gformInitPriceFields']) {gformInitPriceFields();}var current_page = jQuery('#gform_source_page_number_23').val();gformInitSpinner( 23, 'https:\/\/foundationinc.co\/wp-content\/plugins\/gravityforms\/images\/spinner.svg', true );jQuery(document).trigger('gform_page_loaded', [23, current_page]);window['gf_submitting_23'] = false;}else if(!is_redirect){var confirmation_content = jQuery(this).contents().find('.GF_AJAX_POSTBACK').html();if(!confirmation_content){confirmation_content = contents;}jQuery('#gform_wrapper_23').replaceWith(confirmation_content);jQuery(document).scrollTop(jQuery('#gf_23').offset().top - mt);jQuery(document).trigger('gform_confirmation_loaded', [23]);window['gf_submitting_23'] = false;wp.a11y.speak(jQuery('#gform_confirmation_message_23').text());}else{jQuery('#gform_23').append(contents);if(window['gformRedirect']) {gformRedirect();}}jQuery(document).trigger(\"gform_pre_post_render\", [{ formId: \"23\", currentPage: \"current_page\", abort: function() { this.preventDefault(); } }]);                if (event && event.defaultPrevented) {                return;         }        const gformWrapperDiv = document.getElementById( \"gform_wrapper_23\" );        if ( gformWrapperDiv ) {            const visibilitySpan = document.createElement( \"span\" );            visibilitySpan.id = \"gform_visibility_test_23\";            gformWrapperDiv.insertAdjacentElement( \"afterend\", visibilitySpan );        }        const visibilityTestDiv = document.getElementById( \"gform_visibility_test_23\" );        let postRenderFired = false;                function triggerPostRender() {            if ( postRenderFired ) {                return;            }            postRenderFired = true;            gform.core.triggerPostRenderEvents( 23, current_page );            if ( visibilityTestDiv ) {                visibilityTestDiv.parentNode.removeChild( visibilityTestDiv );            }        }        function debounce( func, wait, immediate ) {            var timeout;            return function() {                var context = this, args = arguments;                var later = function() {                    timeout = null;                    if ( !immediate ) func.apply( context, args );                };                var callNow = immediate && !timeout;                clearTimeout( timeout );                timeout = setTimeout( later, wait );                if ( callNow ) func.apply( context, args );            };        }        const debouncedTriggerPostRender = debounce( function() {            triggerPostRender();        }, 200 );        if ( visibilityTestDiv && visibilityTestDiv.offsetParent === null ) {            const observer = new MutationObserver( ( mutations ) => {                mutations.forEach( ( mutation ) => {                    if ( mutation.type === 'attributes' && visibilityTestDiv.offsetParent !== null ) {                        debouncedTriggerPostRender();                        observer.disconnect();                    }                });            });            observer.observe( document.body, {                attributes: true,                childList: false,                subtree: true,                attributeFilter: [ 'style', 'class' ],            });        } else {            triggerPostRender();        }    } );} ); \n\/* ]]> *\/\n<\/script>\n\n<p style=\"margin: 0; color: #616161;\">By downloading this resource, you&#8217;ll also start receiving a few emails per week on B2B growth and content marketing.<\/p>\n<\/div>\n<p>While you\u2019re at it\u2014<a href=\"https:\/\/www.linkedin.com\/company\/foundationmarketing\" target=\"_blank\" rel=\"noopener noreferrer\">give Foundation a follow<\/a> on LinkedIn!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you work in B2B, LinkedIn is a gold mine.\u00a0 There are more than 930 million users on LinkedIn in over 200 countries, with more people joining at a rate of three new members every second.\u00a0 These users are professionals from every industry who are on the platform during working hours with their business caps [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":4236,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[50],"tags":[],"class_list":["post-4219","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-b2b-marketing"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/posts\/4219","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/comments?post=4219"}],"version-history":[{"count":0,"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/posts\/4219\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/media\/4236"}],"wp:attachment":[{"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/media?parent=4219"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/categories?post=4219"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/foundationinc.co\/wp-json\/wp\/v2\/tags?post=4219"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}