LinkedIn Marketing Strategy for Small Businesses to Grow in 2021

LinkedIn Marketing Strategy for Small Businesses to Grow in 2021

LinkedIn has been a driving force for many small to big businesses for over a decade now. From a small marketing tool to a powerhouse of marketing experts, professionals, big to small businesses; all have been participating in this drive to be a part of this pro networking platform. With millions of professionals on one platform, there is definitely going to be an action plan for small businesses. To reach your target audience, even if you have a minimal budget, you need to do your own prospecting, LinkedIn style and simple LinkedIn Marketing. Follow through the article to dive into a sea of professionals and search for the right people to work with.

1. Complete your Page and get ready for LinkedIn Marketing

The foremost rule of joining LinkedIn or any other networking platform is to fill in all the information the platform expects. Information about your company establishes the credibility of your business in the community. Make it an impressive affair with wordings and pictures. Every word typed will help in the searchability of your business.

1. Fill out the overview: Vision, Mission, Values, Positioning on the uniqueness of your product/service, and your product/service.
2. Put up the company logo as a profile picture and cover image.
3. Fill company’s location, contact details, website, type, and/or size.
4. Create a compelling showcase page that represents your brand, your product/service. It can be your tagline or features of your product with your product image.

2. Grow your Network

Once you have garnered a network of 150 followers on LinkedIn, your growth becomes exponentially. There is an in-flow of professionals approaching you to connect and become a part of your community.

The more your network grows the more leads you will get. Follow these steps to grow your network:

1. Add LinkedIn ‘Follow’ button to your website with a plugin and other social media networks.
2. Mention other professionals (especially influencers) on your page and vice versa as a means of cross-promotion.
3. Use hashtags in the content you post or join conversations in the community’s panel.
4. Review your ‘analytics page’ to know which content is working wonders for you and which is not. Strategize on using the right content and hashtags for your page.
5. Tap into your customer’s network for more leads, mention these customers on your page and share their experiences. Reshare their mentions about your product/service and make a highlight these mentions on your page as a matter of influence.
6. Use the content suggestion tool on LinkedIn that helps you discover which topics are more appealing to your target audience.
7. Post custom images, videos, corporate PPT of your company, infographics, statistical study, etc. to give your followers a reason to dive deep into the company’s offerings.

3. A thorough Competitor Study

Do a competitor study on how your competitor’s are promoting their product/service. They might be following a strategy or defining their brand with a unique selling point in their content or ads. Fill in these gaps using content, graphics, and hashtags to better promote your brand. Cross branding works wonders when your business is new or not a big one. Check out which influencers your competitors are referring, to promote their brand through influencer marketing.

4. Lead Generation

Convert your LinkedIn profile into a lead generation page that can direct your customers to your website. Create an active and engaging feed on your LinkedIn page. How?

• Post content every day. If you do not have the time to post it every day, use tools like Hootsuite, Buffer or Sprinklr to schedule the content for your everyday posting.
• Engage your audience with questions, suggestions, and feedback to better understand their likes or dislikes about your product/service. Let this be an engaging way to directly talk to your customers and let this be an eye-opening conversation for your potential customers. Such conversations create brand awareness and put a light on audience expectation from your product/service.
• Use the 3-2-1 model to post content weekly like posting 3 industry-related posts, 2 posts highlighting the growth of the company or proud moments or even about any expansions, one post for your product/service.
• Search for the right audience in LinkedIn’s advanced search option. Even the smaller business can use it for free for a few days or invest a small amount to find your potential customers. Even without the upgraded LinkedIn membership, you can narrow down your search with location, current company, industry, past company, school, profile language, and nonprofit interests. You can also save these searches using the ‘save search’ option on the right top corner of the page.
• Join groups on LinkedIn using relevant keywords to nurture a block of leads. You can categorically search for these groups and observe their active status, number of members, and the discussions they do in a week or month. You will be able to analyze the number of leads you want to target in this group.
• You can also start your own group, send invites to existing customers and potential customers. Post engaging content in this group. Let people know about your brand, customer experiences, reviews, updates on the product list, etc.

5. Grab Attention of LinkedIn

Accept it or deny it, LinkedIn Marketing has proven to be quite useful for any business-related activity. People are barely using this platform for their professional growth. While they forget about the existence of this platform that it is for professionals to thrive. This platform is technically giving more leads to businesses and more professionals for hire. Things that work on LinkedIn are:

• Short, fun, easily understandable, knowledge-packed and subtitled videos are great for conveying a ton of information in less time and to keep up the interest of the viewer. It keeps the viewer connected to the brand he/she is looking out that also influences the mind. These videos can be interviews, testimonials, Q&A, products or anything fun to engage in.
• Content related to facts can be intriguing to all. Your product is good but why is your product so good? Can be written using facts that a lot of the general public is unaware of. We also call it ‘Did you know’ on other social media platforms.
• Display of emotions is like hitting the right chord. Capturing the daily stresses of people in your content can help in publicizing your product or impelling audiences to use your product. Silently and in a crisp manner, mention offering a solution to these stresses by using your product/service.
• Ask questions to engage audiences. Questions are the best feedback your product/service can get from a real-time audience. Questions can generate huge traffic, can be reshared, can be used for cross-branding, etc. Why, What, How can be the best words to use on LinkedIn Marketing to get immediate responses.
• Use compelling ad lines. One word can create tremors in the mind. Create ad campaigns that highlight your product/service. Ad campaigns are a constant hammering to the brain.
• Use attention-grabbing colours for graphics like red, orange, green or yellow. The psychology of colours is used in advertising to evoke emotional reactions. People make subconscious judgments about a product if the colours on the graphic do not grab attention.

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