It’s evident that every marketing platform needs a profound strategy plan to follow, so does LinkedIn. But, how much profit you will gain from your marketing strategy ultimately depends on the relevance of your procedure with your objectives. And this is where people make the biggest mistake. They do random research and follow what other people are doing without analyzing what they need. One of the examples is the common misconception between LinkedIn pages and groups. LinkedIn Groups and Company Pages offer two very different ways for a business or an organization to engage with the audience. Here we will discuss various strategies you need to adopt to get the maximum number of audiences on these platforms.

LinkedIn Company Page

Company Pages are the prime pathway for others to get to know your business or organization better. It’s more like a platform for posting press releases, job opportunities, industry news, behind-the-scenes photos, celebrating achievements, and links to website or blog posts. The company page is like a company website within LinkedIn. It is for our employees and customers and showcases our employees, customers, services, products, and events. It also portrays our company voice and not individual voices. These are the prime strategies you need to adopt for your company page.

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Optimize your company page

For search optimization, make sure you set a custom URL that people can remember easily. Your page text should include the exact industry terminology that expresses your expertise. It’s essential to have relevant keywords in the description of your LinkedIn Company Page so that people can find you easily.

Share insightful contents

Sharing relevant, timely, and helpful content is key to building relationships with B2B prospects whose sales cycles might go on for several quarters. The key to successful LinkedIn content is to post regularly. You can write a preview of what the article or content is about above the article link. Always remember that quality is better than quantity.

Engage with your followers

Actively interact with those who engage with your content. It shows users that you’re present on LinkedIn and cares about what they have to say. You can also ask for their opinions on specific issues or even ask questions to make more engagements.

Add a follow button to your website.

Add a button on your web pages that directs visitors to follow your company page. This will help people find more information about your business who are interested in it.

Share more infographics and video content.

70% of B2B decision-makers watch videos throughout the entire buyer’s journey. Video contents are great for capturing attention from followers who frequently use mobile.

On the other hand, Infographics are 300% more likely to be shared on LinkedIn than any other form of content. Put some infographics on LinkedIn with a valuable information source, and let the viewers follow the breadcrumbs back to you.

Leverage your YouTube contents

If you have a Youtube channel, use your video notes or ending credits to preview your LinkedIn Company Page links. If people like your YouTube content, they will likely enjoy your LinkedIn content.

Promote your page to other social media

It is one of the easiest ways to gain more followers. Add your page link to your other social media to grow more audience.

LinkedIn Group

A LinkedIn Group is where we build a community where you are looking to engage with your audience through conversation fully. This is an area for people to talk about the topic that brought their group together, share articles, and ask questions. Your post and comment to your audience can post and reply, and others in the group can also comment on posts from other group members. The group is a discussion forum. It contains relevant topics for our target audience. You go for a group only when you want to drive interaction on issues that may seem necessary to your audience and inform them of important issues. Here are the prime strategies you need to adopt for proper marketing through LinkedIn groups.

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Post Strategically

Just posting relevant content is not enough. For proper marketing of your business, you need to grab the viewers’ attention so that they get curious about your business. Also, be careful not to overpost. Don’t be the person flooding your groups with links every day. The owner of the group can share selected content with its members using recommended group posts. But, they are allowed to send only one recommendation every seven days. You want to make sure your content is valuable enough to be recommended. This is an excellent way for the majority of the group members to see your name and content.

Don’t share advertisements directly.

This is a huge mistake. People join LinkedIn groups to get relevant content, something that adds value. Directly posting advertisements is a big no here. You can instead tell them how your product adds value through your content indirectly.

Try to connect with more people in the comment section.

Make new connections in the group. Try to understand what they are more interested in. When you post something in their field of interest, do mention them in the comment section. This little trick increases the engagement a lot more than usual.

Offset your membership

You might know that LinkedIn’s regular version allows you to do a limited amount of searches per month. The premium version, in this case, provides a lot more opportunity. For a regular version user, groups may come out as an enormous opportunity to grow connections with people with similar interests.

Maintain Consistence

Not being regular is the biggest mistake a person can make in LinkedIn groups. Make a range of how much content you are going to post a month. You don’t have to post every day, but make sure all the marketing you have done doesn’t go in vain just because you stopped posting after some days. 

A LinkedIn Group isn’t an appropriate place for businesses to blast out with advertisements. It’s a channel to share content with those who may find it most valuable. This allows us to create not only higher engagement but also more quality interactions. 

Remember that LinkedIn is a professional network. It allows us to build credibility, create a meaningful network, and glean insider expertise from established experts in the industry. Random marketing strategies won’t perform that well here. One must fix their objectives and play accordingly to get the best result out of them. It’s a valuable tool for every social marketing arsenal, so ensuring that not a single opportunity is getting missed is a must.

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