The latest reports show that LinkedIn now has more than 500 million registered users across 200 countries. It is one of the most popular social media sites today, especially among millennials, professionals and entrepreneurs. As such, it is a valuable tool that every business can use to promote and grow their brand.

Why Should Your Business Include LinkedIn In Your Digital Marketing Strategy?

Integrating LinkedIn into your business’s digital marketing strategy is crucial today. Having an interesting and informative LinkedIn company profile or page will give your business the opportunity to tell your company’s story and allow you to engage with followers, share job openings, and augment your word of mouth marketing.

Using LinkedIn will also enable you to grow your network. This means you will be able to make and build connections not just among potential customers, but with possible suppliers and business partners as well. When you use LinkedIn effectively for your business, you will get more followers, build connections and uncover new opportunities to grow your business.

Lastly, this social media site is an invaluable tool you can use to attract top talent. You can promote any job openings you have on LinkedIn which can be seen by hundreds of interested and qualified professionals. It is a cost-effective way of getting the attention of potential new employees and building a pool of competent candidates.

Using LinkedIn In Your Digital Marketing Strategy

If you’re still only starting to use LinkedIn or you want to have a better company page to utilise for your marketing strategy, here are some useful tips worth remembering:

    1. Work on having a great company page

      Make sure your company page offers ample opportunities for users or visitors (and prospective customers) to learn more about your company and your team, and to engage with relevant content. You can also list products and services and promote important updates on your page as well.

    2. Encourage your employees to be active on LinkedIn, too

      Once you have a great page, make sure that all your employees (if you have a small business) or the key players are listed on the company profile. Your employees will play an important role in attracting customers and even job applicants.

      Let your employees check their profile to ensure they are free of spelling and grammar errors and are up-to-date. Ensure their profiles have clear and sufficient descriptions that focus on how they can help potential customers. Your employees should get as many recommendations from customers and colleagues as well to help them stand out against the competition and help bolster their credibility and trustworthiness.

    3. Make your company page SEO-friendly

      Optimise your company page for search on LinkedIn and search engines. This will help you gain visibility among the people searching for what your company offers. You can do this by inserting relevant keywords into the page and content you post. You can also link to your company page from your website, blog, and other marketing materials. Lastly, make sure you share relevant content regularly as well. Think about adding some of the following to your LinkedIn content:


    1. Publish engaging content

      In general, “salesy” content does not perform well on LinkedIn. LinkedIn note that in a week, an average of 100,000 articles are being posted by users. This means that if you want to use content for lead generation, you’re going to have to publish content that your target audience will find interesting, engaging and relevant to their needs. Topics and conversation should be balanced between posts that promote your company and posts that provide general value to readers.

    2. Regularly update your page

      Make sure you post fresh content every day to help make your page engaging and useful. Also, take the time to confirm that the LinkedIn profiles of your employees and colleagues are up-to-date every now and then.

      Richard Branson, Founder of Virgin Group, is a great example. His LinkedIn profile is updated constantly throughout the day, and it’s all about him and his brand!


  1. Constantly measure and analyze your data

    Lastly, you will know whether or not your LinkedIn company page is working for you by checking and analysing your metrics. You can use LinkedIn’s company page analytics to get information on reach, engagement, followers and visitors. When you compare your analytics with your digital marketing goals, you can see which techniques are working and which ones are not, so you can use them to improve your LinkedIn strategy.

Where to go from here

By working on your company page, you can include LinkedIn in your arsenal of digital marketing tools. When you use this site properly, your business stands to accomplish a lot of big things.


What’s one thing you can take away and implement in your business? Comment below, we’d love to hear from you.

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