How to Use LinkedIn for Business: A Step-by-Step Guide for Marketers
More than 30 million companies use LinkedIn for business. Not just because it’s the preeminent social network for recruiting and hiring top talent. With more than 690 million members, more and more brands are using LinkedIn marketing to network, connect, and sell.
There are LinkedIn marketing tools available for every business size and type, from small to large and B2B to B2C. This guide will show you how to use LinkedIn for business, equip you with the best tools, and help you get the most out of your LinkedIn marketing strategy.
Bonus: Download a free guide that shows the 11 tactics Hootsuite’s social media team used to grow their LinkedIn audience from 0 to 278,000 followers.
Learn how to create a LinkedIn account for your business.
Before your company can start LinkedIn marketing, it needs a LinkedIn page. Here’s a quick guide on how to set one up. If you haven’t already created a LinkedIn profile, you’ll need to do so first.
How to create a LinkedIn Page:
Take your LinkedIn Page from basic to next level by adding more detail. This provides visitors with information about your business and improves your ranking in Google and LinkedIn search results. There’s a reason complete pages get 30% more views.
To add information click the pencil icon on your profile under your company name.
Company description: Tell people about your vision, mission, values, and offer a description of your products and services in three to four short paragraphs. Copy should be natural and written in your brand voice. Google results preview up to 156 characters of your page’s text—so make your description SEO friendly by including keywords.
Location: Add your store or office locations. You can add multiple addresses by selecting +Add Location.
Hashtags: Up to three hashtags can be added to make your profile more searchable. Pick hashtags that are commonly used in your industry and that best suit your business.
Cover photo: Add polish to your profile with a background photo. Choose an image that showcases your business. Avoid shots that are too busy or cluttered. Recommended size is 1584 (width) x 396 (height) pixels.
Custom button: Add a button to your profile to encourage action. Options include visit website, contact us, learn more, register, and sign up. Be sure to add the corresponding URL so people who click the button land on the correct page. Make sure to add a UTM parameter for tracking, too.
Manage language: If you have a global brand or multilingual audience, you can add your name, tagline, and description in over 20 different languages.
Watch our video for a few more optimization tips:
For more tips like these, take Hootsuite’s Social Marketing Certification course.
Let people know your LinkedIn Page is up and running. If you have employees, send a company-wide email with the news. Let them know how they can follow the page and add it as a place of work.
Share pride for the people that make your business great. Connect visitors to your company’s thought leaders. And give potential customers and hirees a glimpse into your culture.
Promote your page with your customers as well. Make use of all your digital touchpoints—newsletter, social channels, website—and ask for follows. When you do, tell people what’s in it for them, from job opportunities to LinkedIn Live sessions.
On LinkedIn, page admins can also invite their connections to follow. Simply click the Admin Tools dropdown in the upper right corner and select Invite Connections.
Add social media icons to the header or footer of your website or newsletter so it’s easy for people to find your LinkedIn Page. Find the most up-to-date version of LinkedIn’s logo and brand guidelines here. Or save the following images.
You can also add Share and Follow buttons with LinkedIn Plugins.
With your Company Page ready to go, it’s time to think about your LinkedIn marketing strategy.
What goals can your company accomplish on LinkedIn? Will you use LinkedIn for business hiring, social selling, connecting with customers, or all of the above. Should your LinkedIn marketing budget include ads?
Get to know LinkedIn demographics. It’s a good starting point for learning who uses the platform, and who you can reach. Take an audit of your LinkedIn competitors. See how they use the platform, what works, and how you can set your page apart.
Map out a LinkedIn content calendar. Plan posts in advance so you can source images, write thought leadership articles, and prepare content accordingly. This also allows you to ensure all your LinkedIn marketing goals are covered—from webinar promotion to engagement.
Visual tools like Hootsuite Planner provide a clear picture of your content plan, making it easy to spot gaps and strike a good balance.
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