Operations

How To Use LinkedIn For Marketing

Jim Luff
Posted on October 3, 2019
While Facebook and Instagram are likely the two social media platforms you use regularly, LinkedIn is 227% more effective for marketing than Facebook. (LCT image)

While Facebook and Instagram are likely the two social media platforms you use regularly, LinkedIn is 227% more effective for marketing than Facebook. (LCT image)

LinkedIn is one of the most underused social media platforms for drumming up new business. Yet, it has some of the most robust features for connecting with the people who can benefit you.

While Facebook and Instagram are likely the two social media platforms you use regularly, LinkedIn is 227% more effective for marketing than Facebook. It is more effective than cold calling, cold emailing, and purchasing lead lists because you are connecting directly with decision-makers. It’s so much easier to get past the screened calls. A LinkedIn message is 10 times more likely to be read than an unsolicited email. You have direct access to the person you want to reach.

While email campaigns can be effective, the truth is 90% of unsolicited emails will fail unless you have a subject line that entices a person to open and read it. By contrast, 82% of messages sent through LinkedIn will be read. The reason for this is unlike other social media pages such as Facebook and Twitter, the actual owner of the LinkedIn page is opening your message and reading it while company Facebook and Instagram page responses are generally delegated to employees. Many companies even use industry-related third-party companies such as DriveProfit or The LMC Group to monitor and respond to posts on a company’s social media page, meaning you will never get to the decision-makers on these platforms.

About 73% of sales reps using LinkedIn outsell those sales reps who don’t use it. LinkedIn users claim they have doubled their business in a single year using the platform. Is it worth it to master LinkedIn? The answer is YES!

LinkedIn is all about building relationships through social collaboration with your own personally built network of associates. You start with adding your own contacts and then expand your network by levels of association. There are your contacts, the contacts of your contacts, the contact of those contacts, and so forth.  

Chances are if many of your contacts work in a particular business, then their associates are likely to be involved in the same industry and you can zero in on a particular set of industry-related contacts who can be used for direct hit marketing.

Using LinkedIn is like setting up an auto-pilot for marketing with search tools. The two major keys to success on LinkedIn are building your network and then boosting your “engagement rate.”

Your engagement rate is based on how you interact with the readers of your message. Did they call? Did they share your post with others? Did they comment on your post? Your goal is to create plenty of interaction, even if it is simply a click of the “like” button on your post.

LinkedIn By The Numbers


17 minutes a day: The average daily time users spend on LinkedIn
5,000 businesses surveyed: Most reported a much higher conversation rate than on Facebook or Twitter
260 million monthly users
575 million registered LinkedIn users
40% more people will read something with a “top” list such as a top 10 list
45% higher engagement when links are included in a post
50% more people will follow a post that poses a question to be answered
98% more interaction occurs when you post a photo with your post

Google shows LinkedIn company pages rank among the top search results when someone searches for a business that has a LinkedIn page, offering a huge boost to these companies. Less search engine optimization is needed to get to the top of the search results if your company has a LinkedIn company page.

Related Topics: building your clientele, How To, Jim Luff, LinkedIn, marketing/promotions, networking, social media, social media marketing

Jim Luff Contributing Editor
Comments ( 1 )
  • V. Levay

     | about 2 months ago

    I love LinkedIn. I use it every single day and have made some incredible connections.

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