Since 2003, LinkedIn has been connecting businesses and professionals across the world. As of 2020, the platform has more than 722 million users looking to cultivate and grow their careers.

However, LinkedIn benefits extend beyond professional connections. Smart companies use the platform both as a marketing and recruiting tool. According to research by Linked to Authority, 93 percent of B2B marketers believe that LinkedIn is a great avenue to secure leads. 

An additional 50 percent or half of the users report a higher likelihood to buy from companies they engage with on the platform.

Despite the apparent advantages, LinkedIn has sailed under the radar as a source of leads for businesses. One primary reason for the underperformance is the low contribution social media makes in bringing potential leads for companies. Facebook, for instance, has a conversion rate in the single-digits. Interestingly, however, LinkedIn shines in generating leads with a conversion rate of about 80%.

Therefore, it’s evident that LinkedIn should be part of your marketing strategy. But, how do you leverage the platform’s features to promote your business? Read on to find the most effective LinkedIn methods savvy companies use to grow their business.

How to get started on LinkedIn

Before you start reaping the benefits on LinkedIn, you need to create a profile. However, unlike other social networking platforms that live on memes and funny content, LinkedIn revolves around professional content. As a small business owner, you can interact with potential customers, interact with talent, and get new leads.

Create a LinkedIn profile

Head over to LinkedIn and start crafting your profile. The professional networking site offers several paid subscriptions you can use to supercharge your business or career. They include Recruiter Lite, Premium Career, Business plus, Linkedin Learning, and Sales Navigator.

The free basic plan is enough for most professionals and small business owners. It gives you powerful features, including:

  • The ability to save up to three searches
  • A limited view of who’s viewed your profile
  • A professional business profile that highlights your bio, expertise, and products or services
  • The ability to see a thousand profiles per search

For the best results, create a business page that stands out. For example, this Asiaciti Trust LinkedIn page incorporates all the essential elements of a killer profile, including:

  • A simple, concise, and jargon-free bio that highlights the firm’s key differentiators.
  • A professional and legible logo for the business page
  • Complete fields with relevant information
  • Media, videos, and infographics that give viewers a complete content experience

Best strategies to grow your business with LinkedIn

  • Reach new audiences and get new leads daily

LinkedIn offers an unparalleled platform to connect with the right leads. For instance, small businesses can zero-in on exact industries, ideal company sizes and job roles for the people who would buy your product or service.

But, how do you actually appear on the radar of your target audience? There are several ways.

a) Publish on LinkedIn

LinkedIn lets users post blog-length articles instead of short status updates. With that, you can do a lot. However, why publish on LinkedIn while you can get more traction on your business website?

Two main reasons. First, posting on LinkedIn exposes your content to a broader and more targeted audience. It boosts brand awareness.

Second, all your connections receive notifications when you post. That’s a massive advantage. 

The more relationships you have, the higher the chances your post gets to the right people. Indeed, more than 45 percent of article readers on LinkedIn are decision-makers, including managers, VPs, directors, and other C-suite executives. The people your business needs to reach.

b) Participate in LinkedIn groups

LinkedIn Groups connect you with like-minded professionals in your industry. They help you discover what’s happening in the world and your sector specifically.

To get the most from groups, don’t just lurk around in the shadows, participate. Engage in ongoing conversations in a non-promotional way. Answer questions, or ask some.

You also have an opportunity to share ideas, insights, and lessons with other people in your industry.

In essence, you have a targeted group to interact with, learn from and even convert into customers for your business.

  • Recruit new talent

While LinkedIn remains the most popular professional networking platform, it’s also a formidable talent pipeline.

For one, you can target your talent search down to specific skill sets, experience levels, job titles, etc.

Secondly, most candidates are active on LinkedIn, making it easier to connect and arrange interviews.

To get the best candidates for your small or medium-sized business:

  • Have a captivating profile that captures attention
  • Use LinkedIn InMail, job postings, and sponsored job adverts to reach potential candidates.
  • Leverage groups to reach and engage with qualified professionals in your industry
  • Identify potential references from your candidate’s network.
  • Establish an authentic and human face of your company through making personal connections with customers, staff and prospects.

Furthermore, you can use the platform’s paid products such as LinkedIn Recruiter to search for candidates.

The Recruiter Lite plan, for example, lets you:

  • Post any open positions
  • Send direct messages to at least 30 talents that meet your criteria
  • Search and sort candidates using advanced options
  • Track candidates and open roles in your organization

  • Linkedin advertising

Want to reach an even bigger audience and generate more leads for your business? Try the platform’s advertising options.

Research shows that LinkedIn users have purchasing power. Indeed more than 44 percent earn well above $75,000 annually. Furthermore, most C-suite professionals and other decision-makers use the platform.

LinkedIn offers four types of advertising avenues. These are:

  • Sponsored content
  • Message adverts
  • Dynamic ads
  • Text ads

Each works slightly differently. For instance, sponsored content ads look like regular posts and appear directly in your target audiences’ LinkedIn feeds. In contrast, message adverts send direct messages to your prospects’ inboxes to spark immediate action.

While each type of advert works differently, they follow the same setup:

  • Identify and state your desired objectives on LinkedIn’s Campaign Manager
  • Narrow down your targeting criteria. You can choose from more than 20 variables such as:
  1. Job titles
  2. Company size
  3. User interests
  4. Skills and seniority
  5. Professional interests
  • Choose your preferred LinkedIn advertising avenue (Sponsored content, Message adverts, Dynamic ads, Text ads) and create your advert
  • Establish your budget and schedule your campaign
  • Finally, regularly analyze and optimize your campaign

Final thoughts

Whether you are looking to increase brand awareness or get more leads, LinkedIn is an excellent tool for your business. The small investment — creating a profile and connecting with professionals, yields exponential dividends in business growth.