How to Use LinkedIn for Business in 2022: A Step-by-Step Guide


LinkedIn is the world’s premier business community with 722 million users as of January 2022. 25% of all American adults use LinkedIn, and 22% of those use it each single day.

The foremost motive? To “strengthen their professional network.” For people, it’s an awesome place to keep in contact with previous colleagues, get referrals for new business or look for a brand new job.

But how do you successfully market your business on LinkedIn?

We’ve rounded up all the things you want to find out about advertising your organization on LinkedIn — freshly up to date for 2022.

How to use LinkedIn for Business

It all starts with a Company Page. You need to have one to do anything for your business on LinkedIn. Here’s how to set one up.

Step 1: Create a user account for yourself

To access LinkedIn, you need to create an individual account. This will also be the administrator of your Company Page (although you can add additional Page managers later). I’d recommend signing up together with your work e mail tackle however, hey, I’m not the boss of you.

Step 2: Create a LinkedIn Company Page

Okay, now we are able to create your Page. After you’ve logged in, click on on the Work icon on the prime proper of your browser. Scroll to the underside of the menu that pops up and decide Create a Company Page.

Choose the best sort of Page from the 4 accessible choices:

  • Small business
  • Medium to giant business
  • Showcase web page
  • Educational establishment

create a LinkedIn page

They’re all self-explanatory besides for “Showcase pages.” These are for firms who need to separate out divisions in their business to every have their very own sub-page, however nonetheless hyperlink them again to the principle company Page.

Showcase Pages seem on the principle Company Page, as you may see right here with Hootsuite’s COVID-19 Resources web page listed beneath “Affiliated pages.”

COVID-19 Hootsuite Resources affiliated page

After you choose the Page sort, begin filling in your particulars. Your brand and tagline will function the primary impression most LinkedIn customers could have of you, so spend the time needed to write a superb tagline.

Hootsuite’s tagline is: “The global leader in social media management.”

When you’re completed, click on Create web page.

Create Page

Ta-da, you now have a Company Page.

Step 3: Optimize your Page

OK, these are the fundamentals, nevertheless it’s time to optimize your new Page to get seen and construct your following.

First, scroll down and click on the blue Edit Page button.

optimize page including cover image and image preview

Fill out all of the fields in this extra info space. This will make what you do clear to customers and assist together with your LinkedIn search engine optimisation, a.ok.a. exhibiting up in search outcomes. It’s value it: Companies with full profiles get 30% more views.

image description and URL

A few LinkedIn Page optimization ideas

Use translations

Serve a world viewers? You can add translations right here, so that you don’t want to create a separate Company Page for every area. You can have up to 20 languages in your Page, and it consists of the title, tagline and outline fields. Me gusta.

Add key phrases in your description

Your LinkedIn Page is listed by Google, so work in natural-sounding key phrases the place you may in the primary paragraph of your organization description. Keep it to 3-Four paragraphs max about your imaginative and prescient, values, services and products.

Add hashtags

Nope, not in your Page copy. You can add up to Three hashtags to observe.

choose relevant hashtags from list of topics

You can see all posts utilizing these hashtags by going to your Page and clicking Hashtags beneath the publish editor. This permits you to simply remark, like and share related posts proper out of your Page.

hashtag page topic

Add a branded cowl picture

Take benefit of this area to convey consideration to your newest product launch or different massive news. Keep it on-brand and easy. Hootsuite’s options the brand new Social Trends 2022 report: a free mega-deep dive containing the key sauce to outperform your competitors this 12 months (and subsequent 12 months, and the 12 months after that…).

The present dimensions for this area are 1128px x 191px.

Hootsuite Social Trends 2022 branded cover image

And lastly: add a customized button

This is the button positioned subsequent to the Follow one which LinkedIn customers will see in your Page. You can change it to any of those:

  • Contact us
  • Learn extra
  • Register
  • Sign up
  • Visit web site

“Visit website” is the default choice.

Select custom buttons to display on page

You can change it anytime, so in case you have a webinar or occasion operating, change it to “Register” or “Sign up” to give attention to that, then again to your web site after. Your URL can include a UTM so you may monitor the place leads are coming from.

Michelle's Existential Crisis website URL

Watch our fast video to do a Page check-up in beneath Three minutes:

Step 4: Build your Page following

No one’s going to know your Page exists until you inform them.

Until you begin posting content material, you’ll see this frankly cute illustration of a marketer sporting sweatpants in deep dialogue with their canine about this quarter’s—wait a minute, that’s me…

post highlights in past 30 days

Here are Four methods to get your new Page some love:

1. Share it

From your foremost Page, click on on Share Page beside the Edit button.

choose to share page next to edit icon

Share your new Page to your private LinkedIn profile and ask your staff, clients and associates to give it a observe. It’s a simple first step.

2. Link to it out of your web site

Add the LinkedIn icon to the remainder of your social media icons in your footer, and wherever else you hyperlink out to social media.

LinkedIn option on bottom of website

3. Ask staff to replace their profiles

This is vital for the long-term progress of your Page. When your staff first listed their job titles on their profiles, you didn’t have a Page. So these titles don’t hyperlink wherever.

Now that your web page exists, ask your staff to edit their job descriptions on their LinkedIn profiles to hyperlink them to your new Company Page.

All they’ve to do is edit that part on their profile, delete the corporate title and start retyping it in the identical area. LinkedIn will search for matching web page names. Once they click on yours and save the adjustments, their profile will now hyperlink again to your Page.

updated profile icons and URL

This permits their contacts to discover and observe you, nevertheless it additionally provides that consumer as an worker at your organization. Displaying the variety of staff you will have may also help your organization set up credibility on the platform.

4. Send invites to observe

From your Page, you may invite your connections to observe it. LinkedIn limits what number of invitations you may ship out to guarantee individuals don’t spam.

This isn’t the simplest technique since many individuals ignore their LinkedIn notifications (responsible), nevertheless it solely takes a minute, so why not?

invite connections to share

Step 5: Execute your LinkedIn advertising technique

You have a LinkedIn advertising technique, proper?

Creating a Page is the simple half. Keeping it going with content material your viewers desires is the exhausting half — until you will have a plan.

The LinkedIn a part of your social media strategy ought to embrace solutions to:

  • What is the aim of your LinkedIn Page? (This could also be totally different out of your general social media objectives.)
  • What will you utilize your Page for? Recruiting? Lead era? Sharing the tremendous nerdy trade stuff that doesn’t carry out as properly on Instagram or Facebook?
  • Are you going to promote? What is your LinkedIn ads funds?
  • What are your rivals doing on LinkedIn, and how are you going to create higher content material?

Lastly, make a content material plan:

  • How typically will you publish?
  • What matters will you cowl?
  • How are you able to repurpose present content material to use on LinkedIn?
  • Are you going to curate content from others?

Once you already know what you’re going to publish about and how typically, it’s simple to keep on monitor with Hootsuite’s Planner.

You can add your content material, schedule it to auto-publish and rapidly see all the things in both a weekly or month-to-month view. At a look, guarantee your posts are evenly balanced throughout all of the objectives and matters you need to cowl and simply add new content material or rearrange upcoming posts as wanted.

Hootsuite Planner overview

Besides posting your personal content material, don’t neglect to interact with others. Even although it’s for business, LinkedIn remains to be a social community.

Check out our greatest ideas for rising your viewers in 2022:

Four methods to use LinkedIn for business

LinkedIn promoting

There are many LinkedIn ad formats to select from, together with:

  • Sponsored textual content advertisements
  • Sponsored posts (like “boosting” an present Page publish)
  • Sponsored messaging (to a consumer’s LinkedIn inbox)
  • Dynamic advertisements that may embrace a consumer’s particulars, resembling title, profile picture and employer in the advert
  • Sponsored job advert listings
  • Photo carousel advertisements

Four out of five LinkedIn customers have the facility to affect business buy selections, so advertisements will be extremely profitable.

With Hootsuite Social Advertising, you may create, handle and analyze the efficiency of all of your social advert campaigns throughout LinkedIn, Instagram and Facebook in one dashboard. Hootsuite’s distinctive analytics unlock new insights by exhibiting the efficiency of each paid and natural campaigns throughout all three platforms. You all the time have the data you want at your fingertips and the power to tweak campaigns for most outcomes.

Posting job listings and recruiting

Job listings are already a well-liked vacation spot for LinkedIn customers. Forty million people look for a brand new job on LinkedIn each week. You can publish an inventory for free, which additionally reveals up in your Company Page.

Paying to promote your job listings will be value it, too. Paid single job advertisements obtain 25% more applications than non-promoted job advertisements.

LinkedIn has a devoted Recruiter premium account that’s been the usual for recruiters all over the world for years. They even have a Lite version meant for small companies.

Networking

This is your entire level of LinkedIn. Your skilled community is extra necessary than ever as extra business duties and offers proceed to occur just about.

LinkedIn studies that conversations between related customers grew by 55% from January 2020 to January 2021.

LinkedIn Groups is a good instrument for networking. These are personal dialogue teams so something you publish there received’t present up in your profile. The solely disadvantage for firms is that you could’t be part of together with your Company Page. You have to use your private profile in Groups.

But, many Groups enable customers to share Page content material, so becoming a member of a Group is usually a great way of constructing each your private community connections and Page followers.

You can discover Groups beneath the Work icon on the prime proper of the LinkedIn dashboard.

LinkedIn products including learning insights and groups

Thought management

LinkedIn permits you to publish long-form content material, which many business leaders have used to construct influential thought management reputations. Long-form content material, when used correctly, can cement you as an modern chief and knowledgeable in your trade.

To publish an article, click on Write article from the LinkedIn homepage.

write article option

You can select your private account or Company Page to publish from. Since our aim is to develop your business following, select your new Company Page.

Alternatively, you would publish thought management content material beneath your CEO’s private profile, then re-share that content material to your Company Page.

publish as personal profile or company page

The publishing platform is nearly like having your personal weblog software program. It permits you to format your publish simply, together with including photos and video, and you’ll even save drafts.

publishing menu including formatting options

Writing your piece is the simple half. Now, who’s going to learn it?

If thought management is your aim, you want to keep it up lengthy sufficient to construct momentum and curiosity in your work. Why trouble? B2B decision-makers love thought management content material.

These priceless prospects say they’re willing to pay more to work with firms that publish thought management content material.

A few ideas to succeed:

  • Be constant. This is a very powerful factor to maintain your present readers and earn new ones. Decide on a weekly, bi-weekly or month-to-month posting schedule after which — I can’t stress this sufficient — do it.
  • Be authentic. Don’t regurgitate present articles from the web. Take a stand, type an opinion and supply a powerful argument for your level. Not everybody has to agree with you. If they do, it’s most likely not true thought management.
  • Write as soon as, promote ceaselessly. Don’t neglect to share and promote your older posts. Content manufacturing on LinkedIn grew 60% in 2020, so that you’ve acquired competitors. There’s nonetheless a spot for your content material — simply be certain that to share it greater than as soon as.

Three necessary LinkedIn advertising ideas

How you market your business on LinkedIn will rely in your objectives. Generally talking, these are the three issues everybody ought to do to market like a professional.

Optimize your posts

Relevancy is extra necessary than recency on LinkedIn. Their algorithm, like all platforms, goals to present customers extra of what they need to see and fewer of what they don’t.

For instance, the one LinkedIn ballot I ever voted in was about how a lot I hated polls, so I had to chortle when LinkedIn served me this on the prime of my feed in the present day:

LinkedIn Poll voting options

Here are the important thing methods to optimize your content material:

  • Always embrace a picture or different asset. Posts with visuals obtain 98% more comments than text-only posts. For instance, embrace a photograph, infographic, SlideShare presentation, or video. (Videos obtain five times the engagement of different property.)
  • Keep your publish copy brief. For sharing long-form content material, create a short lead, then hyperlink over to the complete article.
  • Always embrace a transparent name to motion.
  • Name the viewers you’re making an attempt to attain (i.e., “Calling all creatives” or “Are you a working parent?”)
  • Tag individuals and pages talked about
  • Lead with a query to immediate responses
  • Create LinkedIn polls for suggestions and engagement
  • Include two to three relevant hashtags in a pure approach
  • Write strong headlines for articles
  • Respond to feedback rapidly to encourage extra engagement

Find extra ideas in this course from Hootsuite Academy on LinkedIn content optimization.

Learn from LinkedIn analytics

If you’re not trackin’, you’re solely hackin’.

In all seriousness, measuring your advertising objectives is just potential with correct and well timed analytics. LinkedIn has built-in analytics to let you know the fundamentals, however it can save you time and study much more through the use of Hootsuite Analytics.

We’ve acquired a complete guide to all the things you want to find out about Hootsuite Analytics, however principally, you may monitor:

  • Your most participating content material.
  • How individuals discovered your Page.
  • Traffic for every part of your Page, and Showcase Pages in case you have any.
  • Demographic info.
  • How your Page is performing in contrast to your rivals.
  • Snoopy details about your rivals and even their staff, together with expertise, the place they’ve studied, job titles and extra.

Hootsuite Analytics consists of customized insights so you may tweak your LinkedIn technique as wanted to meet your objectives.

Post at the perfect time

What’s the best time to post on LinkedIn?

…There isn’t one greatest time. It all will depend on when your audience is on LinkedIn. That will depend on a ton of things, from their time zone to work schedule.

As with all the things in content material advertising, success comes from understanding your viewers.

Hootsuite helps out with this massive time.

Not solely are you able to schedule all of your posts in advance, so that you always remember to publish, however it’s also possible to select to AutoSchedule them at the perfect time for your organization. Hootsuite analyzes your previous efficiency to discover when your viewers engages probably the most.

AutoSchedule

4 LinkedIn advertising instruments

Hootsuite

We’ve talked about how Hootsuite helps your LinkedIn strategy all through this text. Hootsuite can do all of it, from publish planning, AutoScheduling it, putting advertisements, simply replying to feedback and best-in-class analytics.

Hootsuite + LinkedIn = BFFs

But Hootsuite can really do much more than that, for LinkedIn and your different social platforms, too. Check out how highly effective Hootsuite will be:

Adobe Creative Cloud Express

Formerly Adobe Spark, Creative Cloud Express permits you to create free, eye-catching visuals proper out of your browser or cell system.

You can take away picture backgrounds, add animation, resize graphics for any platform and create professional-quality video property. It additionally has a template library for expertly designed items to assist develop your model. You also can use Adobe Stock photos for free.

Adobe Creative Cloud Express
Source: Adobe

SlideShare

Adding meaty content material like a presentation, infographic or white paper immediately makes your LinkedIn publish extremely shareable.

To add this type of content material, you want to achieve this by SlideShare. It’s a separate platform from LinkedIn, so adding your content will even make it discoverable over there (bonus!). But the rationale you need to add it there’s so we are able to connect it to LinkedIn posts as a purposeful slider presentation, like this:

You can add a PDF, PowerPoint, Word or OpenDocument file to use this manner, and LinkedIn will present it in a presentation format.

Glassdoor

Managing your organization fame on LinkedIn is significant for recruitment.

Through Hootsuite’s App Directory, you may set up the Glassdoor app. Share your LinkedIn Company Page posts to Glassdoorso job hunters can get a greater really feel for your organization. It additionally consists of analytics studies for Glassdoor content material engagement alongside your different Hootsuite studies.

Glassdoor via Hootsuite App Directory

LinkedIn is knowledgeable community that enables you to construct credibility, create a significant community and set up your organization as an trade authority. All that is potential with the best LinkedIn advertising technique, and now you already know all the things about how to create yours.

Easily handle your LinkedIn Page and all of your different social channels utilizing Hootsuite. From a single dashboard, you may schedule and share content material (together with video), reply to feedback and interact your community. Try it free in the present day.

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