How to Use LinkedIn for Business in 2024

Most of the time, business owners ignore LinkedIn when promoting their businesses. 

But let me tell you how incredible this platform is for businesses of any size and industry. If you ever thought, “How can I use LinkedIn to promote my business?,” this blog will answer that burning question. It’s important to learn how to use LinkedIn for business in 2024.

As a LinkedIn ad agency we will explain how to use LinkedIn for Business, the benefits of using LinkedIn for businesses, How to create a LinkedIn business page, and secret tips to get 100% results. Keep reading because you are not going to regret reading this valuable content!

Overview of LinkedIn as a Platform for Businesses

Before learn how to use LinkedIn for business, let’s study about this social media platform.

LinkedIn is the world’s largest professional networking platform. LinkedIn Statistics show that LinkedIn is the world’s largest professional network, with 950+ million members in more than 200 countries and regions worldwide.

The DataPortal report proves that LinkedIn is a helpful platform for businesses to reach their audience.

For example,

• The total potential ad reach on LinkedIn was 989.7 million in October 2023.
• There is an 18.7% ad reach on LinkedIn compared to the total population. 

Source:DataPortal

How to use LinkedIn for business

Follow these steps to promote your business using LinkedIn.

Step 01: Creating a LinkedIn company page

A LinkedIn Company Page or LinkedIn Business profile is a profile dedicated to a specific company, organization, or institution. 

LinkedIn Company pages help LinkedIn users explore and build connections with these companies and gain insights about a company’s brand, products and services, job vacancies, and other information.

Learn how to make a LinkedIn company page with our free guide video!

Creating a personal LinkedIn account:

If you want to create a LinkedIn business page, you need to create an Individual account. 

Once you create an individual account, it will be the administrator of the company page. You can add more page managers later. Log in to your account to get started.

Click the “For business” option:

When you log into your personal account, you will see the “For business” icon in the top right corner. Click that & scroll down a little bit. Then you will find the “Create a company page” option & click it.

Select the type of page you want to create:

LinkedIn gives you 03 options: a Company page, a showcase page & educational institute page.

A showcase page is better for businesses with different product lines & wants to promote them separately. Companies can grow their LinkedIn presence beyond their main page. Showcase pages appear on the main company page under Affiliated pages. 

Add details of your business:

The next step is to fill in your business details. You have to fill in the below information,

• Page name
• Website
• Industry
• Organization size
• Organization type
• Company logo
• Company tagline

Click “Create page.” 

When you fill in all the essential details, click “Create page.” Now, you have a brand new LinkedIn company page for your business.

Refer to this blog article for a detailed guide about LinkedIn company pages: Click to read.

Step 02: Optimize your LinkedIn company page

1.Add a high-quality & attractive profile image & banner.

The profile image is the first thing that grabs someone’s attention on your company page. It plays a critical role in creating the initial impression of your entire organization.

According to LinkedIn, company pages featuring attractive profile images get six times more visitors than those without. 

It’s best to use your company logo as the profile picture. You can design the profile banner as you like, but make sure both images follow the recommended sizes.

2.Write a captivating “About Us” paragraph with relevant keywords.

Adding an engaging “About Us” paragraph on your LinkedIn business profile is essential to attract potential customers and effectively present your brand. Add relevant keywords to optimize it and capture the interest of visitors.

Keep your “About Us” section short and clear under 2,000 characters. Straightforwardly share company details using an easy-to-understand tone. Focus on your business goals for a broad understanding.

3.Share high-quality articles with your audience.

To improve your LinkedIn Company Page, share excellent articles with relevant content. Aim for articles between 500-1,000 words and improve them with images, links, and quotes to enhance engagement. 

Posting high-quality articles will establish your brand as a thought leader and attract a more engaged audience.

4.Share high-quality images.

LinkedIn’s data shows that adding images to your posts significantly boosts user engagement. Posts with images can garner up to twice as many comments compared to text-only posts. LinkedIn suggests trying image collages or combining three to four images in a single post.

Creating visually appealing content doesn’t require photography expertise. Even simple yet impactful images can resonate with your audience, enhancing their overall experience. Visual content quickly captures attention and conveys information more effectively than text.

5.Video content boosts audience engagement.

Videos on LinkedIn attract five times more engagement compared to static content like text and images. Live Video, in particular, stands out with a remarkable 24 times more engagement than static content. 

When you go live, your followers receive notifications, motivating them to actively join the conversation. Live videos allow you to address questions, reply to comments, and build a stronger connection with your target audience. 

Therefore, integrating Live Video into your LinkedIn marketing strategy can boost your reach and impact on this professional social platform.

6.Encourage employees to update their job titles on your company page.

Now that your company has a LinkedIn page, it’s essential to encourage your employees to update their profiles. This step can bring significant benefits to both your employees and your company.

To link their profiles to your company page, employees can follow the below steps:

1. Open their LinkedIn profile.
2. Find the “Experience” section, which lists their current job position.
3. Start typing your company name.
4. LinkedIn will search for matching company pages. Employees can select your company’s LinkedIn page from the search results.
5. Save the changes.

So, what are the benefits of doing this?

When employees link their profiles to your company page, it increases the visibility of your page as their connections can easily find and visit it. 

That is especially beneficial since job seekers often research a company’s LinkedIn page before applying for a job. When they see employees linked to the company page, it creates a positive impression and can attract top talent to your company. 

Overall, motivating employees to link their LinkedIn profiles with your company page is a powerful strategy, using the collective network of your workforce to improve your company’s online presence and reputation.

Step 03: Leveraging LinkedIn advertising for your business

Your social media marketing plan definitely should include LinkedIn as a social media platform to promote your business.

LinkedIn Ads is a paid marketing tool that provides access to LinkedIn’s social network through sponsored posts and other promotional methods. It is a powerful marketing tool, particularly beneficial for B2B companies seeking to generate leads, enhance online visibility, share valuable content, and more.

The data shown in DataPortal’s reports proves that LinkedIn is a great platform for businesses to reach their audience. For instance,

• The total potential ad reach on LinkedIn is 989.7 million in October 2023.
• Compared to the total population, there is an 18.7% ad reach on LinkedIn.

That proves how effective LinkedIn is as an advertising platform. Keep reading to know how to run ads on LinkedIn like a Pro!

For businesses aiming to grow their reach within the professional market, using LinkedIn marketing is essential. LinkedIn Ads, in particular, allows companies to promote their presence effectively on this platform.

Types of LinkedIn ads

Using ads is among the most effective methods of LinkedIn for business purposes. These are the types of LinkedIn ads you can select,

(a).Sponsored content.

Sponsored Content (native ads) appears within your LinkedIn audience’s feed, whether they are browsing on mobile or desktop. These ads are identified by LinkedIn as “promoted” to differentiate them from regular content.

When using Sponsored Content for advertising, you have several ad format choices, including:

• Single image ads
• Video ads
• Carousel ads
• Event ads
• Document ads
• Thought leader ads

(b).Sponsored messaging

Sponsored Messaging, formerly referred to as Sponsored InMail, facilitates you to directly promote your message to LinkedIn members through their inboxes.

Additionally, it’s worth noting that LinkedIn is gradually transitioning all message ads into conversation ads. As a result, the previous version of Message ads will no longer be accessible in your Campaign Manager.

(c)Dynamic ads

Dynamic Ads appear on the right rail of LinkedIn and are tailored to engage directly with specific audiences. When a Dynamic Ad appears in a member’s feed, it incorporates their personal details, including their photo, employer’s name, and job title, making the ad more relevant to them. Various types of dynamic ads include Follower Ads, Spotlight Ads, and Sponsored Ads.

(d) Text ads

Text ads represent a form of pay-per-click (PPC) advertising on LinkedIn. These ads are displayed at the top and on the right-hand side of LinkedIn’s desktop feed. They serve as an effective choice when seeking to generate high-quality leads within a professional demographic.

Step 04: Post job vacancies on LinkedIn Business Profile

Job listings are popular on LinkedIn, with 40 million users actively searching for opportunities each week. You can post a job for free, and it will show up on your Company Page.

Paid advertising for job listings is beneficial, with paid ads getting 25% more applications than non-promoted ones.

LinkedIn provides a premium Recruiter account, a longstanding industry standard. There’s also a Lite version for small businesses.

We’ll guide you through the quick and easy steps to post a job on LinkedIn for free.

Step 01: 

Log in to your LinkedIn account where you’d like to post the job. It could be your account or your company’s account.

Once logged in, go to the top right-hand corner of the screen and click on “Work.” It will open a drop-down menu where you can choose the “Post a job” option.

Step 02:

The next screen will ask you to either sign in or sign up for a LinkedIn Talent Solutions account. If you’re new to LinkedIn Talent Solutions, signing up is easy – use your existing LinkedIn login credentials.

Step 03:

Then, fill out the brief form to provide essential details about your open position. Include information such as the job title, company, workplace type (on-site, remote, or hybrid), job location, and employment type (full-time, part-time, or temporary). Once you’re done, click on “Start job post.”

Step 04:

After entering the essential details of the job, the next step is to provide a comprehensive job description and list the required job skills. Sometimes, LinkedIn may automatically generate a job description, and using it can be helpful. 

However, review and customize it to reflect the role and your specific needs. Once finished, click on “Continue.”

For crafting a job description, consider including:

✅ An opening paragraph introducing your business.

✅ An overview of the role.

✅ Duties and responsibilities.

✅ Basic qualifications.

✅ Preferred qualifications.

✅ Application requirements (e.g., cover letter, portfolio).

✅ Compensation range and benefits.

✅ Legal statement (e.g., equal opportunity, work authorization).

Step 05: Build your network & build relationships

The essence of LinkedIn lies in the growing importance of your professional network, especially as more business activities and deals take place virtually.

According to LinkedIn, conversations between connected users increased by 55% from January 2020 to January 2021.

LinkedIn Groups serve as a valuable tool for networking. These are private discussion groups, meaning anything you post there won’t be visible on your profile. The only limitation for companies is that you can’t join using your Company Page; you must use your profile for Groups.

However, many Groups allow users to share Page content, making joining a Group a great way to expand your personal brand and Page followers.

To find Groups, navigate to the Work icon at the top right of the LinkedIn dashboard.

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Our services include:

🌐 Profile Optimization- Optimize your company’s LinkedIn profile for maximum visibility.

📈 Content Strategy- Tailored content plans to engage your audience and boost brand awareness.

📸Visual Storytelling- Creating compelling visuals and multimedia content for a captivating LinkedIn presence.

📢Targeted Outreach- Strategic outreach campaigns to connect with your ideal audience.

📊 Analytics and Reporting- Regular insights and performance reports to measure success.

💬 Engagement Management- Foster meaningful conversations and connections on your LinkedIn page.

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