How to use organic marketing on LinkedIn, and what is the best way?
Before we delve into organic marketing on LinkedIn, there is something you should know. As boring as this may seem, there is no magic involved. Not here at least.
Promoting LinkedIn profiles organically requires a generous dose of patience, combined with a great deal of spirit and a willingness to run the distance. Your paid sponsored campaigns are reserved for immediate promotions that allow you to get from destination A to B relatively quickly, without breaking a sweat. Organic marketing, on the other hand, requires long-term planning, stamina, and endurance.
Getting Started with Organic LinkedIn Marketing
The first step would be to conduct research that will reveal what users are looking for when it comes to our area of expertise. What interests them? What products are they looking for? What are the most commonly searched keywords? As part of B2B marketing via LinkedIn, understanding what drives our customers will allow us to reach a common language, and truly understand our potential customers. If, for example, your company specializes in the production of plastic products, understanding whether the customer is interested in beautiful plastic products, or high quality plastic products is important to know. Why is it important? One of the advantages of LinkedIn marketing is that once you understand what really attracts the customer, we can create relevant content that meets their interests and speaks to their needs. By understanding your potential customers’ interests, as part of LinkedIn content marketing, we can also create a content plan that will effectively promote your LinkedIn profiles organically with your target audience.
By creating engaging posts on your LinkedIn business or personal profiles, you can contribute to increased brand exposure on Google search engines and achieve more organic exposure. When creating content, advertisers must consider where they want to distinguish themselves as a brand, as well as the type of content they will produce. We have created a system that allows us to advertise on all of our digital assets – Facebook, LinkedIn, website, Instagram, and more.
LinkedIn Profile Optimization
Having understood what interests and needs our target audience, the second step is to tailor our business and personal profiles to meet those needs. For example, if your potential customers or clients visit your company profile searching for ‘quality plastic products,’ it makes sense to point out the raw materials or any other factors which make your product stand out against the competition. If we find several searches that actually talk about the look of the design, then we want our profile to give the potential customer a solution in this aspect as well via product descriptions, photos, or videos that emphasize the visual benefits. Content in this section should also refer to your professional and personal details, which should appear both in your personal profile and even more so in your business profile. Whether it is a professional degree, approvals from government bodies, certifications, a seal of approval, etc. – all of these should be included in your profile and help you raise the impression you make.
So far, we have explained that improving your LinkedIn profile requires a massive investment in content, which is always true in the case of LinkedIn B2B content marketing. What about the design? Do you have professional designs of your product or service? Have you invested thousands of dollars in a promotional video? If so, all these materials should appear in your profile in a conspicuous and appealing way, so that whoever visits will not it. And the same is true for successful image designs and graphics.
From Optimization to Lead Generation
After all the work that went into optimizing and improving your LinkedIn profiles, we would also like to advertise it so it reaches the right eyes. As part of our B2B LinkedIn marketing strategy, we are going to concentrate on organic LinkedIn marketing which is marketing that does not require a lot of budget investment and can be done proactively by your marketing or sales department.
The most common way to organically promote a brand and business is through ABM marketing. Account-based marketing actually allows the brand to appeal in a personal and focused way to the most relevant target audience, and is done using a proactive approach by key people in the organization. This is usually performed by those involved in LinkedIn advertising management. Another way, which also indirectly connects to ABM marketing, is to organically share professional marketing content. To ensure it reaches the right audience, the network of professional relationships built on LinkedIn needs to be relevant to the brand.
Organic LinkedIn Marketing Requires the Following:
- A professional, aesthetic, and content-rich (personal or business) profile aimed at the target audience
- A targeted network of professional connections relevant to the brand’s growth activities
- Quality content tailored to the target audience, and sharing it both in an initiated approach to key people and decision makers in the target organizations, and organically by sharing it in your business and personal profile.
As always, we are here to listen, advise, and think together – or even just reassure you that you are on the right path.
Good luck!
Frequently Asked Questions About Organic Marketing On LinkedIn
- What are some ways to use LinkedIn to conduct market research and gather customer insights?
One way to use LinkedIn for market research is by joining industry-specific groups where your target customers are likely to participate. By observing the discussions and engaging in conversations, you can gather insights on their pain points, needs, and preferences. You can also use LinkedIn’s search function to find and analyze profiles of potential customers, competitors, and industry leaders. This can help you identify trends, market gaps, and opportunities for growth. Additionally, LinkedIn offers a paid feature called “LinkedIn Sales Navigator” that allows you to conduct advanced searches and save leads for future reference. - What are some strategies for repurposing existing content for use on LinkedIn?
Businesses can repurpose existing content for use on LinkedIn by taking longer pieces of content and breaking them down into shorter, bite-sized pieces that can be shared as LinkedIn posts or updates. They can also create custom visuals or infographics based on data or statistics from existing content and share them as images on LinkedIn. Additionally, businesses can turn existing webinars or videos into shorter clips or highlight reels to share on LinkedIn, or use quotes or insights from existing content as the basis for thought leadership articles or opinion pieces. - How can businesses use LinkedIn Events to promote their brand and connect with customers?
LinkedIn Events allows businesses to create a dedicated event page, share event details and updates with followers, and send targeted invitations to potential attendees based on their interests or job titles. Additionally, businesses can use LinkedIn Events to showcase their thought leadership and expertise by hosting webinars or industry-specific events that provide value and insights to attendees.