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!