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How to Use LinkedIn To Improve Your Marketing Efforts



LinkedIn is a booming social media channel with the highest potential. From its pool of over 460 million professional members worldwide, you certainly have a good chance of meeting the right people and probably your future business partners.

LinkedIn offers you the opportunity to increase your influence and visibility online. While Facebook still holds the most number of users worldwide, it will be difficult for you to get the message across the right people due to the diversity and vastness of its audience’s niche.

SEO optimization companies and leaders encourage businesses to be visible and active on LinkedIn as the opportunities for growing traffic and readership are relatively high with it. Harnessing the power of LinkedIn for your business can be very experimental, and there’s a chance you might go wrong, but here are a few of the reasons you should try.


LinkedIn Lets You Publish Content For Free

During the first few years that LinkedIn started, they had contacted several people to become “LinkedInfluencers,” and only those who had been called and qualified to be one are allowed to have a presence in LinkedIn when it comes to publishing content.

Of course, as you can very well tell, these Influencers have grown their networks and connections, resulting in higher traffic in their sites and conversion rates on all of their marketing efforts. Until now, Influencers are added based on an invitation basis, and although it is not on an application basis, LinkedIn still allows its members and readers to publish long- form posts for free.

If your post gains enough readership from your connections and their connections, and if LinkedIn sees it fit for its global daily publication Pulse, you will have higher chances of getting more connections and readership in your posts. Search engine optimization firms have seen a tremendous amount of opportunities coming out from LinkedIn traffic referral, especially that the traffic is purely business owners and professionals.

LinkedIn do not require original content to be published, you can republish the content you have already posted on your blog, that’s why LinkedIn referrals can give a good amount of traffic going to your site.

Although there’s a good tendency for them not to come back to LinkedIn after getting rerouted to your site, LinkedIn still allows its influencers and its community as a whole to publish already published content.

Do take note that LinkedIn allows long form posts in several languages, so if you are on a local-specific marketing game, it would be a great way to narrow down your audience.


Having Targeted Readers



Aside from being able to publish posts for free, with LinkedIn you have the opportunity to choose which groups you would like your posts to be read by. It is recommended you join the right groups according to your profession, but if you are hoping to meet people from a different niche or industry, then you can choose to join diverse groups.

Since you are going to customize each tag you can then tag the right groups and the right readers you wish your content to reach. LinkedIn also has a particular algorithm set so that the right content reach the right professionals. And just like Google’s algorithm, LinkedIn will also evaluate your content’s relevance and quality before it gets into anyone else’s newsfeed.

So in the end, what matters most will be the quality and relevance of your content to the people whom you intend to read.

In addition to what’s said, you need to be specific when you write your long form posts. It should be addressed to one particular group of people for you to have higher chances of readership. This strategy works best in LinkedIn’s algorithm and most especially its users. This is because tagging your long-form posts to channels is not yet available on LinkedIn and it’s algorithm itself, as mentioned, will be the one to evaluate with channel your post belong to and who should be able to read it.

Although LinkedIn is still in its experimental stage when it comes to customizing user feeds right now, the opportunity that it offers is undoubtedly significant to improve your marketing strategies. Most of the web optimization companies who consider social media marketing have constantly been on the look-out for each LinkedIn algorithm update to leverage their strategies and to measure its results.


Profile Views Feature

Unlike Facebook where you can only detect likes, comments, and shares, LinkedIn allows you to know who viewed your profile. This gives the opportunity to know who to connect with and become aware of their particular interests. These profile views are also a window for you to know that you might have a common interest shared or that they may be companies or people- potential business partners.

Given this fact, it is important that you update your profile with pictures and content regularly. Uploading videos and other compelling content will also help you have a consistent amount of pageviews and potential connections. LinkedIn allows you to see every opportunity that knocks on your door.


Hand-in-hand With Google Analytics



As you experiment and try different marketing channels and strategies, there is a need to accurately measure the results in which case you will need the help of the infamous Google Analytics which had been used by every search engine optimization company.

Google Analytics, is in fact, a free tool that helps advertisers and marketers tell which among their efforts paid off well and which flopped. Google Analytics best measures the productivity of your LinkedIn content marketing tactics, as it can tell where the traffic from your site came from, whether it is a referral from sites like LinkedIn, or a product of a search result.

In short, Google Analytics will tell you what’s working and will help you to improve them further. It will tell you pretty much how your website had been found by readers worldwide which is pretty amazing.

Google Analytics usually takes 4 to 24 hours of updating to give you an up-to-date report on your site’s performance. Aside from what’s already mentioned, the report will also include the end-user’s information, like the make and model of the device they used, the language they used to search and find you and how long they stayed on your site.

That’s just half of what Google Analytics can do. There a lot more features that are left unmentioned, but it will take another blog post to do just that.





LinkedIn offers a tremendous amount of opportunity for its users, with the right timing, readers, channels, and content, you will be able to fully harness the potential of LinkedIn marketing for your business’ growth. Together with Google Analytics, you can accurately measure the results of all your marketing efforts.