Why Technology Marketers Should Go All In on LinkedIn

LinkedIn MarketingI’ve been doing a lot of LinkedIn presentations lately to software and technology clients. The discussions afterward have been really interesting and left me a little surprised at how underutilized this network really is. Most technology marketers I speak with have decent company pages, post fairly regularly (as on other networks), and may have dabbled in some advertising.

If this also describes your usage—you’re missing out on a lot. Here’s why you should go all in on LinkedIn.

LinkedIn isn’t just another social channel.

It’s time to stop thinking about LinkedIn as “just another social channel” you feel obligated to be on and start thinking about it as a platform for marketing, advertising, networking and sales.

Think about it.

LinkedIn is the largest, completely opt-in database of business professionals with incredible targeting opportunities. How can you not take advantage of this? Where do you begin? Follow these steps below.

It's time for technology marketers to go all in on #LinkedIn. Here's why...and how. Click To Tweet

Understand the opportunities.

Powerful tools can be complex and it’s easy to overlook the best features. LinkedIn has great videos, guides and tools to help you understand all the opportunities available. There are hundreds of third-party trainings—both fee and free. In fact, your biggest problem might be sorting through all the material that’s out there. When in doubt, use LinkedIn as the best source for information through their help section and search. Can’t do it in-house? Get help. LinkedIn can be expensive AND ineffective if you don’t know what you’re doing.

Have a LinkedIn plan.

Not a social media plan. A plan JUST for LinkedIn. It deserves it.

When building your plan, consider:

  • What is your goal? Lead generation will take a different approach than awareness and credibility.
  • Do you want to build followers? That will require another set of tactics.
  • Will employees participate? You should have a policy and process for employee participation in your LinkedIn plans.

Create integrated campaigns.

With so many different marketing, advertising and sales opportunities, LinkedIn makes integrated campaigns a must have. Have a great eBook? Go beyond posting on your company page. Consider a series of LinkedIn Sponsored Posts to offer it to your target audience. Create some articles on the same topic for LinkedIn Publishing. You can take that even further by adding display, text, or dynamic ads. Using LinkedIn Sales Navigator? You can also share that piece through InMail.

Use your data.

Once you start creating integrated campaigns, you’ll have some great data on who’s responding (i.e., are you reaching your target?) and what’s most effective. Look at content topics and types and, of course, the tactics. Use this data when you build your next campaign.

One final thought. LinkedIn, like all marketing, is all about content—original, thought leadership and engaging content. Don’t expect great results without it.

Need an assessment of your current LinkedIn strategy and presence? Help building an integrated LinkedIn marketing campaign? Original content to fuel your campaigns? Get in touch with our senior marketing team today and start taking advantage of LinkedIn as a powerful marketing opportunity.

Written by: Barbara Pfeiffer, The Partner Marketing Group

LinkedIn, the LinkedIn logo, the IN logo and InMail are registered trademarks or trademarks of LinkedIn Corporation and its affiliates in the United States and/or other countries.

Leave a Reply

Your email address will not be published. Required fields are marked *

Latest Posts
02 Mar 2018

The Marketing Curmudgeon: Stop Hiding Your Light Under a Bushel

You’ve seen the stats over and over again. Today’s buyer is independent. Before they ever contact you, they’ve already researched your solutions and, hopefully, your company as a potential provider for those solutions. If you want to be on their short list, you need content that convinces them you are worthy of their business! And

Latest Posts
05 Feb 2018

8 Overlooked Marketing Tactics You’re Missing Out On

One of the questions I’m frequently asked by marketers is what NEW tactics am I seeing others use? I ALWAYS include “overlooked” trends when answering this question. Of course you want to be innovative, but what’s “new” to you may be something others have been doing successfully for years. Cutting edge isn’t always necessary –

Latest Posts
31 Jan 2018

3 Easy Steps to Download LinkedIn Contacts (and what NOT to do with them)

At first I thought everyone except me knew how to download LinkedIn connections anytime they wanted. But, after checking with a few people, I realized that most have never really thought about how to obtain a list of their connections. Or why they might want to.
Let me show you how easy it is:

Latest Posts
16 Jan 2018

5 Simple LinkedIn Profile Hacks for 2018

Do you want to generate new business from LinkedIn this year? If not, stop reading right now. This post isn’t for you. But if you do want to start getting more leads on LinkedIn, follow these 5 simple hacks below.
Of course there are more than just 5 things you can and should be doing

Latest Posts
03 Jan 2018

9 Creative Content Ideas to Fuel Your Content Engine

Content marketing is more than just blogging and creating an occasional eBook. We’ve written in the past about visual content, but what other types of content and formats can you add to your portfolio to keep your readers engaged and interested? If you’re stuck in a rut, here are some content ideas to get you