Your LinkedIn Marketing Strategy Matters More Than You Think. (Yes, Really)

Let’s be honest, LinkedIn is the only social media site you can browse on your work computer while still looking like you’re doing something “important” and “professional.” But it’s more than just a platform for posting a new position at the company or stalking your old manager’s whereabouts. It’s where career-driven professionals naturally congregate online to solve problems, whether that’s finding a new project management tool to bring to their company or learning about an industry trade show coming to their city. 

So if your business isn’t using LinkedIn to its fullest potential and is instead treating it more like a digital resume, keep reading to find out why you should consider building up a strong LinkedIn marketing strategy, and what it can do for your business.

Would my company actually do well with a LinkedIn marketing strategy?

If your business is B2B, then the answer is likely yes. In other words, if your company naturally aligns with a professional audience looking for industry-related content, workforce insights, innovation, ways to grow, and business-minded solutions, then the answer is absolutely.

For example, take our friends at the Oklahoma Department of Commerce (ODOC). As the state’s primary economic development agency focused on bringing jobs, investment, and growth into Oklahoma, their purpose is intrinsically linked to LinkedIn’s platform.

Some of the audiences they’re trying to reach are business owners and site selectors looking for the perfect location to take their business, whether brand new or expanding. We help ODOC be a guiding voice for these fine folks to see all the benefits of doing business in Oklahoma, from tax incentives to letting it be known that the state has really, really low costs of doing business. 

How does a business build industry authority on LinkedIn? 

Well, it’s important to note that LinkedIn audiences tend to look to the site for industry news and updates. We helped ODOC establish themselves as a source of relevant news and reports on Oklahoma’s economic growth. This type of posting aligns with their brand because as an arm of the Oklahoma state government, their identity is already built on authority, professionalism, and leadership.

By becoming a reliable source of updates and valuable information on LinkedIn, ODOC builds a loyal following while also promoting news and updates that benefits its own goals for bringing more business into the state.

Alright, close your eyes and try to think if any of your current or future clients or customers might be browsing the infinite feed of LinkedIn right now as you’re reading this. Yes? Then you might as well log back in, get through the “I forgot my password” steps, and then follow ICG. (Just kidding, but not really. We post on there.)

What other kinds of posts are we talking about here?

Unlike Instagram and Facebook, LinkedIn actually thrives on text-only posts that stimulate replies and conversations in the comments. Also, the beauty of LinkedIn is that if one person likes or comments on a post, it gets shown in their follower’s feeds. So the more engaging your posts, the more it gets seen, and seen by likeminded professionals.

Swipe-through slide decks (carousels of PDFs) also do well, and these can be great formats for sharing guides, highlights of annual reports, trends, article summaries, and more, like this one we made for ODOC below.

If you have videos, like client success stories or event recaps that you want your professional peers to see, LinkedIn is the perfect place for getting them in front of their eyes. The platform prioritizes native video posting (uploading your own video directly onto the platform) like this video we created and posted for ODOC.

What’s the right LinkedIn tone? (Hint: it’s not a press release)

Gone are the days of stuffy company announcements and cold, impersonal statements. You also don’t have to be incredibly salesy to make it count. The tech-savvy audience (or at the very least, the tech-familiar one) seeks voices that are authentic, natural, valuable, productive, captivating, and compelling. Sounds easy enough, right?

It can be harder than it looks, and that’s why it can be helpful to have a marketing expert guide you through the process. It often means leaning into storytelling, which is something an advertising agency (like ICG) thrives at, wink wink. It also means posts that are knowledgeable, founder-led, educational, opinionated, and generally ones that sound like they’re written by a human, for humans. 

And if you’re not sure if your business has a brand voice, or if you’re realizing your brand voice isn’t doing its job, then we can help you unearth or refresh it with a brand identity project. 

How can we get started on our LinkedIn journey?

So yes, LinkedIn is more than a pipeline for filling the open IT role at your company. If you’re starting to see how it can do a lot more for you, like reach your audience naturally, build a following, establish leadership, further relationships, and grow your business, then it may be the missing “link” to your marketing strategy. And if you want to speak to some marketing experts who are happy to answer some questions and help you get started, give us a call.