How to use LinkedIn as a Digital marketing tool?

Sales enablement

LinkedIn is the most professional social media platform today. It is a huge avenue for companies and professionals to network. However, most people and numerous companies underestimate LinkedIn as a digital marketing tool. Given its wide reach in the professional world, it should be a part of every company’s marketing strategy. Here’s how you can you use LinkedIn to your benefit-

1. Your Profile

Just like any other social media site, you need to keep updating your profile. One simple rule for LinkedIn- What goes around comes around! Therefore it is important for you to follow relevant people and pages in order to stay relevant

1.1 Status updates–

Keep your connections informed about your professional updates. Why is this important? 1) It keeps your profile up-to-date. 2) Most importantly, it helps your connection see that your are relevant to the industry.

1.2 Post your accomplishments–

LinkedIn is a great platform to showcase what you have achieved. It is a bigger avenue to display your resume or company profile. For instance, if your company organised a successful workshop or a webinar, share it with your connections.

1.3 Share–

Thirdly and most importantly, share as much about your professional activities, events, workshops, as you can! This will help to not only gain likes and views, but also valuable feedback from members of the same industry and your target customers.

These are some basic steps to enhance your LinkedIn profile. Above all, share relevant content that is able to pull traffic to your website. Instead of sounding too desperate and pushy, keep things genuine. The more honest and “human” you and your company appear, the more positive reactions you will receive.

2. Enhance your visibility on LinkedIn

LinkedIn mainly provides you a platform to network and form meaningful professional connections. This can be achieved by making use of community features which will give your company more visibility and help attract meaningful and relevant professional relationships.

2.1 Company Pages

These pages are a useful source of learning what is happening in your industry. For instance-  what are the competitors doing, identify potential clients, post new jobs and share information about your company’s products.

2.2 Groups

LinkedIn allows you to create groups or become a part of existing groups which add value to your domain of knowledge and expertise. This is a great way to learn new things about your industry and find relevant connections that may be interested in your business.

2.3 Share your knowledge

Actively engage with your connections by asking questions, answering other’s questions, initiating conversations or offer your specialised knowledge to those who need help. The more you engage with your connections, instead of desperately trying to sell your products, the more you will be a trusted and valuable resource in the industry.

3. Marketing on LinkedIn

Now that your LinkedIn profile is up and ready to attract new connections, you can follow the following steps to make full use of LinkedIn for marketing your business:

3.1 LinkedIn Analytics

LinkedIn provides analytics tool which shows how your content is performing. In addition, it also helps to gauge where you stand as compared to your competitors. This way, you can improve and optimise your content in accordance to your own performance and competitors’ performance. In other words, it enables you to write targeted and relevant content for your specific target audience.

3.2 LinkedIn Ads

LinkedIn is a great avenues to place your company advertisements. This is a paid service, so if your company has the resources, this can prove to be an effective tool to promote and advertise your company to a wide audience. See the benefits of advertising on Social media.

3.3 Reach out

LinkedIn is a great platform to build a vast network of connections, which makes reaching out to potential customers and clients easier.

Following these few best practices, one can easily make use of plethora of benefits offered by LinkedIn as a digital marketing tool. Use it to attract more traffic to your website and gain foothold as an industry expert.

How to use LinkedIn analytics?

LinkedIn has steadily grown a career-building network that allows people to showcase their professional portfolios online and search for jobs in a forum in which recruiters can search for top quality workers. It has now also become a primary meeting place and platform for B2B interactions and marketing.

Because of this specialization, LinkedIn is an important venue for businesses that serve other businesses, and that means marketing for this audience takes on a very different role and style. What doesn’t change, however, is the importance of analytics in making good marketing decisions, as well as the most effective investments in time and money. So if you’re a B2B company, here are some of the ways that LinkedIn and its analytics can be of use to you.

Finding Your Tools

To take advantage of LinkedIn analytics you need, of course, to create an account. You are likely to have a company LinkedIn page and account, as well as individual accounts for your employees. It’s important to make the distinction between LinkedIn interactions and Twitter/Facebook interactions. In LinkedIn, you and your employees are representing the company. This is not where personal or casual social media communication occurs, and professionalism is everything.

If you are the one creating the company’s LinkedIn page, then you—or whomever you appoint—will have access to that page’s analytics. Anyone with Page Admin status has the authority to view a company page’s analytics, which will have its own tab under the “Admin View.” The analytics tab is located at the top, between “Page” and “Activity.”

Data with Relevance

Data can be critical to making good business decisions, especially when it comes to marketing, but you only get good results when you’re looking at the right data. Which analytics on LinkedIn are the most useful for you?

Your LinkedIn Analytics tab gives you three immediately useful metrics: visitorsupdates, and followers. However, within these three useful metrics there are more specific, granular data that may or may not be useful to you. Depending on where your particular interests and goals lie.


It’s a straightforward name, so in this case, visitor analytics show you how many visitors have come to your page.

If you are trying just to bump up your visibility and want to see how many people are arriving to check your content, this is where you start. Within the visitor’s analytics, you can break down your data into specific metrics, such as traffic and demographics.

Traffic Metrics

You may be interested in finding out at what time you receive the highest number of visitors. Or you may be interested in seeing which specific pages visitors are looking at the most.

Alternatively, maybe you want to check out your number of unique visitors versus the level of engagement. Traffic metrics show you all this.


For some, it’s not a question of how many people are visiting a website, but who they are. Because LinkedIn is so specific about detailing a person’s professional background. Visitor analytics can break down the professional demographic, so you can see how many investors are looking at a page. If you’re trying to secure investment, or how many graphic design professionals are looking, if you’re trying to recruit a graphic designer.

Who visits is often far more important than the raw number of visitors, and LinkedIn can give you this specificity.


While the visitor analytics give you information about who is visiting your page. The updates show you how well – or not – your content is performing.

The updates metric shows you which pieces of content are getting attention and which are languishing and could benefit from a whole new approach. You’ll get important information in the highlights and engagement metrics.

Update Highlights

This metric is a goldmine of long term actionable data. Update Highlights tracks the level of interaction for all the content you create on your website. Whether you’re posting videos, articles, photos, or any combination of those elements. The highlights feature shows you what kind of reaction you are getting every month.

Comments, likes, and shares are all reflected here so you can track your content’s performance over your timeline.

Engagement Metrics

This is a crucial metric because it breaks down the specific nature of the interactions your content is eliciting. It enables you to see what’s doing well and what’s not. Engagement metrics track impressions, unique impressions, clicks, likes, shares, and other important data, for each specific piece of content.


Finally, one of the most important metrics for marketers playing the “long game” is the number of followers you can generate. If you can compel visitors to like your company or content on the LinkedIn page enough to “subscribe”. And agree to receive your regular marketing communications, you’ve virtually gained the equivalent of the “repeat customer.”

The follower metrics enable you to better understand the demographics of your customers as well as to understand your competition.

Follower Demographics

This can be a vitally important metric for some businesses. The types of followers you have can be crucial to your business plans, depending on whether you are soliciting new partners or investors, recruiting skilled professionals, or just trying to establish new connections.

Follower Demographics allow you to break down the characteristics of followers into categories like location, profession, industry, company size, and more.

Companies to Track

It’s important to see how others are doing so you know whether your metrics are effective or not. The Companies to Track metric shows you how companies similar to yours are performing. You can compare your own levels of engagement versus that of others. And see where you may be outperforming or underperforming and adjust accordingly. With Companies to Track, you get concrete details about other companies’ total numbers of followers, new followers, updates, and engagement rates.

This can be very important in helping you determine where and how you can improve your own performance. For example, if you see that another company has a higher level of engagement than you do, and it is because that company is creating videos. You may decide to enhance your content by producing videos, podcasts, or some other form of content that will engage and retain customers.

Final Thoughts

LinkedIn has risen to prominence not just as a professional social media network. But a viable vehicle for marketing and even lead generation.

With the access to powerful, useful analytics that LinkedIn provides, marketing can get good results. As long as the right information is gathered, analyzed, understood, and put to work for more precise, efficient targeting.

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