LinkedIn Marketing in 2023: How to Expand Your Business

LinkedIn is an essential tool for marketing, especially in today’s digital world. It’s one of the most popular social networking platforms with over 900 million users across 200 countries, and a large percentage of them are mid- to high-level professionals from nearly every industry.

For any business looking to expand its sales, video marketing, and brand awareness initiatives, LinkedIn is the ideal platform.

To help you expand your business and navigate it as a marketing platform, here are a few LinkedIn marketing tips to keep in mind in 2023.

What is LinkedIn Marketing, Exactly?

LinkedIn doesn’t just benefit professionals and job seekers. With a high volume of people utilizing it every day, LinkedIn is a powerful tool that can also be used to grow your business.

By connecting with millions of people on one platform, marketers who use the platform have an unprecedented opportunity for building lasting relationships with their customers and audience.

At its heart, LinkedIn is a business-oriented social media platform. It’s focused on career growth, networking opportunities, and conversations that can help you succeed professionally. Because there are so many engaged professionals, it’s a powerful platform for talent sourcing, client acquisition, branding, and more.

Using LinkedIn for business marketing involves creating content, posting ads, sharing information, interacting with others in the industry, engaging with potential customers or clients, and building relationships to reach these goals.

5 Tips for LinkedIn Marketing in 2023

Each business will incorporate LinkedIn into their omnichannel strategy differently—but here are some tips that can be universally applied to any business:

1. Get your whole organization active on LinkedIn.

The reach potential on LinkedIn is unlike that of any other social media platform (except for TikTok). One LinkedIn ad has the potential to reach 14.6% of the adult population, making it an incredibly powerful platform for any business. And although LinkedIn ads are more expensive, the excellent targeting and unrivaled business development opportunities make it worth the investment.

To get your whole team involved, encourage your employees to create LinkedIn posts about their industry, careers, and personal values. Encouraging them to grow their personal brands will ultimately help your company grow too.

2. Create content directed at your customers.

Since there are so many business owners and professionals on LinkedIn, it’s the only platform that enables you to speak directly to them. By engaging in comments, writing thoughtful posts that are relevant to your business, and creating content that speaks to their interests, you can position yourself as a thought leader.

LinkedIn is also an excellent place to publish statistics, research, customer case studies, and bottom-of-funnel content that educates and informs your target audience.

3. Grow an email marketing list.

Since you’ll have the opportunity to create valuable content for your LinkedIn followers, use this as an opportunity to grow your email marketing list.

By publishing content on LinkedIn and creating a strong following, you can use the platform to direct people back to your website and opt-in for more information about your business. You can use this list to gather data about how people interact with your content on different channels, which will help you build a more complete understanding of your audience.

4. Use video marketing.

According to LinkedIn research, video marketing generates 1,200% more shares than images and text combined. Video is an excellent medium for storytelling, and it’s a great way to get your brand message in front of potential customers.

On LinkedIn, you can use short-form videos to engage with followers or create a longer-form video to teach them about a particular topic related to your industry, product, or service.

When creating video content for ads and posts, consider the following:

  • Make sure all the information in your video can be conveyed with the sound off. The vast majority of social media users browse social media with their mobile devices, laptops, or desktops muted.
  • Pay attention toLinkedIn video ad specs. LinkedIn’s specs are very specific, and you want to make sure your ad is optimized for the platform.
  • Test different lengths of videos. Different video lengths can work better with different audiences, so it’s important to test them and see what works best for your LinkedIn followers.

5. Work with sponsors and influencers on the platform.

The amount of influence a single person can have on LinkedIn should not be overlooked. When you partner with influential individuals in your industry, you can exponentially increase the reach of your brand and message.

For example, a SaaS company that sells CRM software for marketing agency owners could partner with popular content creators in their industry. They could create sponsored content together, have the creator talk about how they use the software for their agency, etc.

Final Thoughts

Businesses should use LinkedIn marketing to get the most out of their online presence. With so many professionals and businesses on the platform, it’s a great place to connect with customers, share content, grow an email list, and much more.

By taking advantage of these opportunities and investing in LinkedIn marketing, businesses can expand their reach and grow their business faster than ever.