The targeting on LinkedIn is unparalleled in the realm of digital advertising. Small businesses can zero in on the exact industry, company size and job role [of the people] that they know typically would buy their product or service.
Good content can be highly targeted and should accomplish two goals. First, it should teach others how to solve a problem or how to do their job better. And it then establishes you as a thought leader in that space.
Posting directly on LinkedIn is the most powerful tool available on LinkedIn today. If a post begins to gain some momentum, LinkedIn will put a spotlight behind it in one of their categories, and it can get tens of thousands of readers (or more).
Get as many of your employees as possible to create and complete their profiles on LinkedIn. These should include appropriate photos, relevant job history that includes a description of how they help your business, and professional connections
One tip I always share for small business owners is to join LinkedIn groups that are relevant to their target demographic. Not only is this a great way to "listen in" on what your audience is talking about, there may [also] be times for small business owners to interact or offer their advice. More importantly, you can message the members of groups you are in, even if you aren't connected.
Here's a secret sauce to find your ideal, ready-to-buy prospects right away on LinkedIn: Create your own LinkedIn group to start with. After you have your LinkedIn group set up, go out and join as many groups (LinkedIn allows you to be in 50 total) where your prospects are hanging out. The next step is to pick one of those new groups you've joined and start working the Members page to find prospects. Once you're inside the group and approved as a member, click on Members, then filter the list of members further by searching for certain job titles or something else to winnow down the list to your ideal prospects, and then invite them to join your group (tip: send personalized invitations).
It's also important to have an updated and consistent presence for your brand with its own Company profile page. Imagery, colors and content on this page should be consistent with your website and any other social media profiles the business has. The page should be updated regularly, so the brand is active and appears to be a current business.
Everyone should claim their custom URL to ensure it includes their name (e.g., http://linkedin.com/in/davideerickson). This is especially important for people who have a lot of contact with potential clients — especially for those who [are in] professional services and the B2B sector — because when meeting with someone they have not yet met, many people will search Google for the name of the person with whom they're meeting in order to learn more about them.
The summary section is the most overlooked section. You have 2,000 characters to speak to your target audience, directly and persuasively. Use complete sentences, write in first person, and address their pain points clearly and succinctly. Many people prefer to go to LinkedIn than a website. Most of the time, people want to connect with the person before the product or service, and this is your opportunity to introduce yourself to prospective clients and customers. Also, include your contact information at the end of the summary section.
Treat LinkedIn like any other form of marketing that you do, and get clued up on the latest trends. People don't want to be interrupted, so try your best to be "discovered" on LinkedIn. Read up on Content Marketing and Inbound Marketing, and apply these strategies to this network.