LinkedIn is a job search website, a social media site, and a professional networking site rolled all into one. 

There’s hardly anyone on Instagram and Twitter boasting about where they went to school, what organizations they’ve volunteered for, or even mentioning their job title.

However, on LinkedIn, it’s there for everyone to see. That, and so much more, to be able to get an impression of who you are in a professional manner.

This more business-oriented approach to LinkedIn is why promoting your business on LinkedIn’s platform is slightly different. The people there mean business, and thus, if you can reach them you stand a chance to convert them into paying customers.

What Is LinkedIn Marketing? 

The practice of marketing your brand or business on LinkedIn to achieve a particular goal or boost site traffic and generate leads is known as LinkedIn marketing. 

With over 830 million users, LinkedIn is a fantastic marketing tool for growing your brand and connecting with prospective customers.

Although sharing updates and engaging with your network in the comments section is key to a well-rounded LinkedIn marketing strategy, there’s a lot more that goes into it.

To help you get your feet on the ground and focus your LinkedIn marketing in the right areas, here are handy tactics you need to try out. 

This post will walk you through ways to promote your business on LinkedIn without spending much money. 

1. Optimize your presence on LinkedIn

Promoting your business and building your brand aren’t mutually exclusive. You should also optimize your company page to boost your discoverability and visibility. 

Here are a few key ways you can optimize your LinkedIn business page and boost your presence on the platform: 

• Add Your USP to the Tagline: Adding a Unique Selling Proposition, also known as USP, lets customers know how unique you are from your competitors and what problems you can solve. 
• Don’t Skip the About Section: This section convinces prospects that you can solve their pain points and highlights your mission and values. It also allows you to get discovered online.
• Place a CTA Button: You can pick from a wide array of CTA buttons on your page to help you achieve your goal. Let’s say that you want to attract more visitors to your page. Then you can customize your CTA button. 

2. Post engaging updates

Updates are how you communicate with connections. One of the most common yet effective ways to promote your brand online is to write killer updates, which works on a number of levels to grab attention and earn business. 

One of the best types of updates is sharing an interesting story or a bit of news. It’s not too promotional, but it can spark conversations.

It’s also worth noting that LinkedIn’s algorithm heavily depends on the content that gets plenty of likes, comments, and other engagement. Content that gets a lot of engagement stays longer on LinkedIn than any other social media platform. 

Content Marketing Institute does a great job of engaging it’s LinkedIn followers with videos, blog articles, speakers, and so much more. Here’s a post as an example.

So, when creating content, focus on generating engagement. Ensure you’re telling an exciting story, sharing a compelling fact, or asking a question. 

3. Create video content under 60 seconds long

Videos allow you to connect better with your audience. It also allows them to understand your content and retain information easily. This emotional connection with them can influence their purchasing decisions and prompt them to purchase products online. 

On LinkedIn, you can publish longer videos, but we recommend short-hit videos that are under 60 seconds to keep your followers engaged.

Talk about the product and explain the features or services you provide. Tell a story or offer actionable advice.

Make sure that you pair it with an actionable and strong CTA such as signing up, or visiting your site to achieve your goal. 

You can even come up with videos that answer FAQs for your audience. Short videos can hold your audience’s attention better than longer videos. 

Here’s a great example of a short video clip from Ryan Biddulph, Founder of Blogging From Paradise.

Coca-Cola, always a solid example of content marketing done right, uses a lot of video content in its LinkedIn marketing. Check out one such post here.

4. Participate in groups

It would help if you networked with members in relevant LinkedIn groups to get your name out there and raise awareness about your business and brand.

Similar to Facebook groups, there’s something out there for everyone. So, find your niche, and request to join groups relevant to your industry.

At the end of the day, building a reputation, and forging solid relationships with other people and brands takes time and effort. So, be picky when joining groups.

Make sure you foster genuine conversations and watch out for groups that are just self-promotion. If its last ten posts have very little engagement, then it’s likely not the group for you. 

If you can’t find what you’re looking for and want to build your community, you can also start your own LinkedIn group. 

5. Engage intentionally

People can quickly gather whether a brand is authentic and genuine. The key is engaging with people intentionally, which will be the best way to market your business. 

Keep in mind that people can discover you, and when you engage with other businesses and people in your network, this is a great way to boost your reach organically. 

Make sure that you create content that evokes discussions. Ask them what they think, whether or not they have questions, or what they want to see.

Semrush is one of my favorite brands, both because of their amazing products and the way they intentionally engage with their audience on LinkedIn and other social media channels.

A lot of people are happy to speak up if you ask them, and this is a great way to get loads of engagement, create relationships, and boost your visibility. 

Share content from well-respected brands as well. Tag influencers and peers in your content whenever you can. Doing so builds your reach and goodwill by providing content that people will love. 

6. Get employees and partners on board

If you’re working in a team environment or cooperating with other professionals, you can garner more attention by involving more people in your activities on LinkedIn. 

If others see professionals with relevant skills and experience following your page, then, over time, your credibility also becomes solid. 

7. Grow your page followers

Having a robust following gives you visibility in front of relevant audiences with every update. When you gain this visibility, you need to take advantage of it by putting a few things in place. Here are a few things that you can do to grow your following: 

• Use a follow button on your site or blog.
• Invite profile connections to follow your LinkedIn page.
• Let your employees know your most important page posts to improve organic reach. 
• Promote your company page on blog posts, emails, and newsletters. 

8. Use hashtags to boost reach

Hashtags play a crucial role in enhancing your reach on the platform. Many businesses develop particular hashtags to build their brand, encourage employees to follow them, and create posts using hashtags.

Although we recommend that you don’t use a lot of hashtags in your posts because they can look spammy. Instead, use only relevant hashtags closely linked to your sharing content. 

Here’s a recent post from the AnthonyGaenzle.com LinkedIn page using relevant hashtags to grab attention.

9. Publish blogs for free using LinkedIn Pulse

Marketing on LinkedIn isn’t just limited to writing posts and videos. Instead, the platform lets you publish free blogs via LinkedIn Pulse. It also helps drive traffic to your page. 

Unique, well-research blog posts fare better on the LinkedIn feed and are likely to be discovered by new audiences.

They’re also an excellent way to get the attention of 2nd to 3rd-degree connections, getting them to check your site and know more about your products and services.

10. Include CTA

Adding a Call-To-Cation (CTA) at the end of your posts helps drive customers to take action. Your CTA should express what value you’re offering your audience. 

This helps them understand what you’re offering and then allows them to analyze whether or not it’s relevant for them. It should also convey clearly why a specific action needs to be taken. 

For example, you can end your post with a CTA to download your eBook on the same topic in your content to provide an in-depth understanding; It also eliminates any hesitations users might feel when taking the next step. 

Wrapping It Up

So there you have it. These are some of the most effective ways of promoting your business on LinkedIn.

Promoting your business on the platform allows you to interact with people in your industry and prospects.

This is true, especially if you have a limited budget for paid advertising, but you still want to maximize your efforts. 

By using these free LinkedIn marketing tactics, you can quickly kickstart your marketing journey on the platform. Good luck!