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Learn how Linkedin marketing done right can help boost your professional profile and get you more leads.



LinkedIn Marketing

LinkedIn Marketing has proven to be extremely effective in generating brand awareness. However, first and foremost a proper strategy needs to be crafted. When doing so, first thing to do it to analyse the current situation. Clearly identify the company’s strengths and weaknesses. Next thing is to determine your goals for the strategy.  Typically, this may be to increase or create brand awareness, drive traffic to your website, provide an interactive experience for LinkedIn members, build a sense of community among your audience and foster customer loyalty.

  • Next you need to identify to what extent your currently utilize LinkedIn.
  • Is there a company page on LinkedIn?
  • What is the average amount of times you do posting there per week?
  • Do you offer a good mix of articles, event promotion, videos, slideshows and news?
  • How many individuals are listed as employees of company?

After identifying the aforementioned factors, you can move on to crafting your strategic LinkedIn marketing plan. Defining your company’s target audience is of utmost importance in this regard. Things take into consideration when doing so include demographics such as education, occupation, gender, age, location and income level in addition to psycho graphics such as needs, beliefs, values and behavior.

You also need to focus on what kind of message you seek to convey through your LinkedIn presence. This plays a major role in the impression that visitors will receive from your page. It is best to include your mission/vision statements here.

Managing a LinkedIn Group

This is a big commitment which requires a good amount of effort and time. It would not provide the intended benefit if not managed efficiently. This group can be used to provide customer service, share announcements,and create discussions. This could be either an open or closed group. Either way, you should clearly indicate the rules and protocols for the removal of members.


Deciding who to connect with is highly important. For this, you can craft a proper strategy. Focus on the sizes of the companies and the types of industries you should reach out to. When it comes to accepting requests for connections, you should accept those of anyone who happens to be a reputable professional. However make sure to define a special protocol when it comes to accepting connections from competitors.


These should mainly include company blog posts and announcements as well as content for event promotion. When it comes to individual status updates, there should be a mix of non-branded and branded content including Company announcements, blog posts, industry-related news and posts about event promotions. Try scheduling content for a certain amount of times per week through a social media management tool. Such tool can facilitate the scheduling of company posts, personal account posts and group posts.


This should be done regularly. Interact with a certain amount of posts by commenting on them or liking them. There is also the option of sending weekly or daily network updates which enables to prompt employees to interact more. You can assign different employees to participate in different discussions and specific members to specific groups. When users make inquiries regarding customer service, asks should be directed to an appropriate page.

Endorsements & Recommendations

Endorsements are a way of creating and spreading trust in someone’s skills. It serves to strengthen connections whereas giving recommendations is an excellent way of indirectly soliciting recommendations for employee profiles. Whoever that got recommendations is prompted by LinkedIn to do the same for the person who gave them the recommendation.Several things to consider are:

  • Recommendations given by employees are displays on their individual profiles
  • Hence, the recommendations must be authentic and worded carefully
  • Always make sure to get clarifications done when needed
  • Keep/develop a protocol for the approval of recommendations prior to publishing.

Monitoring of brand reputation

To ensure that you immediately respond to all the online communications related to the brand, you must turn to Google Alerts. It can be used for your brand name.


LinkedIn features several ways of advertising. Relevantly more expensive than pay-per-click and social advertising options, these advertising options that target the companies, location and industry, ensure an excellent level of success.  The types of ads associated with LinkedIn include:

  • Profile ads – promoting individual profiles
  • Video ads
  • Website ads – LinkedIn ads pointing  to the company website
  • Company page ads


In order to do recruiting through LinkedIn, there needs to be a large number of connections with potential candidates. It also requires you to do postings in discussions related to jobs. The recruiting options offered by LinkedIn include:

  • Work With Us Ads
  • LinkedIn Career Pages
  • LinkedIn Jobs Network
  • LinkedIn Recruiter

Furthermore, in order to find opportunities for continuous progression on LinkedIn, there are some metrics to be measure weekly or monthly. These include:

Ad Metrics

  • Clicks
  • CTR (Click through rate)
  • CPM (cost per thousand impressions)
  • CPV (cost per video view)
  • CPC (cost per click)

Prospecting Metrics

  • Count of allotted In-Mails used should be around 100%.
  • The amount of new connections per ( month / week ) for sales reps has to be a minimum number you decide upon

Group Metrics

  • The percentage by which the company’s group on LinkedIn increases in membership
  • The number of company group invites per month

Google Analytics Metrics

  • The percentage of the increase in LinkedIn-driven blog and web traffic.