How to use LinkedIn as a Marketing Tool


LinkedIn is a business-oriented social networking service that is mainly used for professional networking.  It has around 400 million acquired users in more than 200 countries and territories.

The basic functionality of LinkedIn allows users (workers and employers) to create profiles and “connections” to each other in an online social network. Lasting professional relationships can so be created. Users can invite anyone (whether a site user or not) to become a connection.

According to iMedia Connection, LinkedIn Groups can be used as a marketing tool for connecting and communicating throughout the marketing industry. iMedia Connection suggests a number of ways that marketers can use LinkedIn Groups to their advantage.

Participate consistently with LinkedIn

Like anything else, you wouldn’t just run one ad for your new product or service. If you believe the improved LinkedIn groups are target-rich environments, then you need to focus your efforts to establish yourself as an authority. Make sure you are responding to articles from others and providing strong and objective feedback. Engage with the members and build your reputation within the group.

Networking with LinkedIn

LinkedIn groups can be used as a networking platform. However the groups are not ideal platforms to sell something from. Likewise, the groups are  not the place to pitch or acquire social contacts or email subscribers.

The best way to make use of LinkedIn groups is to use your time by engaging in conversation and building meaningful relationships.

Find great moderators

Marketers can use LinkedIn groups to their advantage by creating highly relevant groups that provide content of value. Active members who are posting interesting and helpful discussions separates a good group from a great group.  The success of a group depends of the how it is facilitated by its moderator.

Create valuable content

The content of group is of more value when it members participate frequently. Therefore, group members should take an active role in making the content on the groups more valuable. Importantly, new members will be attracted to the group and existing members will choose to stay. The members of the groups become more engaged and the content becomes more valuable since discussions aren’t as public.

Grab attention with images

The first question to answer is “What does your LinkedIn profile picture say about you?” A picture is worth a thousand words. It will take a fraction a a second for someone to draw conclusion about you by looking at your photo.

Try to create your own images. Also, grab attention with images as you do on other social streams, attract industry influencers and engage them with mentions, and get direct access to member’s inboxes with “highlight” emails.


LinkedIn brings business people together in a useful way. Furthermore, you can engage with potential customers by taking part in discussions, and most importantly build valuable connections that are good for word-of-mouth (CloudNames).

A Marketing Plan helps you to communicate the right content to the right audience.

Read also: Use the Humanity of Facebook to Boost your Retail Sales

Image: Flickr

Published by

Douw G Steyn

Management consultant, blog writer, dreamer

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