{"id":604,"date":"2024-01-04T11:44:15","date_gmt":"2024-01-04T11:44:15","guid":{"rendered":"https:\/\/lix-it.com\/blog\/?p=604"},"modified":"2024-01-18T19:08:13","modified_gmt":"2024-01-18T19:08:13","slug":"linkedin-marketing-guide","status":"publish","type":"post","link":"https:\/\/lix-it.com\/blog\/linkedin-marketing-guide\/","title":{"rendered":"LinkedIn Marketing in 2024: The Unreserved Guide"},"content":{"rendered":"Reading Time: <\/span> 16<\/span> minutes<\/span><\/span>\n

LinkedIn marketing is a topic that has been done to death. The platform itself was launched in 2003 and by early 2004 there were a tranche of blogs and articles detailing just how to market on this new and exciting platform. Back then, professional social networking was box fresh. Nobody had done it before and, as we all know, marketers love something new and shiny.<\/p>\n\n\n

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Over the 17 years & 740m users that followed, LinkedIn marketing guides haven\u2019t really changed much. There have been thousands of blogs, videos and courses passing on and on the received wisdom from those early pioneers. Sure, features have changed and updated and some new channels within LinkedIn have opened up, but read any current guide on this topic (even from the big players, I\u2019m looking at you Hubspot & Neil Patel) and the basics remain: make a company page, join some groups, start a group, run some ads\u2026<\/p>\n\n\n\n

I\u2019m here to tell you that much of this \u2018wisdom\u2019 is, in 2022, baloney.<\/p>\n\n\n

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Anyone that uses LinkedIn on a regular basis, either in a marketing capacity or otherwise, will know that LinkedIn groups, for example, have been stone dead for years. This is due to a combination of algorithm changes (that prioritise high-engagement posts from individuals) and an over-saturation of promotional posts, spam and irrelevant content. Chasing engagement in LinkedIn groups in 2022 is flogging a long-dead horse.<\/p>\n\n\n

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In fact, I would go so far as to say that you can disregard any blog written post-2017 that instructs you to put time and energy into LinkedIn groups. If a writer is recommending this as a strategy in 2022, it shows they\u2019re either not a regular LinkedIn user or marketer (in which case, they don\u2019t know what they\u2019re talking about), or they are reworking those same old LinkedIn marketing blogs from years past in a lazy attempt to earn your precious clicks.<\/p>\n\n\n

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You deserve better.<\/p>\n\n\n\n

Say it with me now: \u201cI deserve better!\u201d<\/strong><\/p>\n\n\n

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If you\u2019re marketing on LinkedIn 2022 you need a guide that is honest, robust and accurate. A guide written by someone who actually markets on LinkedIn and uses the platform day in and day out.<\/p>\n\n\n\n

You need this guide.<\/p>\n\n\n

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LinkedIn Marketing Part 1: The Basics<\/h2>\n\n\n

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I will start this section off by saying that some <\/em>of the old school methods are still useful, but these are the absolute basics. For example, having a company page is a bare minimum requirement for marketing on LinkedIn. It is not a LinkedIn marketing tool, or goal, in itself.

As a marketer in 2022 you already know that \u201cif you build it, they will come\u201d does not work anymore. It is not enough to simply build this page and make it pretty. In fact, it\u2019s not even enough to build a company page and post articles on it. There are 55m+ companies on LinkedIn at the time of writing and millions of them are already doing this. Millions. If you want to cut through the noise, you need to work harder and smarter.<\/p>\n\n\n\n

With all that said, lets cover those basics and give you a solid foundation from which to build.<\/p>\n\n\n

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Company Pages<\/h4>\n\n\n

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Having a polished LinkedIn company page is the minimum requirement for marketing on LinkedIn. In fact, I included LinkedIn company pages in my How to use LinkedIn<\/a> walkthrough earlier this year, designed for absolute beginners. You can check out the video for a more in-depth guide to company pages and the best practices therein.<\/p>\n\n\n

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