{"id":86210,"date":"2021-07-09T16:44:33","date_gmt":"2021-07-09T21:44:33","guid":{"rendered":"https:\/\/www.digitalmarketer.com\/?p=86210"},"modified":"2021-07-09T16:44:33","modified_gmt":"2021-07-09T21:44:33","slug":"the-best-linkedin-marketing-strategy-for-2021","status":"publish","type":"post","link":"https:\/\/www.digitalmarketer.com\/blog\/social\/the-best-linkedin-marketing-strategy-for-2021\/","title":{"rendered":"The Best LinkedIn Marketing Strategy For 2021"},"content":{"rendered":"\n<p>LinkedIn has something no other social platform does, it&#8217;s built entirely on professional networks\u2014and not on funny cat videos. Unlike YouTube, Instagram, Facebook, Twitter, and TikTok, people come to LinkedIn for one thing:<\/p>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\"><em>To connect with a professional network.<\/em><\/h4>\n\n\n\n<p>This means that people are in an entirely different mindset when they pop up their LinkedIn feed versus when they sit back and scroll through Instagram Reels.<\/p>\n\n\n\n<p>And that\u2019s LinkedIn\u2019s true power. Having a LinkedIn marketing strategy means that you\u2019re marketing your expertise as an agency owner, business owner, or marketer to the people who genuinely care.<\/p>\n\n\n\n<p>People on LinkedIn aren\u2019t there to scroll past your educational marketing post so they can see their cousin\u2019s wedding photos. They <em>want <\/em>to grow their network, learn from experts, and see how others can help them reach their business and professional goals.<\/p>\n\n\n\n<p>You can do all of that with these 8 steps, perfectly curated by Linkedin expert and Youtube content creator <a href=\"#linkedinvideo\">Natasha Vilaseca<\/a>. We\u2019ll highlight the 8 steps here and add our expertise in digital marketing to marketers and business owners.&nbsp;<\/p>\n\n\n\n<p><strong>Let&#8217;s make your LinkedIn marketing strategy for 2021&#8230;<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"knowyouravatar\">Step 1: Know Your Customer Avatar<\/h3>\n\n\n\n<p>Before you hit publish on a LinkedIn post (or any social post), you have to know your ideal viewer. If you don\u2019t, it\u2019s like taking a random sentence made in a word generator, paying $15,000 to have it put on a billboard, and wondering why nobody bought your product.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=RGg8eHBC9L0\">In Natasha\u2019s video<\/a>, she goes over the importance of starting your LinkedIn strategy with your viewer.<\/p>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\"><em>\u201cWho are you marketing to?\u201d<\/em><\/h4>\n\n\n\n<p>We use the Customer Avatar Worksheet to help our DigitalMarketer Lab members and Certified Partners figure out the goals, values, morals, pain points, challenges, and more of their customer avatars. This worksheet turns \u201cWhat should we post?\u201d into \u201cClearly we need to post this!\u201d\u2014which turns into subscribers and conversions down the road.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2021\/11\/img_618805668346a.png\" alt=\"\"\/><\/figure>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Step 2: Optimize Your Profile To Answer These Questions<\/h3>\n\n\n\n<p>In regards to your Linkedin profile visitors, Natasha points out that <em>\u201cpeople are looking to answer a few questions for themselves as fast as possible.\u201d<\/em> The questions include:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Is this person useful to me?<\/li><li>Is this person credible?<\/li><li>Is interacting with this person useful for me right now?<\/li><\/ul>\n\n\n\n<p>Optimize your profile to make sure you\u2019re answering these questions and moving viewers into followers who want to engage with your content (and opt-in to your lead magnets!).<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Step 3: Grow Your Network Strategically<\/h2>\n\n\n\n<p>Your LinkedIn requests might be piling up, but that doesn\u2019t mean everybody is a good fit. Your goal on LinkedIn is to grow your network strategically, a strategy Natasha breaks down into two types of readers:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Thought Leaders<\/h3>\n\n\n\n<p>Thought leaders are your direct and indirect competitors. Natasha puts it perfectly by saying, \u201cStay curious about your competition.\u201d You want to see what they\u2019re doing so you can always stay a few steps ahead.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Clients<\/h3>\n\n\n\n<p>Chances are that you\u2019re looking for an ROI from the time you spend on LinkedIn. That\u2019s where curating content for your customer avatar comes in. The goal is to get prospects to either message you about your services (huge win!) or be warmed up to who you are and what you can do for them when you reach out to them in the future.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Step 4: Implement a Content Strategy<\/h2>\n\n\n\n<p>Let\u2019s be honest, organic reach isn\u2019t what it used to be. Once advertising hit social platforms, it became clear that pushing organic content wouldn\u2019t be their main priority. While it\u2019s hard*er* to grow on LinkedIn, it\u2019s not impossible. You just have to come in with a strategy and know that crossing your fingers doesn\u2019t count.<\/p>\n\n\n\n<p>Natasha suggests using <a href=\"https:\/\/answerthepublic.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">AnswerThePublic<\/a> to find content topics your audience would be interested in. We suggest taking those topics and figuring out 3-5 content pillars that you\u2019ll be known for in your niche. For example,<\/p>\n\n\n\n<p><strong>A freelance e-commerce marketer\u2019s content pillars will be:<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>The future of e-commerce marketing based on technology and trends<\/li><li>Strategies for e-commerce marketing (as proven with social proof)<\/li><li>Your marketing tool stack<\/li><\/ol>\n\n\n\n<p>This is the foundation of branding. It gives your audience a way to categorize what to expect from you and helps them realize that it\u2019s exactly the type of content they want to read.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Step 5: Create Value in Your Cold Messages<\/h2>\n\n\n\n<p>Natasha takes a buyer-first selling approach when it comes to her outbound DMs. She always puts the buyer&#8217;s needs before her own and never sends templatized, unimpressive messages.<\/p>\n\n\n\n<h4 class=\"has-text-align-center wp-block-heading\"><em>\u201cIf you send cookie-cutter messages, you get cookie-cutter responses (or no responses!).\u201d<\/em><\/h4>\n\n\n\n<p>She\u2019s big on making sure each message is personalized to show the reader that she didn\u2019t blast out 100 of these at once. She took her time to make sure this message gave value to her cold lead before she started asking them to work with her.&nbsp;<\/p>\n\n\n\n<p>As Natasha explains, \u201cConnect with people like they\u2019re human. Don\u2019t just treat them like a sales opportunity.\u201d<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Step 6: Lean Into Your *Free* Sales People<\/h2>\n\n\n\n<p>Some of the best sales people for your business have never taken a sales course, don\u2019t spend their time on sales calls, and haven\u2019t touched a CRM. These are the people who can get you the highest conversion, for the lowest rate.<\/p>\n\n\n\n<p>They\u2019re your past and present customers. People who know you do great work and are happy to pass the word on&#8230;especially if you offer a commission. Natasha suggests using LinkedIn to reach out to your customers and ask them if they know of anyone that needs your services.&nbsp;<\/p>\n\n\n\n<p>If they do, you can give them a kickback in commission.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Step 7: Use a CRM Right Away<\/h2>\n\n\n\n<p>Natasha, along with thousands of other marketers and business owners, has learned this lesson the hard way. Thinking you can keep track of everything going on with your outbound and inbound leads is cute, but it\u2019s not reality. <\/p>\n\n\n\n<p>You\u2019ll need a CRM system to help you keep track of conversations and make sure that leads don\u2019t metaphorically fall into the crack between your oven and counter (the place where nothing ever returns from).&nbsp;<\/p>\n\n\n\n<p>Natasha suggests setting this up right away because it\u2019ll help you with Step 8, which is the part of this strategy that can scale your business&#8230; massively.<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Step 8: Split Test And Optimize Your Inbound And Outbound Messages<\/h2>\n\n\n\n<p>Time for our favorite part. As marketers, it feels like A\/B testing must have been one of the first phrases we ever stitched together as babies. It\u2019s the foundation of any scalable marketing strategy (and the reason why you need to set up a CRM yesterday).<\/p>\n\n\n\n<p>With your CRM, you\u2019ll be able to split test and optimize the messages you\u2019re sending. As Natasha explains,<em> \u201cCheck out how many people are responding positively, convert to meeting, and close. See how different variable changes can impact those numbers.\u201d<\/em><\/p>\n\n\n\n<p>And that\u2019s exactly what a great marketer would do. They\u2019d see what the difference between adding a personalization at the beginning <em>and<\/em> end of the article would do. Or, they\u2019d see if longer messages convert better than shorter ones. Test, test, test.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Natasha Vilaseca Knows Her LinkedIn Marketing<\/h2>\n\n\n\n<p>LinkedIn has a different type of superpower when compared to the other ad platforms available. Instagram is great, but people don\u2019t scroll Instagram with the intention of learning something business-changing, and they <em>definitely<\/em> don\u2019t watch TikTok with that intention either.<\/p>\n\n\n\n<p>With LinkedIn, people are there to network, find opportunities, and meet people who could change their business (and resolve their pain points). That\u2019s why your LinkedIn content can be one of the highest converting parts of your social marketing strategy.<\/p>\n\n\n\n<p><strong>The best LinkedIn marketing strategy for 2021 follows Natasha Vilaseca\u2019s 8 steps:<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\"><li>Know Your Customer Avatar<\/li><li>Optimize Your Profile To Answer These Questions<\/li><li>Grow Your Network Strategically<\/li><li>Choose Your Content Pillars<\/li><li>Create Value in Your Cold Messages<\/li><li>Lean Into Your *Free* Sales People<\/li><li>Use a CRM Right Away<\/li><li>Split test and optimize your inbound and outbound messages<\/li><\/ol>\n\n\n\n<p id=\"linkedinvideo\">You can watch Natasha\u2019s video explaining these steps here:<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"The Best LinkedIn Marketing Strategy For 2021 | Step By Step\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/RGg8eHBC9L0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Now there\u2019s only one thing left to do. Start with Step 1 and figure out who your customer avatar is.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>LinkedIn has something no other social platform does, it&#8217;s built entirely on professional networks\u2014and not on funny cat videos. Unlike YouTube, Instagram, Facebook, Twitter, and TikTok, people come to LinkedIn for one thing: To connect with a professional network. This means that people are in an entirely different mindset when they pop up their LinkedIn [&hellip;]<\/p>\n","protected":false},"author":161,"featured_media":86220,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[60],"tags":[56,167,57],"class_list":["post-86210","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-social","tag-linkedin","tag-linkedin-content-series-1","tag-linkedin-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Best LinkedIn Marketing Strategy For 2021 - DigitalMarketer<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.digitalmarketer.com\/blog\/social\/the-best-linkedin-marketing-strategy-for-2021\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Best LinkedIn Marketing Strategy For 2021 - DigitalMarketer\" \/>\n<meta property=\"og:description\" content=\"LinkedIn has something no other social platform does, it&#8217;s built entirely on professional networks\u2014and not on funny cat videos. 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Are you a Marketing or Advertising Agency owner struggling to scale your business? My name is Natasha and I help Agency Owners, Coaches &amp; Consultants generate high-quality leads using a predictable system on LinkedIn. 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