Some LinkedIn Marketing Strategies That May Work For Singapore

Singapore business owners can use LinkedIn to take their social media marketing to the next level.

Most Singapore marketers don’t think of LinkedIn as a way to gather new leads for their business. Instead, they view it as a place where people go to discover new careers and update their resume. As far as they are concerned, there is no way to turn this particular platform into new business prospects. Right?

Well, it may surprise you to learn that not only is this site ideal for bringing employers and employees together, it is also a great place to secure new leads. After all, LinkedIn is considered to be a social media platform. The difference between it and all of the others is that it caters to professionals who are educated who have a lot to say and a lot of money to spend.

As a Singapore business owner, it’s your job to identify effective ways to leverage the experience and knowledge of the LinkedIn users while also offering something of value in return. Let’s discuss a few strategies that can help you get the most out of this platform.

1. Write posts.

It can be tempting to sit back and passively wait for business to come to you on LinkedIn. After all, you have already created a profile for your business, your resume, and have listed off your greatest strengths. However, if you want to grow your Singapore business quickly, then you’re going to have to offer something of value. You need to write posts as this will help to ensure that you make the right connections.

2. Send personalised notes with your invites.

Most business owners tend to send out “one size fits all” LinkedIn invites. The better option is to create personalised notes to go along with it them. The recipient needs to know why you are connecting with them.

This is especially the case if your business is B2B. Make sure that you have a company profile and encourage your team to create a personal profile as well so that they can link to your brand. This is because each member of your staff has specific skills and talent that they are contributing to your business. These attributes can be highlighted along with your brand’s keywords in each of your employee’s summary and experience sections. Also, LinkedIn Recommendations will help to increase your visibility.

You should also consider asking your team to join groups and offer their insights. Suggest that they send personalised notes whenever they decide to reach out to people. They should include their reasoning for reaching out to them.

Keep in mind that one of your company’s best resources is your team. Use their individuality and passion to your advantage. Empower them and encourage them to use their own voices and build their own expertise and influence. In this way, each of these individuals will become your greatest advocates.

3. Don’t sell. Inform and educate.

There are a lot of Singapore businesses who have the habit of taking the traditional approach to advertising. This means they spend a lot of time talking about their products and services. While this may work in some instances, it’s not likely to work on platforms like LinkedIn.

You see, most people don’t care about the products and services that you offer. What they are primarily concerned with are themselves and the problems they’re facing. In addition to this, they want to be entertained. So in order to get people talking about your business, you need to show them something remarkable. When people start talking about you, the sales will practically take care of themselves.

4. Build relationships.

One of the reasons why LinkedIn is such a great social media marketing tool for Singapore businesses is because it helps you to build relationships with industry influencers. So make sure that you take the time to follow these individuals and share their content. Interact with them. Remember, they have thousands of followers and are very likely to share your business with their audience. You should get into this habit as soon as possible, even if your audience isn’t that large.

5. Craft your profile carefully.

When it comes to making your impression on LinkedIn, there is no better way to do it than with your profile. This is the first glimpse that people get in your business–whether it’s through your business page or your personal brand. And that’s why it’s so important to carefully craft your profile. You need to make sure that every element is professional.

Make sure that your profile contains the most important elements such as a header and description. Make sure that it actually reflects what your business does. It should be clear what type of products or services you offer. And the content that you include should be engaging enough to keep your reader’s attention.

Start with an eye-catching header image. Not only should it be able to catch people’s attention but it should also be of the highest quality. Make sure that you include a short description of your company. LinkedIn’s ideal background image size is 1400 pixels x 425 pixels. Make sure that it is customised with the colours of your brand. The look of your LinkedIn profile should convey your business messaging.

For instance, showcase images of your latest product or offer. Luckily, there are several free photo editing websites to choose from such as Canva and Picmonkey. You should always use a professional headshot. This will help to give your visitors and more personable impression of you.

When building your profile, remember to get to the point and let others know who you are as soon as possible. This makes it easier for people to quickly identify you and accept your connection request. You see, what many Singapore business owners don’t realise is that whenever you ask to connect with someone and they tell LinkedIn that they don’t know you, this counts against your profile. If a lot of people say that they don’t know you, your profile may get banned.

Include your skills and main keyword phrases in your headline. This will ensure that you are found more easily in internal searches. Completely fill out all of your contact information and include your websites and social networks so that others will be able to contact you.

6. Pitch for freelance work.

Are you a freelancer? Well, you could always browse the full-time jobs for your industry. Once you find a position that you’re interested in and notice that they are hiring, pitch them freelance help. In many cases, you will find that the job becomes long-term.

7. Be engaging.

One of the main things that Singapore business owners forget to do is to be human. Don’t be afraid to engage people in conversation. Have chats with them. Connect with people and share valuable information. Respond to be people and like their posts. In other words, you should bond with people in your industry. Above all else, show your human side.

8. Make helping others your first priority.

Would you like to gain a customer for life? Try helping people. In many cases, companies will ask to connect with someone only to send them a sales pitch a few days later. Perhaps they send them a message. Maybe they actually call the individual. This is hardly the way to get loyal customers. But it is a common practice. What this means is that you can stand out from your competition by doing just the opposite.

Instead of attempting to close the deal immediately, find a way to help the person that you have just connected with. Offer some advice for free. Most people will feel obligated to return this favour. And they will be less likely to turn you down whenever you do decide to send them a sales pitch.

9. Join groups and participate in discussions.

One of the best ways to make sure that you become apart of the community in your industry is to join groups. Not only should you join groups, but you should make sure that they are highly relevant. The reason this strategy is so effective is because it gives you the ability to nurture your leads as well as showcase your expertise.

There are over 2 million groups that you can choose from. So make sure that you choose the ones that are an exact match to the type of audience that you are interested in attracting. Once you have officially joined, get involved. Seek out LinkedIn group discussions and then join in on them. That means that you need to ask questions and post content.

This is one of the best ways to get attention for your business. Whenever you become an active member of certain groups and offer answers to questions, you’ll find that a lot of members will want to connect with you. And many take an interest in your products or services.

10. Only showcase your best.

It can be extremely tempting to list every accolade or bit of experience that you have had. However, it’s a good idea to reserve only your most impressive, most notable experiences for your LinkedIn profile. Sure, you may have worked for tons of companies, but you will get more mileage out of listing those that are most well-known.

11. Connect in the right way.

When you really take the time to consider what LinkedIn offers, you will come to realise that it provides a golden opportunity. Unlike platforms like Facebook or Instagram, people aren’t here to make light conversation. They are here strictly for business. This means that they are primed and ready for your marketing pitches.

However, the key is to not jump in head first. You should instead take a moment to consider your audience and how you should go about approaching them. Each audience is different and each requires a different approach. Don’t spam them. Cater to their preferences and tailor your strategy specifically for them.

12. Share, share, and share.

Not only should you write posts, but you should make sure that you are sharing them the optimal number of times. According to LinkedIn, when businesses share at least 20 times each month they reach about 60 percent of their audience. When you break this number down, you will arrive at five posts per week. So this means that in order to reach the most amount of people, you should post once per day.

13. Be professional.

Sure, LinkedIn is a social media platform. It’s a place where you can connect with people and build networks. However, you need to make sure that you only share information that can benefit your followers business-wise. This means that you should avoid posting personal details about your life. You must remain professional.

Focus on people’s struggle and share content that helps. This is what will get people to your blog and increase your list of subscribers. And the more emails they read, the more they trust you. So save the family stories and details about what you had for breakfast this morning for other platforms because this one is filled with professionals.

14. Take advantage of Pulse.

Did you know that you can watch who comments and likes your articles by using Pulse? Once you identify these individuals you can connect with them and gain another lead. Simply publish your content on Pulse, engage with the individuals who comment, and if your notice that they have read two or more of your articles then send them a note through LinkedIn.

Another way in which you can get the most out of Pulse is by republishing content from your blog. Just change your titles and slightly tweak your content so that the message fits your LinkedIn audience. It helps to increase your digital property.

15. Combine LinkedIn and SlideShare.

If you want to amplify your reach and attract a new audience, you can always combine LinkedIn and SlideShare. LinkedIn has a laser-focused user base that is always searching for something specific. What does this mean? It means that the leads that you get from this platform will be more targeted and the networks will be stronger. And this creates opportunities for your content to go viral. That is why when you combine this platform with SlideShare it can ensure that you reach the largest amount of people possible.


16. Become an authority.

As we have already mentioned, one of the best ways to gain followers and get visibility for your brand is to sign up for LinkedIn groups and become an active member. However, you can take your influence to an entirely different level by working to become an authority in these groups. This is one of the quickest ways to build an engaged and large following on LinkedIn.

The strategy is relatively simple and straightforward. First, you should seek out influencers in your industry. Second, you should scroll down their profile and locate their LinkedIn groups. Join the ones that are the largest and most relevant to your niche. There should be a minimum of 10,000 members. Next, you should add yourself to each of these groups. Then, share quality content with them. Lastly, you should engage with the individuals who share.

The best part about this strategy is that you can join several groups. This means that you will get several shares per group. You’ll gain a significant amount of traction this way.

17. Become an expert.

Not only should you become an authority, a person that people look to for helpful information, you should also become an industry expert. You’re not just a resource, you’re a leader in your niche. This is someone people will look to when making their final buying decisions. And luckily, LinkedIn offers several opportunities for Singapore businesses that want to really distinguish themselves above the rest. This is done through independent organisations and groups.

18. Align your pitch with the mission of the audience.

There are a couple of reasons why Singapore business owners enjoy using LinkedIn. First, it allows them to connect with other businesses that make a difference in their niche. Secondly, it gives them the ability to brainstorm and share ideas with these individuals. However, it’s important that you are strategic about how you achieve both of these things. More specifically, you need to make sure that these things take place organically.

Let’s say that you happen to read several great articles written by the same person and they happen to be in your niche. You could always reach out to this person through a message on LinkedIn, tell them how much you enjoyed reading their content and then connect with them. You may know someone else who this person would have something in common with and you can introduce them. As time progresses you may even meet up with this person to discuss ideas.
Another great example would be your starting a LinkedIn group that is dedicated solely to your niche. You don’t spam people on your contact list. Instead, you allow this list to grow organically. You mention the group in follow-up emails after events.

The great thing about this strategy is that you create long-term relationships. Sure, this may be an elevator pitch but it’s done naturally so that it does not offend your audience. And most importantly, you are aligning your goals with those of your intended audience. This strategy may take a bigger investment of time, but it has a lasting effect.

19. Connect with like-minded people and search for specific leads.

If you want to get the most out of LinkedIn, then you need to go beyond forming connection in your industry. You need to make it a point to connect with like-minded people. The best part about this strategy is that you will be able to connect with the right people for your specific business.

What this means is that you need to spend much of your time prospecting. Use LinkedIn’s Advanced Search feature to study people in your area. This is especially great for local businesses. When you form these types of connections, you will find that there are many more opportunities for you to get visibility for your business. You may be asked to attend or even speak at certain events. Don’t focus on bulk. Rather consider the specific qualities of the people that you decide to connect with.

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One of the benefits of using LinkedIn is that it tends to result in a higher conversion rate. Since this platform is based on business connections it will help you to cut through all of the clutter confusion. It takes you right to its main purpose–networking. It’s specifically efficient at market segmentation. Whenever you look for specific leads, LinkedIn’s search editor will give your a ton of options. You can actually engage with your potential leads before you pitch to them. You can actually build rapport.

20. Offer value and expect nothing in return.

We have already discussed the importance of helping people. However, we haven’t touched on why you shouldn’t expect something in return. LinkedIn makes it easy for businesses to send quick messages. However, not all of these messages will result in a conversion. Why is this? Well, it’s because most businesses offer nothing of value when pitching their idea. And what’s worse they intrude upon the person’s time and expect something in return.

For example, most pitches start off with the business getting in contact with someone. They request that the person give them a moment of their time so that they can tell them more about their company and what products or services they offer. Unfortunately, this seems like a complete waste of time to the recipient and likely and causes them to disconnect.

The better option for Singapore business owners is to do their research before approaching the person. They need to find out exactly what the person values and offer it to them. The value may be a link to a few articles that will help them solve their problem, a free white paper about challenges in their industry and how your business could help them or a connection to someone in your industry who could possibly help them. After delivering the value, they should respect nothing in return.

Remember, marketing and sales is about building relationships. And that’s because, people don’t buy from businesses. They support people that they actually trust, know, and like. These things take time to build.

21. Pay attention to the quality of your content.

Should you publish content on LinkedIn? Yes, you should. Should you post daily so that it reaches as much of your audience as possible? Yes, you should. Should you pay close attention to the quality of your content? Absolutely. You may post content and consistently, but if it lacks value and is not well-researched, then it won’t do much to help your business. So make sure that when you create content, it’s original and something that your audience will actually want to read.

22. Locate the emails of bloggers and reach out to them.

Would you like to reach out to bloggers and influencers? One of the best ways to do it is to find their email addresses so that you can get in touch with them. Luckily, there are several tools that can help you with this task. For instance, you can use EmailHunter. You simply install it onto the Chrome browser, go through all of your Linked profiles and select the red button. With just one click, you will get a list of contact so that can do manual outreach and promotion. It’s simple but it can help to somewhat automate the process for you.

23. Offer a unique perspective.

While you should always strive to post high-quality content and consistently, if you really want to stand out then you need to offer a unique perspective. Get people to notice your brand by pointing out something that is wrong with your industry and how it can be fixed. Make sure that the subject matter actually means something to you as you will speak about it more passionately.

24. Ask for LinkedIn recommendations at the right time and be very specific.

One of the things that makes LinkedIn such a powerful tool is that it features real people. And this makes it pretty easy to verify whether or not a testimonial is actually authentic. And this is great because it means that your testimonials will hold a significant amount of weight and gives your business a lot of credibility. And this helps to increase trust levels and awareness.

However, it’s very important that Singapore business owners know when and how to ask for a testimonial for their business. The timing has to be just right when you’re requesting a LinkedIn recommendation. It’s a good idea to ask the client for a recommendation right after you have finished the job. This way, they will be able to offer a testimonial that has more depth and meaning because it’s still fresh on their mind.

Ask the client to make sure that the review they leave for you is as personalised as possible. It should never be based on the generic template that LinkedIn offers. Try outlining a few questions that will help guide your clients through their testimonial. This outline will also serve as a guide for all of your future reviews.
Ask them what were the before and after results of using your products and services. What was it like to work with you. Did they enjoy your style of communication? What was the process like? Was there a quick turnaround time?

Keep in mind that a testimonial that is purposeful and impactful can have a huge impact on your bottom line. These testimonials should be displayed on your website and email signatures. They should also be placed on other platforms so that you gain more exposure.

25. Only share posts that are of the highest quality.

A big part of any social media platform is sharing the posts of others. And this is especially the case when it comes to LinkedIn. As business professionals network, they tend to gain inspiration from others and they want to share what they have read with their network. However, you need to be careful about what you share.

Just as it is important for you to create content of the highest quality, it’s just as important that you only share content that is of the highest quality. In this case, other people’s content is apart of your content marketing strategy. So you will be judged based on what you recommend.

This is especially the case if your business is B2B. The LinkedIn audience is well-informed, so you need to post content that is exceptional. It’s ideal to break your sharing down into a ratio. 50 percent of your sharing should be of the posts you create. The other 50% should be from other influencers and bloggers.

26. Showcase your company culture.

A great way to stand out from the competition is to create content that goes beyond your newsletter or a simple blog. Why not create content that gives your audience an inside look at your company and how it functions. Share what is going on behind the scenes. Describe the culture of your company. Delve into your interests. This way, you will be able to expand your reach and connect with an entirely different audience. Sure, newsletters and blogs are great, but it’s a good idea to vary your content.

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27. Develop a strategy.

It’s quite easy to assume that LinkedIn is just like any other social media platform and that all it takes is filling out your profile and posting a few times per week. However, this could not be further from the truth. If you want to get the most out of this platform, then you need a solid marketing plan. The best LinkedIn social media campaign starts with a strategy.

So take the time to consider what your objective is. Who are the people that you are most interested in targeting. What would you like to achieve with your business? Once you have come up with the answers to these questions, they can help to guide what tactics you’ll use on this platform.

For example, if you are mostly interested in lead generation, then you need to ensure that you include a CTAs, or call-to-action, in the Sponsored Updates section. This will help to turn your visitors into actual prospects. If your ultimate goal is to be seen as an industry thought leader, then you should use LinkedIn’s publishing platform to release content that is long and deep and pushes the discussion forward. If you would like to increase your brand awareness, then publish top of the funnel content so that you are able to reach a larger audience.

Perhaps your goal is not just one thing. It could be various things.Whatever the case, you should start with a strategy.

28. Ask how you can help.

While there are a lot of niches in which it is easy for Singapore business owners to figure out what their audiences want, there are others that take a little more investigation. In fact, in some cases, you may need to reach out to your newest connections every week just to find out in what ways you can help them.

For example, you can start each week by sending your newest connections a personalised message. The subject like could be, “How Can I Help?” Ask them why they connected with you and to tell your about the newest that they’re working on. You’ll find that this particular strategies can attract a lot of new leads.

29. Use the advanced search option for overseas meetings.

Are you interested in setting up overseas meetings? Then you could always use the advanced search option to your advantage. This is an excellent tool for Singapore business owners who want to locate like-minded business associates. No matter how many people you have in your network, in some cases, your best referrals can come from third level connections.

30. Recycle and syndicate your content.

Just because you have already used your content elsewhere does not mean it can’t be effective on other platforms. So consider recycling the content on your other platforms and publishing it on LinkedIn. What’s great about this is that it can save you a significant amount of time and is still very effective.

LinkedIn groups have a tendency very spammy. That’s because there are a lot of group members who tend to leave links but they never interact, so it’s a virtual ghost town which means there is no traffic to your site. By using the recycle and syndication strategy you can gain a lot more traction. Use this content to drive people to your site, and then use retargeting.

31. Treat LinkedIn interactions as you would in-person interactions.

When you interact with other people on LinkedIn, you need to behave in a way that you would with your next door neighbour. In terms of proper etiquette, social media is not much different than your town or city.

So make sure that you are a good neighbour. If you notice that you don’t really have anything in common with someone, then there is really no need to send this person an invitation or message. If you do notice that you have something in common with them, then you need to make sure that the invitation or message that you send to them is genuine and sincere. This means that you should never start off with a sales pitch. Instead, you should formally introduce yourself and give them a little bit of background on who you are.

Next, you should never approach anyone and start bragging about all of your past and latest accomplishments as this can be interpreted as arrogant or rude. Make sure that you give people a heads up when you find something that could potentially make their lives easier. And make sure to take the time to compliment the person who created the content that was life-changing.

Also, it’s important to take the time to congratulate your connections whenever they have reached a certain milestone or are celebrating something special. For instance, you can wish them a happy birthday. You can wish them a happy anniversary. Perhaps they have achieved an impressive business goal and you want to let them know that they have done a great job. Whatever the case is, you need to make sure that you are always a good neighbour. A successful LinkedIn strategy requires more than your having a lot of followers. It requires your building a great reputation in your community.

32. Post partial articles.

As we have discussed, a crucial part of a LinkedIn marketing campaign is posting quality content. However, what if you are interested in getting your LinkedIn traffic back to your site? Sure, you want to get people to follow you on LinkedIn, but your ultimate goal is to drive traffic.

The good news is, you don’t have to “waste” all of your content on LinkedIn. In some cases, you can use your publishing space as a teaser. More specifically, you can post half of your article on this platform and then create a link back to your website. This way, in order to read the rest of your article, they must go to your site. This particular strategy works great for list articles.

For example, you create an article entitled, “15 Tips for Reorganising Your Home Office.” In this case, you would post 6-7 points on LinkedIn and then suggest that they read the full article on your website. Simply include a link at the very bottom of your post that says, “Read all 15 by clicking here.” This can help to drive a significant amount of traffic to your site where the reader can be pixeled for re-targeting later on Google and Facebook. And make sure that you have a pop-up on your website that ask the visitor to join your mailing list.

Make sure that you create a stellar headline as well as a captivating introductory paragraph. Also, you shouldn’t save the best points for your website. Ideally, your most compelling points should be mentioned in the first half of your article on LinkedIn so that people want to know more. You definitely need to be able to pique their curiosity.


When it comes to LinkedIn, there is a ridiculous amount of opportunities and knowledge available to you. However, if you want to get the most out of this platform, you need to know how to navigate it. You need to know how to attract the most qualified leads. And much of this comes down to your ability to be helpful and offer value. You need to be willing to align your goals, with those of your audience. You must also be willing to create lasting connections.

Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.

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