Becoming a LinkedIn Pro; Tips for improving your Marketing!
Are you trying to include LinkedIn in your marketing strategy and want to practice some awesome new LinkedIn tips and tricks?
LinkedIn can help link your brand with over 600,000,000 people. By tapping into existing connections, LinkedIn can help you grow your brand by building awareness and through word of mouth. LinkedIn is also one of the top social networks to help generate leads.
Ready to get started?
Great! If you’re ready to take the next steps right away, head over to our website, zinoramedia.com to learn how Zinora Media can help your business grow on social media.
If you still need a little more convincing, here are ten professional LinkedIn tips and tricks to attract new business, increase credibility, and expose your services.
#1: Create a Competent LinkedIn Company Page
A Company Page is your business’ LinkedIn profile, similar to how your Facebook Business Page is your company’s personal Facebook account. The company page serves to tell other potential connections about your offerings, the people who work there, and engage with actionable content. Company Pages are also a great way to establish industry expertise.
All you have to do to get started is create a Company Page.
Your company logo will take the place of your profile picture on other social networks. The cover photo needs to capture the look and feel of your business.
(PRO TIP: Just like your personal profile will get more views if you have a profile picture, your company profile is up to six times more likely to get traffic to their page than companies without a profile photo.)
Next, you’ll want to fill out the company description.
In this 2000 word character limit, you’ll want to tell your audience who you are and how your company can resolve any pain points they might be facing. In the first 150 characters, it’s especially important include business related keywords, as that’s what will appear in the Google preview of your company page.
Underneath your company description you can add a few keywords (specialties) that your business specializes in. These specialties help people find your business, so it’s crucial to not skip this section! Think of those pain points we mentioned above.
(PRO TIP: It’s super helpful to also add some industry related facts to your page as well using the drop down boxes that indicate your company size, location, year founded, etc. When people search these specific criteria, it only enhances the likelihood you’ll appear in their searches. It also helps not to bog down your copy in your Company Description.)
Just because you built a company page doesn’t mean that success will come. To assist your chances of gaining followers, recruiting, leads, social sells, etc. keep following these professional LinkedIn tips and tricks for business marketing.
#2: Have your employees follow your company’s LinkedIn Page
According to LinkedIn, your employees have 10x more first-degree connections than your company does followers. Employees are your biggest advocates, and by making sure they’re following you, you’re also tapping into their vast network of potential connections.
(PRO TIP: If your employees add their position at your company to their profile, your page will be linked on their profiles and in turn, their profiles will appear on your company page. This association gives your page that many more opportunities to be seen by other people.)
#3: Define your audience and goals
As with any marketing venture, defining your goals is a great place to start. Are you trying to establish yourself as a thought leader? Recruit valuable candidates? Or generate leads for your company to follow up with?
Whether you want to tackle one or all of these aspects, your goals will help you measure your success to see how your efforts are paying off.
(PRO TIP: If you haven’t already developed a customer avatar, this is a great opportunity to do so. Knowing who your target audience is will allow you to tailor your messages to fit your audience, rather than tailoring your audience to fit your message.)
#4: Optimize your company page for search
Your company page is designed to be SEO friendly, so it’s important to optimize your company page to increase visibility through searches either on LinkedIn or off.
Add Keywords: If you missed adding these in step one of our list of LinkedIn tips and tricks, now is your opportunity to insert keywords into the company profile. These keywords can range from phrases of what you do or specific words that encompass who you are. There is a method to the process of keyword research though.
Link to your Company Page: Link to your company page from your website, blog, social media posts, or email newsletters. This step is crucial to boosting your ranking in search and driving traffic to your LinkedIn page.
Share relevant content: The most effective ways to improve your rankings is to share content regularly. The more frequently you share content, the higher your company page will appear in search results.
(PRO TIP: The more followers your company page has, the potential reach of each update increases. This directly helps your brand’s visibility and overall awareness. Which in turn influences how fast you show up in searches. If you haven’t caught on, each of our LinkedIn tips and tricks connect to each other.)
#5: Publish actionable content
The best way to grow your followers and to keep them interested is to publish content the audience finds interesting and on a regular basis. Your content needs to answer questions, help your audience perform their jobs better, or help address their pain points.
PRO TIP: LinkedIn recommends posting at least once per weekday.
Most of the people on LinkedIn are considered ‘news-junkies.’ Meaning, they thrive on the latest updates and ground breaking news. Naturally you’ll want to post your own content, but it’s also a good idea to incorporate others’ engaging content. Sharing from an external source shows that you stay actively involved and immersed in your industry.
Clicks, comments, and shares are good indicators that your posting engaging content.
#6: Include rich media to increase company page engagement
Our brains process images faster than text, so it only make sense that LinkedIn posts with images receive 98% more engagement.
(PRO TIP: Share a YouTube video for a higher share rate. Instead of requiring you to upload videos to autoplay, LinkedIn allows YouTube videos to play automatically in the news feed. And it is the only social channel that does this!
We’re halfway through our LinkedIn tips and tricks, keep reading to unveil even more!)
#7: Tag your connections or other members in posts
Getting likes in your posts is, of course, good for you. However, if you really want to stand out, then encourage some activity on your posts. When someone leaves a comment, take the time to respond. Or you can also do this on other people’s posts, just be sure to mention them using their first name. This is the best way to be relevant with your key networks.
By mentioning a connection or another LinkedIn member, you are encouraging engagement with your posts. These tags notify your connections that you don’t want him or her to miss something important or of interest to them. However, don’t be tempted to tag your connections continually and annoy them!
(PRO TIP: This can encourage cross promotion, the cooperative marketing of two or more companies of one another’s products or services. And in return, help tap into each others following to grow your audience!)
#8: Get involved in LinkedIn groups for more LinkedIn Tips and Tricks
As a business, taking advantage of LinkedIn groups will help you connect with your customers. It also allows you and your business to network with other people in your field, especially those outside your immediate connections.
Be careful not to blast advertisements in groups, this channel is best used to share content that will encourage higher engagement and quality interactions. By sharing relevant content you can also drive more visitors to your website.
(PRO TIP: Groups can help you gain insight into your target audience. You can join groups that align with your customer avatar to see what kind of information your customers deem valuable and worthy of being involved in.)
#9: Incorporate LinkedIn ads
When you create your personal LinkedIn profile, you’re giving the network detailed information about your interests, basic demographics, and skills. This data is vital to marketers! LinkedIn can be known as the platform with the most defining targeting options, which allows you to easily incorporate LinkedIn to your marketing ventures.
When it comes to advertising on LinkedIn, there are three solutions to consider:
1. Sponsored Content: When you publish an update that receives high engagement and really aligns with the metrics outlined in #5 of our LinkedIn tips and tricks, consider sponsoring your update. This allows you to reach a wider audience than before by promoting it directly on the news feeds of the people you want to reach.
(PRO TIP: Use Sponsored Content when you want to:
Raise awareness of company events or initiatives
Increase qualified traffic to your website or post
Increase follower count
2. Sponsored InMail: Send personalized messages to highly targeted recipients. This ad format eradicates the possibility of landing your ads in fake or spam inboxes because it only delivers to active LinkedIn members.
(PRO TIP: Use Sponsored InMail when you want to:
Promote webinars and special promotions
Generate B2B leads
Directly engage valuable prospects or connections)
3. Text Ads: This is LinkedIn’s pay-per-click (PPC) platform. These ads display on home pages, profile pages, group pages, and search pages.
(PRO TIP: Use Text Ads when you want to:
Target highly specific B2B audiences
Drive traffic to your website or specific landing pages
Attract quality job candidates)
#10: Understand the LinkedIn algorithm
LinkedIn is one of the only platforms that unveils its algorithm, while most social platforms keeps it locked. Here’s how the algorithm ranks your content:
Content is posted, and passes the initial computerized test. It will either rank as ‘spam,’ ‘low quality,’ or ‘clear.’ Quality is key as you obviously want your content to be in the clear.
Content is left on the feed temporarily to measure engagement. Initial indicators of engagement (likes, comments, shares) are good. However if your content is hidden, not good. Make sure your content speaks to your audience so they won’t hide it or mark it as spam.
Content passes a computerized virality check. The algorithm does some further checks for spam and credibility based on the quality of your account and network.
Content is reviewed by human editors.
#11: Learn from LinkedIn analytics – The ULTIMATE of our LinkedIn Tips and Tricks
Monitoring your LinkedIn analytics helps you make informed decisions that lead to better results. This will lead to maximizing the effectiveness of this important business social network. You can understand your follower demographics, track traffic and activity on your company page.
(PRO TIP: LinkedIn research shows that posts tend to get the most engagement in the morning, afternoon (during lunch), and after business hours. This is a great starting point, but what works for most businesses, might not work for your business. So pay close attention to your analytics when posting. We highly suggest testing different times to see what works best for your company.
Here’s how to access LinkedIn analytics for your company page:
Click the Me icon at the top of your LinkedIn Page, then choose your company page under the Manage section. Click the Analytics tab and choose Visitors, Updates, or Followers.)
LinkedIn is a powerful platform, not only for professionals, but for companies as well. If you are a small business and do not have a LinkedIn company page, take note of these LinkedIn tips and tricks because now is a great time to get started! LinkedIn will allow your business to build credibility, create a meaningful network, and share industry related expertise from other thought leaders in your industry.
To take your LinkedIn to the next level and incorporate these LinkedIn tips and tricks into your social media marketing strategy, check out our social media management company. We can help you give your all to your investment through our LinkedIn marketing services and/or our LinkedIn advertising services. We’d be happy to talk to you and see which avenue is best for your business.
Opinions expressed in this article are those of the guest author and not necessarily Zinora Media.