Once upon a time, LinkedIn was known as a job-related, “for professionals only” social media platform. Fourteen years and almost 500 million followers later, LinkedIn is quickly becoming a force to be reckoned with in the world of B2C and B2B marketing.
As a small business owner, apart from having an active Facebook, Twitter and Instagram marketing strategy, getting noticed on LinkedIn should be another priority. However, to make your presence felt, you will first need to understand how LinkedIn functions.
Unlike on other social media platforms, pushing your business, spamming and obvious hard selling are highly frowned upon on LinkedIn. Moreover, as brand followers on LinkedIn do not expect products or services to be sold, marketing requires a different type of approach to get the results you want.
To help you perfect your marketing strategy so that you can tap into the world’s largest professional network, we’ve listed a few tips and tricks so LinkedIn can help you scale your business.
1. Have an up-to-date and complete LinkedIn company profile.
Did you know that Company Pages with complete profiles receive up to two times more visitors than those with incomplete page profiles?
For a complete profile, it’s essential to have the following items:
- Company description
- Website URL
- Company size
- Company type
To fully complete your profile, head to your Company Page on LinkedIn and select “Overview.” There, upload a high-resolution company logo and a cover image that captures your brand as well as fill out the “About us” section to provide visitors with more information
Below the “About us” section you’ll find even more important fields to complete like website URL, company size, industry, type, and location. These are all critical components in helping to make your Company Page look more legitimate and professional, and offer potential clients the opportunity to connect with your company when they’re ready.
2. Get a custom URL.
As part of your brand image, it’s also essential to claim your custom URL to ensure it includes your firm’s name. This is especially important for people who have a lot of contact with potential clients. In the B2B sector, when you are slated to meet with someone you haven’t met previously, they are likely to search Google for the name of the person with whom they’re meeting to learn more about the person (you). Claiming your custom URL makes it more likely that your LinkedIn profile will rank in the top of those search results.
3. High-quality content = high-quality returns.
Content is king and the more good content you post, the more likely you are to derive tangible results from it. LinkedIn offers you its content-first experience with its integrated organic material as you can post written content as well as native LinkedIn videos. Any content you post should accomplish either of these two goals: teach others how to solve a problem or how to do their job better.
Do this, and you’ll be looked at as a thought leader in that space which will lead to more business because of the real value you offer them.
It’s also important to have an updated and consistent presence for your brand with its own Company profile page. Imagery, colors, and content on this page should be consistent with your website and any other social media profiles your business has.
4. Create a regular posting schedule.
According to LinkedIn, businesses that post at least once per month have been shown to gain followers 6X faster than those that don’t. However, you should aim to post at least once per week to your Company Page to keep your followers engaged. To help you post consistently to your Company Page, set up a posting schedule and template so that you can easily schedule posts for your page.
We’ve found that LinkedIn content performs really well if you include a descriptive caption, eye-catching images, and relevant hashtags. As a bonus, you can add emojis, questions, and bullet points to switch up the look and feel of your content.
5. Every connection could lead to a business relationship.
LinkedIn is a social network for professionals to connect with other professionals. As a business owner, you should connect with prospects, strategic partners, referral partners, and other business owners. You will also have access to your target market, and it’s important to nurture these connections no matter how insignificant they may seem.
Once these connections have been strengthened, you can decide which should be developed into business relationships and which can continue as connections.
6. Join groups and stay active.
Allies are vital in business, and even competitors can inadvertently be your allies in the battle for business. How? By joining groups that are relevant to your target demographic and participating in discussions, you’ll learn about what your competition is doing. It’s also an excellent way to listen to what your audience is talking about, and will also give you the opportunity to interact or offer your advice. In addition, when you’re part of a group, you can message the members of groups you are in, even if you aren’t connected.
7. Boost your email marketing list.
LinkedIn lets you message fifty people at a time. Please take advantage of this feature by sending a crafted letter saying thank you for being connected on LinkedIn, and invite them to be part of your email marketing list. As part of your message, include a direct link for the email signup along with what they will receive by signing up for the email list. To generate goodwill, offer to look at something of theirs which will help you earn a reply and potentially start a conversation.
8. Target specific customers and connections with sponsored posts.
Unlike any other social media platform, the targeting on LinkedIn is unparalleled in the realm of digital advertising. As a small business owner, you can zero in on the exact industry, company size and job role of the people that you know will typically buy your product or service.
For example, if you are selling translation software to small businesses in Canada, you can set your advertising campaigns to only be showing to businesses that are under 100 employees, based in Canada, and within that grouping, only to executives at those companies with a translator title.
9. Promote your Company Page beyond LinkedIn.
Digital advertising is a synthesis of multiple channels, and LinkedIn is no different. To see consistent growth over time, it’s essential to incorporate a few cross-promotion strategies to experience the maximum growth rate.
For example, link to your LinkedIn Company Page in your marketing communications, email signatures, and blogs. You can also add a LinkedIn “Follow” button to your website and make it easy for readers to share content at any point throughout the reading experience or while browsing your website.
By adding the LinkedIn “Follow” button to your landing pages or using sticky social media sharing buttons within your blog posts, you’re setting yourself up for long-term success and reach.
LinkedIn is an untapped market for many small business owners. As one of the best digital marketing toolkit providers in Toronto, Webware.io wants to help you take advantage of every tool there is to help you expand your business.
If you are looking for a complete digital marketing toolkit, do not hesitate to open our chat box on our home page and start a conversation with us! Our platform enables small and medium businesses to easily access multiple tools needed to manage and grow a beautiful, successful online presence.