Make your business stand OUT on LinkedIn
By Janine Langheim
Since its start in 2002, LinkedIn has grown in fame for connecting professionals all over the world. You might see it as an online tool to find your next position or advance your career. However, it can also be invaluable for growing your brand and expanding networks for your business.
Companies, particularly those with a B2B focus, can use LinkedIn to access a target audience that is not found on other social media platforms.
Here are seven sure-fire (tried and tested) ways to market your business through LinkedIn:
1. Start with your own profile
Yes, we are still focussing on how to market your business on LinkedIn, but the reality is that people do business with people, not companies. Your personal profile, and that of every team member within your company, all form part of the collective perception of your brand and is where first impressions are formed. When looking at someone’s profile, people silently answer the question “Do I want to work with this person?”.
Do your best to make sure your profile stands out from that of others in your industry (competitors). Make sure your profile image, qualifications, experience, skill set is always up to date and that your profile is 100% completed.
2. Create a complete LinkedIn company page
Now that your personal profile is set-up correctly, you can focus on your LinkedIn company page. A LinkedIn company page is different to a personal profile and is set up to represent a business or brand to potential customers, investors and partners. The page allows you to post updates and add information that comes across more effectively from a brand name than from an individual.
As with your personal profile, make sure you complete your company page 100%. According to LinkedIn, companies with complete information get 30% more weekly views.
A complete page is made up of:
- Your company logo: Upload a quality version of your logo, positioned and sized accordingly.
- Page cover: A lifestyle image that complements the core messaging of your brand and works aesthetically with your company’s CI.
- Company info: This includes your website URL, location, company size and type.
- Description: Include relevant keywords and phrases that best describe your company’s mission and purpose. This will help LinkedIn members who search by keywords, find you.
Also make sure that you and all your team members link their personal profiles to the company page.
3. Clarify your company goals and audience
You can’t reach your goals if you don’t know what they are. Make sure you know exactly
what you want to achieve with your LinkedIn marketing. Common marketing goals include
generating leads, making sales and/ or creating branding awareness.
Understanding what ‘success’ looks like will make it easier for you to identify your audience, strategically populate your profile, target your adverts and decide on what content to share.
4. Share content that matters
Always share quality content that your audience will find interesting, that will help them to perform better in their jobs or help solve their pain points.
Although you would naturally want to only focus on promoting your business, include a good dose of ‘curated content’, which is content posted by other individuals or businesses that might be of value to your followers.
According to LinkedIn, their members love a fresh idea. And that is why publishing thought leadership content is one of the most powerful ways to grow your LinkedIn audience. As Laura Ramos from Forrester says, “Business buyers don’t buy your product; they buy into your approach to solving their problems.”
Regularity is another key element to success. LinkedIn recently shared that companies that post weekly see a 2x lift in engagement with their content. Posting daily will increase that number even more, however make sure quality is always maintained.
Finally, the golden thread should be that all your content must align with, and aid, your company in achieving its business goals (as mentioned in the previous point).
5. Use rich media to increase engagement
We process images much faster than text. So, it makes sense that posts with images garner over six times more engagement than text-only content.
Meet your audience’s craving for visual content by adding images, YouTube videos, and GIFs to your updates. To keep things interesting, alternate between these three to best suit the content shared.
6. Amplify your offering
You don’t have to spend thousands of Rands on LinkedIn advertising each month to effectively reach your target audience. We have been surprised at how a conservative budget of between R200-R500 a month can make a remarkable difference to the effectiveness of brand’s marketing campaign.
Choose between ‘boosting a post’ or ‘creating an advert’, and set everything from your target audience’s occupation, age and location to their interests.
7. Regularly audit your page
Make it a priority to audit your business page once a quarter to make sure it always reflects your brand accurately. It should include posts about your latest achievements, service offering and team members.
Although it is simple enough to audit your profile yourself most times, we suggest that you get a third party in to do an external audit once a year to make sure there are no blind spots that might be keeping you from that growth you desire.
As with all social media platforms, change seems to be the only constant on growing platforms such as LinkedIn, so make sure you regularly read industry related articles to familiarise yourself with changes or add-ons. However, if you’d rather spend that time on your business directly, it might be time to source a digital agency like Yellow Door to manage your business page for you! Pop me an email at firstname.lastname@example.org if you’d like to take the conversation further.