LinkedIn is one of the most powerful social media platforms for businesses, and its potential as a marketing tool shouldn’t be overlooked. With hundreds of millions of members worldwide, LinkedIn is an ideal platform to connect with other professionals and build a brand image for your business. Like so many other platforms, it’s best to have a plan or else it can be overwhelming. Following are a few steps to take in order to make LinkedIn part of your digital marketing strategy.
- Create a Company Page: Create a LinkedIn Company Page for your business. This page will serve as your LinkedIn company homepage. You can showcase your products, services, and company culture. Fill out the Company Page completely, including the “About Us” section, so that visitors can quickly understand what your business is all about and how to get in contact with you.
- Optimize Your Personal Profile: Create or update your personal profile to represent yourself (and by extension) your business accurately. Use a professional profile picture, include a concise and compelling headline, and use keywords to help people find you and link to your business.
- Post Content Regularly: LinkedIn is a content-driven platform, to get the most traction, post high-quality content consistently. You can share blog posts, infographics, videos, and other types of content that showcase your expertise and educate your audience. Use LinkedIn analytics to track which posts are resonating with your audience. Note – you can post from your Company Page but then also share from your personal profile page to interact with individual connections as well as people who simply follow your business account.
- Engage with Your Network: LinkedIn is all about networking, so it’s essential to engage with your network regularly. Comment on other people’s posts, join relevant groups, and participate in discussions. Building relationships on LinkedIn takes time, but it’s well worth the effort. Comment as yourself on relevant posts and truly take the time to make meaningful connections.
- Measure Your Results: Finally, it’s important to track your LinkedIn metrics regularly. Use LinkedIn analytics to monitor your Company Page views, engagement rate, follower growth, and other key metrics. This will help you understand what’s working and what’s not, so you can adjust your strategy accordingly. Also, pay attention to messages that you receive from people who have connected with you on this platform. Not every connection is measurable through the reporting metrics – some are more organic and can lead to a great new customer.