Whilst most of the focus over the last few years for social media marketers has been on Facebook, Instagram and Google, LinkedIn have been silently growing. It now has more than 500 million users worldwide.
LinkedIn started as destination for CVs and job searching – it’s now evolved into a thriving network of influencers, contacts and networking opportunities. So how does a business start to market themselves on LinkedIn? Here are some first steps to help increase engagement with your Company page.
Your Company page – This is the centrepiece of your LinkedIn presence. Make sure you have included basic information about your company, including products and services you offer. Try and use powerful keyword-rich copy in your company profile information, words that that your customers or clients would use; Company pages are SEO-friendly.
Share engaging content – Share relevant company news, industry articles and thought leadership pieces. All your posts will appear on the news feed of all your followers. So make sure you follow some simple rules:
a) Optimise your headlines – make sure they are a clear call to action – this will result in higher engagement.
b) Use images – posts with images gain 6 x more engagement than text-only content. Try using videos and slideshare too. It all makes a difference.
c) Avoid salesy speak – remember not to overly promote and if you do post a company-related product or news item, then make sure it has a specific benefit to your followers. Try to create conversations with a friendly tone to increase engagement with your followers.
Make it regular – One of the best ways to improve your rankings and search results is to share relevant and regular content – daily if possible. Doing this you start a conversation, drive word of mouth and directly engage with your target audience. When you publish updates on your Company page, they also appear on your public page and will be picked up and indexed by Google. The golden rule is the more frequent the post, the higher engagement.
Take a look at the analytical tools – Like most other social media platforms, LinkedIn analytics is represented in followers, share, clicks and impressions. Your Company page analytics is split into Updates, Followers and Visitors.
Updates: A table shows your most recent data including audience, clicks, impressions (the number of times your update was shown to Linkedin members), interactions (who liked, commented or shared your update).
Followers: This shows the number of LinkedIn members who follow your page. It provides you with information such as where they came from, organic – without clicking on advertising or acquired – through your sponsored content. There is also a breakdown of the follower’s demographics such as industry, function and company size.
Visitors: How many times was your company page visited and who visited it? This gives demographics of the visitor plus how many were unique (not including duplicate visits).
Build an audience – The benefits of a large LinkedIn following are obvious – marketing objectives are more attainable if the content you publish reaches a large, and importantly relevant, audience. So once your Company page is up and running, you need to proactively drive traffic to it – link it to your newsletters, blogs, emails and company website with a ‘Follow’ button.
Ask your employees to list themselves under the company – they are often your brands best advocates on LinkedIn. Employees are core followers and in addition can share and engage with your content. Encourage them to grow their personal networks and then take advantage of the connection opportunities with peers, sales prospects and customers when they arise.
These are just the basics to get you started with LinkedIn for business. With so many options for extending reach and driving engagement, any company can grow its LinkedIn presence and audience from a small following to an expansive and engaged community.