In the era of Instagram, Facebook and Tik-Tok, many digital marketers often forget how powerful LinkedIn is as a social platform. In fact, with nearly 610 million users (40% log-in daily), LinkedIn is truly a goldmine for B2B brands to network with credible businesses and influential professionals. A figure to remember – 92% of Fortune 500 companies are already using LinkedIn! Furthermore, LinkedIn allows you to harness the power of word-of-mouth for lead generation. Let’s take a look at how you can leverage LinkedIn to the fullest with seven handy tips.
1. Optimize Your Company Page
Brands with a company page that are updated and complete receive 2x more visitors than incomplete ones. Tapping into features like a custom URL that’s easy to remember, adding a logo (pages with logos get 6x more traffic!) and high-res cover image, filling out a meaningful description in 2,000 characters (the first 156 characters will appear in your page’s Google preview!), adding select page admins from your team – these are all important aspects that can help you achieve more than 90% visibility for LinkedIn company page.
2. Set Measurable Goals
Simply setting up a LinkedIn page isn’t sufficient – as is the case with any marketing channel, you can only gauge effectiveness through goals that are measurable and specific. Do you want to use LinkedIn for social selling? Or is the goal to establish your brand as a thought leader? What is your timeframe? You can monitor LinkedIn performance only if you are first clear about what it is that you wish to achieve by being on this platform.
3. Connect With Your Team
On average, LinkedIn users have 400 connections. Maximize your reach by asking all of your employees to connect with your brand’s LinkedIn page. And, make sure they update their personal page’s information to reflect they are a part of your organization. Establish a routine where different members of your team cross-share branded content to get the word out further to a wider network.
4. Publish Meaningful Content
You can grow your audience on LinkedIn and keep them engaged by sharing meaningful articles and updates. LinkedIn itself recommends a post per weekday – this will help you stand out amongst the pool of other thought-leaders. Although you cannot publish articles from your Company Page directly, asking senior leadership team members to do so will boost results even further. Research indicates more than 50% of social traffic to B2B blogs/Websites comes from LinkedIn alone. You can also consider adding visual-driven content to the mix – research indicates LinkedIn posts with images get 98% more comments.
5. Utilize LinkedIn Groups
Whether you are active in relevant LinkedIn groups or create a LinkedIn group of your own, this can be a great way to connect with potential clients, journalists and influencers outside of your immediate circle. There are more than 90 million senior-level influencers on LinkedIn and over 63 million decision makers. Remember – participating in group discussions will draw attention to your own business’ Company Page.
6. Integrate LinkedIn Ads
LinkedIn has a pretty impressive database of information about members’ skills, associations and professional interests, which means setting up ads can be very impactful because they will be highly targeted and relevant. In an official statement, Jonathan Long of Market Domination Media reported seeing clients witness an engagement and conversion rate of LinkedIn sponsored content that is 2-3x higher than Twitter and Facebook. LinkedIn offers a variety of advertising options – sponsored content, pay-per-click or CPM text ads and sponsored InMail messages.
7. Pay Attention To Analytics
Monitoring LinkedIn analytics will help you track what sort of content is drawing the best results, what sort of demographics your followers represent, who is visiting your Company Page and what timings various posts are performing well at will help you plan future LinkedIn campaigns even more efficiently.
Making meaningful connections that add value to your business is always an important goal for any digital marketer – LinkedIn is an excellent platform to work toward this. Pure Design Solution has helped numerous brands harness LinkedIn in the past. Contact us right here for more details.
