With over 562 million users, LinkedIn is one of the most effective tools for digital marketing. As per a study by the Content Marketing Institute, 97% of B2B marketers rely on LinkedIn for content marketing purposes. LinkedIn can undoubtedly be an excellent lead generator for companies that invest time and effort into creating a dynamic and relevant LinkedIn marketing strategy. The success rate of lead generation through LinkedIn is around 60%. Do you know more than 45% LinkedIn article readers are in upper-level positions, including managers, VPs, Directors, and C-level positions?
Further, according to HubSpot, LinkedIn is 277% more effective at lead generation than Facebook and Twitter. LinkedIn is all about building networks and connections which is the real power for any business.
Here is a list of ways through which you can use LinkedIn to level up your game, target potential clients and promote your business on LinkedIn the best possible way:
1. Set Up a Company Page
As per a report by Forbes, only 57% of companies have professional LinkedIn pages. Rest 43% totally miss out on a free opportunity to grow their business, generate leads and acquire talent.
- Write an interesting description which aptly describes what your company does and what makes your business unique.
- You may also add images to stand out. You must put the profile picture as the company’s logo.
When someone will search for your company name, profile and cover images are the first two things they will notice. Hence, it is a good opportunity to connect your brand with the audience. You must also state your company’s accomplishment on the page and links to its other social media profiles and pages.
2. Have Your Own Profile Too
At the end of the day, people do business with people. They are always keen to know who is the person behind the brand/company. They are curious to know who started the company, the journey behind and about the team. Therefore, it is MUST, to start your own LinkedIn profile too. Not just that, your entire team must have a LinkedIn profile. Your profile should highlight your work performance, events you are participating in and different activities you are involved in.
3. Target Sales Prospects
The primary purpose of being on LinkedIn is to increase your potential customers. The rules of sales prospecting have been altered in today’s digital world where more than 50% of B2B buyers make their decisions via online content. Few simple hacks could be to browse through your competitor’s network, tracking who is visiting your profile, commenting on your posts and scrolling through skill endorsements.
4. Answers Questions
When you share your expertise and business knowledge, it helps your clients to know your services and products better. Answering questions posted in LinkedIn Answers gives you a great opportunity to create your band value amongst your prospective customers.
5. Build Your Audience
Your content will be junk if you don’t have an audience. You need to build your content in a way that Google picks them for your readers. To increase visibility your content needs to be SEO friendly. You can do that by incorporating keywords. If you are not sure on what keywords to use, you can think of it as what a potential customer might use while searching for your product or services. Provide backlinks to your company page. This will boost your ranking for internet search. Adding links provides more juice to the content. Three – four backlinks for 1500 words write – up is good enough.
6. Share Content Regularly
Have a content strategy in place for your LinkedIn page. You can post news, research reports, opinion articles, industry trends, your company updates and job postings. You need to post content frequently keep in mind search engine optimisation (SEO) requirements. This is one of the most used elements in LinkedIn marketing strategy. You can also post videos, recently completed projects, tips and hacks, anything you feel could be useful for your professional community.
7. Become Active On LinkedIn Groups
You may already be a member of several groups on LinkedIn, but to promote your business on LinkedIn effectively, you need to leverage that membership by participating in discussions. Each time you participate, your photo and name are included, plus you can drop in a short signature with your company information on your posts for added promotion.
8. Get Recommendations
Recommendations can promote your business on LinkedIn to a great extent. They are like testimonials of satisfied customers. Get as many recommendations as you can. Set up your company page first to get recommendations.
9. Get a Personalized LinkedIn URL
When you set up a page, you will have a randomly generated generic LinkedIn URL. Using a generic LinkedIn URL might not be that helpful. Prefer generating a personalized Linkedin URL.
- You can generate a personalized LinkedIn URL by moving your cursor over “Profile” at the top of your homepage.
- Choose the option of “Edit Profile”. You will notice a URL link like “www.linkedin.com/in/yourname” under the profile photo.
- Move your cursor over the link and click the “Settings” icon next to it. You can change this URL by clicking on the “Edit” icon.
- Choose a new custom URL and click save.
- This personalized URL will directly communicate your brand to buyers and provide you with SEO advantage.
10. Understand The LinkedIn Algorithm
The algorithm decides what goes into the LinkedIn feed. You must understand the LinkedIn algorithm if you wish to draft an effective LinkedIn marketing strategy. The algorithm does a spam check, so ensure your content is of high quality and value. It also determines your initial user engagement. Check for relevancy to increase the reach of your posts.
11. Use Keywords in Skill Set
You will notice at the bottom of your page, there is a section termed as “skills”. You should carefully choose your skills and add something that would value to your customers. For example, if you are a software company you can choose skills, software engineering, software development, user interface design etc. You may again look at the list of keywords you identified and include them in your skills section. It’s time that you ace your social marketing game.
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