LinkedIn is a social media platform where business professionals connect to share tips and strategies while promoting their company. With almost 700 million users, 40% of whom look at the site daily, LinkedIn is a great way to establish relationships with other entrepreneurs, employees, and even potential customers.
If you’re a small business owner looking to expand your marketing reach, LinkedIn is a fantastic tool to connect with like-minded individuals and promote your company at the same time. Like all marketing mediums, it’s important to develop a strategy before you start posting content.
We’ve outlined the top 7 tips you need to know to start generating leads from LinkedIn.
- Create an Effective LinkedIn Page for Your Company
Your LinkedIn page is like a profile for your company. It’s where you share important details like what you do, who you do it for, why customers should choose you instead of your competitors and where you link to your website. Remember to add your logo to your profile picture, allowing your visitors to recognize your brand at a glance.
The tagline section of your LinkedIn profile is a valuable piece of real estate. That’s where you should share your company’s unique value proposition. It’s essential to write your tagline with your audience in mind. Don’t just tell people what you do — tell them how you serve your target audience. Consider the problems your audience is facing, and explain how you can help them in one concise sentence.
Don’t worry; you’ll have more space to talk about your company in the About section, where you’ll add in more details about your business. This section is a great place to include some industry-specific keywords that your audience may be using. Remember to use them in a natural way, so it doesn’t look like you’ve just stuffed your description with keywords.
Be sure to fill out the remaining sections of your LinkedIn profile, such as the phone number, website, industry, company size, and type of business.
2. Cross-Promote Your LinkedIn Profile
Once you have your LinkedIn profile set up, you’ll need to cross-promote it through your other marketing channels. Add the LinkedIn icon on your website and in your email signature, and link it to your profile. Also include your LinkedIn profile information in the profile sections of your other social media accounts, such as Facebook and Instagram.
Cross-promoting your different profiles helps your audience reach you easily on whichever platform they choose. It saves them from having to look up your LinkedIn details separately. Plus, it’s a way to show your audience that you’re an established organization that has valuable industry-specific information to share on a credible platform like LinkedIn.
3. Publish Content Regularly
Here’s the thing about any social media activity: it’s only valuable if you publish content consistently. Having a consistent presence requires time, but it provides a good return on investment.
Start by browsing your competitors on LinkedIn to see what kind of content they publish. Check to see which posts get the most engagement: Do the viewers like posts with images and comment on ones where there is a question? Or do they like the ones with videos more than anything else? This will help you determine which type of media you should be sharing.
Consider what kind of information your audience wants to read. Are they looking for solutions to specific problems? Do they want to learn about industry advancements? Are they searching for posts that share or challenge their own opinions?
Remember that your LinkedIn profile should follow your company’s brand guidelines. Even though it’s not on your website, you should still use your brand voice and tone in your social media posts. Be sure to tag relevant people in your posts, like business partners and subject-matter experts, to increase their visibility.
4. Encourage Your Employees to Connect with Your Company’s Page
Did you know that on average, employees have a network ten times larger than the number of followers their company has? Leverage this resource by asking your employees to follow and interact with your company’s page.
When your employees like or comment on your articles and posts, that content is shown to their connections, giving you a far wider reach than you usually have. It’s a simple yet effective way to boost your profile and let your network do the work for you.
While asking employees to share your company’s posts is one way to achieve this, you can also make it easier for your employees to engage. For example, if you’re posting something about a product advancement, send an email to your product team to share their experience working on that product in your post’s comments. It’s important to add value, not just like or comment to gain exposure.
5. Take Advantage of LinkedIn Groups
LinkedIn has millions of groups across different industries. Join the conversations to connect with other members who can become a critical part of your network. However, these groups will only be valuable if you put in as much as you want to get out. Focus on building authentic connections instead of bombarding members with messages about doing business with you.
Develop a strategy to get the most out of these groups. Research specific members you’re interested in connecting with, and see how to add value for them: Can you introduce them to another connection or invite them to another group that might interest them? Be sure to gain visibility in the group by participating in discussions with useful and actionable content. Refrain from making sales pitches unless invited to, as that might cause others to ignore your posts.
6. Create a Showcase Page
If you have different brands, product lines, or audience segments, then a Showcase page may benefit your LinkedIn strategy. Think of a Showcase Page as a child of the main parent page. Here, put the spotlight on different brands or initiatives and give them a place to shine on their own.
Members can follow this page just as they would your regular page, and it’ll give you a chance to call attention on special projects or business units. Be sure to build content and graphics that’ll entice others to keep reading, just as you do on your main page. Keep in mind that you’ll need to create a unique strategy for this page, so you’re not just repeating the same content from your main page.
7. Consider Advertising to Increase Traffic
LinkedIn provides ways for your business to get in front of as many eyes as possible through paid advertising. You can choose from several options.
- Sponsored InMail, which allows you to send targeted messages to an audience segment, is an excellent way to promote webinars and social events, while generating b2b leads.
- If you’re interested in raising awareness for a specific company event or initiative, try Sponsored Content. You can increase the number of qualified leads to your website through this form of advertising and up your LinkedIn follower count. It’s also an excellent way to increase engagement on your posts.
- If you’re in the b2b space, Text Ads are perfect to increase visibility and get your company seen by your target audience. Use them to drive traffic to your website for specific promotions, or to attract high-quality candidates for your open positions.
Get Ahead with a LinkedIn Strategy
LinkedIn is an excellent way to build your brand, increase revenue, and drive engagement. Develop a social media strategy before you get started, so you can be sure you’re offering your audience valuable content with each post.
Remember that nothing is set in stone. LinkedIn provides a plethora of analytics, so use this data to determine what’s working and what’s not. Shift your content strategy accordingly and you’ll see your follower count and engagement grow.