If you’re not already using LinkedIn to market your business, then your competitors probably are. Today, we’re going to show you how to use LinkedIn to market your business and increase its online presence.
Create and Optimize your LinkedIn Company Profile
If you don’t already have a business profile page, then you need to make one today.
LinkedIn company profiles are easy ways to increase your company’s exposure online. Future customers, future investors, and future employees are on LinkedIn right now looking for businesses in your industry.
LinkedIn business profiles are also great for SEO. They tend to appear higher in search results than other content about your business. For some companies, their LinkedIn page is the second thing that appears on search engine rankings when you search for the company online. LinkedIn has put a lot of effort into making its company profiles SEO-friendly, and that’s why creating a LinkedIn company profile is so important.
Ultimately, you should think of your company profile as like a company “About Us” page on steroids. Instead of just telling customers about your company, that page can tell people about the products and services you offer. It can notify people of upcoming events or share high-quality, informative blog posts about your business.
Take Advantage of Built-in LinkedIn Page Features
Some other tips that will help you optimize your LinkedIn profile even further include:
-Post Content Updates: Keep connections informed about your happenings by posting regular content updates. These content updates can be links to your latest blog post, links to a new product launch, or even just content from third parties that you think may be relevant to your audience. Think of the types of content your potential customers want to see, then post that content.
-Display Presentations and White Papers: You can also use your LinkedIn company page to display crucial information about your business. Consider adding presentations, white papers, and other material to your company profile. You can also link to this content under the Showcase Pages section (previously known as the Products and Services section). If you’re selling a skin care product, for example, then you may want to link to clinical trials showing that your skin care product works as advertised.
-Flesh Out your Showcase Pages: LinkedIn’s showcase pages are some of the most valuable parts of your LinkedIn company profile. Surprisingly, not all businesses use these pages. On these pages, you can outline the best products and services offered by your company. Some larger companies will have more than 10 showcase pages of products and services listed. Not only can you highlight your best products, but you can also link to pretty much anything. You may want to link to PDFs of white papers supporting your product’s technology, for example. Or, link to a press release announcing your product.
How to Maximize SEO on your LinkedIn Page
Up above, we talked about how LinkedIn business pages already have very good SEO. After setting up your page, it should start to appear in the first one or two pages of search results for your company within a few weeks.
There are easy ways to optimize SEO on your LinkedIn page even further.
There are some obvious tips you can implement – like adding keyword-rich content to your page. If you’re a web development company in San Jose, for example, then you should add words like “web design San Jose” and “website creation in San Jose” to your page to attract search traffic.
Another important tip is to optimize the first 156 characters of your LinkedIn profile. Google will show up to 156 characters from your page on its search engine results pages. These first 156 characters should provide a brief summary of your company and what it does while also integrating keywords wherever possible.
Add Visual Content
LinkedIn attracts a more professional crowd than other social networks. However, that crowd is still human. And humans are always attracted by shiny objects, pretty pictures, and colorful graphics.
With that in mind, it’s important to add strong visuals to your LinkedIn page. There are two ways to do this, including your logo and your main profile banner.
Your logo should feature a clear, high-quality picture of your company logo and nothing else. This image is displayed in the top left corner of your LinkedIn page and will appear prominently on LinkedIn search results.
Your main profile banner, however, is where you can really get creative. This banner will appear below the logo. Think of it as similar to your Facebook cover photo, which spans horizontally across the top of your page. Your LinkedIn banner profile can showcase anything you like: some people use it to showcase a beautiful outdoor shot of company headquarters, for example. Others use it to showcase a group photo of their employees.
Adding a shot of your employees can paint your company in a more human light. However, if you’re more focused on your products and services, then you may want to attach a picture of the best product or service sold by your company.
Participate in the LinkedIn Community
“Engagement” is the best way to market your business on any social media platform – including LinkedIn.
LinkedIn’s community features are a great way to establish your business as a thought leader in its niche. You can demonstrate your expertise, help people solve problems, and share information with the world
The three best community features for marketing your business on LinkedIn include:
-Groups: You can join up to 50 groups on LinkedIn. Groups can be centered around an industry, a geographic region, a profession, or other shared interests. Some people join the maximum 50 groups right away, while others choose to join a small number of groups and focus on high-quality interactions within those groups. You can also create your own LinkedIn groups. After joining or creating a group, participate in the discussion to expand your company’s circle of influence.
-Answers: LinkedIn Answers lets you share your business knowledge and help people solve critical problems about your industry. You can use LinkedIn Answers to share business knowledge and connect with like-minded people in your industry. Or, ask questions to get fast, accurate feedback from people who know what they’re talking about.
-Company Pages: Follow other company pages and interact with their content. Post comments on their content updates and add your own thoughts.
Share your LinkedIn Profile Everywhere
If you’re setting up a LinkedIn profile for the first time, then people may not be aware that you have a LinkedIn profile at all. Consider adding a link to your LinkedIn profile to other social media pages – like your Facebook or Twitter bio, for example.
Or, add an email signature with a link to your LinkedIn profile. While you’re at it, add a Follow button to your website. Use the follow button plugin generator here to instantly get code you can add to your website.
Don’t forget to tell your employees about your company’s new LinkedIn profile. They may be your first followers. Depending on how many connections your employees have, they may create a snowball effect that shares your LinkedIn profile with the world.
When you do business with customers or clients in the future, tell them about your LinkedIn profile and encourage them to add you. Or, add them on your personal account and then they may naturally gravitate to your business’s page.
Analyze your LinkedIn Marketing Efforts
LinkedIn has excellent built-in analysis tools that provide greater insight into how your business’s page is performing.
Using these analysis tools correctly is a great way to ensure your marketing efforts are going as planned. You can also check to see if certain content is performing better than others, then use that information to streamline your future marketing efforts. Some of the most important analytics include:
-Demographics: Demographic information is key when marketing your business on any social media platform. On LinkedIn, demographics can go into great detail about your followers. You can look at your followers based on their seniority, industry, company size, and job title, for example – something you can’t always do on things like Twitter and Facebook.
-Engagement %: Engagement, in LinkedIn’s terms, refers to interactions, clicks, and followers acquired. Engagement % is the percentage of people who interacted with a certain content update on your page. In other words, it tells you the number of people who stopped scrolling and interacted with your content compared to the people who just kept scrolling. You can look at this information to see which content is more popular than others. You might find that your followers like visual information paired with graphs and other visual data, for example. Or, your followers may like lengthy explanations sharing detailed company information.
-How You Compare: LinkedIn’s Company Page Analytics give you insight into how your page is performing compared to your competitors. This helps you see how you compare against others, but it also tells you what the best companies in your industry are doing to attract customers. Emulate their strategies to attract your own customers.
Check your LinkedIn analytics by following the steps outlined by LinkedIn here.
Continue Posting Informative and Relevant Content Updates
As you move forward, continue adding relevant, high-quality content updates to your LinkedIn company profile. Think of what your followers like to see. Or, better yet, use your analytics to determine exactly what your followers have liked seeing in the past.
With LinkedIn content updates, you need to walk a fine line between self-promotion and fresh content. People don’t follow your LinkedIn page to be bombarded by product advertisements disguised as content updates.
With that in mind, try to balance your content updates with a mix of fresh content, self-promotion, and shared posts from your followers. For every one piece of self-promotion, try sharing 4 or 5 posts from people you follow. They may thank you by sharing your self-promotional post with the world.
Marketing your business on LinkedIn is easy to learn but hard to master. Follow the tips listed above to get started marketing your business to the world using LinkedIn.
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