When you look up ways to promote your business online, you’ll find plenty of guides about Facebook, Instagram, or search engines. However, you won’t find quite as many guides about promoting your business on LinkedIn.
The truth is: LinkedIn is one of the most powerful – and overlooked – business promotion tools available online today. With that in mind, we’re going to explain everything you need to know about using LinkedIn to promote your business.
Start by Creating a LinkedIn Company Page
The best way to market your business on LinkedIn is to create a company page. A LinkedIn company page provides a brief overview of your business and services.
We typically see LinkedIn company pages rank quite highly on Google Search. In many cases, your LinkedIn company page will appear on the first page of search results. That’s why it’s so important to optimize your page today. Customers and future employees are almost certainly going to stumble across the page in the future.
You can start creating a company page by going here on LinkedIn.
Alternatively, sign into LinkedIn and follow these steps:
Step 1) Go to Interests at the top of your homepage and click on Companies
Step 2) Click Create in the Create A Company Page box on the right-hand side of the page
Step 3) Enter your company’s official name and your work email address
Step 4) Click Continue and enter basic details about your company (you can be as brief or detailed as you like)
Make sure you enter your company’s real, official name in the name section. You can make slight adjustments to this name in the future. However, if you want to make major adjustments to the name, then you’ll need to contact LinkedIn staff to change it manually. So pick the right name today to avoid future headaches.
Optimize your Profile by Adding Showcase Pages
LinkedIn pages don’t just provide basic contact information about your business. They can also give followers crucial information about your products and services via the Showcase Pages (previously known as the Products and Services pages).
You should use a Showcase Page to outline your company’s best products and services. Tell potential customers – and future employees – what your company does best. Then, give them compelling reasons to follow you.
One of the best parts about LinkedIn’s Showcase Pages is that you can link to almost anything on the internet. You can link to clinical trials for your product, for example, or how-to guides on why you should use your services.
Take SEO Into Consideration
We mentioned at the top that LinkedIn pages tend to rank high in search engines. It’s true: many companies now have their LinkedIn pages appear on the first page of search results for their company.
There are easy ways to enhance your LinkedIn page’s search engine presence. Start by editing your description to include keyword-rich sentences. If you’re a plumber in Baton Rouge, for example, then make sure your page includes keywords like “plumber Baton Rouge” or “Baton Rouge plumbing.” Mix it up and offer a broad range of words and phrases that describe your business, expertise, and industry focus.
The most important thing to remember about SEO on your LinkedIn page is that Google will preview up to 156 characters of text on your page. Typically, this will be the first 156 characters of relevant content on your LinkedIn page. Make sure those characters are keyword-rich and provide a strong, short summary of your company.
Use your Page to Engage your Audience
Company pages on LinkedIn aren’t just static profiles for your business: they’re like updated blogs or Facebook pages. You can post updates through your company page – like blogposts, product launches, or just general information that may be interesting to your customers.
If you want to use LinkedIn to promote your business, then you need to do what the best companies are doing. They’re engaging their audience by providing relevant, interesting content updates on a regular basis (like every day or week).
Being successful on LinkedIn isn’t just about posting content updates every day. It’s about interacting with your followers after they comment on your company’s posts.
Consider sharing your customers’ and prospects’ content – say, from their corporate blogs or personal pages – to build up an engaged following.
“Engagement” is the biggest buzzword in the social media world for a reason. If you can get followers who actively comment on your content and care about what you post, then you can quickly build up a larger and larger following on LinkedIn. Many of those followers could be future customers, future investors, or even future employees.
Take Advantage of Targeted Updates
We just talked about the importance of engaging your customers with relevant content updates. But not all content will be relevant to all your followers.
That’s why we love a unique LinkedIn feature called targeted updates. These targeted updates let you tailor your message to your audience.
Before you post a content update, you can choose to share it with all your followers or to a “targeted audience.” If you choose the latter option, then you’ll be able to send a content update only to a certain type of your followers. Narrow down your followers based on:
-Industry or niche
-Level of seniority at current employer
If you only want to advertise your content to high-ranking executives of large companies in New York City, then you can do that with LinkedIn.
Smaller companies may not need targeted content updates. However, larger companies with diverse products and a diverse range of followers may find them very helpful.
Publish the Right Type of Content on LinkedIn
It seems that only about 10% of companies consistently publish the right type of content on LinkedIn. Many companies either…
-Publish content that is overly promotional for their company and its services
-Publish content that is boring, irrelevant, or meaningless to their audience
For example, some companies exclusively use LinkedIn content updates to link to press releases for their company. That’s great if you have a bunch of mindless drones following your LinkedIn page who are exclusively interested in your product advertisements.
In reality, your company has real human followers following your LinkedIn page. These followers, like most people on the internet, are attracted by flashy visuals, brief content summaries, and “snackable” content. If you can develop quality content that is quick and easy to consume, then people will keep coming back to your page for more.
Some tips for publishing quality content on your LinkedIn page includes:
-Use concise intros and snappy headlines that quickly tell your audience why the content is relevant and why they should care
-Always pair your content with a flashy, attention-grabbing visual. Remember: people are going to see your content as they’re scrolling through a feed filled with information. Your goal is to stop the scroll and make them focus on your update for a few seconds. Draw them in with a visual, then get them to click on your content with a great lede.
-Remember that your audience isn’t looking to read a novel today. Make your content short, valuable, and snackable. Include pictures, charts, and videos wherever possible.
-Ask your audience a question to encourage engagement. Ask them to leave a comment about their most awkward company picnic experience, for example.
Ultimately, content marketing on LinkedIn is similar to marketing on any other social media platform. Make content that is brief, visual, and relevant to your audience. If you can do that, then they’ll keep coming back for more.
Continue Building your LinkedIn Following
If you’ve kept up with us this far, then you now have a solid company profile and an active company blog with interested followers.
Your next step is to grow that following. Growing your following today can eventually snowball your company into the best, most active company in your niche on LinkedIn. People will see that you have a highly-active page on LinkedIn and will start to believe your company is a thought leader in its niche. That’s an enormous boost for your long-term online presence.
So how do you grow your LinkedIn following? Here are some tips:
-Get Employees on Board: Whether your company has 5 employees or 500, start by growing your following on the home front. Ask your employees to follow your company page. Many of them will interact with your page’s content updates, or provide their own unique insight about a certain post. You may also ask employees in specialized roles to write their own posts to share unique insight.
-Add a Follow Button to your Website: LinkedIn makes it easy to advertise your LinkedIn page with the world. Grab a Follow button for your website from https://developer.linkedin.com/. Just like a Facebook “like” or Twitter “follow” button, this button makes it easy for LinkedIn users to instantly follow your page.
-Advertise your LinkedIn Page: Add your LinkedIn profile to your email signature. Add it to your Twitter or Facebook bio. Make sure people know that you have an active LinkedIn page.
Consider the 4-1-1 Rule of Content Marketing
Joe Pulizzi of Tippingpoint Labs created a social media principle called the 4-1-1 rule. That rule states that for every self-serving piece of content you publish online, you should retweet or repost one relevant piece of content and share four pieces of relevant content written by other people.
If you apply this rule to LinkedIn, you can achieve a powerful following. People will want to interact with your page for the free exposure. These people may then want to share your content on their own pages.
Posting one piece of self-serving content for every 6 content updates also gives you a good ratio of self-promotion to relevant content: your followers won’t feel like they’re following a constant advertisement, but you’ll still be able to tell them about valuable product information.
Continue Analyzing and Optimizing your Page Over Time
LinkedIn provides surprisingly in-depth analysis tools for your LinkedIn company profile. LinkedIn Analytics give you crucial information about your page, including:
-Engagement %: This metric explains out of all the people who saw your update, how many people interacted with it. You can look at updates with higher engagement percentages to find out how to narrow down your marketing efforts.
-Demographics: Which types of people are interacting with your page?
-How You Compare: Check how your company’s business page is doing against its competitors and find out if you need to adjust your strategy.
By following the above tips, you can easily use LinkedIn to promote your business and create a more engaged following online.
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