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Marketing Tips on LinkedIn

LinkedIn is gaining momentum. With fewer ways to build professional networks in person, professionals increasingly turn to the platform to build networks and more. For marketers, this means that more users than ever are actively engaged on LinkedIn.

According to Social Media Examiner, almost 700 million people are on LinkedIn, and 45% of internet users who make more than $75,000 a year annually use LinkedIn. Four out of five LinkedIn users drive business decisions at their companies. That’s a marketing opportunity not to ignore.

LinkedIn Is the Professional’s Social Network

LinkedIn is the platform people use for their professional lives. While most people spend time on Facebook and Instagram to reconnect with friends and family, people come to LinkedIn for professional development. In 2020, people also turned to LinkedIn to stay in touch with colleagues and teams.

Authenticity Comes to LinkedIn

The professional focus hasn’t changed, but today’s users understand that authenticity is important. Posts now go beyond awards, promotions and company news. People are sharing their career challenges, personal success stories, and reflecting on the role of business as global citizens. It is supporting the human connections that help us feel like we are not alone in our challenges.

Less Curating, More Originality

Once it was a good LinkedIn strategy to serve as a curator for a subject or area of expertise. The people who gathered and shared information around a topic were highly valued.

Now, people are more likely to engage with original content from posters than shared articles and links. People are looking for content that reflects a person individually. Likes and shares are most often earned on this original content.

Using LinkedIn Polls and Questions to Get Input

One way the platform supports discussions is with polling options. LinkedIn polls are available via profiles, company pages, and LinkedIn Events, and allow you to provide multiple response options to a question.

Polls are especially useful for creating engagement because people like sharing their opinions. Asking open-ended questions rather than yes/no questions engage your audience and let them share their opinions. Asking questions is a good way to open conversations that build a sense of connection and trust.

Everyone Is an Expert

LinkedIn now lets every user author long-form articles. This is a great way to reflect expertise and to share information and resources. Articles are creating a deep database of content around millions of professional topics, adding value for all users.

LinkedIn Live for Pages

LinkedIn Live is available by application for use on personal profiles and company pages. The key is to decide what your goal is and then plan the length and content of your live video around the goal.

To improve your chances of approval, be sure to have two-factor authentication enabled on your account before you apply and ensure that your page admins and account are in good standing.

When you apply for access, LinkedIn will assess your page’s video and content creation history and engagement history. You should have a few hundred followers who consistently engage with your content; brand-new pages with no history are unlikely to be approved.

Once approved, you’ll need to use a third-party tool to broadcast via LinkedIn Live.

4 Top Strategies for LinkedIn Company Pages

LinkedIn company pages are a free tool to draw attention to your business. You need to work to attract attention to your page.

Company pages are a must have for all organizations, especially business-to-business organizations and anyone looking to attract employees. Anyone looking to verify what your business is all about is likely to use LinkedIn as a source.

As with other social platforms, you need to make some effort to draw attention to your page. Here are the fundamentals:

  1. Make sure your page is accurate and complete. Fields and options are added all the time. Check your page periodically to make sure you are taking advantage of the latest.
  2. Invite your personal connections to follow your page. LinkedIn has a built-in tool to make that easy. On a related note, be sure to connect to all of your clients on LinkedIn. Quickly grow followers by asking customers, prospects, and stakeholders in your first-degree personal network to follow your Page.
  3. Ask employees to connect your page to their LinkedIn profile work experience. Then, every time a connection request is sent to one of your employees, the requestor will be prompted to follow your Page.
  4. Use and follow hashtags. Generate awareness among new audiences by clicking into your page’s community hashtags and engaging in the feed.

Think LinkedIn Is Just for Job Seekers? You Are Missing Out

If you haven’t checked out LinkedIn lately, you may still think it’s a platform for job seekers. Not anymore. LinkedIn is a vibrant community of professional networking. Your business needs to have a presence on LinkedIn.

Here are strategies that you can use to achieve your business goals on LinkedIn.

Define your brand.

Building your professional brand is crucial, because people are more likely to buy from those they know, like and trust. You need to have both a LinkedIn personal profile and a company page. Both of these assets will showcase you and your business in a professional light.

Ensure your personal LinkedIn profile is professional and complete. Your profile visitors should be able to learn quickly about who you aim to serve, what you offer and why they should listen to you. Your credibility can be further enhanced by the recommendations and skill endorsements sections your profile.

Create a LinkedIn company page for your business. This is important, even if you’re a consultant or freelancer. Your company page needs to be complete, representing you and your business the way you want your ideal clients to see you.

Share your expertise.

Demonstrate your authority on your subject matter. Share content and resources that your ideal clients will find of value.

Provide your own opinion or perspective on any items that you share that are not your own.

Create and share your own original content. You can post it as status updates or long-form articles. The content you create should reflect your expertise and target the needs and interests of your target customer.

Make connections.

Connect to people, brands and groups on LinkedIn that are relevant to your brand. The larger your network, the more people will see your content. You can find people by searching the names of key clients and partners.

You can also do topical searches on LinkedIn to find people you don’t yet know. If you have a mutual connection, ask for an introduction. If not, you can send a direct connection request. Send a personalized connection request, answering the question they will have in their mind when they receive it – “who is this person, and why are they trying to connect with me?”

Stay involved.

You need to do more than set up shop on LinkedIn. You need to be part of the community. Look for content that you can like, share and comment on.

  • Read your news feed – Visit the LinkedIn news feed on your homepage to see the latest posts by your network. You can sort the feed by ‘Top’ (most popular) and ‘Recent’ posts to find the ones most relevant to you.​
  • Follow thought leaders and influencers – Follow thought leaders and influencers in your industry, as well as those who serve markets similar to yours to stay on top of leading trends and market opportunities.​
  • Follow companies and organizations – Find and follow the leading companies and organizations in your industry.​
  • Follow your competitors – Follow your competitors to gain insight into what they’re offering, whom they’re serving, what they’re sharing and what’s important to them.
  • Follow hashtags – Search for and follow hashtags most commonly used by individuals, companies and organizations in your industry on LinkedIn. This way, your news stream includes content topics most relevant to your business.