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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.

3 Essential Ways to Establish Yourself as an Expert

Every business is an expert at something. Sharing that expertise online is a crucial component of marketing success. Your expertise matched to customer needs is the groundwork for business development.

There are three great ways to establish your expertise online: social media, LinkedIn and forums. In this post I look at each.

Social Media

All social channels are great platforms to share your knowledge and insight. Among your options, you can leverage the short format of Twitter, the visual format of Instagram, and the longer posts allowed by Facebook.

People use social media to learn things and to connect. When they find content of value, they can read, engage and follow for the longer term. All of these actions are a win for your brand marketing.

Be most effective by sharing a variety of content. You can offer your own words and images as well as share and engage with content from others. In everything you do, be sure to highlight your expertise and the key value of your brand.

LinkedIn Articles

LinkedIn is the social platform for professionals, but it deserves separate mention as a means to establish your subject matter expertise. Like other social channels, LinkedIn allows you to post regular updates. Added to that is the option to post articles.

LinkedIn articles allow you to do a deeper dive into a topic. The platforms’ tagging system exposes your content to everyone interested in the topics you choose. This is a great opportunity to expand your influence.

Forums

There was a time when most interaction online happened in discussion forums. Social media has eclipsed most of these, but there are still very strong discussion communities online. Quora and Reddit are two examples. There are also countless discussion forums supported by industry groups and professional organizations.

Forums allow you to ask questions and to offer answers. Both activities position you as an expert in your topic area. Taking time to make valuable contributions will earn you a following. When someone needs your expertise, they will know who to tap.

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.