The power of social media for business should never be underestimated – especially LinkedIn. According to research, 80% of B2B leads come from LinkedIn, and 64% of LinkedIn users are four times more likely to visit your website than Facebook users.
LinkedIn is a great avenue to build your brand and establish strategic partnerships. It’s basically a B2B gold mine. It’s where executives and professionals like to invest their time in. You can easily reach new people by tapping into your existing connections and leveraging word-of-mouth.
To put your best digital foot forward and make your brand top-of-mind, here are six steps you should take:
1. Complete your LinkedIn company profile
When you’re aiming to strengthen your brand, you need to make sure the information you enter is helpful, meaningful, and relevant. Fill out every field and make the most of the space to convey what your brand needs to say. You should also incorporate your target keywords to create impact statements and attract the views you want. Profiles that are 100% complete are more likely to appear in LinkedIn and search engines, making it easier for your target audience to find you.
2. Find the right balance in your LinkedIn posts
When it comes to using LinkedIn for business, it’s important to strike a balance between promoting your own business and building your network. If you’re confused with what to post on LinkedIn, you can use the 4-1-1 rule as your guide. It suggests that you should share one-self serving post, one update from another source, and four pieces of content written by others, thus keeping you from becoming too self-promotional.
Note, however, that the 4-1-1 rule is not meant to stand alone. You still need a marketing strategy that will define your target market, boost brand awareness, and drive conversions. It should have a clear purpose which will determine what type of content you need to share on LinkedIn. Try different types of content and see how your audience would respond.
Feeling overwhelmed with creating new content? The good news is you don’t have to do it from scratch all the time. You can choose to re-share your high-performing content or repurpose videos, infographics, and links to events. Make sure to include hashtags for better exposure.
3. Post unique, eye-catching formats
Don’t just post text-only status updates on LinkedIn – it will only get buried in the feed. Take advantage of rich media like videos as well to make your content stand out. According to LinkedIn, users are 20x more likely to share videos than any other kind of post. This increases the chances of expanding your reach.
You can also upload PDFs and PPTs as a way to share your company culture and demonstrate your expertise in your niche. It also helps users learn your company’s value proposition at a glance.
4. Deepen the relationship with a solid call to action
What do you want your audience to do next after reading your content? Maybe your goal is to make them subscribe to your newsletter, contact your business directly, or come over to your upcoming event where you can continue building the relationship. No matter what your goals are, always encourage them to take action. Page updates that include links can see up to 45% higher engagement than those without links.
5. Monitor your LinkedIn page insights
You can only generate positive results for your social media marketing campaign when you know who you are engaging and what content is stimulating engagement. This is where LinkedIn page insights can help you. You can see monthly engagement monthly metrics in your Analytics page to understand more about your followers’ and visitors’ demographics and sources.
You can also use the Content Suggestions to measure how well your posts are performing. This helps you refine the ones that need improvement and identify what content to feature next. You will notice an increase in your overall engagement as you fine-tune your updates based on individual performance.
6. Grow your connections
Use LinkedIn’s Analytics to get a clearer picture of your visitors’ and followers’ professional characteristics. Here, you can see their title, role, industry, and more. If you stay up-to-date on their needs and preferences, you can naturally keep them engaged in the form of likes, shares, and comments. This will eventually result in a bigger community of the right people.
Another way to amplify your reach is to make the most of the network effect of employee advocacy. Employees have 10x more connections than their company, which means they can boost your brand visibility when they share your content.
Social media optimisation is integral to growing your brand in LinkedIn. Maintain a proactive and reactive social strategy, and you’ll be able to establish your authority in your niche.
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