5 Ways To Use LinkedIn to Help Your Business Grow
Facebook, Twitter, Instagram, Vine, TikTok, Pinterest – the list is endless. And with each new social media platform, businesses must try to balance the necessity of keeping up with the times against their own limited time and resources. While you may enjoy using certain platforms (like Instagram, for example in your personal life, it may not be necessarily appropriate or relevant for your industry (even that is changing and becoming the norm for any business).
As social media is now a key part of a successful marketing strategy over the past couple of years, business owners have been eager to claim their company Twitter handles and to launch their Facebook business pages.
With each social platform, the focus or goal intended is often dictated by the community that surrounds the network. Our focus today is LinkedIn..
With LinkedIn, however, business is the focus – not photos of cars, cats and food (unless, of course, that is your business).
Whether you are a small business owner, a marketer for a mid-sized or large company, if you are not using LinkedIn for business, you are missing out on the opportunity to boost your company’s reach- bottom line.
LinkedIn’s party line has always been that you need to know the people you connect with.
As business professionals, we need to know the return of our time and investments.
1 of every 3 Professionals is on LinkedIn. If we spend an hour a day on LinkedIn, is it paying off?
It is no longer the least talked about the social platform, LinkedIn is the largest business networking website. When used to its full potential, LinkedIn can be an excellent marketing tool for your B2B or B2C company.
Members are on LinkedIn to talk business, giving partnerships and professional connections a better chance to spark and develop than they would on Facebook or Twitter.
Achieve your business goals with LinkedIn.
With LinkedIn, you can achieve your goals of:
• Generating or increasing brand awareness,
• Generating traffic and leads,
• Drive consideration and preference,
• Drive promotion,
• Build communities
Are you using LinkedIn to the fullest? When it comes to striking the right marketing mix, balancing branding with lead generation is quite critical
Almost anything you do in marketing your existing business can be done on LinkedIn. You use LinkedIn to
• Increase your ability to be known
• To find others
• Learn and share knowledge
• Connect with LinkedIn group members
• Demonstrate you are social marketing “savvy”
But today, it’s not only about you, but it is also about you and your business. Here are
5 ways to grow your business using LinkedIn
1) Reinforcing your reputation:
Here, a great way is made for you from LinkedIn to share your company’s story and subject-matter authority through regular updates and customer recommendations
2) Generating Leads and referrals:
Your LinkedIn activity shows to other professionals that you value and participate in business communities, and it sends out a message about your company’s competence with technology and emerging media. This drives in new clients, customers and contracts.
3) Showcasing products and services:
With your LinkedIn company pages, it is easy to communicate what you have to offer and tailor the message for different industries, groups, and demographics. Listing your products also allows you to collect recommendations, and drive traffic back to your website’s products or services page, which ultimately drives sales.
4) Building your brand:
As current and previous employees actively use LinkedIn, a growing network is created that literally links back to your company page, expanding your brand presence.
5) Attracting new talent:
While LinkedIn is useful for job hunters, it is still much more than a place to sneakily post resumes. The LinkedIn network offers companies a great way to advertise job openings to a diverse talent pool. Plus, the candidate profiles say much more about a potential employee than the typical resume and work samples.
These 5 items alone should give you an idea of why it’s important and valuable for companies to create a strong presence on LinkedIn. And when you think about it, if you are not using the world’s largest professional network to grow your business, aren’t you missing out?
Both large and small companies can benefit from LinkedIn’s global network, with a little planning and researching best practices.
Let’s get started! It’s time to create and set up your company’s LinkedIn business page! At first, you confidently fill in basic information about your company. If there’s a detail you don’t have at your fingertips, you might hazard a guess, or make a note to come back to it. If the task is more involved than you thought – I will have you know that there is no way to finish before your 4 pm meeting.
When setting up a LinkedIn company page, it is easy to stall out, you are not sure of how to get started; you probably lack the necessary images and details, or you made a common social media mistake.
Creating this business page is not the end of the project; it is only the beginning of a strategic campaign, just like the last post, that talk s about including LinkedIn into your marketing strategy. This post is the first how-to.
Let’s make the transition as smooth as possible. I plan on saving you time, minimizing your roadblocks and preventing miscommunication between business departments or team members.
1) Review existing profiles :
There is a chance that your company employees already have profiles on LinkedIn, and there may already be a default page. By making note of who is already active on LinkedIn, you can find internal experts that can assist with setup, updates or admin duties.
2) Research your competitors:
Before you set up your business page, take time to see what the competition is doing. Depending on your needs and industry, this would be an informal review. Note the strengths, weaknesses… This would help you differentiate yourself in the LinkedIn community.
3) Set initial communication goals ( and be ready to change them):
Early in the setup process, you’ll be asked to fill in searchable keywords under “Company Specialties”. These keywords are strategic choices to drive traffic and leads, not something generic that fills up space. Just be prepared to tweak them as your LinkedIn expertise grows.
4) Collect marketing copy and images:
The Home space on your business page needs to create a strong impression. Don’t leave these first impressions to chance!
To get started, you need a professional, error-free “About Us” text, a compelling image, and square and standard format of your logos. Think of your business page as “telling your company story and give your customers, prospects and job seekers a place to learn about your business, your employees, and your brand.”
If you plan to highlight products and services (and you should); you must gather the relevant information: names, images, descriptions, features, videos and other media assets.
Now, you have done the initial difficult work, the rest is straight forward, quick and easy
5) Create your company profile:
First, select “Edit” on the right-hand side of the page, and then fill in the basic information as completely and accurately as possible.
6) Add page admins:
This allows access for the people who will manage and edit the company page, which you have already identified in step one.
7) Add marketing copy and images:
Upload your cover image and logos, then copy-and-paste your “About Us” text and “Company Specialty” keywords.
8) Add products and services:
After switching to the “Products” tab, click on “Edit” to begin adding items, using the marketing materials and product details you organized in the preparation phase. If you are not ready to add products just yet, you can still move on to the next step to complete the setup.
9) Review your profile:
Now you have completed the initial setup, but this is a good time to review what you have done for any errors, typos or missing information. Again, a professional image is vital on LinkedIn. It is wise to enlist help to proofread the profile early on or get a professional to write that up for you in LinkedIn terms.
You might have set up the perfect business page in a burst of activity. But if that page is never updated or maintained, that neglect will end up sending a different message to prospective clients than you intended.
10) Plan your updates:
LinkedIn makes it so easy to stay in front of customers and potential leads by posting relevant updates and links that generate conversation. I suggest posting 3 – 4 times a day, focusing on content valuable to your audience. Consistency is the key to developing topic authority, so it makes sense to plan updates in advance. Consider selecting a different topic to focus on each month and writing posts that relate to that main theme each day.
11) Set aside time for daily maintenance:
Once you get the hang of using LinkedIn, it should only take about 10 minutes per day to post updates, check page statistics and respond to any comments and messages.
Setting up a business page is your important step in building brand awareness, expanding your network and generating leads. By following these 11 steps – you can minimize the obstacles and quickly create a professional platform for your company.