A predecessor to Facebook, LinkedIn was launched in 2003 as a platform focused specifically on businesses and employment. Now, with over 500 million users, there’s no doubt that this is a popular network.
If you’re anything like me, you might not have jumped on the LinkedIn bandwagon right away. While I was in college, I decided to sign up because a professor claimed, “this is where you need to be to find a job”…and that was in 2010. Eight years later and it’s almost unheard of if you’re unable to find a prospect, employer, or co-worker on this popular network. And now, LinkedIn is so much more than networking for a job – if you’re not using it as part of your digital marketing strategy, you’re likely missing out.
Connecting on LinkedIn: The Good, the Bad, the Ugly
For years, LinkedIn was simply focused on connecting with classmates, professors, potential employers, potential customers, or people you met at networking events. It wasn’t long before I began to see random connection requests from people I did not know.
While I accepted all requests for some time, I started to rethink this as I received more messages asking any number of things – from sales pitches to recruiters.
While it’s different for everyone, consider how the connection might be meaningful, whether you’re sending a request or receiving one. If you’re sending a connection request, make sure you include a quick note to personalize the request and perhaps also give a reason for connecting, such as, “I think we could learn a lot from one another since we work within the same industry.” If you’re accepting a random request – reach out! It doesn’t hurt to send a message to introduce yourself.
Beyond connection requests and private messages, there’s more clutter in the news feed these days, making it somewhat difficult to truly connect with the people in your audience. If there are too many posts, they might not even see your content – whether it’s from you personally or your company page. For this reason, make sure your posts are meaningful and reach your audience where they are.
You might be wondering – how can LinkedIn be used for marketing (and for good)?
According to a LinkedIn survey, 57% of marketers do not have a documented content plan. Below, discover several tips for your company’s LinkedIn strategy, from improving your personal presence to your company’s.
1. Ensure Your Personal Profile Addresses Your Audience’s Pain Points
First and foremost, keeping your personal profile is up-to-date is essential, but beyond that it’s vital that your headline and summary describes how you can solve your target audience’s pain points.
Since you may be interacting with potential customers through your marketing efforts, it’s crucial that your profile accurately represents your experience as well as your company’s. Sections to update so connections understand how you can help them:
- Current Position
- Contact Information
2. Utilize LinkedIn Groups
Are you a member of relevant industry groups on LinkedIn? While we wouldn’t recommend joining every group in your industry, you should consider seeking out a few groups that fit in with your expertise and industry.
In addition to sharing valuable content with others in your industry, you can also see what others are sharing and participate in discussions where you can learn and share your own experience. While you might not directly receive leads by being a part of groups, you’ll establish a presence for your company through groups – and you never know how many relationships might come from that.
3. Create and Update Your Company Page
Having a company page for your business is a no-brainer, especially for a B2B company, but there are many companies that have not created one or perhaps don’t have a strategy for sharing content and attracting followers.
Aside from ensuring your company’s profile is complete, here are a few additional tips:
- Make sure you profile image is your company logo.
- Ensure your company page header image is relevant and branded to your company.
- Create a social strategy so that your page has new posts frequently and consistently, whether it’s once or twice a week or daily, depending on your approach.
- Request that employee profiles are updated so that their current position is listed and connected to the company page.
- Have employees share posts from your company page, which will help naturally attract followers to your page.
4. Create a Video Ad or Sponsored Carousel Ad
Since LinkedIn expanded to the use of videos in ads and the ability to upload videos to company pages in March this year, many companies have started to experiment with video in their LinkedIn strategy. LinkedIn also offers a guide for beginners that offers assistance in areas like choosing a campaign objective, following best practices, driving action, and more.
In addition to video, companies can now also utilize sponsored carousel ads. This option allows companies to include up to 10 images in an ad, bringing an interactive element to ads.
5. Publish a Video on Your Company Page
Beyond ads, companies can also publish videos on their company page. Before publishing a video however, consider your approach. Ultimately, think about your audience – who will be watching this video? Is it short enough and interesting enough that they will watch it all the way through? If it is a longer video, consider making it shorter, maybe around 2-3 minutes, so that viewers are more likely to watch all of it.
6. Evaluate Website Demographics
By simply adding a LinkedIn Insight Tag to your website, you can review website demographics through LinkedIn. This includes information such as job titles, company names, and industries. With this data, you can better customize content for your audience and reach your ideal potential customer.
7. Consider LinkedIn Publishing
While the ability to publish articles on LinkedIn has changed quite a bit since this tool was created, high-quality content that engages with your audience can provide a great opportunity to become a thought leader in your industry, increase brand awareness, and make valuable connections on LinkedIn.
For more resources to help with your LinkedIn marketing strategy, take a look at these:
To learn more about integrating your LinkedIn strategy with your digital marketing, read our guide.