LinkedIn is a social networking site for career professionals, where you can find a job as well as connect with joint venture partners. Currently, there have been more than 65 million business professional worldwide moving into LinkedIn, amongst which nearly 50% come from the decision-making.
For home businesses and recently established companies who are looking to grow through networking, referrals and membership, LinkedIn with no doubt offers a great opportunity for them to promote their products and services to targeting audience. Marketing your business on LinkedIn is not much different from other internet marketing. The key is developing a smart strategy and here are some helpful tactics to approach it.
Reactive vs. Proactive Marketing Methods on LinkedIn
If you’re familiar with marketing online, you must have noticed that there are mainly two marketing methods: Reactive and Proactive. Either way, the final marketing effectiveness relies on how much time and effort you put into the marketing strategies and campaigns.
A reactive marketing approach on LinkedIn can include everything you’ve done to get the attention of potential customers, joint-venture partners and influencers. When you create a LinkedIn profile, others who are interested in what you offer can use LinkedIn’s search features to find you. Meanwhile, your LinkedIn business connections can be an extended network for you, getting you introductions to other people and businesses you might not know but that very possible to be your potential clients.
On the other side, a proactive marketing approach means you proactively take action to promote your business on LinkedIn. Posting status updates regularly, participating in groups related to your business and your interests, sending messages and invitations to people in your groups and from other groups, using paid LinkedIn ad service, or upgrading to a paid LinkedIn membership are all proactive marketing actions.
Use LinkedIn For Marketing Your Business
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Step #1. Understand Your Audience and Goals
Defining your goal can be a good starting point. Whether you need use LinkedIn to generate leads or raise brand recognition? Only when you clearly know what you look to accomplish, can you offer targeted information and content for visitors.
For example, assume you’re a web hosting provider targeting at individuals and small to medium business websites, you want to raise your brand awareness among LinkedIn members. You know that if web developers, designers or webmasters use it, they will likely to recommend to either their bosses or their peers.
Step #2. Create A LinkedIn Company Page
Simply put it, LinkedIn Company Page is like the personal profile of your business. You need include ample information in your Company Page to meet prospective customers’ s curiosity of your company, your employees, and your products or services. Compared to updates and information posted from an individual, it seems much better to be posted from a brand name.
If you’re running a small operation, you can still benefit from LinkedIn Company Page and connect it with your own profile. In this case, you’d better ensure your own profile stick out from people working at competing companies. Adding new skills, achievements or offering examples of your stellar work are good moves to optimize your profile and impress your visitors.
Step #3. Make Your Company Page SEO Friendly
Building audience should be the first and foremost thing to consider when using LinkedIn Company Page. To achieve that, you should optimize it for search since a well-optimized Company Page can always increase your business visibility among your potential clients who are searching for what your company offers.
There are many good ways to make a SEO friendly Company Page, here are the most important ones we would like to recommend:
- Include keywords in the company profile information.
- Link your blog, website and other marketing materials to your Company Page.
- Share relevant content on a regular basis.
A small tip for making your Company Page optimized for search is also worth mentioning, that you should keep high quality content—from the company logo to your personal profile image. An easy way to accomplish that is editing the images cleverly when posting updates.
Step #4. Use A Personalized LinkedIn URL
You will be offered a randomly generated LinkedIn URL like this: https://www.linkedin.com/company/13457285/. But if your take your Company Page seriously, you probably want a more recognizable URL, which can be indexed by search engines as Google easily.
To change your generic URL, you need:
- Log in on LinkedIn and navigate to your Public profile settings.
- On the right side of the page, find Edit public profile URL option and click the Edit button to customize your URL to make it unique and personalized.
- Click Save.
Step #5. Start A Group
LinkedIn is a great social networking solution that allows users to start group involving members with common interest. First, start with employees and partners. They are likely to be ignored but valuable to your company. It increases the opportunity for a stranger to follow your Company Page when they find that it is followed by so many professionals with rich skills and experience.
Next, you can connect your Company Page to other groups or proactively invite customers or other partners via newsletters, emails, and whatever method you can use to follow you. However, joining in a group and posting activities related your business intensively is not advisable. You should really discuss a topic and engage with other participants. That is a wise and effective way to create real ties and promote your business indirectly.
Step #6. Publish Compelling Content
Treat your LinkedIn Company Page as a blog or website. The content you publish on your company summary section should be targeted and optimized. Instead of focusing on publishing your own content all the time, it’s better to casually add some interesting and healthy content from your followers.
Step #7. Get Advanced With Analytics.
Sometimes you may be perplexed about if your salesy content is tempting and can perform well on LinkedIn. Having a comprehensive, deep understanding of your audience’s preference and behavior on LinkedIn is a good idea to send targeted content to specific group of your audience and resonate with them.
- LinkedIn Company Page analytics: Idea for monitoring and optimizing your free campaign performance.
- LinkedIn Campaign Manager: Designed to improve your paid campaign performance.
LinkedIn can work well in promoting your business if you put right effort into practice. For more advice on marketing on social media platforms like Facebook or Twitter, be sure to check out this page.