So you’ve just noticed there may be more to LinkedIn than just job searching?
You are correct.
What was once thought of as a job hunting and hiring platform, LinkedIn has grown to be an excellent networking space for business. Whether your business is B2B or B2C, LinkedIn can increase brand awareness and allow you to engage with business minded people through organic and paid content.
Below are the top 5 ways to get started and grow your business with LinkedIn.
1. PROFILE PAGE
The profile page is the first step to establishing your brand on LinkedIn. This is where a user lands when they have searched for you, clicked your logo, or read related content and want to know more.
Tip: Choose a great profile photo and background. Choose the images, about section and messages you use here carefully as this is the foundation of your brand presence on the platform.
It goes without saying that your brand colors, identity and messaging should be consistent with your online presence. However, it is important to modify your “voice” to match the prospective clients and the connections you want to make here. For example, are you targeting business owners on LinkedIn while you are targeting B2C consumers on Facebook or Instagram? Adjust your voice and tone accordingly. This process should be done in your Buyer Persona processes in your marketing plan so that you can easily pivot your messaging as you communicate across platforms.
2. SEO on LINKEDIN
Once you have established your page on LinkedIn, be sure to use your top keywords for your company description and in your content. This will make an impact on your ability to grow our following and have more and more people finding you on the platform.
Tip: Keywords for your business should be something you consistently monitor, revise and use across your online presence. This includes your website, blogs, other social channels, etc.
3. CONTENT SHARING
LinkedIn gives you the ability to share text, images, graphics, video and slide decks to position your brand and communicate your products or services. You may also choose to post articles to LinkedIn which can then be shared on your page. Because LinkedIn is primarily a business and professional platform, educational content performs quite well here.
Tip: It is also important to share what others post. Be generous in sharing relevant posts from people and organizations you admire, aspire to get to know or who share information that may be useful to your target audience.
4. LINKEDIN GROUPS
LinkedIn Groups are communities within the platform centered around topics, professional organizations, values, brands, etc. Users can share within these groups as long as it follows the rules and permissions of the group. This is a great way to connect with your target audiences or learn from others in your industry within a private group on LinkedIn. You can grow this network by deciding what interests you want to pursue or people or organizations to learn from others or a group focused on small business to establish their presence among small business owners who may eventually be in need of bookkeeping services.
Tip: As with any marketing on social media platforms, it is best not to push your services but rather, be present and helpful in order to build relationships that may one day lead to new customers for your business.
5. LINKEDIN PAID ADVERTISING
LinkedIn is an excellent platform to reach a business-minded audience. LinkedIn ads can be highly targeted giving you the ability to reach very specific prospects. Sponsored Updates help to amplify your position as a leader in your industry.
Tip: If increased sales is your primary motivation, Sales Navigator may be worth the additional monthly cost. Sales Navigator is a monthly subscription service that is highly effective in personalizing your message to individuals you want to connect with. You can inbox the prospect and communicate directly with each individual you have searched for based on title, industry, connections, among other criteria.
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Jan Southern, DPA is the owner of J. DelSUR Marketing Group and publisher of Pooler Magazine and Effingham Magazine in southeast Georgia. She is a marketing and communications professional with more than 30 years experience, 16 of which have been in leading marketing initiatives for major universities in the U.S. Her experience includes marketing, brand development, design, publishing and strategic communications for public organizations and private sector clients in the healthcare, technology, lifestyle, giftware, publishing, automotive and other industries.
