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Today, LinkedIn is one of the most popular social media platforms for businesses and professionals looking to build their networks. LinkedIn marketing, In fact, LinkedIn is estimated to have over 660 million users worldwide.
Now, an important question: Is your business using LinkedIn to its fullest potential to improve brand awareness, build your network, boost leads and conversions, increase revenue, and more?
If you aren’t using this powerful platform for your business in 2021, you’re missing an invaluable opportunity to grow.
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What is LinkedIn Marketing?
LinkedIn marketing is the process of using LinkedIn to make connections, generate leads, improve brand awareness, foster business relationships and partnerships, share content, and drive traffic to your website. LinkedIn is an integral part of much successful business’ marketing strategies today because it expands professional networks.
LinkedIn Marketing Strategy
Some of the LinkedIn marketing strategies that can help you grow your business in no time are:
Always Analyze Your Competition
This is a crucial step in almost any type of business operation!
After all, if you want your small business to compete with other leading names in your industry, you’ll need to know what they’re up to and what makes them so successful.
We suggest identifying 5-10 small, medium, and large scale competitors. Then, take the time to check out their LinkedIn pages. Focus on the types of content they are posting, the topics that are important to them, and who their audience members are.
Of course, you don’t want to copy what your competitors are doing on LinkedIn – but it is a good practice to identify the strategies they are implementing to gain inspiration for your own.
Update Your Images and Banner Regularly
Think of your LinkedIn page’s profile picture and banner as the face of your business. Consider this: it’s the first thing that people will look at when they open up your company’s page. According to LinkedIn, small business pages with high-quality profile pictures and banners get up to 6 times more organic visitors than those without.
Before you do anything else, make sure that all of your company’s LinkedIn images are up to date. Your first impression will be a lasting one!
Use Relevant Keywords
Keywords are words or terms used by search engines to help understand what you’re looking for. Therefore, the more relevant and high-quality keywords you use in your page’s content, the more likely you’ll attract relevant LinkedIn users to your page.
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For this, you’ll need to identify keywords specific to what your visitors might be looking for and that have high search volumes. Then, you can use tools like Google’s Keyword Planner to find the best keywords to use.
Then, add these keywords to your company’s LinkedIn page, as well as in your posts and other content, to help you attract new, relevant people to your brand.
Fill out All Key Fields
There are many fields on a LinkedIn page that you can fill out to provide your viewers with valuable information about your business. Be sure to fill out all key fields, including your company’s website URL, address and location, industry, and company size. Unfortunately, small businesses often don’t fill out some of these fields, which leaves them at a disadvantage.
Create a Friendly and Engaging ‘About Us’ Section
While your images are good for attracting LinkedIn users, your words will be what reels them in and keeps them interested.
The ‘About Us’ section has a 2,000 character limit. If you choose your words carefully, this limit should provide plenty of space to tell your visitors all there is to know about your company. Use simple and understandable language. Be friendly and let people know who you are, what you do, and your company’s goals.
Post Content Often
Even if your images and ‘About Us’ section attract visitors to your page, you’ll need to post useful, informative content to make sure that they stay interested. Fortunately, when it comes to creating content on LinkedIn, your options are virtually limitless – you can choose to create videos, images, infographics, blog posts, or slideshows.
Strive to create content that is valuable and informative to your LinkedIn audience. It’s best to develop content ideas that solve problems or answer questions your visitors might have. By doing this, you’ll establish your company as a thought-leader in your respective industry, and visitors will start coming to your brand when they seek guidance.
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Recycle Old Content
If you find yourself running out of ideas for fresh, new content, there’s always the option to recycle old content – especially if it performed well in the past. For example, if you posted an article a few months ago that got many likes, comments, or shares, you can always take that content, update it, and recycle it into new content that you can post. Avoid re-sharing old posts or videos over and over again – take the time to update your previously posted content and add value wherever possible.
Remember: if your past content performed well, it’s because your audience perceived it as informative. By improving upon it and adding even more value, you’re almost guaranteed that your audience will respond even better this time around.
Collect and Offer Endorsements
Another compelling way to build your brand’s LinkedIn presence is by collecting and offering endorsements. You can gather endorsements from peers on your networks. This works to provide social proof that your business is credible. You can also ask for endorsements from your LinkedIn connections who work for other companies, offering that you’ll write one for them in return. This exchange is mutually beneficial since you’ll both be providing each other with a positive recommendation.
Market Your Company Page Off-Platform
If you want people to visit your LinkedIn page, you’ll need to mention it as much as possible – both on and off the platform. Add a link to your LinkedIn profile to your company page, your email signatures, business cards, website, and wherever else you interact with your clients.
Furthermore, most social media platforms will allow you to add a link to your LinkedIn profile. For example, if you’re already active and have a large following on Facebook, try adding a link back to your LinkedIn profile. This could prove useful in increasing traffic to your page from other platforms.
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Engage Your Audience
Whether you’re just starting or have been running your small business for years now, the key to generating leads on LinkedIn is to be professional, and above all, to be active on the platform.
If you want people to notice your brand, you’re going to need to engage with your audience whenever and wherever possible. This means asking questions and starting conversations, responding to requests and messages, commenting on and sharing other people’s content, and just generally getting out there and making you known on the platform.
Winning at LinkedIn marketing
Just setting up a profile page, writing regular updates, and joining groups is half the battle. The real power tool and determining factor in your success is coming across as a living, breathing human being. So here are a few tips to help keep your content sparkle.
Be a person: Don’t send bulk messages, don’t constantly promote your own stuff, and actually engage with other people — you know, the “social” part of “social media.
Offer value before you ask for something: If you’re about to approach a connection or business about a potential partnership, focus on what you can do for them first. And please, when you send someone an InMail, use their name!
Ask for references and recommendations: Social proof is important on LinkedIn too! Ask past colleagues and clients to write a recommendation for your profile. This helps create trust and show future connections that you’re quite cool.
Network: Don’t be afraid to approach people and start a genuine connection– the key is to make sure it’s genuine.
Be yourself: (Gag!) This is one of those bits of advice that sounds sort of barf-worthy, but it’s absolutely true. LinkedIn is designed to show potential clients and customers just who you are — so make sure your profile, updates, and interactions reflect that.
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Best practices for LinkedIn
When it comes to professional online networking, LinkedIn is at the forefront of most people’s minds. However, your LinkedIn presence can achieve several of your business goals if you approach it strategically. To get the most out of your efforts, you must keep your profile up to date and be active in posting and sharing industry-relevant content. The more active you are — with meaningful, relevant content — the faster you can build your presence and reach your target audience.
Be careful not to share content for no reason or to give generic responses to others’ content. Your audience can sense your authenticity, and they will appreciate you for putting in the time to interact.
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