LinkedIn has transitioned from a job searching website to a social media app for business professionals.From making connections and establishing partnerships, to generating leads and building brand awareness, there are many great things on LinkedIn that can make it an invaluable part of your marketing strategy. Creating a company LinkedIn page is not only a great way to find new qualified employees but also helps to build your brand and find future clients.
Making a Business Profile:
LinkedIn has streamlined the process of creating a profile for your company, making it as easy as possible to get started. Their website also gives suggestions on how to optimize your page stating that a complete business profile receives about 30% more clicks than the average page. The more information that you can provide about your business, the better. You can find instructions on how to build your profile here or follow the process below:
Create a Page:
- Click the Work icon in the top right corner of your LinkedIn homepage.
- Click Create a Company Page
- Select the Page type you’d like to create from the following options:
- Small business
- Medium to large business
- Showcase page
- Educational institution (high school or university/college)
- If you receive a red error message, you may not meet the Page creation requirements or have reached the limit for Pages created
Click Start building your page! to build out your Page
Once your business page is set up, it’s time to start creating content. Because social media is all about content, it’s important to start posting relevant content based on your company and what it represents. LinkedIn has also made the process of knowing what to post easy by utilizing the content suggestions tool that can be found at the top of your business profile.
By clicking the ‘Content’ tab you can see that LinkedIn has broken down appropriate content into three categories: Trending Articles, Employee Milestones, and Company news. Based on these categories, LinkedIn states that companies should follow the 5-3-2 rule, where for every 10 posts, 5 of those should be shared content, 3 should be original, and 2 should be fun, which gives your brand more personality. Your posts should generally follow a formula of, beginning with a hook, enticing the reader with an intrigue line, which will make them want to expand the whole post, and ending with a Call-To-Action giving the reader a reason to click on your profile and give you a follow, visit your website, or book a call with your company.
Now that you have your content, when do you post? According to the LinkedIn website, for optimal engagement, you should be posting once a day 2-5 days a week during business hours. Ideally, most interaction happens from Tuesday-Friday.
The most important part of receiving engagement is giving it back. Take advantage of commenting and liking comments made on your posts, posts that you’ve been tagged in. This gives your brand visibility and builds awareness that ultimately brings more viewers and interest to your page.
If you’ve heard it once, you’ve heard it 100 times, use hashtags! Hashtags help you find content on specific topics that are relevant to your industry, and adding them to your content makes you more discoverable to everyone, even people who aren’t connected to you.
Power in your Employees:
One of the best tips of this whole article is to use your amazing employees to build your company’s brand awareness. Your employees will make your company stand out from the crowd on LinkedIn by liking, sharing, and commenting on company posts. You need your colleagues, your employees; they are your biggest and first brand advocates. By adding them as followers to your page, you can indirectly make use of their network.
By asking them to add your ” Company Page” to their profiles as the current place they work at, they automatically turn into followers. Making it easy for them to get noticed about any posts you make so they can easily share them with their following as well.
LinkedIn has made building a business profile easy with their step-by-step process offering the best ways to optimize your page and make it professional and easy to find. Provide effective and important details about your business that let customers know what your brand is about. To use LinkedIn for marketing, it’s all about building connections and staying active on your account which means, joining groups, posting quality relevant content, and engaging with your audience. LinkedIn is just like all other social media channels, used effectively, it’s a great asset to your business to build your brand and find future clients.
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