LinkedIn has become a valuable networking platform for professionals. Today, this social networking platform has attracted more than 65 million professionals.
It allows those starting careers and looking to grow them build useful relationships with clients, employers, potential customers and partners. Unlike other social networks, LinkedIn does not encourage users to create a large following but develop strategic alliances.
The site is designed to stop showing the number of connections you have once you hit 500 followers. Members will find followers from every industry, including engineering, accounting, marketing and sales, among others.
The site has also grown into an effective marketing platform for any small business. The Content Marketing Institute cites that up to 94% of B2B marketers use LinkedIn to distribute content. Companies within any niche experience tremendous benefits from using LinkedIn for marketing.
LinkedIn Tips For Small Business
1.Lead Generation – LinkedIn is the top-rated social media platform for lead generation. It allows businesses to network and finds potential clients for their products and services. Companies can achieve this by updating their company page with relevant information as it is a useful resource to your followers and connections. Branding your business as an expert in the provision of particular services allows your followers to think of you when they need such services.
2.High Level of Credibility – Companies can showcase their products and services to many people thus, creating a reputable image and brand among potential clients. LinkedIn has a recommendation feature that allows previous clients to recommend your product or service. The more recommendations your business has, the greater the opportunity for generating more sales and leads.
3.Take Advantage of Filtered Search Results -An SME can only increase sales figure by reaching the right customers more effectively. LinkedIn makes it easy using a range of search options that companies can use to reach their target demographics.
4.Increases Exposure – Businesses that use this platform to advertise and market their products are required to have a LinkedIn Company Page. This page makes a great way of attracting attention to your business. It appears on Google’s search results when people look for you.
5.Find the Right Job Candidates More Easily – LinkedIn profiles allow companies to view candidates who may be looking for jobs at the company. The recruiting manager also evaluates the candidate’s stability, passion and record of successful accomplishments. Hiring and retaining such employees helps your company benefit from their expertise and energy. Also, when social media communication is done effectively by the company’s employees, the business can develop useful relationships with the existing and prospective customers, referral sources and employees thus, enhancing the organisation’s bottom line.
6.Check on Your Competition – Marketers can visit company pages of other businesses that serve the same target market to identify any changes in the industry and what the competition has accomplished. Assessing transitions in social media content strategies regularly helps marketers identify trends used in talent acquisition and opportunities for growth of the business.
7.Improve Rank in Search Engines – Google ranks LinkedIn company pages and posts highly on its SERP. As such, adding updates to the company’s page and using posts optimised for SEO helps businesses improve performance on SERP. It also enhances visibility and visitor traffic especially when the posts include links that direct users to the company’s website.
8.Ask for Recommendations – LinkedIn recommendations act like testimonials that feature on your profile. You just need to click on the button labelled ‘More,’ choose the ‘Request Recommendation’ form, fill in the information and send the request to previous clients. The more the recommendations, the more reliable your business appears.
9.Utilise LinkedIn ads and Sponsored Updates – The platform offers businesses an opportunity to pay to extend reach to their target audience in two ways- sponsored updates and display ads. LinkedIn display ads are similar to Google AdWords and Facebook ads in that they are available in different sizes and appear on the user’s inbox, sidebar, results page or homepage. You can customise the description, headline, website URL and image to fit the target audience. Just like Facebook, LinkedIn allows companies to choose if they would like to pay per impressions (CPM) or pay per click (PPC). An SME should use PPC as it offers an easier way of evaluating the results while larger businesses should use CPM as it focuses on brand recognition.
Sponsored updates work the same way as promoted ads where businesses pay to extend the reach of a post to specific audiences. The updates can be tailored based on the user’s location, job title, member of a specific group or age. The main advantage of using sponsored ads is that businesses can publish the content straight to the user’s feed to increase engagement, traffic and followers to their page. Businesses should apply these tips when using LinkedIn ads and sponsored updates:
• Change the ads regularly to avoid ad blindness where visitors ignore banner-like information consciously or unconsciously
• Include a call to action in the ads, e.g., by using phrases like download now or click here for more information
• Create many ads to test effect before publishing the main ad
• Use colourful, relevant images, and if you include text, it should be large enough
• The sponsored updates should have a clear value proposition
• For effective advertising, the ads should have a click-through rate of 0.025%. If the rate is lower, modify the ad
10.Post Valuable Content – It is the best way to keep your followers engaged and grow a following for your page. LinkedIn recommends posting the articles on a weekly basis, but you can choose the most comfortable pace. Additionally, the posts should appear on the company page, and your followers’ news feeds. Businesses can also share posts from external sources to foster connections with other leaders. The posts should be relevant and provide context and value to your audience. You also want to post the content when it most likely to reach the target audience. According to LinkedIn, posts get more engagement in the morning and after business hours. This insight allows businesses to plan their publishing schedule.