LinkedIn is a social media platform that doesn’t seem to be on most people’s top 5 list when it comes to social media marketing. If your business is largely direct-to-consumer, you’ll likely find LinkedIn isn’t worth your time compared to more popular platforms such as Facebook, Twitter and Instagram. However, LinkedIn is a great marketing platform for businesses that target other business – B2B companies – as their primary product or service buyers. You do, however, have to know how to market effectively on the platform to get the most out of it.
Re-Post Your Company Blog
Don’t worry about coming up with new posts specifically for LinkedIn; instead, continue to update your company blog on a consistent basis and re-post your content on LinkedIn. Digital Current offers some tips on generating new and original content for your site on a regular basis. This is essential not only to improve your site’s performance in search engine results, but also to improve traffic to your website from social media such as LinkedIn.
If you’re concerned about traffic numbers, post a truncated version of new content on LinkedIn with a link to “continue reading” on your website. LinkedIn makes this easy by connecting your blog to your profile; whenever you update you company’s blog; it’ll automatically appear on LinkedIn as well.
Make Relevant Connections
According to The Pew Research Center, 22 percent of the adult population is on LinkedIn. However, it’s a waste of time to randomly add new followers. When searching for connections to make:
- Start with existing clients and investors, if they’re on the site
- Follow people prominent in your industry
- Add people you might like to court as a potential buyer or investor
- Connect with your current clients’ friends
If someone adds your profile as a connection, give her profile a quick once-over to make sure the person has a career relevant to your industry and isn’t just spam before you add the connection. Having spam on your feeds increases the amount of time you have to spend on the site. It’s better to cultivate connections with a small number of people and companies than to attempt to acquire a large number of connections. LinkedIn doesn’t work the same as other social media sites. You want these connections to result in sizeable sales and investments.
Use SEO in Your Profile
Optimize your profile information so people searching for terms relevant to your industry will find it even through search engines. Keep the information short and to the point but also be sure to incorporate subtle uses of the most popular search terms you use to increase your website’s visibility. LinkedIn is such a popular site, it’s more likely to appear at the top of search engine results and can be used to direct potential clients to your blog or company site.
Create a LinkedIn profile for your business and for many of the people at your company. The CEO, vice presidents and anyone in sales likely to meet with potential clients and investors at minimum need representation to get the most out of the site. If your marketing time and budget is limited, don’t spend an inordinate amount of time on LinkedIn, but if you adjust how you approach the platform with these simple tips, you should see positive results.