Did you know that 50% of B2B buyers use LinkedIn when making purchasing decisions?
You don’t need me to spell out what that could potentially mean for your business.
In the digital age, you can’t ignore or underestimate the value of a well-established company page on the world’s largest professional networking site. One in 3 professionals use it to find connections, engage prospects, make a career move or upgrade their skills and knowledge via content from their favourite brands/companies.
Marketing your company on LinkedIn requires a slightly different approach from other social media networking sites. This is because you need to cater to a professional audience who aren’t necessarily interested in your company or its product/service.
Maybe you do have a presence of LinkedIn but are not getting too much out of it. Or you do get down to posting now and then, but your profile is far from tidy. Whatever your situation may be, here are a few ways to boost your company’s LinkedIn profile.
Give your company page an SEO makeover
Google does take your LinkedIn company page into account when it comes to search ranking. So make your LinkedIn page SEO-friendly by including relevant keywords in the ‘About us’ and ‘Company details’ section. These can include words or phrases that best describe your company, industry, sector or product/service.
Make your copy crisp and engaging. Don’t simply copy paste the same content from your website. Instead, use unique language written with LinkedIn users in mind.
Essential details to include are an overview of your company and its products/services, its USP and contact details. Make sure it reflects your company’s objectives and values and don’t shy away from speaking directly to your followers.
Our tip: Under the Specialities section, list your top keywords and phrases. Remember that these are keywords which would list your company in the search results when users search on LinkedIn.
Teach, don’t preach
The best way to boost engagement on LinkedIn is to share updates that have your target audience or followers’ interests at heart.
The last thing people want is a brand inundating their news feed with boring company updates and sales-y info. Don’t simply broadcast news and content, but also encourage people to engage by asking a question, sharing thought-provoking stats or an entertaining graphic.
People want to be engaged, entertained and educated. So keep things varied by including a nice mix of content. From relevant articles, blogs and resources related to your product or sector to conversations around trends and the latest news. Make sure every post is relevant, valuable and helpful to your target audience.
Our tip: A good rule of thumb is the 4-1-1 rule which as first popularised by Joe Pulizzi of the Content Marketing Institute. For every content update shared from your company, re-share a relevant post from another source, and then four pieces of relevant content written by others.
Rich-media content FTW
The whole point of social media is to encourage interaction by consistently putting out valuable content so that your company name is seen by a large number of people. Result? Tons of exposure and a boost in engagement.
Using rich media in your content updates is a great way to stand out in the crowd. According to research from LinkedIn, using images in your posts results in a 98% higher comment rate. Posting YouTube video content results in a 75% higher share rate.
In the age of mobile apps and limited attention spans, aim to entertain by using an engaging mix of images, videos, slideshows, gifs, emoticons and other content that make users want to consume your content.
Our tip: To give your company page a facelift, add non-stock images which represent your company or product/service. Keep your branding uniform and consistent with the design, font, colours on your company’s profile photo and banner image.
And there you have it.
We’ve discussed 3 simple but effective ways to enhance your LinkedIn Profile to gain some new traffic and engagement. That said, make sure you experiment with different types of content and different schedules while posting content so that you can determine what works the best for your company.
Do get in touch at [email protected] to discuss any of this, and how we can help you with getting your LinkedIn company page up-to-speed.