How to use LinkedIn to boost your business

 In business, Marketing

LinkedIn is often described as “Facebook for grown-ups” and superficially that’s a pretty fair comment.  There is, however, one huge difference between them and it’s that Facebook has been trying to make itself all things to all people, whereas LinkedIn has kept strongly focused on the business market. 

This means that if you’re looking to market your business to other businesses or trying to attract people to work for your business, then LinkedIn is usually, by far the best place to go.  With that in mind, here are some tips on how to use it effectively.

Create content which is native to LinkedIn

These days, you need to be super-aware of the fact that the goal of all social media platforms is to keep people on their platform.  This means that if you continually post content which makes people go to another website, for example, your company’s own web-page, then the chances are that it’s only ever going to be found by people who actively go to your company’s business page on LinkedIn and perhaps people who search on that specific term (assuming you rank well for it).

If, however, you create content which keeps people on LinkedIn, then the platform may show its appreciation by boosting your post without you having to pay.  At the very least it should refrain from suppressing it (shadow banning it). 

Of course, this is probably going to go against your strategy to get people to go from LinkedIn to your website.  The way to square this circle is to have a small percentage of content which guides people elsewhere, say about 20%.  This may not sound like much but the trick is to use it strategically.  Basically, you want to give LinkedIn the content which has the least SEO juice for your site and then use your outbound links to drive traffic to your premium content which you want them to like and share so that the search engines notice it. 

For example, you’re not usually giving up much by posting time-limited content to LinkedIn as it has a short shelf-life.  If this isn’t enough to make up 80% then consider using LinkedIn as a place to host your videos.  Effectively, you’d be swapping a bit of SEO juice for free hosting plus the possibility of some free promotion.  If necessary, you could top this up with some high-quality short-form articles, but keep your outbound links for your premium, long-form content.

Astute use of infographics can lead to major wins

Infographics are popular across all the social media platforms and they are an obvious fit for LinkedIn.  They are also a smart way to get your content promoted while also pointing people towards your website.  Basically, your aim is to create a great infographic people will want to share and post it natively to LinkedIn, but also put your company’s details within the infographic.  You need to do this in a way which gets them noticed without annoying people and devaluing the infographic.

This slips around LinkedIn’s objections to outbound links while still getting your brand in front of eyeballs and at least giving yourself a decent shot at getting some of those people to visit your company website, especially if you can communicate that there’s further, valuable, information to be found there.

Profiles Count

Take a look at your profile, is it complete, does it tell the right story and is it up to date?

Many people join LinkedIn and never think to update their profiles as time moves on, as a result it becomes dated and your contacts may not see you as relevant.

It’s also good to have a current picture, after all, we like to work with people, not brands and you’ll find that potential customers are more likely to interact with you if you have a decent image and not a company logo. I’m less likely to connect with someone that doesn’t have their own image and I won’t connect with anyone that has no image at all.

Your headline is searchable and so, make sure that the things you want to be found for are listed there. I don’t imagine many people search for “helping brands succeed” and so to all you coaches out there, think about wasted search opportunities!

Add in your latest successes and things that are current to your business. Also, make sure you have at least five skills that are relevant to you so that again people can find you when they search for that particular skill.

If you need help or advice, please contact us for a chat.

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