For small business owners and entrepreneurs, LinkedIn offers a gold mine of potential.
With more than 722 million LinkedIn is an ideal platform for building an engaged network and increasing brand awareness.
Finding the right LinkedIn strategy isn’t always easy, however, and it can take some trial and error to figure out what will work for your brand.
To help you get started, we offer you eight ways to use LinkedIn for businesses:
Why should you use LinkedIn for Business?
If you are new to LinkedIn for business, you may be missing out on a great marketing opportunity.
Unlike other social media platforms, people come to LinkedIn specifically to see business-related content – a purposeful intent that can be of great value to brands looking to grow online.
Indeed, a 2020 Hubspot study found that traffic from LinkedIn resulted in a higher visitor-to-lead conversion rate than traffic from Twitter or Facebook.
Plus, thanks to several New features, LinkedIn is now a platform where you can make meaningful connections – with conversations 55% increase on the platform last year.
By participating in these conversations as a company, you can build a dynamic network, build a stronger sense of community, and even increase your brand’s sales.
8 ways to use LinkedIn for Business
- Create a LinkedIn Business Page
- Brainstorm your content
- Share videos and pictures
- Use interactive features
- Keep the copy short
- Optimize your posts
- Humanize your brand
- Use LinkedIn Analytics
# 1: Create a LinkedIn Business Page
If you’re wondering how to use LinkedIn for Business, the first thing you need to do is set up your LinkedIn Company Page.
That’s how it’s done:
- Click the Work icon in the upper right corner of your LinkedIn desktop home screen.
- Scroll down to Create a Company Page and select the correct category: Small Business, Medium to Large Business, Presentation Page, or Education
- Fill in your information and remember to keep your tagline short and catchy.
- Upload your logo or profile picture and make sure it matches your accounts on other social media platforms.
TIP: Keep your audience in mind when creating the page. By using industry keywords and relevant images, you are more likely to attract a relevant and engaged fan base.
Are you ready to improve your LinkedIn strategy? Discover How to grow your business on LinkedIn in the blog post!
# 2: brainstorm your content
One of the best LinkedIn tips for businesses is to be consistent in posting. The best way to do this is to brainstorm and create your content in advance.
Take the time to think about yours Content pillars and goals for the platform.
Do you want to increase brand awareness? Drive traffic to your website? Are you positioning your CEO as a thought leader?
Some ideas in terms of content are:
- Thought guidance pieces
- White papers
- Blog posts
- Media coverage
- Announcement of launches or updates
- Share new employees or vacancies
TIP: Use the LinkedIn News feature to join trending conversations or find future content ideas!
# 3: share videos and pictures
Sharing videos and pictures on LinkedIn is a great way to get your audience’s attention. Look at how communication software is branded Relaxed uses bright and eye-catching graphics in their posts:
Slack also uses video content to drive engagement. Your short, animated videos often get tons of views:
As LinkedIn becomes more of a visual-first platform, picture and video postings are likely to be prioritized in the news feed.
Video content typically attracts a viewer’s attention longer – and the longer a viewer engages with a piece of content, the more likely the LinkedIn algorithm will make that content available to a wider audience.
TIP: Make it easier to post visual content by aligning your LinkedIn strategy with your other social media platforms!
To join Later Schedule and schedule your Instagram, Facebook, Pinterest, TikTok, and Twitter posts through an easy-to-use dashboard today!
# 4: Increase Your Engagement With Interactive Features
It’s one thing to throw eyeballs at your content, but engagement can turn visitors into followers and followers into leads.
Fortunately, LinkedIn makes it easy for companies to get involved with a number of interactive features such as polls and responses.
Bobbi Brown Cosmetics Uses LinkedIn Responsiveness to stimulate conversations while integrating their products in a non-sales manner:
You can also use these features to understand your audience’s opinions.
For example, if you’re a beauty brand, you can ask them if they prefer oils or creams and use them to influence your content strategy.
By tailoring your messages to suit your community’s interests or vulnerabilities, you can consistently create content that is helpful to them.
ICYMI: LinkedIn recently released several new features! Discover them all in this blog post.
# 5: Keep your copy short
With 57% of LinkedIn users Accessing the website on a mobile device, it is important that you keep your subtitles short and sweet.
Financial services company place Consistently nail your post subtitles and make them clear, concise, and super catchy:
Since LinkedIn only shows the first few lines of your post (users have to click to see more to get longer captions), Square makes sure they engage readers right away.
A popular (and effective) way to keep your posts short is to break up a content idea into 3 or 4 bite-sized posts. This also makes it easier for you to post consistently!
# 6: optimize your posts for reach
To optimize the reach of your posts, mark relevant industry experts and add industry-specific hashtags to each post.
You can see exactly what that looks like Xerox ‘s LinkedIn Page:
By labeling relevant companies or industry experts, you can attract new target groups – especially if the expert is concerned with your position.
Using hashtags is another strategic tactic when using LinkedIn for businesses. By choosing hashtags with a large following (but not overused), you have a greater chance of reaching new audiences.
TIP: Don’t forget to include a clear call-to-action (CTA) to encourage likes, comments, and approvals. The LinkedIn algorithm tends to rate posts based on likelihood of engagement.
# 7: humanize your brand
Similar to other social media platforms, highlighting your brand’s culture and values can humanize your brand.
One way is to present your employees. As the old saying goes, “People buy from people.”
Seeing the faces of those who work behind the scenes can help build trust with prospects.
Look at how insurance carriers lemonade uses testimonials from their employees:
TIP: Enhance your posts by creating fun videos with your co-workers. This can really demonstrate your company culture and strengthen your brand’s online personality.
# 8: Use LinkedIn Analytics
With LinkedIn Analytics, you can see impressions, clicks, video views, and more. They also charge a percentage engagement rate to show how well your content is performing.
Monitoring this metric is a great way to learn what topics and content (images, videos, graphics) are working with your audience and what you can share in the future.
You can also view a breakdown of the visitors to your page, including the industry they work in, their job roles, and their seniority.
This can be valuable information when brainstorming content as it gives you an idea of the types of people visiting your page.
LinkedIn is an invaluable tool for businesses from building brand awareness to generating conversations to nurturing leads.
And with new features released all the time, there has never been a better time to get started.
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Beth Longman is a UK based content writer / copywriter. You can connect with her on LinkedIn for tips and far too many book recommendations!