You’re certainly already familiar with LinkedIn. The biggest social network for business and business users brings together a community of more than 640 million people worldwide, with more than 500,000 users in Croatia. Interestingly, this service is older than Facebook, that is, it was founded just over a year before Zuckerberg’s company.
LinkedIn is a useful tool for networking among business individuals and finding career opportunities, but it is also an effective platform for business promotion and B2B marketing. You’ve probably created your private profile a long time ago, and now it’s about time you, if you haven’t done it already, created a LinkedIn page for your company and get the most out of this channel. Read on for some helpful tips for a more successful performance on the biggest business social network!
Fill in all the information and keep it up to date
A LinkedIn page is a kind of an ID of your company, so fill in as many required blank fields as you can. Some of the information you can (or must) enter is your website, address and contact information, description of the company and its activities, year of establishment, slogan, size of the company, industry you belong to, keywords describing the activity of the company etc.
Make sure you keep in mind the visual elements of the page, such as the profile image and cover photo (its recommended size is 1536×768 pixels), which should include recognizable motifs and colours of the brand or the company. For the profile picture itself, the official company logo is most often used.
Needless to say, all key information and data need to be updated regularly; namely, if the company has changed its address, web domain, contact information, or even rebranded in the meantime, this should all be visible on LinkedIn.
Post relevant content regularly
What is true of most social networks is also true of LinkedIn: without (good) content, it counts for nothing! LinkedIn is expected to be a kind of a self-promotion of business and company, more precisely, the content that you will share should thematically cover the achievements, projects, activities, employees, engagement and success of the company. Did you attend an important conference or a symposium? Great, you certainly have a few high quality photos from the event that you can post on LinkedIn – of course, with a brief and informative textual status. Have you organized a team building for your employees lately? That is also a good occasion for a post that will also reflect your corporate culture and concern for employees.
LinkedIn is also an appropriate place for sharing blog posts, texts and general content from a corporate website, which can also help boost your official website traffic. In addition to photos and relevant links, you can certainly get the attention of the users with a video content, one of the most popular formats on social networks for some time now.
Make sure you are regular and consistent in posting content. In other words, if you decide to do two to three posts a week, try to keep that dynamic going and avoid long breaks in posting to maintain the attention and interaction of the users, and to avoid “falling into oblivion” on LinkedIn.
Encourage your employees to engage
Company’s engagement on LinkedIn can be broader than the activity on the official profile itself. If your employees already have their personal profiles, ask them to update their information, that is, to indicate that they are employees of your company, if they haven’t already done so. They can also be a kind of corporate ambassadors, by engaging in expert discussions within relevant LinkedIn groups, sharing posts from your official LinkedIn site, or using the LinkedIn option for publishing their own articles on the platform. Of course, if you wish to encourage employees to become more engaged online, you need to set an example yourself! All of these activities will make your business more visible and recognizable on the biggest business social network, which is certainly a good thing, right?
Take advantage of advertising options
Just like any other serious social network site, LinkedIn also provides advertising opportunities to further expand the voice of your business and to reach decision makers, leaders and executives, that is, potential partners. It’s true that advertising on LinkedIn is a bit more expensive than, for example, on Facebook, but it gives you more specific targeting options for your desired audience, such as targeting by industry, company size, function, title, etc. LinkedIn offers several advertising types and formats, such as sponsored content posted on a LinkedIn page, showing ads in users’ inboxes, small text ads appearing to users on one side of the feed, etc.
Also, there is a separate advertising platform for listing job opportunities that you can use to target only those specific users who potentially match your company’s needs and criteria. If B2B marketing is the focus of your company, advertising on LinkedIn should definitely be a part of your activities, and it is advisable to consult with marketing experts on the subject.