How to Succeed at LinkedIn for Business
What immediately comes to mind when you think about LinkedIn? For me, I think of it as a professional social media tool for businesses – and, honestly, I also think that it’s something that more businesses could invest more time and resources in, but probably not in the way that you’d imagine.
To succeed at LinkedIn for business, you definitely need time. And that’s a rare commodity in this day and age. But making time for LinkedIn can reap great rewards.
Using LinkedIn for business
We recently wrote a guide on how to use LinkedIn for business, and it really got us thinking. A lot of businesses have LinkedIn pages – because it’s just something you do, right? It’s how you connect on a professional level with local businesses, the rest of your industry, even customers – especially if you’re in B2B.
Our guide gives you the 101 on how to use LinkedIn – but how do you really succeed?
Firstly, it’s important to remember that LinkedIn is about people, not about businesses. To really leverage the power of LinkedIn (and it is powerful, with 675 million active monthly users and a 52% – yes, 52%! – open rate on inmail), you need to engage with people. That means doing more than reposting your blog posts as articles on your LinkedIn page.
You might get some engagement of course, but to truly connect and resonate with your target audience, you have to be present, participate, join the conversation, and interact.
And this is the bit that takes time.
People engage with people on LinkedIn
As marketers, I’m sure we’re all aware of the potential of social media marketing and the importance of connecting with your customers – being less formal and more personal is key. Organizations do this really well on platforms like Twitter, Facebook, and Instagram.
But LinkedIn is still a social media platform. Bring on the human element!
Practical tips for success at LinkedIn for business
- Posting articles on your company page is great, you should absolutely do that. Once you do, encourage your teams to share and comment. This will give you exposure to their networks and build your audience.
- Have someone who’s accountable for running your LinkedIn page on a daily basis. This is an important investment of time that will allow you to comment on others’ posts, share relevant content, connect with people on a one-to-one, and send DMs that feel authentic. This is a great way of growing your network and amplifying your brand – with two added benefits. You’re likely to start seeing organic leads come in through this channel, and your followers will recognize you as a credible and authentic leader in your industry.
- Join (or create!) LinkedIn groups – and participate in them regularly. It’s important that these groups align with your business objectives and strategy – and that it’s likely to be a group your customers would also join. There should be a very natural connection with your brand. A LinkedIn group is not the place for an overt sales pitch, it’s a place for two-way conversation. It’s focused on a topic, not on a brand. An advantage to LinkedIn groups is that a daily or weekly digest helps members keep on top of everything that’s going on – helping you stay front of mind in a natural way.
- Create a showcase page (you can have up to 10). Showcase pages basically act in a similar way to a subdomain on your website. You can use them to highlight a specific area of your business, like a sub brand, a new initiative or perhaps a new product or service. They’re a great way of dividing your content by buyer persona, especially if they’re very distinctive. That way, you can be even more targeted when you connect with people visiting your showcase page.
- Learn from your LinkedIn analytics. You can find out who’s visiting your business page, what they do there and how they engage with your content, how many people visit, and when they visit. You can use these metrics to determine your most successful type of content and when to post it. Then, create more of that type of content – and make sure you’re replying to any comments and questions from your followers.
- Optimize your page for search. Search engine optimization (SEO) isn’t limited to your website. Make sure you’re using your keywords on your LinkedIn business page, too. That way, you make it easier for your ideal customer to find you.
- Post rich content. Images and videos don’t just work on personal social media platforms – they make your LinkedIn posts more engaging as well. According to LinkedIn themselves, video is the most likely type of content to start conversations. And you don’t need to wait until you’ve got a polished brand video – a down to earth, authentic vlog can be just as if not more effective.
- Our last tip is a “do-not”, rather than a “do”. Please don’t spam your customers. No one appreciates it. It’s not effective, and you can spend your time better by making your LinkedIn page a place people can connect with. Don’t alienate potential customers.
Yes, succeeding at LinkedIn for business can be time-consuming. Is it worth it? Definitely. It’s worth the hours you put in. You’ll find that it can generate high-quality leads, start conversations – even give you new ideas for content to create. Connecting with your customers in this way is one of the keys to success.
Want to know more about how to succeed on LinkedIn with your business? Let’s chat.