LinkedIn is the world’s largest professional social network, so it’s worth discovering how to make better use of it. Can LinkedIn help your business? Of course it can. And that’s because it’s more than just another social network; it’s a real opportunity to connect with the people and businesses that can help you succeed.
In this article:
- Why your business should do more on LinkedIn
- The LinkedIn starting point
- Using LinkedIn for business marketing
- Establishing a personal brand
- Building strong customer connections
- LinkedIn FAQs
Why your business should do more in LinkedIn
LinkedIn is more than just a platform for professional networking; it’s a potent tool for business growth and brand visibility. Actively engaging with others is just one way that using LinkedIn can help your business. You’ll be able to tap into a vast network of industry professionals, potential clients, and strategic partners who frequent the platform.
Unlike other social media channels, LinkedIn is specifically designed for professional interactions, making it an ideal space for B2B companies and individuals to showcase their expertise, share valuable content, and foster meaningful connections. Moreover, LinkedIn’s advanced targeting options allow you to hone in on specific industries, job roles, and demographics, ensuring that your content reaches the most relevant audience. By making the most of these features, your business can not only build brand authority but also generate quality leads and drive conversions. In a digital era where professional credibility is crucial, LinkedIn can help your business by providing the perfect avenue for establishing trust and demonstrating thought leadership in your industry.
The LinkedIn starting point
The most important way to start using LinkedIn effectively for business is to create your personal profile. This is the place where most of your professional contacts will connect with you. And that includes people you’ve worked with in the past, your current colleagues and associates, and people who might be interested in working with you in the future. For that reason, it’s vital that your profile is complete, up-to-date and gives a full picture of your professional life. It should also be searchable, so that your profile comes up when people are looking for professionals with your skills and experience.
Setting up your profile – or updating an existing one – can seem like a daunting and time-consuming task, but it’s really important to get it right. That’s why many professionals use outside help, such as virtual assistant services for small businesses. People who understand the platform and use it every day can organise this part of the process much faster, getting you up and running in no time. And, if you have someone who can deliver social media marketing support services, they can also help you set up company pages and keep everything updated on an ongoing basis, allowing you the freedom to get on with running your business.
Using LinkedIn for business marketing
Many people start by using LinkedIn for their personal profile, but understanding how LinkedIn can help your business profile is just as important. Of course it’s important that your own profile is complete, up-to-date and searchable – see our blog on improving your social media profile – but your business can really maximise its impact with just a little time and effort. Here are some of the things you can do:
Create a company page – this is a dedicated page for your business, where you can post updates, case studies, new products or services, talk about your people, advertise jobs – anything that creates engagement with other people. Individuals can follow your business page and interact with it. You can post your website blogs or news onto your company page, giving your followers the latest news about your business.
Join LinkedIn groups for business – there are hundreds of specialist groups on LinkedIn, and you can join the ones that are most relevant to your business. Be aware that these groups are not for self-promotion or advertising: that can damage your reputation. Instead, use them to help others with their queries, ask questions, give advice, point out useful information or share opinions. This will help to establish your business and personal credibility and is an effective way to raise your profile and attract new business.
Follow your competitors – LinkedIn can help your business by giving you great visibility about what’s going on in your industry, and to find out what your competitors are doing. By keeping your finger on the pulse, you can plan your marketing and sales strategies on the back of the latest market intelligence – and you could even find opportunities to collaborate with your competition, opening up new sales channels for your business.
Share content – engaging with other LinkedIn users isn’t just about waiting for them to like or comment on your posts; it’s about sharing relevant content and building relationships. So it’s good to share other people’s content, perhaps with a positive comment, and even tagging people who you think might be particularly interested. This shows clear engagement with the original poster and a willingness to help others. That’s something that will enhance your personal and business brand. One of the benefits of LinkedIn for business is that it lets you to start building good relationships online in advance of any sales enquiries or negotiations.
Use the ‘search’ featureLinkedIn’s internal search engine is a powerful marketing tool. You can be extremely specific in your search, helping you to locate the people and businesses that are directly relevant to you, or fit perfectly into your target market. And whilst you should be careful about how you approach people on LinkedIn – it’s not a direct sales platform – you can successfully make new contacts and start useful conversations this way.
Statistics suggest that, when approached in the right way, LinkedIn can generate more B2B leads than other social networks, with conversion rates nearly three times the rate of other platforms.
Statistics suggest that, when approached in the right way, LinkedIn can generate more B2B leads than other social networks, with conversion rates nearly three times the rate of other platforms.
Establishing a professional brand
Using LinkedIn effectively can significantly broaden your professional network and open doors to a myriad of opportunities for your business. In fact, it can be a game-changer for expanding your professional network and unlocking opportunities for your business. To truly harness the power of this platform, it’s essential to approach LinkedIn not just as a digital resume but as a vibrant community where you can establish and refine your professional brand. Here are some of our tips:
Firstly, begin by carefully curating your connections. It’s not only about growing the number of connections, but making strategic decisions about who you connect with. Focus on individuals within your industry to stay attuned to the latest trends and developments, but also don’t shy away from reaching out to professionals in complementary sectors. This cross-industry networking can offer fresh perspectives and potentially spark innovative collaborations.
Engaging with industry-specific groups on LinkedIn can help your business profile. These groups are hubs of knowledge and discussion where you can share your expertise and insights. By actively participating, you not only showcase your knowledge but also place yourself in a position to be noticed as a thought leader. This increased visibility can lead to more connections and, ultimately, more opportunities. Thought leadership is about establishing authenticity and trust; therefore, consistently providing value in these forums is essential.
LinkedIn’s advanced search features are a powerful tool in your networking toolkit. They allow you to precisely pinpoint potential clients, partners, or talent by allowing filters for criteria such as location, industry, or company size. This level of specificity ensures that your networking efforts are targeted and effective, enhancing your ability to tap into the right markets and uncovering new avenues for growth.
Personalising your interactions is important too. Sending generic connection requests or messages often does not leave a lasting impression. Instead, tailor each interaction to the individual, referencing mutual interests or shared connections if possible. This approach sets the stage for building genuine relationships and paves the way for meaningful exchanges that can benefit both parties involved. Think about how you would talk to people in a meeting or face-to-face networking group, and apply the same principles. Being genuine and open means that LinkedIn can help your business build a positive brand reputation online.
Once you’ve established a network, maintaining an active presence is key. Regular interaction, be it through comments, likes, or shares, keeps you visible and reinforces your engagement within the community. This activity not only strengthens existing relationships, but also amplifies your brand’s visibility as others in your network engage with your posts, potentially reaching a wider audience.
Remember that LinkedIn is now far more than a platform for job seekers. It’s a dynamic environment where professionals like you can cultivate their brand, forge valuable connections, and uncover new opportunities. By strategically growing your network and engaging meaningfully, you enhance not only your business prospects but also your personal reputation as a knowledgeable and approachable leader in your field.
Building strong customer connections
By harnessing the power of LinkedIn’s advanced analytics, individuals, micro businesses and SMEs can refine their marketing strategies and enhance engagement with their target audience. By leveraging insights from user interactions, companies can tailor content to resonate more deeply with their audience’s interests and professional needs, enabling more meaningful conversations and connections. LinkedIn also offers a suite of advertising tools, such as Sponsored Content and InMail, which can be used to maximise your reach and impact. If you have the budget to use these options, LinkedIn can help your business to deliver your messages to the most relevant individuals and decision-makers. This optimised approach not only drives brand visibility but also fosters trust and authority within the industry, ultimately supporting growth and success.
LinkedIn FAQs
Q: How does LinkedIn differ from other social media platforms?
A: LinkedIn is specifically designed for professional networking, business growth, and career development, providing a unique platform for B2B engagement.
Q: Can small businesses afford LinkedIn marketing?
A: Yes, LinkedIn can help your business with a range of cost-effective marketing tools that are scalable to a small business’s budget, alongside many free features to enhance business visibility.
Q: How can I measure my LinkedIn marketing success?
A: Use LinkedIn’s analytics tools to track KPIs such as post engagement, follower growth, and conversion rates to gauge your marketing strategy’s effectiveness.
Q: Is LinkedIn only beneficial for recruitment and hiring?
A: While recruitment is a major aspect, LinkedIn is also invaluable for networking, brand-building, content marketing, and gaining business intelligence.
Q: What types of content perform best on LinkedIn?
A: Professional insights, industry trends, thought leadership pieces, and engaging multimedia content like videos and infographics tend to perform well.
The next step
Now, can LinkedIn help your business? We think it can – we can help to set up personal profiles for you and all the people in your business; create a company page and make sure that you’re sharing relevant, useful content and engaging with the right people. To find out more about a social media marketing assistant, or to learn more about our other services feel free to call us on 0800 994 9016 or use our contact form in the menu above.