We all know that social media is an important part of any marketing strategy. But when it comes to B2B, not all social media is created equal. According to a report on social media use by the folks at the Social Media Examiner, LinkedIn is among the top tools for marketing to the B2B audience. LinkedIn is growing steadily and evolving to meet the changing needs of its audience. If you are not using this platform to its full potential, you could be missing out. Take a look at these ‘must-do’ tips for getting the most out of LinkedIn for your business.
- Create a proper company page. We see this all the time: you visit a company page and it looks abandoned or like it was an after-thought. Take the time to create a proper page that mirrors the branding and messaging of your main website. A proper company page demonstrates credibility to new visitors. And don’t forget to optimize your page for SEO just as you would any page on your website. Include your top 3 or 4 target keywords in the page description at the top.
- Manage your company page. As part of the evolution we mentioned earlier, LinkedIn is making it easier to manage a page with their new offering Company Page Notification Center. This new dashboard allows you to do things like get an aggregated overview of how many likes, comments, and shares you’ve received on Company Page updates and view every publicly shared mention of your company. The feature provides greater insights into the performance of content and messaging on your LinkedIn company page. It’s helpful information when you need to decide which types of content to post to engage with your target audience.
- Publish your insights and perspective. Another recent addition to LinkedIn’s features is the Professional Publishing Platform. Posting articles helps establish you as a thought leader in your industry. Posting consistently will also earn you more followers and build your brand in a professional online marketplace. Take advantage of generating leads by adding a simple call to action with every post such as a link to your white paper or ebook. The publishing platform is still new so take advantage of the opportunity to stand out and reap the benefits.
These tips only scratch the surface of what LinkedIn has to offer to boost your marketing ROI. In our next article we’ll take a look at a couple of ideas for actively marketing your business on this powerful platform.
Are you using the tools we mentioned here? How has it worked out? Please share your experience in the comments.