The Social Nation Inc.

How To Include Linkedin In Your Social Media Strategy

With over 600 million users and growing, LinkedIn is the social network for B2B lead generation! There are 9 billion content impressions achieved through this platform, meaning this is the perfect spot to grow your audience and drive business results. If your LinkedIn marketing strategy is limited just to a personal profile or bare-bones company profile, it is definitely time for you to step up your game. Here are a few tips on how to include LinkedIn in your social media strategy.

Complete Your Profile
This has got to be your first step when beginning to include LinkedIn in your marketing strategy. In fact, it’s so important that company pages with complete profiles are said to receive up to 2X more visitors than those with incomplete page profiles. Your customers want to engage with your company and find out about it! If your page is lacking in information, you may be sending an unconscious signal to potential consumers that you don’t care enough. We highly recommend that you take the time to go over your page and make sure these seven sections are completely filled out:
– Logo and Profile Banner
– Company description
– Website URL
– Company size
– Industry
– Company type
– Location

Optimization is key for the information you include on your company page. You need to tell visitors everything they need to know about your company using simple, accessible language that is informed by keyword research. Not only will this bring up your page more consistently during searches, but it will also allow potential consumers to quickly understand what you’re all about. Also, don’t shy away from more creative forms of expression, like video bios and “meet the team” clips. Another great idea is to collect as many recommendations and testimonials from clients and peers as you can in order to have multiple differing viewpoints.

Create a Consistent Posting Schedule

Consistent posting is your key to gaining followers, fast! You should aim to post at least once per week to your company page in order to keep your followers engaged and encourage new ones. You’ll quickly find that consistent posting will get also get you more page views for your company!

We’ve found that LinkedIn content performs really well if we include the following:
– Descriptive Caption: This helps to provide users with extra context around your content
– Eye-Catching Images: You want a clean, simple aesthetic to help your content stand out
– Hashtags: These are a great way to increase the visibility of your content to new audiences
– Engage Your Colleagues and Employees: one of the most important (and often underused) groups of people that can help you your LinkedIn marketing is your colleagues and employees! When active, this team can boost your content while also increasing the visibility of your page. Encourage your colleagues to engage with your content by talking with them about it and asking for input. When your team interacts with your content it will spread that content to their networks! Considering that each of your colleagues and employees could have upwards of 300 connections, that is a lot of potential reach!

We also highly recommend you encourage the team to fill out their profiles completely with information about the company. This is one of the simplest ways to spread awareness of your brand. Let’s say you have a company of 50 people, that’s 50 profiles with your company’s name and a quick link to your company page.

Post Content From Others
These days consumers will research before making their purchase decision, often engaging with multiple different pieces of content. They will also often choose the company that was first to help them along their buyer’s journey. So, in order to drive higher-quality leads, you need to share perspectives on industry news and trends, helpful product how-to’s, and articles which reflect your company’s vision. In fact, for every self-serving post, we recommend you share four pieces of relevant content written by others. However, be sure to add your own insights and opinions on these shared posts. You don’t want to just copy and paste; consumers want to see you engage with the content as well. Aside from things like whitepapers, eBooks, and case studies, consider promoting upcoming webinars and events your company is attending and/or sponsoring. This gives you an opportunity to directly interact with potential consumers.

Sponsored Content
LinkedIn’s sponsored content is a great way for you to publish relevant content and reach a targeted audience beyond just your followers. Sharing new content directly in the feed without having to originate from your company page means you can really personalize and test what you’re sending out. As you begin to learn exactly what your audience is connecting with, you can shape future content that is more impactful and resonates with them. When used correctly, LinkedIn sponsored content is great for reaching the people and businesses you want to reach, whether it’s for brand awareness or promoting your company’s product or service.

Now is the time to start actively using your LinkedIn profile to generate more leads and prospects for your business. Engage your team to help push your reach, publish content to help your consumers make an informed purchase, and customize for your specific targets. With these tools, you’re sure to see your company grow in ways you hadn’t imagined. To help navigate the evolving world of social media be sure to follow The Social Nation Inc.’s blog series, and if you have any questions, we are always here to help. Just send us a quick message through the chat option on our site or send us an email!