In the world of strategic marketing for social media, much of the focus over the past few years has been on Facebook and Instagram. But, LinkedIn has been rapidly catching up, growing its user base to over 500 million users. In fact, LinkedIn has become a key focus, as more and more businesses are perfecting their marketing strategies for this particular networking platform to tap into the world’s largest network of professionals.
Marketers, businesses and brands alike know that LinkedIn marketing is a game-changer that requires a long-term strategy. So, if yours is in any way lacking, it’s time to get on board. Let’s take a look at five proven ways your business can grow its LinkedIn Company Page faster to stay ahead of this trend:
- Complete Profiles to the Fullest – While this tip may seem pretty obvious, you’d be surprised at how many businesses start their LinkedIn profiles but never fully complete them, leaving out vital information. When it comes to leveraging your company profile, those who complete their Company Pages to the fullest receive up to twice as many visitors than those profiles that are left incomplete. In conversions alone, numbers like that are absolutely invaluable. So, make sure that you complete your page with all seven key fields, including your company logo, a company description, your website URL, your company’s size, your industry, your company type and your location.
- Engage Your Network of Employees and Colleagues – What many companies fail to realize is that they already have access to incredibly influential groups of people – their employees and colleagues. Activating this immediate network alone can significantly boost your LinkedIn content and increase your Company Page’s visibility. So, don’t be afraid to get them involved. Help them help you. The best way to do so is to encourage them to engage with company content, and encourage them to fill out their own LinkedIn profiles to the fullest (which will ultimately link back to your page). This network is what makes up your brand and the people who will help you spread awareness.
- Develop a Posting Schedule – If you have a content scheduling calendar, your LinkedIn posts should be a part of it along with everything else. Creating a consistent posting schedule is key to not only reaching users but grabbing their attention in the first place. Companies should aim to post to their Company Page at least once per week to keep followers engaged. For best results, make sure that your content includes a descriptive caption, eye-catching images and hashtags.
- Re-Use and Re-Purpose Top Performing Content – If your team runs into a content roadblock, you can re-share or re-buffer your top performing posts, though do so sparingly. Due to the complicated algorithms that drive social media news feeds, only a very small percentage of your audience will actually see your posts in their LinkedIn Feed. So, if you have a backlog of successful social media content, chances are pretty good that they will perform well again and can reach more users. To find your top posts, just check under the analytics section on your dashboard, then select Posts Report and Most Popular.
- Promote Beyond LinkedIn – Great marketing doesn’t come from a single stand-alone channel; its reach must go beyond. Make sure that you are coordinating efforts across all of your digital platforms, not just LinkedIn itself. By doing so, you’ll see consistent growth over time. So, in order to make the most of these cross-promotion strategies, you should do things like link your Company Page in all marketing communications, blog posts, email signatures, etc. And, if you don’t already have them, you should add social media buttons or LinkedIn “Follow” buttons to your website.
It’s clear that LinkedIn isn’t going anywhere anytime soon, as it’s an ideal way to tap into audiences that perhaps no other social media platform is able to. So, now is the time to start planning, and set up your LinkedIn marketing strategies for long-term success.
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