Company pages on LinkedIn serve as an extension of a business' website. It's a great social sharing site that offers a cost effective way to network and strengthen your business relationships. Unlike other social channels, you won't be SPAMMED with check-ins at the gym and farm game requests, LinkedIn is strictly business. However, just having a presence is not enough. In order to get the most out of LinkedIn, you need to actively participate. Below are the best ways to stay active on LinkedIn and increase the visibility of your business.
Sharing Content Regularly
If you're producing content, LinkedIn is a great channel for sharing articles. Assuming your content is on a blog you own or on your company website, sharing content will drive traffic to your website and will give people a reason to spend time there. Publishing content on LinkedIn can also help build your brand image as a subject matter expert and reach people who might not otherwise find your content on your website. Remember that you're not limited to only sharing original content. If you come across content that you think your target audience would appreciate, you should share that too, even if you didn't write it yourself. It won't get more visitors to your website, but it'll help further educate your potential customers.
Participating in Groups
Groups are a great way for your business to stand out in a more targeted setting. There are thousands of groups on LinkedIn, which people join based on things like schooling, gender, work specialization, career objectives, and more. By joining and actively participating in groups, you're able to network directly with your target audience and customize your posts, which are always better received because they're specific to the audience and their interests.
Participating in groups provides the additional value of being able to lead meaningful discussions with a group of people who have things in common. It's a place where you can take on a leadership role and initiate or participate in conversations, or collect information based other people's contributions.
On LinkedIn, you also have the ability to create your own group allowing you to get together a list of people that resemble your buyer persona(s). This provides the same benefit as other groups, where you can customize and deliver messages that are specific to the audience and their interests.
Advertising on LinkedIn
While most LinkedIn features are free, you do have the option to run paid advertising campaigns. Because you're paying for ad space, your visibility naturally improves because you're paying for people to see your ad if they meet the ad criteria you've set. LinkedIn ads show up in a user's feed as a "sponsored post" or as an ad on the right side of the page.
The important thing to remember when running ads on LinkedIn is to make your audience as targeted as possible. This increases the likelihood that people clicking on the ad will find the post appropriate for them, and that it'll drive them to convert to a lead, or even a customer at some point.
Using LinkedIn and InMail to NetworkAnother paid feature, known as InMail, is the ability to send messages to people you're not connected to . It's important to remember that a message from an unknown person won't always be well received, so be sure your message is well composed, customized, and doesn't come across as SPAM. This is a great way to get noticed by people who might not otherwise find you on LinkedIn or won't find your company website because your SEO is not as good as it should be.
You could also go the unpaid route of contacting people, which means finding a common connection and asking them to do an introduction. While this is a less direct method of contact, some people will be more likely to respond positively, because they have a trusted common connection with you. In either case getting in touch on a 1:1 level will get you the visibility you're striving to achieve.
Getting Attention with LinkedIn Job Postings
Employment opportunities always seem to get the most attention on social media. When you have a new opportunity at your company be sure to post it on LinkedIn. The initial interest may be for the job, but in some cases the visibility that you gain for having a job opening at your company will lead people to take greater interest in the products or services you're offering.
Including LinkedIn Icons on Your Company Website
It goes without saying that the people who are most interested in visiting your company website are likely to also be interested in visiting your LinkedIn company page. Be sure to make it easy for them to connect the dots. Put a LinkedIn icon on your website that includes your LinkedIn company page URL. While this may not raise the visibility of your company in general, it will absolutely raise the visibility of your LinkedIn page.
When your company is doing more than the bare minimum on LinkedIn, it can have a positive impact in a lot of ways. At the very least, activity on LinkedIn will increase the visibility of your company, leading to bigger and better benefits like more visitors to your company website, lead conversion, and ultimately more sales.