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LinkedIn is the world’s largest professional network, with 500 million users. Below, we detail 12 quick and simple tips to perfect your digital marketing, increase followers and optimize your LinkedIn presence.
Engage your employees
Ensure your employees list your page as their employer on LinkedIn to boost your brand awareness. Your staff should be your number one advocates; that means sharing and engaging with your content regularly, as well as presenting themselves as experts within your business’s industry.
The more your brand appears on people’s newsfeeds, the more followers you’ll get.
Add the Company Follow plugin to your website
Never underestimate the power of a follow plugin on your website; it is one of the most powerful tips we can provide. Most businesses have at least one out of Facebook and Twitter, but it’s important not to neglect LinkedIn when it comes to promoting your social channels.
Adding the LinkedIn Company Follow plugin will ensure a social icon linking to your LinkedIn company page is forever present on your website. You can also add this to your email signature to make it even easier for customers and clients to find you on the network.
The best way to perfect your B2B marketing is to keep a keen eye on the performance of your previous content using analytics. Experiment with varying topics within your industry and see which ones tend to receive the most engagement in terms of likes, comments, and clicks.
Don’t forget to test different timings and days too. It might be that the majority of your followers are active in the mornings but not the afternoon, for example. Remember, engagement is key – the more people that comment and like your posts, the more likely it is that they’ll appear in new audience’s newsfeeds.
Post regularly during the busiest hours
As a professional network, it should come as no surprise that LinkedIn’s busiest days are Monday to Friday.
Try to become a regular feature on people’s newsfeeds, without appearing annoying. This means posting regularly on weekdays to maintain a presence on the network, but no more than once or twice a day. The last thing you want to do is pester someone to the point where you end up losing followers.
Pose questions to your current followers
As we mentioned earlier, engagement is crucial. What’s the best way to engage someone? We’ll give you a clue, we’ve just done it.
By asking questions, you’re immediately prompting and challenging your followers to leave a comment. The best posts on the professional network tend to be ones that spark debate among commenters. Could you ask provocative questions? Maybe you could ask for advice or guidance? This will all depend on your brand guidelines, of course.
Use images and links in your posts
As is the case with other social networks, visual content will almost always get more engagement. Images immediately draw the user’s eye when they’re scrolling on the newsfeed, whether that’s on a desktop or mobile device.
Posts with links receive 45% higher engagement than those without. Try to direct people to interesting and insightful updates in your respective industry, both from your own website as well as external sources.
Limit the self-promotion and add value
As marketers, business owners, or directors you’ll want your content to be pushed in front of as many eyes as possible and the temptation to constantly self-promote will always be there. However, this is not the answer to getting more LinkedIn followers.
Yes, the promotion of your website content, products, and services is important, but constant self-promotion soon becomes boring in the eyes of your followers. Imagine being stuck next to someone at a party who has nothing to talk about but themselves…. A nightmare, right?
Prioritise quality over quantity when collecting followers. A great marketing tip is to find and connect with those who have a heavy influence within your industry.
Share their content to your followers – while also trying to emulate it in your own brand’s style – to showcase your knowledge and experience within your field. This will cement your authenticity in the eyes of current and potential followers and, if your content is good enough, these influencers may share it with their large audiences.
Make sure your bio is complete
LinkedIn will always favour those who invest completely in their interface, which means the more information you provide on your bio, the more likely you are to be found in people’s searches.
Users tend to follow pages that appear authentic and genuine, so remember to follow the tips provided by the network to ensure your page is complete with a profile and cover picture, as well as interesting tidbits about your business.
Latch on to trending content
The best way to promote your business as current and knowledgeable is to post about relevant news and topics currently trending on LinkedIn. Whether that’s through blog posts, articles, links or regular posts is entirely up to you and what your audience finds most engaging.
You want your business to be the go-to resource for people looking to discover the latest updates within your industry. If a particular news item or topic is suddenly one of the most talked-about things on the platform, make the most of it.
Engage in Groups and discussions
If you want your business’s name to appear in all the right places, particularly if you’re b2b, you should look for groups and discussions in which you can add your valuable insight. Find people talking about the needs you fulfill and promote your business to them, without appearing too salesy, of course.
LinkedIn Groups are a great way for like-minded professionals to “share content, find answers, post and view jobs, make business contacts, and establish themselves as industry experts.” There is no better way to market your business than to present yourself and your employees as leaders in your field.
LinkedIn ads take just minutes to create, but the benefits are limitless. When it comes to paid promotion, you have the option of sponsored, targeted LinkedIn content (similar to that of boosted Facebook posts) or personalised ads straight to users’ inbox.
You can reach people based on a variety of demographics, including job title, years of experience, education, skills, age, gender and location.
Perfect your LinkedIn Marketing Strategy
Four out of five LinkedIn members drive business decisions, and the platform has twice the buying power of average web audiences. This makes it extremely hard to ignore when it comes to your social media marketing, especially if your business is b2b.
If you need help with your brand management, don’t hesitate to pick up the phone today. Call us on 01652 638290 to learn more LinkedIn profile tips, whether that’s through training, consulting or account management is up to you.
Content Marketing Executive
Knapton Wright Ltd.