- To make the most of your time on LinkedIn, you must develop a solid LinkedIn marketing strategy. This strategy should include the goals you want to achieve with your Business Page, the purpose of the Page and your overall advertisement budget.
- LinkedIn’s advertisement capabilities allow you to narrow your search further by industry, skill set, job title, company size, etc.
- If you relate to any of these characteristics and you’re looking to incorporate LinkedIn into your business routine so that you can expand your reach and create new opportunities, thought leadership should be at the top of your list of things to achieve.
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As LinkedIn continues to expand its global reach, the platform has become one of the best tools for businesses looking to expand their brand’s presence. More than 57 million companies currently have a page on LinkedIn. From generating qualified leads to engaging with your audience and establishing yourself as an industry thought leader, LinkedIn is an effective tool for professionals looking for new growth opportunities worldwide.
Below, we have compiled a list of everything you need to know about effectively using LinkedIn to drive yourself and your business forward.
First and foremost, you need to create a LinkedIn Business Page, which operates as an extension to your brand’s website and increases your searchability and visibility. To do this most effectively, you will want to add to or edit your Business Page to represent your company in the best light possible.
You can find detailed instructions on creating your Business Page here: How to Create LinkedIn Company Page & Grow Your Corporate Brand.
Now, it is important to note that while a LinkedIn Business Page is an essential tool for brand growth, it is equally important to spend time working on and growing your personal LinkedIn Profile (Download a FREE PDF Resource to learn the most effective way to become a thought leader and grow your business or career).
It would be best if you did not focus on one over the other. Your Personal Profile allows you to interact and foster your current and potential relationships more personally. Clients or customers want to know the person or people behind the brand. The more they can connect (personally, professionally, emotionally) with the person/s behind the logo, the more likely they will take the next step.
All you need to know about setting up an attractive LinkedIn Personal Page can be found here: The Ultimate Guide on How to Set Up Your LinkedIn Page.
Once you have completed your Personal and Business Pages, it is time to optimize your Page so that you’re easily noticed by the people you wish to connect with. You will click on the blue “Edit Page” button to do this, which will link you to a display page asking you to include your company’s summary (description), your website URL, etc.
Here are a few tips to get the most out of your Business Page:
Summary: You are limited to 2000 characters for your Business Page Summary, so use this space wisely. Share what your business is all about, your company’s values, how you save your clients time or money, and any impressive statistics or accolades awarded to your business.
Traduction/Traducción/Traduzione: LinkedIn gives Business Page users the ability to include up to 20 languages on your Page, so if you serve a multilingual audience, take advantage of this magnificent tool.
Keywords: Include keywords throughout your Company Summary. Keywords tell search engines the content of your Page, which further improves your searchability and chances of being found by peers looking for what you offer.
Hashtags: LinkedIn allows businesses to add up to 3 hashtags to their Business Profile. Like the keywords you use, hashtags enable others to discover you if they search for your chosen wording. In addition, when you click on a hashtag on LinkedIn, you can view relevant topics others have shared. By taking advantage of this particular tool, you open yourself up for further engagement opportunities.
Custom CTA (aka Button): The standard CTA that LinkedIn automatically attaches to your Page is Visit Website. If you would instead use a different CTA, LinkedIn allows you to choose one of the following:
- ✏️ Contact us
- ✏️ Learn More
- ✏️ Register
- ✏️ Sign up
Whatever you choose will act as a hyperlink for your page viewers to click on. Keep in mind that you can change this up as often as you would like, so if one month you want to advertise an upcoming event and allow people to register/sign up, but the next month you want to increase your website traffic, you can quickly go in and change your Business Page CTA to best fit your needs.
Get seen, heard, and known: Of course, your Business Page won’t help you by simply sitting there and looking pretty. You have to make your Page known.
To do this, we recommend:
- 📌 You share the Page with your employees and ask them to share the Page on their Personal Profiles then to gain more followers.
- 📌 Share your Business Page with friends and customers.
- 📌 Attach your LinkedIn Profile links to all your social media, website, and blog accounts.
- 📌 Ask your employees to list their job at the company under their profile.
- 📌 Utilize the 100/250 monthly invite connection credits LinkedIn provides its users.
After everything we have discussed has been completed, it is time to plan, implement, and execute a solid marketing strategy that will work for your business. This should include what type of content you will share, how you will share it, whom you will share it with, and how often you will share.