It’s been almost twenty years since LinkedIn first appeared, and yet so many of us still assume that it’s only useful when you’re looking for a job. Since 2003, the site has held thousands of online resumes and began to change the way we think about recruitment. But so many businesses are still missing the key advantages and opportunities LinkedIn can provide. It’s much more than a site for CVs.
Complete Your Pages
However large or small your business, it’s definitely worth completing your business’ LinkedIn page. Company pages are ranked highly on search results, so the more in-depth your page, the more people will know about your business, particularly if it gets flagged up to them. LinkedIn will also provide data on your Company Page – similarly to Facebook in terms of marketing, which will allow you to view metrics and information about your followers so you can better understand the type of person viewing you on LinkedIn.
Make sure you also complete your personal LinkedIn page alongside your Company Page. Potential clients and customers like to know there’s a person behind the brand, and they can learn more about you and your credentials at the same time. It’s valuable having published content, infographics and links to any other online content forming part of your profile as well, to further engage viewers with the level of expertise you have in your field.
LinkedIn has 562 million users and, as with any form of networking, it’s not just about who your connections are, but who your connections know (and who they know, and who they know etc etc). LinkedIn has a unique ability to tap into connections and grow your brand through word-of-mouth. Joining groups that relate to your industry, or starting your own, will encourage brand visibility and increase your followers. As your followers increase, you will become more recognized. Statistics provided to Hootsuite from LinkedIn tell us that companies with completed pages gain followers six times faster than those without.
If you create a group, you can quickly become recognised as an expert in your field by sharing relevant content, information and news stories, as well as offering advice and opinions where relevant. Like other connectivity sites, if what you talk about under the banner of your Company Page is relevant and informative, followers will flock to you.
Start Sharing as Your Business
As with any successful marketing campaign, visibility is everything. You should be sharing via your Company Page, but make sure you aren’t just dropping adverts into the ether. Think about what you like to see from sites you follow on social media – no one wants to be bombarded with adverts every five minutes. Instead, ask yourself who your audience is. The demographics from LinkedIn should give you an idea of who views the Company Page. Once you know that, you can tailor your content to include links and references to engaging content. Remember, over-promotion is a pitfall of many social media sites – don’t fall prey to it.
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