LinkedIn is the leading social media platform for business professionals. With over 259 million members around the globe, LinkedIn is often used by businesses, particularly by those in business-to-business (B2B), as an effective marketing tool. In fact, based on the 2015 Social Media Marketing Report, LinkedIn is the second most important social network according to marketers. Moreover, 66 percent of the respondents intend to boost the activities of their LinkedIn accounts in the next months or so. That being said, creating a LinkedIn account is not enough for your business. What you need to do is draw the consumers’ attention and direct them to your LinkedIn page. Here are ten ways on how you can build a successful business on LinkedIn:
1. Customise your page’s URL
By default, LinkedIn gives a numeric code as a URL. To modify your page’s URL, go to Settings and click on ‘Public Profile’. From there, edit the default URL and use the name of your business instead.
2. Use an eye-catching banner
Visitors first look at the cover photo of a LinkedIn account. It is important that companies use a banner image that does not only embodies their brand, but is also recognisable. Rather than using a stock or cropped photo, bring out your employees’ creativity by creating a cover photo that will highlight your business’ mission and persona.
3. Use keywords
Your page’s traffic may double or even triple if you utilise pertinent keywords in describing your business. In addition, your chances of being positioned high on search results will increase.
4. Create shareable content
Post engaging contents on your LinkedIn page that readers will find helpful and interesting. Always bring up to date your followers or consumer base with blog posts, updates or news. Sydney’s ACM Group’s LinkedIn is posting on a regular basis to keep up the image of a busy and engaged company.
5. Highlight your products and services
Dedicate a tab on your LinkedIn account that will showcase your product or service offerings. Sharing customer reviews and white papers about your products or services are suggested. Do not forget to include a link to your website on these posts.
6. Create a career tab
The people who are mostly interested in joining your company are your followers. On your career tab, illustrate what it’s like to work in your company. Write also guides and tips for job seekers and potential recruits.
7. Sync your other social media accounts
In keeping your LinkedIn page updated and more interesting, synch your other social media accounts (Twitter, Facebook, Pinterest, etc.).
8. Take advantage of LinkedIn tools
For a small fee, you can use LinkedIn’s premium tools such as Sales Navigator. This tool will let you exploit the network’s data in a manner that will speed up your relationship-building with prospects. Sales Navigator will also suggest sales leads you should pursue and can monitor news and updates from important LinkedIn users.
9. Add Videos
According to marketing trend report, videos give the optimum Return of Investment (ROI) for at least half of the respondents who add videos on their marketing strategy. These videos need not be original. You can share animated clips, Vines or customer interviews.
10. Engage your employees
Inform your employees about the company’s LinkedIn page and ask them to follow the page, write useful comments or engage on the company’s content. It is important that the company’s workforce is part of the business’ digital journey.