In the previous post, we have discussed simple steps to use LinkedIn to write summaries and headlines. Now that you are quite familiar with the platform, you want to start using it to promote your business/marketing.
LinkedIn has more than 630M active members. 95% of fortune 500 companies use LinkedIn Talent Solutions plus other features daily. If you are wondering how to use LinkedIn for your business too, this post will reveal some valuable and practical tips to help you use LinkedIn for your business and marketing. Keep in mind this is assuming you have opened a company page and career pages already
This article easily could have started from the very essentials of setting up your company page, including profile logos, banners and other basics. With no intention of wasting your time nor to give your eyes a weary read, we will proceed straight on to tips.
Urge your employees to connect with your company’s LinkedIn page
Your employees are the greatest potential advocates for your company’s reputation and the driving force for its visibility in the search .
Employee engagement in your posts is going to increase your visibility in the search results of the LinkedIn Algorithm; it is free marketing for you and your company.
Moreover, it is going to make your page seem more interesting and competent for potential employees. It is important to present your business as a place of free expression for those who have indicated an interest in the field. This will allow your business to seem like a friendly social environment where work will never be boring. Even though it is a common practice by many companies now and it is far from new, it will help you attract potential employees and build a reputation for your business.
For example, the CEO of LinkedIn Jeff Weiner often shares inspirational posts, comments on employees’ posts or posts in general. Of course, he probably has a whole team behind it with ready eyes and hands to assist him. However, you can implement this practice by engaging and associating your employees with your brand, giving endorsements and promoting other forms of engagement.
One of the forgotten practices, which should be used more often, is to be up to date with what is happening in your industry and share news and useful information on your page for your employees as well as for the rest of the world. This gives both value and awareness that people need and look for.
Another pointer is to have as accurate information as possible. You might think it is obvious, but you would be surprised how many companies update their page once and then forget about it for a long time until someone point it out in the comments.
Encouraging your employees to connect with your page is not the only way to optimize your company’s search results. It is also important to enrich your page with keywords to show up higher on the search results.
Publish valuable content
In order to increase the value of your posts for the reader, it is important to keep the subject of your posts centered on the interest of the page members. We would like to introduce you to 4-1-1 rule. If you have never heard about it, no worries, we will provide all the necessary information for you here. Although being optional to follow this advice, doing so, has increased the engagement rate within the page, among overall members besides the employees.
For every post about your company, share four other posts of others, maybe one post about yourself written by others. A post about you written by others might seem like a pattern of big corporations. But, it is a practice, which can easily be adopted by means of having a blog.
Do not include links in every single one of your posts you have from your external source. LinkedIn does not like those who leave links all around and too often. However, include the link if the content is relevant and it fits the purpose of the page.
Let’s talk about relevancy here for a bit. This one is so important that we could repeat this tip in each paragraph. No matter what you post, if it is not relevant to the audience it is the worst post you could write. So always stay relevant.
Using media-rich content is both pleasing and interesting for the followers of the page. Plus it encourages engagement just by entertaining. After viewing your content people should not feel overloaded with too much info and stats. If they really need to find something more in-depth, there are a few other places they can go to. However, your content should be rich enough to give the reader relevant and valuable information. You can make your content more relevant by adding info-graphics, small-animated videos, or even a little bit of humor.
Engage, engage, and engage. I could not stress this enough. The more you engage, the more you appear, and the bigger your outreach becomes. This is not a piece of advice on the same line as publishing valuable content, regardless it is still related. As the example that was already given by the CEO of LinkedIn, where he was constantly engaging. This not to repeat the same advice twice but to give it its worthy praise on the subject that you need to publish valuable content, and engaging is in a sense providing value to the people who follow you. It first makes them feel acknowledged, plus appreciated. And this alone gives so much for your organization and its page in terms of loyalty, reputation among the members and employees alike, that soon your post is going to be shared within other pages, groups, and platforms.
Take full advantage of all the functions and features LinkedIn provides. For example, groups are an ideal way to promote your company. One caution is that now, discussion within the group is only visible to the group members, you can’t read what the topic is about and see if you want to join. Now you have asked permission and join only after that you will be able to know what they are talking about, so choose the groups wisely.
Once you join and it is important to not spam it out but to be active. You can achieve that by again giving value to the groups, by posting articles, news, interesting information that concerns the group you are in. Every now and then you can share your own posts with links in the comment if it is relevant to the subject of the group, be sure to take on this feat only after you provided value.
In addition, it is important to network within the groups. You can say things as simple as saying congrats on members’ promotions. To show you care, you can personalize it. likewise increasing your network does not only mean directly messaging or write up, but you can also comment on posts, like, and share the post you like, in fact, you can take some of the content you need to share on your page from the groups. Connect with as many members as possible, especially with those active members, for when you happen to post an article of your own, they are very much likely to engage in it. the articles to post you can take from your own page or blog.
To take the uncertainty of being allowed to post or not, you can create your own groups, and assign admins, managers of those who already work with you. But be careful, having your own group does not mean posting whatever your desires, it is even more work than being an active member, but it is worth it, once you set it up and have a stable following. A few things to keep in mind when creating a group:
- Choose a clear goal and topic
- Only share or create quality content
- Consistently give value to members
- If necessary kick out spammers or leeches who are there only to promote their own business
It is important to have clear-cut goals and topics of the group. You only need those you would be interested in the field you are in. For many reasons: first, it is easier to entertain them with your mastery, easier to give value, and interesting content because of they already here, because they chose to know more or develop their skills, contacts, or prospects within that field.
Sharing only quality content ensures engagement, which you really need to rank higher and higher on the SEO results. You also need it to keep them happy to exist within your group, because they will be constantly learning something new, most people like learning something new.
And do not hesitate to kick out members with the least interest, or least value. Either you kick them out or soon they will kick the rating out of you and your group
Try Showcase Pages
When is the right time to have a showcase page? The answer to this will vary massively depending on who answers the question. However, it best to have it once your branch out, like if you offer a product with one function, there is really no need to have a showcase page because all those who already follow you on your company page are already probably interested in that product.
Let us unravel it a bit further by giving an example of Adobe Company who have been very successful with their showcase pages. They have Adobe Creative Cloud, Adobe Experience Cloud, and Adobe Document Cloud and so on. Someone who is interested in creative cloud solutions or the products they offer does not want to see updates or news from the other segments of the products since it simply is not what they are looking for.
This works best if you want to reach those who might not be interested in one aspect your business but are quite willing to participate in the other, in this case, showcase pages give them move the valuable and enjoyable time while guesting on your page
One small requirement is that you need to have a company page first before you create a showcase page. Since we already discussed creating a company page, let just assume you already do.
Showcases are like extensions on your browser but are also a standalone feature of your company page. You can create up to 10 showcase pages free. Every showcase page created must be linked to one central company page. As a standalone feature they appear on searches the same way as company pages, thus they are also great tools to increase your ranking SEO.
Showcase pages are usually created to narrow down on your audience or serve one or the other specific segment of your customers. They are handy for using it as a medium of spreading the news of your company, new promotions, and updates. That is why it is recommended to treat it as an independent entity and design it in rather a creative way.
Showcases have almost all the basic features of the company pages lacking just a few of them. It is easier to highlight a certain segment of your audience with them. Just like company pages, showcase pages need to be constantly updated, so posting quality content makes as much sense as a donkey. 😂
Few things to post:
- Company news,
- New product releases
- Posts relating to a particular product
Go global with multi-language tools
After you have set up your company page, and showcases and all that, there is another thing you can do.
The best way to cater to your business and your audience apart from company pages, showcase, and stuff, is to have multilingual content. You do not have to speak all those languages now with the development of modern technologies.
LinkedIn is collaborating up with Microsoft Text Analytics API, the same folks behind the translations of Bing, Skype, and Office, to implement the function of translation in more than 60 languages. However, you will have to translate the products and services part of the page on your own.
Although the auto-translation occurs only for a few aspects of your company page, it still is enough to appeal for your audience of that certain language group.
One your company page, beside the home button there is a services button clicking through which you can have the option to choose to edit the page on the right corner of the page.
There you can add the content on a specific language. You can specify geographically which part of the world the language you added will be shown to.
It is better to do after analyzing from which part of the world you have the traffic coming from. And according to that complementing it with their local language. For example, you went big in South America, adding Spanish would help the visitors from that area, in fact making your page multilingual is a good idea, incorporating a few popular languages like Spanish, French, Arabic, or Chinese.
Understand the LinkedIn algorithm
If you were to gamble, knowing all the rules and terms before you start could give a fair chance to either win or lose. The same way raising into high ranks of search optimization could be mastered once you understand how the LinkedIn algorithm works. Plus, there is nothing to lose here.
Just like many other social media platforms, LinkedIn prioritizes to show the content you are most likely to show interest in. they focus more on its organic and nativity than its recency.
To make it clear LinkedIn released a detailed graphic that explains how the algorithm works
Let us digest this information:
Once your content is posted, it immediately is sent to universal content filtering where it is scored.
You can easily understand the higher the better. But, it ever more important not to awake the algorithm guards and trigger them, this can happen only if the content is really bad. So, there is really no need to worry about it. Once it gets cleared it, the algorithm continues displaying it or at least considers displaying it, according to the reactions of the public it was shown to,
It monitors how many times viewers hid the post, or reported the post which does not happen often unless it is a very bad post and makes no sense.
As it passes through, this part, the algorithm checks again for its virality or engagement rate. It still has the possibility to demote your content if it starts to suspect or find it less credible even at this point.
There is going to be one last check whether the quality is good or not. Then the content keeps cycling around, gathering likes, comments, and shares if it is of good quality.
Few tips for the race the algorithm right:
- Use keywords
- Professional tone, but not too professional
- Time your posts right
- According to hoot suite data, the best time to post is 7:45 a.m., 10:45. 12:45 p.m. and 5:45 p.m. EST.
- Best time for B2b brands is to post on Wednesdays
- The best time for B2C brands to post is on Mondays and Wednesdays.
Finally, yet importantly, it must be relevant, yes, we were just talking about relevancy in previous chapters. If you are wondering if it is that important, yes, this thing called relevancy is turned out to be very important when it comes to providing value to the audience, when it comes to raising the engagement rate, when it comes to the LinkedIn algorithm.
Learn from LinkedIn Analytics
LinkedIn analytics is an important way to make sound decisions, which product to promote, where to promote, all the other questions that hide under the LinkedIn clouds can be easily lured out and sent packing once you understand the analytics and the way it works.
Fundamentally, LinkedIn analytics works in a very straight forward way but can go deep when necessary when we won’t look at it, from that deep point of view as doing that itself would require a lot of time, let alone writing about.
There are three main divisions with each division possessing its own subdivisions.
- 1 Visitor highlights
- 2 Visitor metrics
- 3 Visitor demographics
- 1 Update highlights
- 2 Update metrics
- 3 Update engagement
- 1 Follower highlights
- 2 Follower metrics
- 3 Follower demographics
- Companies to track
1.The division about visitors gives general information about the visitors, traffic for your LinkedIn page.
1.1 In highlights, there is an overview of the visitors to the page, the data ranges to the last 30 days. It is useful to check how your recent activities are moving your page forward, or not at all.
1.2 In visitor metrics, you can find out what time you receive the highest number of visitors. You can also find out which specific pages are being visited. There are also metrics, which show visitors vs engagement.
1.3 Demographics gives quite an overview of the information on the visitors, starting from, of course, their demographic location, to their professional background. This is very useful to analyze because if you are looking for an Investor for your business, you can see how many have been on your page.
2. This is the part where you will understand which one your post are getting the most engagement, which one of them could use a bit of polishing up, or a twist.
2.1 The function it does under the update highlights is basically the same across all the divisions, you will see the fluctuation of your likes, comments, and shares, just like the pulse on the EGG machines. It is really understanding what of the recent activities had the most positive effect on what of them the negative.
2.2 This one is an important measurement because this is where you will get to understand precisely what is doing well, and what is not. This is also, where you can see the metrics on organic results versus the paid results if you paid for advertising on LinkedIn. This is where you can make decisions by looking at which day from the last 30 days you had the most, shares, or likes.
2.3 It tracks all the impressions, clicks, likes and shares and everything important for each one of your individual content. It is updated in real-time, gives you the metrics for the last 500 posts, you can scroll 10 per each page. You can filter by video views, clicks, CTR, etc.
3. This division is for measuring the followers, is also very important for businesses and marketers alike. This allows you to understand a lot about your customers and audience. If you could persuade them to follow you like, your page, it is equivalent to acquiring a return client in real life.
3.1 This is again the same it just tells you if you have received positive or negative effects lately on your posts.
3.2 This is an important metric for business depending on what you are there to accomplish. You can see how many of the visitors you are turning into followers by seeing the visitor’s metrics vs the follower’s metrics, which is vital for young businesses. It gives you
* Time range
* Cumulative organic growth and sponsored
3.3 If you intend to grow it helps you understand what percentage of the followers are seniors or entry-level professionals, it will also tell you if you the change that is happening within this follower trend. Followers’ demographics can be categorized into Location (of course), Job function, seniority, Industry, Company Size.
3.4 This is likewise very crucial for a business to understand how other companies of your size doing. You can see how your competitors are doing here, you can compare if you are outperforming them if you do, what areas you are doing better. If you are underperforming you can also see which areas need improving so, that you can catch up.
Below is some general data to help you fill in the gaps you might have missed throughout your read.
- Urge your employees to connect with your company’s LinkedIn page.
- Publish valuable content
- LinkedIn Groups
- Try Showcase Pages
- Go global with multi-language tools
- Understand the LinkedIn algorithm
- Learn from LinkedIn Analytics
By following these steps, you can be a master in LinkedIn for business and marketing. And could be swinging your wings out far into the business world.