You may have rejected LinkedIn as a marketing platform in the past. But if you want to get your business in front of decision-makers, LinkedIn is the place to be. And with over 660 million monthly active users, you aren’t going to feel like you’re shouting into the void.
LinkedIn is a little different from other social networks. There are different rules and etiquette you should follow. Above all else, it’s a professional platform, so it isn’t the place for personal rants or funny memes. Instead, you should focus on creating first-class content and engaging with the people you want to attract to your business.
Set goals and objectives
As with any marketing task, you should always set goals and objectives before you get started. Think about what you want to achieve on the platform and how you will measure your success. There’s nothing wrong with simply wanting to boost your profile, but make sure you can track the results.
Make sure your page is fully updated
To use LinkedIn effectively, you should have a personal profile and a business page. Always operating as your business page can seem impersonal. But only ever using your personal page can be at the detriment to your business visibility. Strike a balance between the two and make sure that both pages are accurate, up-to-date, on-brand and regularly updated.
This can also have an SEO benefit. According to Paul Gordon, your LinkedIn profile could help drive traffic to your website when your website is in the early stages of development. Your website might not rank yet, but your LinkedIn profile can and should.
Use your personal network
As we mentioned above, you don’t have to stick to a brand page to achieve success. When done correctly, you can easily use your personal network to amplify your message. This might mean reaching out to people directly to ask for their input on the content you are creating. Or it might be a simple request to share your content to help it go a little further. Don’t be afraid to ask for help from those around you.
Get involved with groups
Groups can help you to interact with people in your industry. The best way to use groups is to be a resource to those around you. Look for active groups where people are asking questions and looking for support. This will allow you to help your audience and establish yourself as an industry thought-leader and helpful presence. When the time comes to ask your audience for help, they will then be much more likely to be there for you.
Publish original content
LinkedIn can be used as a blogging platform if you have a lot to share. This can be an excellent way to grow your audience and develop a relationship with your audience. Share helpful insights that will be valuable to other business owners. You might think you’re giving away trade secrets or letting the competition know exactly what you’re doing, but try to avoid this kind of thinking. Instead, remind yourself that you are a thought leader and you have a lot to share with your audience.
Get behind the camera
Another popular way to build your profile on LinkedIn is with video content. If you don’t have time to write blog posts, creating a video can be a great way to share your insight. If you’re confident and have a lot to say, you could find a lot of success on LinkedIn with video content. According to one study, 87% of LinkedIn video marketers confirmed it is an effective channel. All you need to get started is a camera phone and a high-quality microphone.
As with any marketing activity, consistency is key. Create a schedule and stick to it so that you don’t invest lots of time in optimising your LinkedIn profile only to go silent a few months later. Slow and steady wins the race, so don’t be afraid to take a step back and save some content for later. If you struggle to make the time to post throughout the week, try a scheduling platform like Buffer. This will allow you to schedule all of your posts at once so you can maintain the appearance of a consistent presence.