A fresh look at LinkedIn for your business growth
With the recently reported Australian statistics* that LinkedIn is the second most popular platform, after Facebook, used by a majority of large businesses (82%), 41% of medium size businesses and 35% of small businesses, most businesses are taking a fresh look at LinkedIn.
It is essential to make sure you are presenting the best version of your brand and team on LinkedIn to maximise the most powerful professional networking platform and content marketing site for business.
The two key ways to do this are with the LinkedIn Company Page feature and your team’s LinkedIn Profiles.
The two questions you must answer to unlock LinkedIn
LinkedIn can help you achieve your business goals faster if you put some thought into how it can better attract, acquire and engage the clients your organisation is best equipped to work with.
The two key questions you therefore need to consider before spending more time on LinkedIn is:
What do you want your organisation and your leaders to be known for?
Who you are trying to influence on LinkedIn?
And I do not ask these questions lightly. It is your answer to these two questions that will inform your strategy for LinkedIn, including:
how you write your team’s profiles
the selection of imagery for your background image and company pages
the content your leaders engage with on LinkedIn
the LinkedIn articles they post and
the content you share from your organisation’s company page.
4 ways to grow your business on LinkedIn
Once you are clear about your purpose on LinkedIn, there are four key ways to grow your business using the LinkedIn Profile, LinkedIn Company Page, messaging and other features.
Find Your Voice & Tell Your Story
Build Your Brand
Grow Your Network
If you would like to understand this concept further, please watch this webinar, recorded live in May 2017.
LinkedIn Company Page essentials - seven simple tips
If you are confident you and your team’s profiles are presenting the best version of your organisation on LinkedIn, then the next step is to ensure you are actively attracting clients to your Company page, so they can engage with your content and get a stronger sense of who you are and how you can help.
Many organisations have created a LinkedIn Company Page, but have a limited number of followers, feel pressure from LinkedIn to pay for advertising (which they’ve heard is quite expensive relative to other paid advertising options) and are not sure which direction to take.
I recommend seven simple steps to help you grow your Company Page followers. Remember, growing your followers takes time and will build faster if you implement these steps and regularly and consistently post content that’s relevant and adds value to your community.
1. Develop a one line promise to your followers
Unlike the early days of social media, people are much more discerning about the companies they follow online. It's therefore essential that you inform potential followers what they can expect from following your page. Consider what topics and news you will curate for your followers.
For example, here’s Think Bespoke’s promise:
For LinkedIn tips and insights to assist your career and business, please follow Think Bespoke’s LinkedIn Company Page.
Your promise should inform the content you post. And please remember to post content from other sources, not just your own. This is a fundamental rule of content marketing and a step often missed by organisations keen to get their message out there on LinkedIn. The goal is to add value to your followers, remain top of mind and a source of useful information in their newsfeed.
2. Add LinkedIn logo & LinkedIn Company Page link to your website
Use the link to your company page or the embed codes provided by LinkedIn to feature the LinkedIn icon on your website. You can visit the LinkedIn developer site to point your website developer to this feature.
3. Add a Company Page link to your email signature
If you have the ability to tailor your email signature you can add the LinkedIn icon to your email signature which will then direct people to your Company Page. For my email signature I direct people to my LinkedIn Profile and my Company Page with two separate icons.
4. Promote your LinkedIn Company Page on your social media channels
Each month I add a visual to my other channels with my LinkedIn Company Page link, inviting my community to follow Think Bespoke on LinkedIn. Here’s an example of a recent tweet via Think Bespoke’s Twitter account.
We make a simple promise about what to expect from following us and include the link to Think Bespoke’s LinkedIn Company page.
5. Provide a news item in your newsletter asking people to follow
If you send regular emails or email newsletters to your database, this is a great way to attract followers to your company page.
Inform your community you have a LinkedIn Company Page in your next update. When current clients or professionals who know your organisation follow you, they are more likely to engage with your content, especially if you are featuring updates that feature photos of your team.
When members like or comment on your Company Page updates all of their connections will see this (assuming they are on LinkedIn during that time) and this will increase awareness of your Company Page. It also has creates the potential to secure more followers.
6. Invite people who connect with you on LinkedIn to follow your Company Page
When I train clients on how to leverage LinkedIn we explore the concept of rituals via messaging. One of these rituals is sending a return message to new connections and inviting them to like your company page. Many of the organisations I have trained on LinkedIn have embedded this step as LinkedIn protocol.
7. Share your LinkedIn Company Page on your LinkedIn Profile as a post once a month
This is a step I encourage all key team members to do in order to attract more followers to your Company Page.
Simply copy the company page link from the desktop (you can not get it via the phone) and post an update inviting your connections to like the page.
You can also tag the company page in this update by writing @ before typing in your company page name.
I recommend you upload your organisation’s logo if the link does not provide a visual from your company page.
I hope these insights have been helpful. If you have any questions about LinkedIn I am available via Top Expert. Please book a call here.
* Sensis Social Media Report 2017