It’s no secret that LinkedIn is an outstanding place to network professionally, post and find jobs, answer questions and build thoughtful and meaningful business relationships. It is probably the most evident way to identify influential individuals at specific organizations. Doing a simple search for your target business or title on LinkedIn will easily identify people you may already be connected with, either directly or through your connections.
Here are 5 ways to use Linkedin for business
Before you start:
First and foremost, you’ll want to develop an extensive, comprehensive and consistent LinkedIn marketing plan for your business to achieve long-term, sustainable success.
It doesn’t matter if you’re a large corporate brand or a small mom and pop shop, you can build an extensive LinkedIn marketing strategy on a reasonable scale that tailors your needs and objectives.
In order to have consistent success with LinkedIn, you’ll need to make a long-term commitment to your plan. A great strategy that delivers exceptional results requires ongoing management, monitoring, analysis, and adjustments.
Remember to evaluate your resources first and determine what you’re willing to commit when it comes to time, money, and people. A continuous commitment to your marketing strategy ensures you stay on track toward achieving your company goals on Linkedin.
#1: Build a Company Page on LinkedIn
To build a business presence on LinkedIn and gain access to additional features that enhance your visibility, you must first create a LinkedIn company page.
Think of your LinkedIn company page as an extension of your business website within LinkedIn and use it to showcase compelling and captivating visuals and content, add products and services, and even include job opportunities if your company is hiring.
Feel free to Invite existing employees, clients or customers, vendors and partners to follow your Company page, and display it to relevant LinkedIn members to encourage them to follow the Company page by using LinkedIn’s paid targeted advertising.
If they allow it and are open to it, ask key clients or customers to recommend your products and services on your LinkedIn company page. These recommendations show up on your page for everyone to see, and presents themselves as dynamic testimonials for your business.
Filling your LinkedIn company page with energetic and interesting status updates about your industry or business requires ongoing management, but it’s the most effective way to grow followers for your page and increase your company’s visibility. As you launch and grow your visibility, LinkedIn company page stats provides you with valuable analytics about your followers, engagement, clicks and more!
It doesn’t matter if you have a small business or you represent a large corporate brand, a LinkedIn company page is an essential digital asset and strong social media platform for your business.
#2: Launch a LinkedIn Group Based on Your Company
LinkedIn groups are another component of an effective and strategic marketing plan which helps position your company as an industry leader. The most successful Linkedin groups focus on gaining relevant members with common goals. Here is a quick way to get you started with creating your group:
To implement a successful LinkedIn group strategy, assign the role of primary group manager/moderator to someone who pre-approves discussion posts.
- Asks great questions and determines which members get accepted into the group.
- Be sure to get the word out organically to employees, clients and customers, vendors, partners and influencers in your industry.
- Identify top influencers and have them serve as group ambassadors to help recruit members and to lead interesting discussions to keep your group active.
- Encourage a healthy community within your LinkedIn group through engaging discussions and add value by offering up captivating original content which your company creates.
Self-service ads are also available from LinkedIn as a paid strategy for increasing visibility of your group and growing your membership numbers. With a LinkedIn group, you have the opportunity to message your members once a week. These messages go directly to their email inboxes and are an outstanding way to deliver special promotions or campaigns.
#3: Create A Movement and Get Everyone Involved
Although you’ll might need to designate specific company employees or partners to help implement and maintain your extensive LinkedIn marketing strategy, getting all employees involved and on the same page is crucial to success on Linkedin.
Your company’s position on LinkedIn starts at the top of the business and when the business owner(s) or executives buy into the Linkedin marketing strategy, it sets a great example for the entire company. When everyone from your company is involved on LinkedIn, it produces an extended network that revs-up your company’s presence on Linkedin. Get everyone in your company excited about LinkedIn and make the experience meaningful for them by attaching it to their professional goals.
Provide them with training on how to build a prosperous LinkedIn profile if needed, how to represent your company on Linkedin, and how to utilize LinkedIn to accomplish your business goals. In addition, help your employees become active on LinkedIn. Provide them with a continuous supply of interesting, compelling content from your company.
#4: Leverage Paid LinkedIn Content Ads and Sponsored Updates
While LinkedIn social ads grow company page followers and group membership, there are additional ads which run on LinkedIn that drive clicks to your website.
As you develop and run ad campaigns or sponsored updates on LinkedIn, make sure you test to see which ads are most efficient and effective for your business.
Link to a LinkedIn Ads Post?
You’ve probably noticed a variety of banner ads on LinkedIn that are designed to have members click through to company websites. Unfortunately, many times there’s no specific call to action on the landing page the ad leads to, which is a waste of ad dollars and time! Make sure the designated page attached to your banner or text ad includes a relevant offer with clear instructions on what people should do to access your offer.
Paid Company-Sponsored Updates
Company-sponsored updates are only ran by company pages, and are designed to boost visibility with your company page followers and others on the network. Sponsored updates appear in LinkedIn member homepage news feeds and look like any other native update, except they’re marked as “Sponsored.”
#5: Monitor, Track, Adjust
Before you begin creating a LinkedIn marketing strategy, decide what your business goals are. The success of your LinkedIn marketing strategy is measured by whether you achieve your goals or not.
By successfully implementing the above strategies together, you’ll be able to:
- Increase your company’s position as a strategic leader in your industry.
- Grow company awareness, engagement and reach.
- Generate qualified leads for your business
It’s important to define specific metrics for measurement of your Linkedin strategy that are consistent with your company goals.
Ask yourself: Are you looking to achieve greater brand visibility (impressions) with your target markets, engage with existing and potential customers (likes, comments, shares), increase external website traffic (clicks), convert new leads (opt-ins) or all of the above? Once you get clear on your goals, define and measure the metrics that are consistent with those Linkedin marketing goals.
While LinkedIn provides insights and statistics for company pages, groups and paid advertising, tracking your efforts through your own website analytics program is just as importantl. The traffic referred to your site from LinkedIn, new leads generated and new clients or customers are the ultimate measure of the impact to your bottom line.
LinkedIn is a very powerful platform for growing the reach of your business and attracting new clients or customers. A comprehensive approach helps you maximize the business benefits.
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