A few weeks ago, we looked at five best practices when using LinkedIn in 2019. We explained the importance of sharing the right type of content on your page and explained how to connect with the right people.
However, there is more to consider when using LinkedIn for your business. In this blog, we'll follow up on our earlier blog and give you 4 tips on how to grow your LinkedIn account and reach the people or companies your business needs.
First a quick look at LinkedIn as a marketing platform. Why would you use LinkedIn as a business? The internet is full of answers regarding this question, so we will keep it short. LinkedIn is a perfect networking platform, where making connections is easy, and finding the right person to speak is just easier.
Especially for B2B marketing, LinkedIn is an ideal place to filter search results by business type, seniority, position, and much more. The same applies to advertising: The platform allows you to target exactly who you need to target.
At the moment LinkedIn has around 575 million users, with more than 260 million monthly active users.
Our first tip is straightforward: Complete your profile. A LinkedIn business profile includes a lot of aspects, and many businesses decide only to complete a part of their profile. Adding a 'company type' or 'industry' doesn't add much value to a profile, right? Wrong. According to Buffer, complete profile pages receive 2x more visitors than incomplete pages. And that's a big difference.
To complete your profile, go to the 'overview' section or your company page. Here all you need to do is fill in all the fields you see. Logo, description, URL, industry, company size, company type, and address/contact details.
A second way to grow your business through LinkedIn is actively participating in LinkedIn groups. Most industries have a few groups already, and if yours doesn't, you can easily create one.
A LinkedIn group is a perfect place to network with others, share your knowledge, and build authority in your niche.
Although most groups don't allow direct advertising, you can - once in a while - share a blog or news article that has been published by your company. If your share is relevant, most groups will allow and even promote your activity.
Another great advantage of LinkedIn groups is the fact that you can learn from your target market. If you manage to find or create a group where your target market is active in, you can learn exactly what they think, because, and need. And even better, in some cases you can ask them directly what you can do for them.
A recent study by LinkedIn showed that InMail has an incredibly high hit rate compared to email outside of LinkedIn. To be exact, InMail earned a 10% to 25% hit rate, which is 3 times as much as email.
As a company, this can be an excellent opportunity to get in touch with the right people. You can choose to fit InMail into a marketing funnel and reach a specific group of people with a great offer.
InMails are only available for LinkedIn Premium members. This membership gives you a limited number or ' InMail credits '. Do you need more? Then you can choose to upgrade your membership accordingly.
Setting up your InMail can be similar to a normal email, but there are few things to be aware of.
To start with, choose a sender that has a perfectly completed profile and good credibility in your industry. LinkedIn users are more likely to open an InMail from someone who is an expert in their field.
Besides completing the sender's profile, make sure your company profile is complete too. As we described in tip 1, this has a big impact on the performance of your page.
If you choose to use InMail advertising, LinkedIn offers a great way or target your audience very specifically. You can select the receivers or your InMail by characteristics such as location, industry, position, seniority, and way more.
Our last tip is a simple but important one. If you are working for a company, in a team or even by yourself, you most likely have a personal LinkedIn page too. And your friends, family, and work connections have one too.
Making sure your network gets involved with your project can be an incredible help. Send your connections a message once in a while to keep them up to date about your business, ask them to share important posts and make sure employees feel just as responsible for making your LinkedIn page a success as you do.
Every like or share can mean an additional reach or 500 or even 1000.
Although it is easy to set up a LinkedIn business page, doing it is not that easy. There are a lot of things to be aware of, and the possibilities seem endless. Are you feeling lost and looking for some help getting your page set up? We would love to help you.
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