LinkedIn is one of the top social networks today with over 660 million users across the globe. Therefore, this platform is one of the best places to increase your credibility, create a meaningful network, and glean insider expertise from established experts in your industry.

LinkedIn isn’t just for professionals and job seekers. Sure, millions of professionals use LinkedIn every day to grow their networks and their careers, but, did you know you can use LinkedIn to also grow your business? From making connections to generating leads, establishing partnerships, and creating better brand awareness, LinkedIn makes an invaluable addition to your digital marketing strategy.

Now, an important question: Is your business using LinkedIn to its fullest potential to improve brand awareness, build your network, boost leads and conversions, increase revenue, and more?

With new social networks sprouting up constantly, LinkedIn is a platform that often gets underutilized or put on the back burner. But the truth is, LinkedIn can be extremely powerful, especially when you’re aware of all the platform’s hidden features that don’t get nearly as much attention as they deserve.

At its core, LinkedIn is a professional social network. It’s all about career development, professional connections, industry discussions and other types of business-related activities. It’s not like other social media marketing platforms, such as Facebook, Twitter or Instagram; there, businesses have direct access to consumers that they can easily market to with status updates, images and other casual posts.

How To Effectively Use LinkedIn For Business

Create a LinkedIn Company Page:

A company page helps potential customers learn more about your business, brand, products, services and job opportunities. To create a LinkedIn company page, you’ll need a personal LinkedIn account and a verified email address. LinkedIn guides you through the steps of creating a company page, and if you have questions, you can always visit LinkedIn’s help page. 

Once you’ve created your page, you can start editing it. LinkedIn requires you to provide a company description, which needs to be between 250 and 2,000 characters, including spaces. Your description should include information about your business, such as the products and services you offer and your company’s history and mission. After crafting the company description, fill in other company details, such as your website, where you are headquartered, company type, company size and your company’s specialties. 

Be sure to upload your company logo and cover image before hitting Publish. Share your login information with another employee in case you lose access to the page or leave the company. You should also let other employees know the page is active so they can edit their position on their personal account and add the company page.

There’s value in having a complete personal profile as well. You can show potential clients that there is indeed a person behind the curtain and give them reasons to consider you an expert in the field. Create an inspiring headline, upload a professional photo, and demonstrate your company’s ethos with a powerful and well-worded biography. Add any SlideShare presentations, videos, published content, and infographics that can showcase your work experience. It’s also a good idea to incorporate the keywords related to your business on both your company page and personal profile.

Make Connections to Find New & High-Quality Leads:

No one wants to hear a sales pitch on LinkedIn. But members do want to make connections, which can eventually lead to sales. Small business owners are using LinkedIn to find new leads and identify commonalities, allowing them to contact “warm” leads instead of making cold calls. 

You might message a prospect, mentioning shared connections or interests, showing interest in their company and offering help. It’s called “social selling” and, according to LinkedIn, it’s working. Social selling leaders have 45 percent more sales opportunities per quarter.

Maximizing your connections can save you time and connect you with the right prospects for your business. Note; When you send the connection request, be sure to add a personalized note to increase your acceptances.

Let People Know Your LinkedIn: 

Once your page is up and running, it is important to get notice and grow your page followers. If you have employees, send a company-wide email with the news. Let them know how they can follow the page and add it as a place of work.

Share pride for the people that make your business great. Connect visitors to your company’s thought leaders. And give potential customers and hirees a glimpse into your culture.

You should also promote your page with your customers. Make use of all your digital touchpoints including, newsletter, social channels, website and ask for follows. When you do, tell people what’s in it for them, from job opportunities to LinkedIn Live sessions.

On LinkedIn, page admins can also invite their connections to follow. Simply click the Admin Tools dropdown in the upper right corner and select Invite Connections.

Publish engaging content on your company page

Post content that your target audience will want to read. While it can be tempting to sell your audience on the benefits of your product or service, “salesy” content doesn’t generally perform well on LinkedIn.

If there’s one thing LinkedIn members find engaging, it’s a fresh idea. Publishing thought leadership content on your Company Page is one of the most powerful ways to grow your audience.

Naturally, you will want to publish and promote your own content, but it’s also a good idea to share engaging and insightful content from others.

Create a LinkedIn Marketing Strategy

With your Company Page ready to go, it’s time to think about your LinkedIn marketing strategy. What goals can your company accomplish on LinkedIn? Will you use LinkedIn for business hiring, social selling, connecting with customers, or all of the above. Should your LinkedIn marketing budget include ads?

Get to know LinkedIn demographics. It’s a good starting point for learning who uses the platform, and who you can reach. Take an audit of your LinkedIn competitors. See how they use the platform, what works, and how you can set your page apart.

Map out a LinkedIn content calendar. Plan posts in advance so you can source images, write thought leadership articles, and prepare content accordingly. This also allows you to ensure all your LinkedIn marketing goals are covered, from webinar promotion to engagement.

Use LinkedIn to Find New Talent:

LinkedIn offers premium subscriptions that make it easy to find talent. Hence you can connect with a Recruiter Lite plan, you can:

  • Post job openings.
  • Send 30 direct LinkedIn messages to talent you’re interested in.
  • Use advanced search options to find exactly what you’re looking for.
  • Sort and manage your candidate pool.
  • Easily track candidates and open roles.

Recruiter Lite can be a great solution if you’re just starting to scale your business and don’t have a hiring manager or HR department yet.

Conclusively, whether you’re looking to grow your network, manage your online reputation, scale your business, drive valuable social traffic to your site, or find and nurture leads, LinkedIn is an extremely useful tool for your business.

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