We’re big fans of LinkedIn, the social media network that connects businesses with jobseekers. We’ve seen a lot of exciting changes made to the platform in the last year with the opportunities to share content vastly opening up. It’s no longer simply a website where people only post their resumes.
The website has evolved to be a lot more like Facebook, especially with the introduction of LinkedIn Ads and LinkedIn Learning, though we will focus mostly on how to market your business without having to pay much of anything at all. Many of the biggest names in digital marketing post on LinkedIn too. Neil Patel, Gary Vaynerchuk, and Rand Fishkin are some of the names that come to mind.
In this post, we’ll show you how to make LinkedIn one of your most valuable assets for marketing your brand online and some of the creative things you can try to reach more people.
How LinkedIn Has Revolutionized Content Marketing
Many people use LinkedIn to educate themselves about topics that pique their curiosity the most. They love being able to get valuable insights from experts in the industries they want to do business with. LinkedIn has made it possible for you to distribute valuable articles, videos, and status updates on what’s going on in your business. You can share colorful, creative infographics that tell a story that will resonate with people.
Don’t be boring when you’re looking to use LinkedIn as one of your social media marketing tools. Get creative and figure out ways you can make your business stand out. Many businesses don’t realize the full potential of LinkedIn, so they neglect their profiles and ultimately don’t do very much with them. Here some of the ways you can promote your business on LinkedIn and provide maximum value for the people who use it frequently.
Work on Your Company LinkedIn Profile
This advice especially goes to the CEOs out there. We cannot stress how important it is to make sure both your business profile and personal profile on LinkedIn are filled with as much detail as possible. Let’s start out with your company profile first, which is essential since you want people to find your business organically as much as possible to save money.
You need to of course have a company page. If you don’t already have one, creating one is easy and free. Sign up for an account on LinkedIn and fill out the form with all your personal details. Once you have a personal LinkedIn account ready, you can now create your company page.
Add your company name and custom URL where people will find you. We recommend using your company name as part of the public URL too, so you make it even easier for people to find your business.
Once you have your company profile generated, go ahead and fill it in as much as you can. Add a company description which covers what your company does and goes into the main services you offer. You can also add up to 20 specialties relevant to your business. Add your business address and website URL and instruct your employees also to make LinkedIn accounts so they can add their company positions on their profiles.
Now Focus on Your Personal Profile
You are the figurehead of the entire company, and you’re going to need a LinkedIn profile yourself which gets the point across. The same principles also apply to your personal LinkedIn profile, except you will also need to add your resume and most notable accomplishments you have. To get started, focus as much as possible on developing a strong summary of your skills and qualifications.
Tell a story about your rise in the industry and the triumphs you’ve had succeeding in your industry. At the end of your story, also add a URL back to your website. Adopt a similar approach with each relevant position or job title you’ve had in the past. Talk about your most important accomplishments and be thorough with what you did at each company and what you’re currently doing now. Optimize your profile further by having important keywords in your profile’s headline, summary, and in job positions to take full advantage of LinkedIn SEO for you and your company. You can see an example of how you should be creating your profile in the following screenshot:
Add your skills too. You are allowed to have up to 50 skills on your profile, so use this section to your advantage. Try to get recommendations for your skillset to help build trust and confidence from others looking to work with your business. Also, don’t forget to add a professional headshot of yourself to your LinkedIn profile to make your profile even more legit.
Start Growing Your Network
You now have an amazing LinkedIn profile you can use to market your brand and business online. Now it’s time to put it to good use. You should join LinkedIn groups related to your industry and start participating in the action and slowly build your network from there. Add the people you’ve interacted with as LinkedIn connections on top of connections from those you already know.
At the beginning, the process to building your network may be a bit slow, but don’t give up. Have patience and trust the process.
After 6-7 months, you should have a profile with lots of quality connections if you have a cohesive strategy in place. Furthermore, once you hit at least 500 connections, you can be a bit more aggressive in adding new people each day. At that point, you can add people who share at least 10-20 of the same connections with you. Those people are much more likely to accept your LinkedIn requests.
Share Content You Like from Others
You’re much more likely to get attention from LinkedIn’s top influencers if you share some of their content on your business LinkedIn account. Don’t just repost what they created, however. Try to add your own insights and add to the conversation. You can see an example of this happening with this post that one of our digital marketing experts posted.
This post was created to show adoration for someone with years of experience in the digital marketing realm. He took the time to watch the YouTube content about becoming a PPC specialist in 2018 and post a thoughtful reaction to it. The influencer also made a video on YouTube in response to what he saw on LinkedIn and then there was another post made to thank the person.
Notice how important keywords are added as hashtags. In our previous post on Facebook, we also talk about how you should be adding hashtags to your social media posts if you’re interested in reading more about that topic.
As a result of this post, the influencer on LinkedIn took the time to reply and the post generated over 4,000 views and received over 20 likes in just a few days. You can do the same thing with your business and personal brand by executing this strategy, which we break down in simpler terms below:
1. Find an influencer you admire the most and who is in your industry or niche.
2. Take the time to watch and read their content.
3. Make comments on their posts for a period of time.
4. Repost content from their LinkedIn and other profiles which resonated the most with you.
5. Make sure the influencer you want to be mentioned by is also tagged in your social media post on LinkedIn.
Develop a Consistent Posting Schedule
To make the most out of LinkedIn, you should have a schedule of how many posts you want to make per week on the website. Ideally, you should be posting every day, but if you don’t have enough time to do this, once every few days will be fine. You can publish articles linking back to your website much as you would do with your website’s blog. You can even repost content you already have on your site and repurpose it for LinkedIn.
From there, you can consider posting on Quora and Medium and linking back to your LinkedIn profile in your biography. For your company profile, promote any posts or promotions you have going on or link back to YouTube videos your company has produced.
We hope we have made a strong case for channeling your marketing efforts into LinkedIn. It can be a very overlooked social media platform you could be using to build your prospects, promote your company brand, and get endorsements from top LinkedIn influencers. You will also be able to improve your website’s SEO indirectly from having a strong LinkedIn profile linking back to your site and reposting and repurposing your best content.
At Viridian Geeks, we provide social media management and marketing solutions for businesses, and we’d love to help you out! Just call us at (470) 440-3434 or email [email protected] today and get a free consultation on your website and social media marketing strategy for LinkedIn.