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Understanding LinkedIn

LinkedIn is gaining more ground as a critical element of the digital advertising mix of social media platforms—and for a good reason.

Many people use LinkedIn for personal profiles, and many use it for their business. 

There’s plenty of informal yet informative and successful marketing channels out there such as email, Facebook, Instagram, Twitter, and SnapChat. But these social media platforms are for more for our digital profile. But advertising strategy that stays in tune with today’s business professional is of utmost importance which is where LinkedIn steps in.

LinkedIn has an advantage over these other social media platforms: LinkedIn enables you to connect with hard-to-reach business-oriented audiences with targeted messaging. LinkedIn is intended to help you think more strategically about your overall media mix.

According to Statista who quizzed 500 companies this year have come back with stats to say that 92% of businesses said they use LinkedIn to promote their business, gain new customers/ clients and hired their new employees. And last year, two professionals joined LinkedIn every second. Is anyone surprised by the results?   

“How do I gain more followers on my LinkedIn company page?” and “What is the difference between a LinkedIn company page and a personal profile page?” Something we get asked often by clients. 

For those more familiar with Facebook than LinkedIn, the differences between a business page and a personal profile on LinkedIn are similar to the differences between a business page and a personal page on Facebook.

Your LinkedIn company page won’t replace your LinkedIn personal profile. It is importance and ability is to generate new leads. Still, your business will significantly benefit from having one for a few reasons.

Let’s quickly go through the few key differences between a personal LinkedIn page and a company page.

1/ Engagement speed – How fast your audience interacts with you is one key difference between the two types of profiles. For personal profiles, you must allow permission for anyone trying to connect with you. This means you have to spend time accepting every connection you want to make. With a business profile, users can follow you with one simple click.

2/ With both personal and business profiles you can create engaging posts that your audience can engage with. Most personal profile posts get lost amongst thousands of other posts and don’t appear on timelines. But business profile posts stay visible longer. This high visibility makes it more likely that you’ll get engagement.

3/ The most noticeable difference between the two types of profiles is how you’re able to interact with the platform, such as:

  • Send a direct message to the company or person you want to connect with
  • See the activity of all followers and visitors on your page
  • Evaluate the effectiveness of your posts
  • Understand your demographics of followers
  • See how many clicks and interactions grace your page
  • See how many are daily visits you receive
  • View a breakdown of your demographic to adjust posts for your target audience 

Alrighty, here are some quick tips that cover 3 main key areas that you can use to boost your profile: 

1/ Update your status to keep your LinkedIn profile up to date. 

This simple task keeps connections informed and helps them view you as a relevant resource in the industry.

2/ Add blog posts: Do you run a blog? 

LinkedIn lets you incorporate a blog into your profile page so that new posts will automatically be posted on your profile. By including your blogs, it will help drive more traffic to your latest content.

3/ Share presentations: Share materials with connections! 

If you have recently created a presentation or directed training at work, share these on LinkedIn to get feedback, extra love, and to once again help others view you as a relevant resource in the industry.

4/ Post events: Promote events you are scheduled to speak attend. 

Help the surrounding community by posting about community news. Share these posts on social media to help them gain traction and collect more connections on LinkedIn.

5/ Upload portfolio: Post your collection to LinkedIn to showcase accomplishments; LinkedIn is a great place to keep a master portfolio and resume.

Whatever you decide to do to get your profile up to par, don’t forget keywords (these are words you want to show up for), pay attention to the copy, and share relevant concepts that will drive traffic to your website.

LinkedIn has several community features that allow people to interact with specific connections. These can lead to interactions, which are valuable in creating new connections and building relationships. By participating in these community features, you build yourself as an industry expert and give your brand more visibility.

Here are some of the community features that are great options to take advantage of.

1/ Groups – Create groups related to your interests, or join other groups in your area of expertise. This makes it easy to find people that are interested in your brand and services, plus it is a great place to learn even more about your niche.

2/ Answers – Share your business knowledge; ask questions to get feedback, answer other people’s questions, or initiate interaction with others in your niche. Connections will appreciate the help.

3/ Company Pages – Find insight on competitors, see what works and doesn’t work for them. Discover companies in your field, or look for companies that you might want to hire someone like you. This is an excellent tool for posting new jobs, publishing a company profile, and adding information about products and services.

By participating in the LinkedIn community, you will gain more followers and establish yourself as an expert in the industry. Be sure to engage in conversation rather than try to sell a product. People want and respond to interaction, not salespeople; connections will remember your honest interactions and buy when they are ready.

Now that your profile is perfect, and you are involved in the LinkedIn community, start using LinkedIn as a tool to market your business.

1/ Reach out to prospective clients. With a network of connections, reaching out to potential clients is much more comfortable. If you don’t have relationships with these prospects, see if they have any connections in common. LinkedIn has an introduction feature which means that one of your contacts can introduce you to one of their connections.

2/ Find employees. LinkedIn is an easy way to find talented individuals that fit what you are looking for. Plus, they should already have a resume or portfolio posted to their own LinkedIn that you can take a look at before interacting with them.

3/ Run advertisements. LinkedIn also has paid advertisements. If your company has the resources to spend on advertising, these can be an effective way to reach your target market.

4/ Analyze analytics. Linkedin has its own analytics capabilities that show the impact of your content. Check how you rank against competitors and optimise content accordingly. Quickly identify your target market, and write better target-specific content in the future. 

To summarise, LinkedIn is the most professional of the social media networking platforms. It’s used by over 575 million users worldwide and over 9 million users in Australia, which is why it’s such an excellent tool for making business to business connections. 

You’re not alone, myself and the team at Viewpoint Digital Media in Ocean Grove are here to hold your hand and create you a kick-arse LinkedIn marketing strategy.