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LinkedIn is well-known as a networking site for business professionals. And the platform is often used by recruiters and jobseekers. But LinkedIn also provides a marketing opportunity for businesses, especially those in B2B (business-to-business) sectors.
LinkedIn doesn’t operate in the same way as social media sites like Facebook or Twitter, though. The emphasis on LinkedIn is creating a network of strategic alliances rather than a massive following. And that different emphasis works well for B2B companies that don’t sell to consumers.
The benefits of LinkedIn are not confined to B2B companies and professionals, though. A presence on LinkedIn can help businesses attract talent, create brand awareness, and develop strategic partnerships. So, any business that is not using this powerful networking platform could miss some significant opportunities.
Here are then tips to help small businesses make the most of the LinkedIn marketing opportunity.
If you have yet to use LinkedIn for marketing, it would be helpful to research your competitors on the platform. So, identify around ten of your competitors, both SMEs (small and mid-size enterprises) and any large corporate competitors you may have. Then, check out each of these competitors’ LinkedIn profiles, including the content they have posted, keywords they are targeting, their connections, and who is following them.
Of course, you don’t want to copy your competition. However, reviewing competitors will give you some content ideas and help you formulate your own LinkedIn marketing strategy.
A personal page on LinkedIn is excellent for networking, finding jobs, and promoting your personal brand. But, if you haven’t already done so, you will need to create a LinkedIn business page to market your business.
Setting up a LinkedIn business page is free. And a business profile offers more scope for marketing business than a personal page. Business pages have a banner for branded marketing and a profile image that can contain the business logo. And you can showcase products, post updates, other content, and advertise any vacancies you may have.
Take your time completing your LinkedIn business profile and completing all the relevant fields. There is a lot of useful information you can display bout your business, including your physical address, company size, and business sector. And don’t forget to complete your business summary and provide the URL of your business website.
Keywords work in the same way on LinkedIn as they do for search engine optimization (SEO). So, identify relevant keywords that will help the right people find your business. Then, include those words or phrases in your LinkedIn business profile and content.
The “About Us” section appears at the bottom of a LinkedIn business page. However, interested parties that find your page will scroll down to this section. So, use this section to explain what your business does, its goals, and what makes it unique.
You Have 2,000 characters available in the “About Us” section, which will probably be around 400 words. That space has plenty of room for a relatively detailed description of your business. So, get your USPs (unique selling points) across, and don’t forget to include your keywords, too.
A LinkedIn company page also has a products and services tab under which you can promote your products. In this section, you can post product images and descriptions. And you can add links to the product or services pages of your website where people can purchase the items. So, the products and services tab provides a platform on which you can sell your products.
When adding products and services, consider the order in which the items will be displayed. The contents of this tab are shown in a sidebar on your LinkedIn profile. So, it is generally best to have your flagship products displayed at the top of this page.
Some small businesses never get further than completing their LinkedIn profiles. But you can also post articles on LinkedIn, which will increase your visibility on the platform and help more people find your page.
You can post much the same content on a LinkedIn article as you could on a blog. You can include images and videos, for example. And you can add slideshows or embed rich media content, such as tweets or Instagram posts
LinkedIn articles provide an excellent opportunity to build your credibility within your sector. And you can market your products and services with these articles as you might on your business website blog.
LinkedIn is an ideal platform for releasing company news. And regular updates will keep your LinkedIn profile fresh and interesting. For example, suppose you have recently moved to new premises, opened a new store, or launched a new product. In these cases, you can share the good news on LinkedIn.
You will gain more visitors to your LinkedIn page if you promote the page off-platform. So, add a link to your business page to your company website. And advertise your profile on the other social media platforms you use.
Crosslinking social media profiles and your business website can boost the readership of all the various platforms. And crosslinking will also help improve search engine visibility of the webpage and social media accounts.
LinkedIn is, first and foremost, a business networking site. And in any type of networking, the more you put in, the more you get out. So, engage with other relevant LinkedIn users and build your network of contacts on the site.
There are many ways to engage with the LinkedIn community. You can endorse other people’s profiles, for example. Or you could comment on or ask questions about other people’s content. Visitors to your profile can also endorse your business or review your products and services. So, encourage customers and contacts to visit your LinkedIn profile and leave favorable comments.
LinkedIn offers more marketing opportunities than some people realize. The platform is indeed well-suited to professional services companies and B2B businesses. However, any business can gain an advantage by marketing on LinkedIn.
So, if you have yet to exploit this opportunity, first set up a LinkedIn business page. You can then complete all the relevant fields, write a compelling “About Us” section, and brand your page using the banner section. Then, start posting valuable content and engaging with the LinkedIn community.
The crucial thing to remember is that a LinkedIn presence can bring all kinds of opportunities, including leads, partnerships, and new talent. So, it’s well worth devoting at least some of your time to marketing your business on LinkedIn.
Are you looking to take your LinkedIn presence to the next level for your small business? Here at Twinning Pros, we can help. We work with you to create stand-out content geared toward your target audience, leading to organic growth and driving traffic to your website.