With over 500 million users, LinkedIn is a powerful networking tool for individuals and businesses alike. While more and more people are utilizing LinkedIn to promote their business, many are still not using it to its full potential.
Why You Should Be on LinkedIn
LinkedIn is an important marketing tool for B2B companies. In fact, it is the number one social platform for B2B marketers. While social media is typically not the most effective tool for B2B companies looking to generate leads, LinkedIn alone is responsible for bringing in more than 80% of a B2B company’s social media leads.1 It’s not only a great source for leads, but it also helps businesses reach their target audience with access to decision-makers. On LinkedIn, 61 million users are senior level influencers and 40 million are in decision-making positions.2 These upper level influencers are actively engaging with content and other users, and contributing content of their own. According to LinkedIn, 45% of members that read articles on their site are in upper level positions such as managers, CEOs, and VPs.3 It’s also a key contributor to driving traffic back to your website. On average 46% of social media traffic to a company’s website is from LinkedIn.2
The Basics of LinkedIn
LinkedIn not only offers individuals the opportunity to create professional profiles, but also the ability to create company pages to post content for their business. In some cases, it makes more sense for leadership to post content under their personal profiles instead of under their company’s name. However, in most cases you will want to create a company page. When creating your company page make sure you are staying consistent with your brand. You can add a customized cover image, logo, about us section, and add featured groups that are relevant in your industry.
LinkedIn Groups are another way for you to develop your brand on LinkedIn. Groups offer a unique opportunity for people to reach other professionals in their industry that are activity looking to network and share their experiences. You can search for existing groups or you can create a new group focused on a specific topic or industry. You can message other group members to connect directly or start group discussions. To post within a group you must be using your personal profile, so company pages can’t actively engage with groups. However, you can create a group specific to your business, like this example from HubSpot.
Tips to Improve Your Company Page
- Enhance your page with your brand’s personality. Start including links to other channels like your website and blog, keep your messaging consistent, and customize your page with your brand colors and company information.
- Empower employees to connect with company’s page. Consider doing employee spotlights and posting relevant news happening within your company.
- Provide valuable content and reply to followers’ comments. Make sure to post regularly, in a way that is consistent, and keep the content interesting by posting on various topics such as company news, industry expertise, and leadership
- Join LinkedIn Groups to network, share content, and establish industry expertise. Search for groups or look at recommendations to find relevant groups in your industry.
- Post evergreen content and industry expertise to gain authority on your page. Keep in mind that content is indexed, so consider using SEO techniques when developing content.
Where to Get Images for Your Content
If you are going to produce your own images, you need to ensure they are professionally done and reflect your brand. The images that you choose for your posts and other content are often just as crucial as the content itself. It will be the first thing that people notice and a determining factor in getting someone to engage with you. If you don’t have the resources to produce your own images, you can utilize photos from image sharing websites. There are some sites where photographers share photos that are free for personal and commercial use.
These are some popular free image sharing websites: