LinkedIn is the networking event everyone dreams of – a digital one. You can avoid annoying salesmen with one click, connect with others on a particular industry topic without leaving home, and never worry about losing a business card again.
“And I think to myself, what a wonderful world…” – Louis Armstrong
All joking aside, LinkedIn is the professional platform that B2B marketers have been asking for. Not only does LinkedIn allow consumers to find job opportunities, but it also allows for a more professional approach to marketing content. Even in the midst of a global pandemic, there are over 706 million members in 200 countries – showing us that this medium is definitely here to stay as a networking tool.
Here are our 5 basics to get your LinkedIn marketing strategy in place:
1. Put Your Cover Photo to Work
Make this first impression of your page stand out! A personal profile is not the same as a business page – so don’t treat your cover photos the same way either. Think of your cover photo as you would on Facebook – it should say at least one of three things:
- Your target audience
- What you do/sell
- Have a call to action (CTA)
Cover photos are a way to visualize your brand and bring your tagline or story to life.
2. Add A Follow Button Everywhere
How can you expect more page follows if you’re not driving traffic there? Getting the word out about your new page by adding a “follow us” button or LinkedIn icon is a deceivingly simple way to organically grow your following.
Consider adding the Linkedin icon in the following places:
- Website header/footer
- Social media pages
- Company email signatures
- Marketing materials (such as brochures, handouts, business cards, etc.)
Trust us, it’s a lot more effective than you think!
3. Use Those Hashtags
LinkedIn allows pages to set up to 3 “Community Hashtags” which associate your page with these particular hashtags (or topics). This means that people searching for or clicking on these hashtags will more than likely see your content. Think of hashtags as a Google search engine – people can find content, images, and videos related to any hashtag you can imagine.
Consistently reusing these community hashtags helps your brand to stand out and become an authority in the space.
4. Don’t Feel Obligated to Post So Often
Who wants to think of work outside of work hours? No one. So don’t post anytime after 4 p.m. or on the weekends. Sprout Social’s data suggests that the best time to post is Tuesday through Friday from 8 a.m.–2 p.m.
Schedule your content accordingly!
5. Engage with Your Employees
Your employees are your best marketing tool and salesmen all in one. In fact, employees have an average of 10x more first-degree connections than a company has followers. This means that if employees engage with your content, their followers will be more likely to see it and help spread the word.
Think about it: people connect to other people. This means that word of mouth is more powerful than any marketing campaign. When people tell others about a product or service and their experience with it, they will be more likely to at least look up the company or even try their services/product.
So engaging with your employees and celebrating their milestones on LinkedIn is a great way to encourage in-house confidence while also marketing your business. Two birds, one stone!