LinkedIn is a highly valuable platform for marketing your business. It’s full of professionals from all industries, who’ll be talking about the current trends, opportunities and troubles they’re facing.
For B2B companies in particular, LinkedIn is a device like no other to gain visibility and trust, making up 80% of social media lead generation.
But how can you capitalise on this potential and position your business as the expert for your target audience to follow? We’ve put together our steps to make the most out of your company’s LinkedIn page below.
Display your brand
Like other social platforms, an effective company profile is a must-have on LinkedIn.
It starts with basic information – your company name, logo, website, etc – that makes you easy to find on the platform.
Writing a description is slightly more difficult, as it should go beyond just describing your services. But – this becomes much easier when you know your vision (why you’re in business), mission (what you do differently) and values (your code of conduct).
This will show how your approach stands out from competitors and engages those visiting your profile to connect with your story.
LinkedIn also allows showcase pages and subpages on your profile, where you can highlight specific services, products or initiatives that really exemplify your brand’s DNA.
Unlike your profile, the majority of your posts shouldn’t be self-promoting, but should share relevant content for your target audience.
By sharing thought-provoking articles, perspectives or narratives about relevant topics to your audience, your company gains recognition as a leading and trusted voice in your sector.
Engage your network in conversation with insightful and helpful comments – not just on your own timeline posts, but also on other influencer’s posts and participation in relevant groups.
LinkedIn can provide you with content ideas in a few simple clicks. When looking at your LinkedIn page in admin view, go the ‘content’ tab to see trending articles in your industry. You can engage with these posts or use them as inspiration for your own content.
The 3-2-1 rule
LinkedIn itself recommends using the 3-2-1 rule as a model for posting on your company’s account.
This rule states that each week, you should aim to publish:
- 3 pieces of industry-related content
- 2 pieces of “proud” content – celebrating employees and community
- 1 piece of content focused on your products or services.
Target and track your progress
For example, if you wanted to gain 50 more followers in a specific job industry, you might decide one way to do this is to use select hashtags on relevant content.
You could then use LinkedIn’s demographic data on your followers’ job roles and industries, comparing the beginning to the end of a quarter, following the use of your strategy.
LinkedIn evaluation also allows for the tracking of lead generation, engagement, page visitors, and it can even compare your performance directly to competitors.
A LinkedIn presence can give a huge boost to your visibility in a professional context, generating trust, engagement and leads for B2B companies.
Get an outside perspective on your social media presence with a free communications review.