3 Steps to Market Your Business Effectively on LinkedIn
For anyone who doesn’t know LinkedIn is pretty much the most powerful social media tool there is for B2B marketing. Why? Because unlike the popular social media platforms like Facebook and Twitter, which are designed primarily for sharing personal/casual content (holiday photos, relationship statuses and other updates on experiences of daily life), LinkedIn is a community solely comprised of business professionals and companies.
Everyone from big brands and CEOs of major companies to small business owners and local entrepreneurs, across all trades and industries, are using LinkedIn to expand and grow their communications network. The objective of its users is purely about business development and there’s no other channel that offers such great opportunity and potential to build a productive B2B online marketing network.
The connections you can make with big brands, influential thought leaders, new partners, industry experts and potential clients are really quite incredible. As is the content sharing and product promotion you can do.
Step 1: Building a great business page
The first thing to do before you start using LinkedIn for marketing is to create a sharp looking and optimized business page. On the home page ensure that your banner image (the big one at the top of the page) displays your company’s logo clearly and gives a good impression of your brand.
Underneath in the About section, take advantage of the space to give a detailed account of your business cleverly combined with sales copy. Explain what your company does whilst highlighting your customers problems and how you solve them.
List your services and include links to the product pages on your website so you can direct the reader to them and generate some main site traffic which could get you some sales.
2. Learn how to post on LinkedIn
As mentioned in the introduction, LinkedIn is quite different from Facebook and Twitter. The main difference is the audience. The people on here are exclusively professionals who are actively seeking fruitful connections and relationships that will genuinely help them enhance their business network. As with all forms of marketing the nature of the audience dictates the content that you will offer. This means on LinkedIn that the tone-of-voice you use for your posts should be reasonably formal, or at least not too jovial and familiar. The content people want to see on LinkedIn is useful and practical information relevant to their needs, or products, services and anything else your company offers that they would likely be interested in — and it’s your job to find out what that is!
3. Create a LinkedIn group
Creating a group for other users in your industry helps you present yourself as an authority. If you manage it well by starting good discussions and publishing relevant content that links back to your website, you can build a new channel from which to cultivate quality traffic.
As well as staring your own group you really want to get a personal profile yourself, and encourage all your employees to do the same. This organically expands your company’s network but it also ties in to using groups. When you become and your employees become regular contributors to groups as an individuals you build trust with your audience, and you can eventually start sharing your own content with the group members.
Not only are groups a resource that can provide wealth of knowledge and expertise, but also fantastic tool for gaining followers and communicating with potential customers, as well as valuable partners in your industry with whom you can conduct outreach and reciprocal marketing. Leveraging the connection building power of groups in this way is critical to LinkedIn marketing success.
There you have it, if you implement these three steps you will have made a great start to marketing your business on LinkedIn.
With a bit of time and effort, you should see some great results from this channel.