Marketing Insight

Using LinkedIn to promote your business

LinkedIn was once simply a way to publish your CV online. Now it’s an essential way of communicating and networking with other businesses and professionals. Sarah West of B2B experts Full Mix Marketing looks at ways businesses can use LinkedIn to promote what they do:

WHY IS LINKEDIN IMPORTANT?

Whilst other platforms are focused on what we do with our home or leisure time, LinkedIn is firmly focused on what we do for work. It’s social media for the 9-to-5 and that makes it fertile ground for marketing. Users of LinkedIn are varied but it is popular with office-based workers and those who consider themselves career-builders or professionals. Those most active on LinkedIn are often decision-makers or influencers. For most companies who work business-to-business, they are their ideal target audience.

HOW CAN YOU ENSURE MORE PEOPLE SEE YOUR COMPANY’S POSTS?

If a user likes or shares your company’s post, it is more likely to appear in the news feed of their own connections. So, ask your colleagues to regularly like and share your company’s posts. Key members of your team can grow their connections by proactively asking individuals within target organisations to connect with them. Not long ago, company profiles could not invite connections, so this was the best way to attract new followers. However, once connected, individuals can now directly invite contacts to follow your company page!

INDIVIDUAL OR COMPANY?

There are broadly two ways to post on LinkedIn; as an individual or as a company. Establishing a company profile allows you to brand it to represent your business and then post appropriate updates. These posts will organically go into the news feed of those following your company. As an individual, you can create your own posts – or share your company’s – so they are seen by your personal following.

WHAT SHOULD YOU POST ON LINKEDIN?

Engaging content is critical. The more people who read, like, comment or share your posts, the further they will spread. The most successful social media posts typically report on something which has ‘happened’. These might include new customers, case studies, complete projects, new products or services, new staff, achievements, award wins, events, charity involvement, press releases, blogs or any other developments. If you’ve run out of news to report, engaging posts can also be created by sharing updates or articles published by others. By commenting upon them you can demonstrate your expertise and leadership.

‘TO SELL OR NOT TO SELL’

The temptation is to use LinkedIn simply as a place to advertise what you do. But how often do you read blatant salesy posts from other companies? Whilst sales messages have their place - and are useful to maintain regular posting - they are less engaging than genuine updates. As above, the greatest results are typically achieved by posting interesting updates and establishing your company as leaders. Like most marketing, when customers are ready to buy it is your company’s name which will come to mind!

HOW OFTEN SHOULD YOU POST?

There is no limit to how frequently you can post. However, LinkedIn’s own algorithm controls how prominently they appear in your follower’s feeds. Once a week is the minimum needed but two or three times is best. As LinkedIn is a professional network it is most effective to post within office hours, particularly just before or after lunch.

A PICTURE SPEAKS A THOUSAND WORDS!

Let’s face it, social media is a visual medium – it’s the images which accompany posts which encourage users to read further. All posts need to be accompanied by an image and genuine pictures are most effective. Those taken landscape and wide typically display best. Remember, the images you post reflect your business, so ensure they are well taken and communicate the right qualities.

IS ADVERTISING WORTH IT?

As social media has matured, so the level of free exposure has declined. Unfortunately, regular posts are unlikely to display to users other than your existing followers or those connections closest to you and your colleagues. In relative terms, LinkedIn is an expensive platform to advertise on but this needs to be considered in context. For example, Facebook advertising is a relatively low-cost way to reach a wide audience when promoting something of modest value - like a restaurant meal. On LinkedIn, you’re more likely to be promoting a high value service or product to key decision-makers in large or established businesses. The costs-per-click may be much higher - but so is the potential return.

GET THE RIGHT STRATEGY!

LinkedIn can be very effective marketing for businesses. Success is dependent on the content you post, so it’s important to have suitable commitment and opportunities. Make sure you understand the requirements and set realistic expectations. More help can be found at www.fullmixmarketing.co.uk