LinkedIn is certainly the black sheep of the social media family. Most other social media platforms, we use for exactly that – socialising. We generally don’t use them much for business activities, at least not in the UK and the West (In other parts of the world, such as South-East Asia, it is very common for businesses to use Facebook as their primary online presence). Sure, companies use Instagram to showcase their business but it’s not an app necessarily used to make business connections.
That’s where LinkedIn steps in. Unlike other social media platforms, LinkedIn’s goal is not for the user to express themselves or demonstrate their day to day interests. LinkedIn is used primarily for professional networking, creating online communities, and increasingly for job-seeking and staff recruitment. Two new users sign up every second. That’s 120 per minute, 7,200 per hour, 172,800 per…well, you get the picture.
Here, then, are some ways that you can use LinkedIn to market your business, extend your reach, engage your audience and ultimately attract new clients:
Set up your shop window
Setting up a Company Page on LinkedIn is like setting up your shop window. What we’re going for here is a concise and engaging brand description and overview. Remember to include your logo and banner. It’s important to spend time on your Company Page so that it looks as engaging as possible and grabs the reader’s attention. Professional photos are also super important.
Showcase your services
LinkedIn offer the option to set up Showcase Pages which spotlight specific products or services. This helps target the user experience to a specific topic.
The best way to get as involved as possible is to both create your own group and join existing ones relevant to your industry then interact with those companies to develop relationships you can build on. When it comes to your own group, it’s important to keep your content fresh and updated, and you should also be available to respond to your members’ questions and comments. You can also send an email to your members once a week. The important thing to bear in mind with LinkedIn Groups is that the content should be topics that are interesting and relevant to your members. It is not just an opportunity to promote your own company.
Find out who is reading your stuff
LinkedIn’s analytics enable you to gain insights into who’s reading your copy so you can target and reach those who are the most engaged with your content and your company.
Promote your Company Page
Get the word out about your page through your website, blogs, newsletter or other marketing materials. You can also invest some money to promote your page.
Collaborate via the Recruitment page
As freelancers, we rarely tend to recruit. However, the recruitment features of LinkedIn can have other uses. You can actively search for potential collaborators by using keywords for people with the required qualifications listed in their LinkedIn profile.