When businesses start social media marketing, the first social network that they focus on is Facebook. It's where most people are, and the easiest and most accessible.LinkedIn takes a back seat, since the internet associates it as an employment-oriented website, where people upload their resumes and make themselves look more hireable.
However, LinkedIn has a huge potential when it comes to attracting potential customers and brand followers. If you want to learn more about how to break into this oft-ignored social network, better read on.
Setting Up & Marketing A Linked Page for Your Business
1) Creating a LinkedIn Page is pretty straight forward. At the top of your LinkedIn homepage, go to Work, and click on “Create a Company Page” box located at the bottom of the list.
2.) Enter your company's details. Business name go first, followed by your company email address. Click on continue to type in an overview as well as a detailed description of your business. Key aspects to highlight in the description are your company's product/service offerings, specialties, and and other key traits that you want to showcase which sets your business apart from others.
3) Think of your LinkedIn page as online real estate for your company. You need visuals to make your business stand out and to make the public recognize your brand. Your logo marks the space as yours, upon which you can build up an online presence that people can reach out to and communicate with.
LinkedIn gives you the chance to customize your page with a logo and a banner image. When searching for your company, your logo is the first thing that people will see. It'll appear on your followers' feeds and your employees and staff's profiles. So, it's best to make a great first impression.
The standard logo dimension for a LinkedIn page is 100 x 60 pixels; while the banner is 646 x 220 pixels. Both of these visuals should be eye-catching, interesting, and reflects a certain aspect of your business that you want to publicize to the world. Campaign lines and brand messages work best here, but you can also use pictures of your products and your workplace.
4) Now it's time to start posting content. Content is what makes social media marketing campaigns tick. However, it's imperative for you to understand that your content's main point isn't selling- it's providing value to your readers and followers. Being too overtly salesy can turn people off.
It's much better to think of your page as a discussion forum rather than an advertising channel. It's a place where you can reach out to those who matter most to your business- your customers and followers- and keep their engagement levels high.
While posting news about your company is good, the best kind of content to share on LinkedIn would be industry-specific informational content, as well as educational ones like how-to articles, tips, and helpful resources. If readers find value in your content (i.e. they get meaningful knowledge out of it or are entertained by it), then they are more likely to share it to their own circle of friends and online acquaintances.
5) Scheduling your posts come next. Thankfully, LinkedIn has an atmosphere that isn't as hectic as that of Twitter or even Facebook. It doesn't require the same kind of activity commitment as with other faster-paced social networks. However, it's still best to limit yourself to one post per day if you're campaign is just starting out.
As for the best posting time, LinkedIn is the inverse of Facebook. While posts on Facebook get more traction at the end of the workday, LinkedIn posts are more effective DURING the workday, at business hours. Best times would be around 8AM in the morning and around 5PM in the afternoon (these are times when people are more likely to be logging onto LinkedIn). Another interesting tidbit: A study made by AddThis.com showed that content shared on Tuesday from 10 to 11AM garnered the most engagement (i.e. likes and shares) among 14 million LinkedIn users. You can try posting around this time and see if it works for you.
Take note that you need not do the postings yourself. You have a whole range of tools at your disposal (like HootSuite or Buffer) which you can set-up to automate the publishing of your posts at your specified times.
Once you've got your posting schedule set up, you can see how your content engagement is going by looking at your LinkedIn Analytics. Here you can see the number of impressions your posts have made, as well as the followers you may have acquired during the time the posting was made.
6) You have your page up and running, and now it's time to start promoting! Add the URL to your LinkedIn page on your newsletters, website, email signatures, and other social networking pages. You can also try having your employees put the link on their own LinkedIn profiles.
LinkedIn also offers a feature called Showcase Pages which you can use to highlight specific products or brand lines of your company. People can follow only specific products or campaigns that they're interested in, which means you get greater chances for conversion. Showcase Pages also allow you to further tailor your messages to different audiences.
Though the most popular social networking sites like Facebook and Twitter get the lion's share of online users, LinkedIn can still be a very viable place for marketing if you know what you're doing. Hopefully the tips above gave you enough of a headstart on how to successfully run a social marketing campaign on this platform.