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LinkedIn has been around since 2002 and while it might not be as popular as Facebook or Instagram, it’s definitely high up on the list of useful social media platforms—especially for companies and professionals. LinkedIn was built in with business in mind and it’s there to help you find future employees or employers, connect with other people in your industry, and build a strong profile that everyone will want to click on.
However, what most people tend to forget is that LinkedIn can also be used to your business’s advantage, i.e. to help you establish authority, grow your audience, and more. Sure, you can do this with other networks, but LinkedIn is, without a doubt, the best place for you and your business to build a professional profile. So, how can you make the most of LinkedIn marketing? What are the best practices when it comes to this platform? Find out below.
Fill In And Optimize Your Profile
Before you start posting anything on LinkedIn, you’re going to want to completely fill in every possible section of your profile. Upload a picture, write a description of your company, provide users with your contact information, and get your employees to connect to your business’s account. Once that’s done, go ahead and optimize your profile with keywords you want people to find you with. Distribute them across your profile in a natural way (this will help you rank better) and don’t forget to make your profile visible to everyone.
Figure Out What To Post
Just like on any other social network, you can post content on LinkedIn, too, and drive the traffic you want to your business. While you can publish whatever you want (blog posts, reviews, useful links, etc.), it’s better to find out what your followers enjoy and adjust your strategy according to them. Visuals (people are 11 times more likely to click on your post if it comes with a photo), audience-specific content, industry or career-related articles have all proven to be extremely successful on LinkedIn.
Have Your Employees Share Content
One of the most important things to do after you publish a piece of content on LinkedIn is have others share it from their profiles. That being said, you should encourage your employees to share the post in order to gain more exposure. However, bear in mind that they might be hesitant to do this because they might feel it’s not appropriate to do so or are not sure what to share exactly. Let them know which post they should promote and inspire them to do so—this will do wonders for your business.
Maintain Your LinkedIn Account
One of the biggest mistakes you can make with any social media account is not dedicate enough attention to it. If you want to gain more followers, expose your brand to the world, and get the recognition you deserve, you’re going to have to work for it. This means publishing posts frequently (one per day will suffice), engaging with your audience (e.g. answering comments), updating profile information and photos regularly, posting job opportunities, and generally making yourself available to your followers. If you are unable to do this, there are plenty of people who offer LinkedIn services and can do it for you!
Track Your Progress And Success
If you want to know how your business is doing on LinkedIn, then you need to monitor everything that’s going on. LinkedIn Analytics can be of huge help to you here, so don’t hesitate to make use of it and follow your progress (and, ultimately, success). You can learn who reads your content, which industry they’re from, how many clicks and impressions you received, how many new followers you gained, and so much more. With that information, you will know exactly what you need to work on to improve your strategy.
Remember To Use LinkedIn Pulse
Publishing your content on LinkedIn Pulse comes with a number of benefits and it is definitely something you shouldn’t miss out on. With Pulse, you not only get to dig deeper into your target audience and find out what they’re like, but also tag your content (for better searchability), get backlinks, and boost your brand awareness. Research has shown that posts that do best on LinkedIn Pulse are under one thousand words long, contain content about careers, have fantastic headlines, and come with visuals/images.
If you want to expose your brand to a professional community, there’s no better social media platform for you than LinkedIn. LinkedIn allows marketers to target their ads based on, for example, job titles or industries, and display their advertisements to people who are interested in their company/product/services. Seeing that the audience on LinkedIn won’t mind seeing your ads, investing some of your budget into advertising on LinkedIn is definitely worth the money. Here are some tips on how you can get the most out of LinkedIn ads, starting today.
Write A Strong Copy
If you have any experience with SEO, copywriting, or marketing in general, then you know just how powerful words can be. LinkedIn ads are no different than any other copy out there—the better it is, the more attention it will attract. It’s as simple as that. If you want to capture the attention of your audience, make your ads clear and useful, your titles eye-catching, and keep the message simple. You can and should show that you are familiar with the industry you’re talking about, but don’t use only jargon if you don’t want to bore your audience.
Use Relevant Images
Finding a great photo to match your copy is hard, but if you do find the perfect one, you’ll have more chances for people to notice your ad. Visuals are the simplest ways to grab your audience’s attention and make your ads more appealing, so don’t forget to include a relevant photo in your LinkedIn advertisement. LinkedIn itself says in its Help section that “Sponsored content with images and video tends to perform better”. It’s best that you use your own photos, but if you can’t, rely on stock images for help.
Target The Right Groups
Before you go about creating your ad, do your research and build audience personas. This will help you find out which group your customers belong to and how to target them. Now, like we already said, you can target your audience based on job titles/functions, categories, or even features. What’s important to remember is that you need to mention that specific job title, category, or feature/product in your ad if you want your audience to notice you. This way, only the right people will click on your ad and you won’t waste your budget.
Test Everything Out
This is incredibly useful and important when it comes to any type of ads, really. Before your ad goes live, try testing out different versions of the ad to find out which one works the best for you. If you opt for the text ad option, you’ll be able to create up to 15 variations of one ad, which will ultimately tell you what attracts people the most to your ad. Change up the image, title, content, and destination to see what your users enjoy and what they’d like to see more of. Don’t be afraid to experiment when it comes to this.
Bid A Bit Higher
LinkedIn offers what is called a “suggested bid range”, which basically means this: the higher the bid, the higher are the chances for it to be better than that of your competition. If your bid “loses”, you’ll get less impressions and clicks. So, don’t be afraid to bid above the suggested bid in order to get to the top of the auction and obtain the necessary impressions/clicks. Aside from bids, you can also set your daily budget on LinkedIn by either cost per click (CPC) or cost per thousand impressions (CPM).
Track Your Ads’ Performance
Measuring how your ads perform is important, because how else are you going to work on improving your ROI and your ads? Thanks to the LinkedIn ads campaign manager you can monitor your impressions, costs, clicks, and other metrics with ease. This way, you’ll find out what’s working for your business and what’s best to forget about in your future campaigns. Tracking your ads on LinkedIn (using analytics) is also important because they can be a bit more expensive than ads on other social media platforms.
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