Member and brand engagement on LinkedIn is the strongest it’s ever been, with live streams increasing by 89% since this time last year, 6.3 million people attending virtual events on the platform, and 3 new professionals joining the platform every second. In addition to being a robust brand marketing platform, it has also become a powerful advertising platform that influences brand perception, with 50% of consumers reporting brands advertising on LinkedIn as higher quality, and 92% reporting them to be more professional, leading to a 10-15% lift in sales over the short-term – no small thing in a struggling global economy.
So, with such solid performance and brand marketing capabilities, how can your business use LinkedIn effectively? Here are some best practices to guide your social media strategy.
The Dos
#1 – Do Be Professional
This is a professional business platform, so treat your profile and content as such. Use appropriate, high-quality images, make sure your information is up-to-date and clear, and develop a profile that is a true brochure for what your business is all about. Add your logo and a professional portfolio, and keep your language professional, clean and simple.
#2 – Do Optimise for SEO
While Google doesn’t reveal exactly how much weight different social media platforms carry in terms of your search engine results, it’s clear that they do have an influence – so don’t miss out on this chance to improve your rankings. The best way to do this is to be consistent throughout your platforms – use targeted keywords, fill in your profile completely, link to your other accounts, include your website address, and include all your services.
#3 – Do Post Content
Your activity on LinkedIn matters, so try to keep your account active and engaged. Share articles and blog posts that you create as well as relevant content from trusted third parties, weigh in on current events and industry news that is relevant to your audience, and mix it up with videos, articles, podcasts, and other content to keep it varied and interesting.
#4 – Do Schedule Your Content for Engagement
Time your content to coincide with optimal engagement from your audience, or even the most interesting content is going to slip by your clients, followers, and audience unnoticed. For LinkedIn, the best times include Wednesday from 08:00-10:00 and noon, Thursdays at 09:00 and noon-13:00, and Fridays at 09:00. Avoid Saturdays and Sundays as these are the days with the lowest engagement.
The Don’ts
#1 – Don’t Sell So Hard
As with a lot of digital marketing, you sell by not selling. Rather than pitching to your audience, focus on how you can add value instead. Help people connect with your brand, get answers and solutions to problems they’re having, contribute towards enriching their day or work and build relationships. Feel free to show off new products and services, but don’t let this dominate your feed – and remember to focus on how these things can help your audience rather than how you can push them into a sale.
#2 – Don’t Forget About Groups
LinkedIn is all about forging connections and networks, so it offers a huge range of groups focussed on bringing people together over specific issues, industries, and so forth, which is invaluable when you’re looking for your audience! Joining these groups gives you a chance to put your brand front and centre where your target market is, so take the time to search for and join groups that align with your audience. Remember that your primary focus here is to add value to this group, get inspiration for the type of content and solutions you can offer, and build relationships.
Want to Get the Most Out of Your Social Media Strategy?
Want to build brand awareness on LinkedIn for your small or medium-sized business but not sure where to start? Our digital marketing team will help you position your brand, build an active and trust-based relationship with your customers, and manage all your social media content. Contact us today for expert digital marketing and branding strategies that make all the right connections.
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