How To Best Use LinkedIn To Grow Your Business

If you have a personal profile on LinkedIn, you probably know how easy it is to grow your network and keep up with industry trends. However, LinkedIn can also serve as a powerful tool to help you grow your business. By investing time and effort into creating an engaging and effective LinkedIn presence for your business, you can broaden your network, build brand awareness, and even generate leads.

Here are a few tips to help you make the most of your LinkedIn marketing efforts.

TIP 1 | Identify Your Goals

Before you invest time and energy building your LinkedIn profile and creating content to share on the platform, you’ll want to figure out what specific goal you are hoping to accomplish. Are you trying to build connections with prospective customers and generate leads, increase brand awareness, or establish yourself as an authority in your field? In some instances, you may find that you have more than one goal; for example, maybe you want to become an authority in your field and leverage that to generate leads for your business.

TIP 2 | Know Your Audience

Once you have identified your goals, you can start to get a better sense of who your target audience on LinkedIn will be. Perhaps you want to reach new prospects who have similar job titles to your current customers, or build a new network within a specific industry. Knowing your audience will be key in helping you create more effective content on LinkedIn, and will also come in handy if you decide to try out any advertising campaigns on the platform.

TIP 3 | Create and Optimize Your Company Page

Just as you need a personal profile to grow your network on LinkedIn, you’ll need a company page if you want to connect with potential customers on the platform. By building a LinkedIn company page, you can develop your presence and provide prospects with information about your business, your employees, and what you have to offer.

Since you’ve already established who your target audience is, you can also optimize your page to appeal to them. Here are some tips for optimizing your company page and making it easier for users to find and connect with your business:

• Use specific keywords in your company profile information. Keywords will help boost your page’s visibility when users are searching for products or services like yours.
• Encourage your employees to follow your company page.
• Look for ways to promote your LinkedIn page, such as including a link to your company’s page on your website. If you already have a strong following on other social networks, you may want to share a few posts encouraging your current followers to seek you out on the platform.

TIP 4 | Share Strategic, High-Quality Content

The content you share on LinkedIn should be interesting and relevant to your audience, while staying aligned with your company goals. However, crafting effective content is easier said than done. Being too sales-focused can be off-putting, and sharing irrelevant content might come off as unprofessional.

Before you dive into creating and sharing content, make sure you are considering your goals and audience during the content creation process. Sharing blog content can help you establish yourself as a thought leader, while posts that put your employees’ personalities in the spotlight can help support your efforts to recruit new talent.

Need help building the right content marketing strategy for your goals? Check out our blog “How To Build Your Business Through Content Marketing” for more tips.

TIP 5 | Leverage Your Personal Profile

While it’s crucial to set up and optimize your company’s LinkedIn page, you don’t want to overlook the importance of your personal profile. Your personal profile, as well as the profiles of each of your colleagues, help to shape people’s perception of your business.

If a potential customer or new hire searches for your business on LinkedIn, you want to make sure that every profile associated with your company makes a great first impression. Professional headshots, current skills and experience, and other details can help you and your colleagues stand out.

By creating a stronger presence for your business on LinkedIn, you can start to develop a larger network and grow your customer base. It’s also important to remember that company pages on LinkedIn and other social media platforms aren’t the only things shaping the way customers perceive your business. Make sure your website is up to date and user friendly, and that you are present on the right platforms and collecting positive online reviews. Need help building a stronger digital presence for your business? Contact us today for your free Digital Marketing Plan!