For many, LinkedIn is perceived as a way of showing off one’s job title and career history, and think of it simply as a way to be discovered by recruiters looking for candidates to fill job vacancies.
It may have started out this way, but LinkedIn is now a major player in the most used social media channels for companies of all shapes and sizes.
As the most ‘professional’ of the major social networking websites, LinkedIn is used by over 135 million business professionals worldwide. Since it is largely focused on B-to-B interaction, LinkedIn should be a big part of your social media marketing strategy.
Whatever your area of business, if you’re looking to increase your opportunities to network with clients, vendors, peers, employees, potential job candidates, or wish to educate potential customers on your products and services, you need to have a well-developed ‘business’ presence on LinkedIn.
According to LinkedIn, a business needs to first establish its brand presence, connect with its audience, and then engage them with content. Start by developing a company page. These are a powerful research tool that allow you to find companies to do business or interact with, to research competitors, and also to highlight your expertise. You can publish details about your company, and to further the page’s value, you can post targeted jobs, recruitment or promotional videos, list information about products and services, and showcase company images.
One great way of keeping your business page fresh, and attracting new followers, is to incorporate a blog into your LinkedIn company profile. By writing useful, interesting and engaging content, not only will you attract more people/companies, you’ll also find that your ‘keyword rich’ blogs could start to rank highly in Google and therefore attract followers from other angles. Another great feature of LinkedIn is that you can publish your blog, and then automatically have it pushed out to your other social media feeds such as Twitter and Facebook.
Of course, unless you’re not worried about seeing specific results or meeting set targets, this all needs to be done as part of a wider marketing strategy. LinkedIn is just one of the many social media channels out there and before diving in you must work out what is best for your business and how you can best make LinkedIn work for you.