3 Tips for LinkedIn That Will Make Your 2018 Successful

3 Tips for LinkedIn That Will Make Your 2018 Successful

By now, most professionals know about LinkedIn. They might use it to stay connected and in contact with former coworkers or those they’ve met at networking events. Younger users might use it to pad their resumes, make connections in their local community, and find jobs. Needless to say, LinkedIn has a significant number of active users.

But is LinkedIn a successful platform for brands to use?

Unlike other social media platforms, like Twitter, Instagram, or Facebook, LinkedIn, as a platform, isn’t about reaching consumers. It’s about networking with those in your industry. This is, of course, important: when it comes to incorporating LinkedIn into your content marketing plan, it’s for a fundamentally different reason than any other social network.

In this blog post, we’ll cover how to use LinkedIn to help brand your business, find networking opportunities in your industry, and connect with potential candidates that will help your business grow and flourish. But first, let’s talk about if LinkedIn is right for your business.

Is LinkedIn The Right Platform For You?

As with any social media platform, the most important part of incorporating it into your content marketing plan is knowing if it is the right platform for you to invest energy and resources in.

In your content marketing plan, it’s important to think of every platform in terms of time, energy, and, of course, money. If you invest those resources into a platform that just isn’t the right fit for your brand, well then, those are wasted resources. It’s important, whenever you start using a new social media platform, to give yourself a certain time frame to measure results and determine if the investment is worth what you are getting in return; we recommend about a 6-8 week window to measure data, adjust your strategy, and determine if it’s working.

For LinkedIn in particular, it’s important to remember what we started this blog post with: LinkedIn as a platform is about connecting your business to other businesses (and you, personally, with other professionals), not necessarily consumers. If you run a business that sells primarily to the general public (a B2C), it’s not a platform to think of in terms of engaging your consumers. However, if you’re a B2B, LinkedIn is a great opportunity for you and your sales team to connect with potential customers, brand your business through a LinkedIn business page, and develop a platform to find job candidates. We highly recommend this blog post from LinkedIn to learn more about using LinkedIn for small businesses.

So before adding LinkedIn to your potential list for new social media content in 2018, ask yourselves these two questions:
  • Do you want to network with fellow businesses in your area to either find new customers or opportunities for partnerships?
  • Do you have a need for new talent in 2018?

If you answered yes to either of those questions, keep reading to learn how LinkedIn can help make your business a success in 2018.

1. Optimize Your Company Profile

If you already have a LinkedIn profile, that’s an excellent first step. According to Fortune, LinkedIn has over 500 million users; that means 500 million people have signed up for LinkedIn, but don’t necessarily actively use it every day or every week. Unlike platforms like Instagram or Twitter that release their active users as well as complete user numbers, LinkedIn doesn’t provide this information. For some LinkedIn users, it’s a platform they don’t necessarily use that often: they login to update, search for jobs, and that’s about it.

If you fall into that category, it’s time to readjust your thinking. First things first, start by optimizing both your personal profile and your company profile. Let’s tackle your personal profile first.

  • Make sure your profile is complete. Is every section filled in?
  • Include relevant keywords in your headline.
  • Create your vanity URL.

(These are just our 3 top tips for optimizing your LinkedIn profile. For more, click here. As well, for more information about personal branding on LinkedIn, click here.)

Now, let’s tackle optimizing your company’s profile.

  • Use branded imagery for your profile photo & cover photo. Your profile photo should ideally by your company’s logo.
  • In your About Us, include keywords that can help you be found in relevant searches, such as your location, your primary industry, and more.

For more information about optimizing your company’s profile on LinkedIn, we recommend reading this article from LinkedIn.

2. Create & Share the Right Content

In 2018, we think it’s time to move away from content curation. I know, I know. Content curation has been at the basis of many people’s social media marketing strategies for years, but in 2018, it’s time to stop focusing on other people’s content (and driving traffic to their websites) and start focusing on your content and driving traffic to your website.

Content curation should still play a role: sharing content that fits your brand and helps your potential customers is very important. However, the majority of the content you share should be from your brand, your business, and your employees.

We like this blog post from LinkedIn on the types of content to share on both your personal and business page. For a B2B business, the most important content to create and share would be:

  • Industry-related materials
  • Business announcements
  • Job opportunities
  • Resources

3. Create Showcase Pages

You might be wondering: what are showcase pages? According to LinkedIn, showcase pages are niche pages off of a company page that allows the company to promote specific products or market to a specific persona. LinkedIn users can follow singular Showcase Pages, without having to follow the specific business. Most importantly, this allows businesses to cater to a specific audience for a very specific reason.

Creating Showcase pages allows you to spotlight areas of your business, such as new products, outreach efforts, and charitable work. They are easy to make and easy to promote on your business page and personal page. To learn more about Showcase Pages, click here.

What’s Next?

Ok, so you know 3 things you need to do to rev up your LinkedIn page in 2018. Where do you go from here? We recommend starting with the simplest task: filling in your LinkedIn business page and starting to share content. From there, move to creating new content and showcase pages. If you need help, don’t be afraid to let us know. We can help! Just contact us here.
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