LinkedIn has become an important marketing platform for companies. 9 tips for making your business successful on LinkedIn.
1. Encourage employees to connect to the LinkedIn page of the company
Colleagues and employees are initially the most important resource to build an audience – and the biggest brand advocates. With the addition of all employees at the same time open up other networks contributes to the expansion and reach of the company profile. Therefore, it is important to encourage employees to indicate their position in the company on their LinkedIn profile. The LinkedIn company profile is then linked to the employee profile, while the employees appear on the associated company page.
2. Publish relevant content
Blog Posts, News and Relevant Articles: Publishing or sharing your own or third-party content on your company account is the best way to increase your audience. At the same time, the expertise and industry knowledge of the company is strengthened. To share in-depth expertise, it’s best to share the articles within the LinkedIn ecosystem – that is, through the company’s leadership team or stakeholders.
Above all, the regularity is important, so at least one contribution per day should be posted. Why? Followers get used to a publishing cadence – this should be respected. That’s why it’s important to be realistic about your goals and tactics before you allow yourself time to create relevant content. When it gets a little short, it’s not bad to use the same content several times (keyword: content recycling).
3. Integrate Rich Media
Although LinkedIn is a business platform, less is sometimes more. Contents are easier to stand out from the crowd, if the content contains not only text, but also images. So posts with a picture gets 98 percent more comments. Video integration is also great for catching the attention of followers. Tip: YouTube videos integrate best and are automatically played in the newsfeed.
4. Take advantage of LinkedIn groups
As an active member of a LinkedIn group, a company can connect with other professionals and companies, talk about industry insights, or share within group discussions. The appropriate group often suggests LinkedIn. If this is not the case, it is also a good idea to create a new group that deals with a specific topic within your own industry. This can then be added and presented as a Featured Group on the corporate page.
5. Try Showcase Pages
Showcase Pages work like subdomains and allow you to highlight specific areas, such as a sub-brand, within the company profile. If LinkedIn members are interested in the sub-topics, they can follow one or more of a company’s so-called spotlight pages. Up to ten showcase pages can be created per company page.
6. Act globally with multilingual tools
LinkedIn allows you to create custom descriptions in 20 different languages. This is an important tool, especially for international companies, to gain credibility abroad as well. The corresponding description differs for each LinkedIn member, depending on the user and language settings of each country. In addition, content in different languages can be posted. Configuring the settings allows content for global followers to be automatically published in the appropriate language.
7. Understand the LinkedIn algorithm
LinkedIn provides a wealth of information about its algorithm, which makes homepage feeds more appealing and user-friendly. In short, a bot rates content as either “spam,” “poor quality,” or “shared.” First, the spam filter on the LinkedIn feed determines whether the content is allowed to appear in the feed or not. After content has been posted, it is checked by a first automatic filter and then remains in the feed for the time being to wait for interactions. If the interactions are good, the content goes through an automated virality review in phase three, testing for credibility and relevance. Finally, in Stage Four, the content will be reviewed by real editors – especially to find out why posts get a lot or little interaction.
So it is important, above all, that the quality is right. The contributions should, therefore, deliver what they promise. What is relevant and what is not, can best be found out by researching which type of content LinkedIn prefers and adapts its own content to it.
8. Integrate LinkedIn Ads
Like other social media channels, LinkedIn also has targeting capabilities that allow it to make decisions about integrating LinkedIn ads into social media strategy. In addition to sponsored content, there are other self-service advertising solutions such as Text Ads and Sponsored InMails. Besides, LinkedIn Advertising provides opportunities through its own advertising platform or marketing partners.
9. Learn from LinkedIn Analytics
Studies from LinkedIn show that most posts are published in the morning. A good starting point for your own planning, as LinkedIn members are usually active in the network during working hours, ie between 9 am and 6 pm.
Important to note: The LinkedIn algorithm takes into account the post-frequency and the correct timing. So much interaction gives your content more interaction and credibility. LinkedIn analytics also provides in-depth analytics for business profiles that serve as the foundation for further marketing strategy.