LinkedIn now has over 660 million members with 675 million monthly users. Of these, 40% of monthly active users use LinkedIn daily. LinkedIn is very specific in it’s audience – business to business. This is highlighted by 94% of B2B marketers using LinkedIn as a content distribution channel, compared to Twitter at 89%, and Facebook and YouTube both at 77%. They also do a great job of helping small businesses in their social marketing strategies. In fact, they have dedicated resources just for small business. Just one of these resources is their LinkedIn Action Plan for Small Businesses. In this guide, LinkedIn highlight the necessary aspects of your business’s LinkedIn page, and what will give you the most ‘bang for your buck’.
Let’s take you through some of the highlights.
Completing your LinkedIn page
The simple task of completing your LinkedIn page has been proven to boost page views by 30%. So what’s involved in completing your page? It all comes down to your ‘About’ tab.
Write a clear and compelling description of your organisation. Consider including your vision, mission and values as well as outlining the core product and service offerings you have. This is also a great place to highlight your point of difference, why should people contact your small business?
Logo and Cover image
This should be pretty straight forward, however it’s important to get your image sizes correct. “LinkedIn company or brand pages look different from a personal profile and also require different sizes. Make sure you use your company’s logo as a “profile photo” so professionals and other businesses can recognize your organization easily. Logo image is best displayed at 300 x 300 pixels. You can also upload a cover image which you can use to highlight your product, service or business tagline. The recommended size for a company page cover image is 1536 pixels wide by 768 pixels tall.” – Canva.
Do not skip this section! By including your website, office addresses, industry, organisation type and size, you are providing LinkedIn members key information to be able to find you.
Post Engaging Content
This goes without saying, really! According to LinkedIn, business pages that post daily get two times the member engagement. Here are LinkedIn’s best practice guidelines:
- Use the content suggestions tool so you can discover topics and articles that are trending with your target audience
- Re-share your business’s best @mentions by reviewing your Activity tab
- Include custom images and videos in your post; video is five times more likely to drive member engagement than other media.
- Keep your posts short and authentic
- Share PowerPoints and PDF’s; visually rich documents help followers to “dive deep” on your business offerings
- Ask thought-provoking questions to spark conversation and win engagement
- Create a monthly content calendar by reviewing past analytics to see what performs best
- Use the 3-2-1 model, that is: “Every week, aim to publish three pieces of industry-related content, two pieces of “proud” content (content that make your employees and community feel good) and just one piece of product or service-related content.”
- Schedule your posts using tools like Hootsuite, Buffer, Social Bee [affiliate link] or Publer.
Get Online Australia offers a variety of social media marketing packages, helping you to stay focused on what you do best.
Grow Your LinkedIn Followers
Like with Facebook, interacting and communicating with your followers is critical to boost your profile and grow the number of LinkedIn followers you have. In LinkedIn’s small business action plan, they highlight the best practices to help grow your audience.
Website & Marketing Communications
Add the LinkedIn “Follow” button to your website, and include a link to your LinkedIn business page within all your marketing templates: email signature, business cards, letterhead, etc.
LinkedIn recommend posting one to two times per day to “establish a trusted voice within your community”. Make sure to check your “Activity” tab to see if your page has been @mentioned so that you can re-share your mentions.
Keep an “ear to the ground” on relevant hashtags, industry groups, and LinkedIn activity so that you can join topical conversations. You can enter a feed and participate in conversations from the perspective of your small business. Doing this on a daily basis will accelerate your growth.
Another great way to boost the number of LinkedIn page followers is by cross promoting your page on other social platforms.
Change the hashtags on your “Communities” panel. Consider your business goals, product or service niche, and location when switching up your hashtags. Asking your customer’s to @mention your page on their feed will also help to expand your audience, particularly as it’s coming from a credible source.
Make sure you keep an eye on your page analytics to identify what posts are working, what resonates most with your audience? Make sure to @mention influencers or other pages that you admire; why do you respect that page. Just don’t go over the top on this one!
Invite your personal connections to follow your page by using the “Invite to Follow” feature. It’s also important to keep an eye on your competitors’ content and identify what tactics and messages have worked best for them.
Small business marketing is about generating leads as well as building trust and relationships with current and future customers. Successful social media marketing can drive brand recognition, increase awareness of your product and service range and help deliver new customers to your door. Get started today with one of our Social Media Marketing Packages for Small Business