When a lot of people think of LinkedIn, they think about it as a job finding and professional networking tool. Some people don’t even necessarily consider it as a social media site.
While plenty of people use LinkedIn to promote themselves, not many are aware that you can promote your business on LinkedIn, too.
LinkedIn is growing into a “priority site” position for brands and marketers, and as more and more people join your site, the better it bodes for any marketing work you do there. When it comes to promoting your business, LinkedIn is a great place to do it since people are coming there to learn about businesses from a professional standpoint—this isn’t something they necessarily do on other platforms, even if they’re following you on Twitter or have Liked your Page.
When you’re looking to market or promote your business on LinkedIn, there’s a few things you can do to make your marketing efforts easier and more effective.
Have a Company Page
You likely have a profile for yourself on LinkedIn. That’s great, but when it comes to promoting your business, you need to create a page for your company, too.
Be as thorough as you can on your company’s profile—include the logo, contact information, descriptions about the company and its accomplishments, and links to its other social media profiles and pages. Hubspot’s Company Page on LinkedIn is a great example of what you can do with it.
Recommendations are a massive deal on LinkedIn; these are equivalent of the testimonials of satisfied customers that you put on your website.
When you set up your company’s page, you’ll get the option to get recommendations. It will be selected to do this by default, and you shouldn’t change it (though customizing the recommendation request message can increase both your quantity and quality of users taking action on it).
Recommendations, in many cases, are just as important to your business as the accomplishments you’ve got listed on your company’s page. In some cases, they’ll be even more important; if someone is considering doing business with you, reading recommendations (aka customer reviews) will weigh heavily in that decision.
There’s a few ways to post new content to LinkedIn. The first is through status updates on your company’s page, much like you would do on Facebook; they even allow users to like and comment on these updates. This is a great way to share relevant information with your connections, as well as making sure you’re popping up in their feed from time to time and staying present in the back of their mind. A ton of users follow company pages to get these updates; might as well make the most of it.
You can also post content like blog posts on LinkedIn Pulse. I’ve seen a lot of examples where LinkedIn Pulse can not only bring in a business new follows on LinkedIn, but can actually channel a lot of traffic to their site (especially if they have other blog posts they can reference). You can see more about using Linkedin Pulse here.
Feature Your Products
While you won’t be able to have a whole array of pictures in an album (that’s what Instagram is for!), LinkedIn does allow you to feature three images of your products or services. You get three 640×220 pixel images you can utilize for this purpose.
These images will help you stand out, and they’ll easily register with new visitors. Pictures are worth a thousand words, and they take a lot less time to register with users. In a lot of cases, great images can even be motivation to get users to read more about your company in the overview section.
Engage in Groups
LinkedIn groups work a lot like Facebook’s groups; with them, you can connect with industry peers as well as new potential customers. Here’s the best part—when you join the right groups, you have the potential to be targeting major decision makers that could become your clients.
Some businesses smartly create and use these groups as a sales funnel—and it isn’t one they even have to pay for.
Whether you’re engaging in the groups of others or creating and utilizing your own group, they can be highly profitable and a great way of connecting with new users and introducing them to your business.
Though LinkedIn got rid of their events feature awhile ago, you can still promote your off-LinkedIn event on the platform to get great results.
LinkedIn allows companies to create Showcase Pages, which are essentially extensions of your company page that allow you to feature a certain product, aspect, or event of your company.
Using Showcases to highlight events gives you a place to update those who are interested about what’s going on, as well as to increase its visibility and users awareness of it.
LinkedIn is rising in popularity as a social media site, and given it’s unique platform of being a professional social networking site, it has a lot of advantages other sites don’t necessarily offer. When you’re looking to promote your business on LinkedIn, taking part in these tips and best practices will help you do so, whether you’re looking to hire new talent, find a qualified vendor, or increase your customer base.
What do you think of LinkedIn? Do you use it to promote your business? Have you noticed it making a difference to your overall marketing efforts? Leave us a comment and let us know!