6 Ways to Better Utilize a LinkedIn Account
March 4, 2019
LinkedIn is the unsung hero of the social media world. It appears low-key and small compared to the wildly popular Instagram and Facebook. However, it’s this subdued status which makes it a superior tool in business to business marketing or speaking to the rational consumer.
Consider a business meeting in which a woman sits in a finely tailored pant suit, across from her a woman with ripped jeans and a kitten printed crop top. Both these women could be University graduates, talented in their fields, and well-spoken, but the one in the suit is always going to create a greater air of authority. LinkedIn is a finely tailored suit, while the crop top and jeans are Twitter, Facebook, and the like. These fun and flashy social media platforms draw large crowds, but the content is less polished.
So, let’s say you do sign up for a LinkedIn account, you’ve added colleagues, a few contacts from email and other social media settings. Now, what? How can you use this tool properly to benefit your business? Here are a few simple tips that many LinkedIn users forget about.
1. Post Relevant Content: The bread and butter of the LinkedIn campaign is authoritative content. Consider this a business-style blog, where you can publish information about products or promotions in a more business-friendly way. The best topics to publish here are the ones you want your target audience to think you excel at. For example, if you’re a commercial realtor, an article about how to hire a commercial realtor, things to look for in a commercial building site, etc., would be beneficial.
Regulating these posts so that something is updated on a schedule is a great way to encourage readership and traffic. The less content you post, the less viewers you’ll get at your page, and the less effective this platform becomes as a social media marketing tool.
2. Follow for Success: You’ve probably heard the phrase, “dress for success” before. It refers to the concept of dressing for the job you want, rather than the job you have. A similar practice applies to LinkedIn and following other members online. Rather than following at random to raise numbers, or choosing old high school friends, consider following successful businesses or professionals who have reached the level you’re aiming for.
Following relevant figures in your industry makes it look like you know all the right people. This adds to your elevation as an established authority in your field.
3. Use Mixed Media: Engaging and unique content makes your LinkedIn posts more interesting. It encourages new readerships and in turn promotes traffic to your social media and conversion to your website. Types of media used on LinkedIn varies depending on the message you’re sending.
One of the most recent forms of media to appear is Native Video. The LinkedIn video feature offers in-tool editing functionality, and access to easy to use video creation. Images, infographics, and podcasts also make great content.
4. Automate to Save Time: One issue business owners have with LinkedIn and other social media accounts is time constraints. Time is money, so it makes sense that wasting it would be a concern. While spending time producing high-quality content should never be considered a waste, there are tools to help reduce minutes spent on social media content.
Tools like SEMrush provide the ability to post-date content updates to your social media. You can use this to regulate your LinkedIn marketing campaign and provide smooth and consistent posts. Even if you’re confident in the process, it helps to moderate your automation a few times a month. No tool is perfect, and there have been some businesses which have seen mistimed automated posts appear without warning.
5. Use SEO: Search engine optimization doesn’t end with your landing page. Social media accounts also add to your search engine rank. Using keyword research determines the best 4-word phrases to use on your LinkedIn account to strengthen your potential for greater SERP placement. Use links on your website and other social media platforms to send consumers to your LinkedIn account and vice versa.
Backlinks and keywords are both strong influencers on SEO, but don’t forget that content is king. Keeping relevant, fresh, and engaging posts will improve readability and searchability.
6. Create a Better Profile: LinkedIn isn’t the first platform marketers think of when they hear the word, “creative”. However, your LinkedIn profile has the potential to be so much more than a basic resume. Save the boring stuff for your next work application and use this space to get personal and humanize your brand.
You can still appear professional even without a page cluttered with industry jargon and personal accomplishments. Instead, focus on who you are as a person, what your brand stands for, and how it relates to everyday life. Use a photo that represents you honestly and doesn’t look like a staged headshot or real estate ad photo. Consumers are drawn to transparency and realism. You’re more likely to see brand loyalty come from a profile which truly represents you, than one that looks picture perfect.
These tips should help strengthen your LinkedIn account, especially for B2B purposes. LinkedIn is only one of the great resources available to businesses looking to market themselves online. Experimenting with various tools and social media platforms will provide a better understanding of what works for your brand. Use metric analytics tools to measure success as you go.