Latest posts by Jay Dillon (see all)
- Which Social Media Platform Is Best For Your Business? (FB, Twitter, IG?) - February 8, 2016
- The Role of Social Media Manager in 2016 - February 1, 2016
- Why Placing Ads In Blogs Can Be A Negative - January 4, 2016
LinkedIn, the social media networking platform for professionals with more than 364 million users worldwide and an opportunity for digital marketers to professionally network and get their names out there. Just to give modern marketers a better idea of current demographics, LinkedIn’s Newsroom confirms there are over 39 million students and recent college graduates on LinkedIn, making them the fastest growing demographic. That’s a big target. However, in order to strategise, aim and launch, it’s important to get to know the most promising marketing tools LinkedIn has to offer.
Below we gather the most current and effective tips out there to enhance your LinkedIn company page for business and marketing.
Think of Showcase Pages as extensions of your Company Page to highlight a specific brand, meaning you can segment your audience to better target them. LinkedIn allows it’s users to follow specific Showcase Pages (without the requirement of following main pages or other showcase pages) allowing marketers to zoom in on segmented audiences. So the top tip here is to identify any business areas or products that might need more of a professional social spotlight with a Showcase Page, then create and manage it for your business.
To create a Showcase Page, simply click on the Edit dropdown at the top right of your Company Page and select Create a Showcase Page:
Pulse is LinkedIn’s publishing platform (like FB’s newsfeed) that allows you to view important news, insights and today it is available to all users to publish content:
Before February 2014 you had to be a LinkedIn Influencer to be able to publish on Pulse. Today, publishing on Pulse is an option for all users. The main tip here is to publish your top content on Pulse to get a better idea of how this platform can support your marketing strategy. Creating content for the platform and then promoting it via your Company Page (or Showcase Page) can increase leads. You can also drive in content from your business blog to Pulse and use it to promote subscriptions to your blog.
Here’s a great article on top published LinkedIn pulse articles for inspiration.
Leads & Group Statistics
An internal study of HubSpot’s customer base found that traffic from LinkedIn generated the highest visitor-to-lead conversion rate of the top social networks of today, almost 3 times higher than Twitter and Facebook. It’s safe to say that LinkedIn can really help you generate leads. To get the most out of LinkedIn for lead generation, promote and share links to your blog posts and landing pages in your Company Status Updates and as it corresponds in LinkedIn Groups, on your Showcase Pages, and in CTAs published on LinkedIn’s publishing platform, Pulse (as mentioned above).
As is the case with most marketers nowadays, it doesn’t just stop with sharing. Analysing and tracking is a must. Luckily, LinkedIn provides a feature to help with that and, surprisingly enough, not a lot of users are aware of it. It’s a feature that allows you to access statistics for any LinkedIn Group, even groups you’re not a direct member of. To access these statistics for a specific LinkedIn group simply click on the group, then on the gear icon in the group’s top navigation and then on the Group Statistics option under the About section.
This allows marketers and businesses to view how many members are in a group and how active they are within that group. Other insights include location, seniority, function and industry. The top tip here would be to use this data to better analyse the components of a successful group before you decide to join it. Get inspired by LinkedIn Groups in your industry and target your Ads to targeted audience groups. These insights can even be used to help you build better buyer personas.
So, what’s the deal with LinkedIn Ads? Well, if you’re looking to go beyond the organic marketing efforts, paid advertising is usually the way to go and LinkedIn offers a fairly decent deal. Plus, there’s great targeting options that can be applied to LinkedIn’s PPC ads. Targeting your ad to a very relevant audience is bound to increase conversions because the more relevant content is to those viewing/searching, the more clicks your content will get. LinkedIn allows it’s users to target by location, company, job title (only targeting CFO’s? this option helps), school, skills, group, gender and age. The top tip here is to use targeting for your Ads to ensure your content reaches the people most likely searching for what you’re offering.
To get you started with LinkedIn’s advertising services, simply visit https://www.linkedin.com/ads/ and, once in the platform, select New Ad Campaign. Below is LinkedIn’s Ad services homepage with a helpful summary of its main components (Sponsored Updates are particularly popular):
Company Status Updates
Tags and targeting options should play an important role in your Company Status Updates because these Updates are important to help crank your social media marketing strategy with LinkedIn. One of the best tips with Company Status Updates would be to, instead of just pasting a link, paste either the entire article you’ve blogged (meaning your original content) or maybe just half, linking it further down to the rest of the article. These posts tend to perform rather well within LinkedIn’s platform.
As with Ads, LinkedIn gives its users the option to either share updates with All Followers or with specific Targeted audiences of your choosing:
The top tip for targeting content you want to share would be to try it out and experiment. Use targeting to leverage your ability to better segment audiences and to let your status updates focus on specific groups and users. Page admins can target updates by criteria such as industry, geography, seniority, language preference or even by including/excluding company employees. Here is what it looks like when you select the Targeted audience option before sharing a post (specifically Industry):
Some best practices for status updates (derived from this helpful Hubspot article) also include:
- Keep your LinkedIn titles under 70 characters
- Keep link descriptions under 250 characters
- Share links for engagement, images for comments and videos for shares
- Convert fans with special offers
- Publish a new status update roughly once a day or every two days
Finally, here’s a great graphic that makes it easier to target potential audience. For those who really want to dive into using LinkedIn and incorporating it into your inbound marketing strategy, this graphic illustrates where LinkedIn users are concentrated around the globe:
*Bonus Tip: Make sure your company page is optimised for LinkedIn’s current layout design. Click here for some great company page banner ideas and designs to get you inspired.
There’s so much potential with LinkedIn nowadays that it would be a setback to not know the ins and outs of its platform to better optimise your page. Try to implement these top tips and enhance your Company Page or even start creating other Showcase Pages and, if possible, experiment with paid Ads.