Are you putting all your marketing eggs into the Facebook basket? It may be time to reexamine your strategy and reconsider.
We reported back in April that many more small businesses are touting the effectiveness of LinkedIn this year than last. And the first-ever Investis IQ Audience Insight Report reveals why this could be the case. The report, which tracked visitors to corporate websites from social media platforms, found that LinkedIn accounts for 64% of all visits to corporate websites from social media sites. This accounts for significantly more traffic than all other social networks combined.
Before you sign off Facebook forever and throw together a quick company LinkedIn page, expecting to see your Google Analytics soar, consider these four tips for building an effective presence on LinkedIn that will deliver results.
Take advantage of free LinkedIn page features
LinkedIn is steadily offering more and more options for business’s pages. Use them to give your visitors enough information to pique their interest and get them to click through to your website to learn more. Upload your logo and a banner image; fill out all of the About Us information; populate the Services tab with images and information on your offerings, linking back to relevant pages on your website; and regularly post interesting updates about your company, products and/or industry. If you have a video or TV spot, upload it to the designated space on the Services tab. And don’t forget to take advantage of that additional banner space on the Services tab, as well, perhaps to promote a specific offer, product or service.
Work better with visuals? Check out our client Union Savings Bank’s LinkedIn page for an example of a well-done page.
Once your page is complete, promote it every way you can – through an all-employee email, on your other social network pages and website, via a link in your email signature, in your e-newsletters, etc.
Adopt a group mentality
Connect with others in your community and industry, as well as potential clients, and you’ll start seeing your following grow. Consider joining a LinkedIn group, where you can engage in meaningful conversations, demonstrate your expertise and build solid social relationships. Encourage your employees to do the same. Keep in mind that LinkedIn groups don’t respond kindly to blatant self-promotion. Before you post that link to your blog post or start talking about your business, make sure what you’re about to share directly relates to the topic being discussed.
Get your personal profile into shape
People visiting a company page may want to check out some of its employees as well. Put your best face forward with a strong profile (Check out these tips for creating a LinkedIn profile and for enhancing it with visuals).
Buy your way into the spotlight
If you have a little money to spend, buy some sponsored updates. These are posts that advertisers create and target, based on individuals’ preferences. Similar to a sponsored Facebook post, your sponsored update will show up in the news feed of those LinkedIn members who match your target, and – if your content is engaging enough – entice them to click through to your website.
Need more help with your LinkedIn strategy? We can help! Give us a call.