With over 690 million members, LinkedIn is unmatched for capturing the attention of educated, informed professionals. Studies show it generates visitor-to-lead conversions 277 percent better than Twitter or Facebook.
If you’re looking for a sure way to attract the attention of the top decision-makers in your industry, we want to offer these tips on ways to capture their interest and encourage them to visit your page.
- It all starts with your company page
Remember, you will be facing a professional audience, so your company page should reflect that. You want to appear “all business,” which means skip the cat pictures and hearts and flowers (unless that’s what you sell). Even there, though, the cover photo should be a classy representation of your brand. (If you need help creating or upgrading your brand, let our branding experts guide you.) And don’t forget to include your logo on the page.
Be sure to complete the entire company description, and include relevant keywords for SEO purposes, as well as a link to your website. Also, don’t overlook phrases that might describe what your company does. Anything that can help someone find you in a search should be included in your “About” tab, along with some basic biographical information about yourself, where your company is physically located, and what it does.
- Draw them a map
You need to make it easy for visitors to find you, so be sure to include a LinkedIn “follow” button on your website, blog, emails, newsletters, and all your other social media channels.
Also start or join a LinkedIn Group, because it provides another excuse to communicate regularly with your members.
Involve your employees, too. Let them know your LinkedIn page is active, and that they can follow it. Notify them of posts they’ll be interested in, and be sure their LinkedIn profiles are updated.
- Content is king
If you want to sell, don’t “sell.” That is, your posts shouldn’t read like one long ad for your company. Remember, the LinkedIn audience is educated and sophisticated, and chances are, they’ve seen it all when it comes to marketing.
They are also busy people. They want informative, engaging content that is worth their while to read. While every post doesn’t have to sound like a TED talk, it should offer them insight and new ideas that pique their interest, as well as the latest in your industry’s news, research, and trends.
Post at least once a week—daily is better for SEO purposes. And by the way, be sure to share interesting and informative content from others.
- Spark engagement
One good way to encourage engagement from your visitors is to show an interest in them. Don’t just post content—ask for feedback. Ask questions. Take a poll (and be sure to post the results). And, as with all other social media, always reply promptly to comments, questions, and messages.
If you know your audience, and you’re a subject-matter expert, offer advice about how to change jobs, for example, or how to deal with a “gotcha” interview question, or a supply problem you’ve solved . . . anything you think your followers might want to know about.
- Add in rich media
According to LinkedIn, images garner over six times more engagement than text-only content. Therefore, experiment with some of these ideas to see which ones garner the most interest:
- custom image collages (3-4 images in one post)
- videos, which should last one to two minutes (and add subtitles for those watching with the sound off)
- live video (which generates 24 times more comments than regular videos)
- documents like PDFs, SlideShare, or PowerPoint, which showcase what makes your brand unique
- personalized shout-outs to your employees and team members
If LinkedIn isn’t yet part of your social media marketing strategy, you may be missing out on a valuable tool to generate leads. We can help you take advantage of all that LinkedIn has to offer, so be sure to contact us to learn how to get started, how to increase your engagement, and how to make the best use of influencers and employee shares.
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