Despite speculation a few years ago about the future of LinkedIn, it’s clear from looking at the usage statistics of the platform that it is more relevant now than ever. As is stands currently, there are over 2.3 million LinkedIn users in Ireland, with 39.4% of Irish people now using the platform on a monthly basis. While it may not be as popular as the likes of Facebook, Instagram or Twitter, you shouldn’t dismiss it as part of your digital marketing plan just yet.
LinkedIn can be a fantastic channel to add to your digital marketing strategy depending on your industry and audience, but it sometimes can be difficult to keep on top of. In this article we have complied 5 LinkedIn tips and tricks from our digital marketing experts that will help your business make the most out of LinkedIn.
Tips for your Company’s LinkedIn Page
- Know Your Audience
- Update Your Profile
- Publish Great Content
- Get Your Employees Involved
- Experiment with Different Types of Media
1. Know Your Audience
As with any social media platform, it is worth exploring who uses LinkedIn before deciding to include it within your company’s online strategy. The largest age group on LinkedIn in Ireland is 25-49, with a slight male bias of 55%. LinkedIn users also tend to be college educated or higher, with above average salaries.
A common myth surrounding LinkedIn is that people only use LinkedIn to find a job but this is far from the case. In addition to the job hunting aspect, LinkedIn users also use the platform to connect with the key people that will help them stay informed in the latest trends and developments in their industry. If your company is B2B, LinkedIn may be the ideal place for you to be, being the platform of choice for 91% of executives. It also accounts for 80% of B2B leads and has been shown to generate leads 277% more effectively than Facebook.
You can develop a better understanding of your own company’s LinkedIn audience using the platform’s native analytics tools. This will give you powerful insights into what kind of people have been visiting your page in terms of their location, industry, job function and company size as well as whether they viewed your page on desktop or mobile. Knowing who you are speaking to is an essential part of developing your LinkedIn strategy as it allows you to tailor your content to meet the needs of your potential customers.
Need help with getting to know your target audience? Here are a some of our resources for developing digital personas that may help you out:
2. Update Your Profile
This step might seem obvious but is essential in the overall scheme of things! Adding a profile picture alone can give you 21 times more profile views. For company pages, an image of your brand’s logo works best and for your personal profile, opt for a professional headshot. Don’t forget to upload a cover photo as well, and ensure all the information on your page is relevant and up to date.
3. Publish Great Content
While 40% of users access the platform on a daily basis, LinkedIn users are generally more conscious with how they use their time online compared to other social networks, with the average time on site only being a mere 17 mins per month. LinkedIn users want to see content that adds value, educates or inspires them and they will actively seek out the people that can provide this kind of content. If content creation is not your strong suit, this can be shared from a third party. However, in the era of “fake news”, it’s important to ensure you are sharing from a reputable source.
Need some help finding inspiration for your content marketing plan? Check out the resources below
4. Get Your Employees Involved
Employee advocacy is a simple yet effective way to increase your company’s reach on this channel. By only sharing updates to your company’s profile, you are limiting the number of people that see your post to your current followers. However, asking your employees to share your posts will exponentially increase the number of people that see them, even with some overlap between your followers and theirs. The average number of connections per LinkedIn user is 930, so you could potentially reach thousands of more people that would otherwise miss the post by doing this.
It may sound daunting having to remind your employees to share every time you create a post, but LinkedIn have made this as simple as possible with the Notify Employees feature. Simply click the the Notify Employees button in the top right corner of the post and they will receive a notification reminding them to share.
Of course, a happy team is more likely to oblige in sharing your company updates. For tips on how to keep your staff motivated, check out our article on the topic below:
5. Experiment with Different Types of Media
Posts with images receive twice as many comments on LinkedIn as posts with text alone. This is crucial as every time someone engages with your post, there’s a chance it will show up in the feed of their connections, increasing the exposure of your company further. You don’t just have to limit this to photographs either. Try experimenting with video, infographics, how-to style carousel posts or illustrations that tell a story. Polls can also be a fantastic addition to your LinkedIn content plan as they are highly engaging and spark conversation.
Need some help with creating the visual media for your posts? Have a look at our some of our graphic design resources:
How will your business make the most of LinkedIn?
With the correct approach, LinkedIn can be a valuable addition to your digital marketing plan, particularly for businesses in the B2B sector. These five LinkedIn tips will help you maximise your success on this platform and give you an edge against your competitors. LinkedIn is always evolving and it’s a good idea to keep on top of the latest trends and features if you want to have a great LinkedIn strategy.
Want to take your company’s LinkedIn profile to the next level? Talk to our Digital Marketing manager Jonathan Flynn who would be happy to point you in the right direction.