• Helpful Tips To Make the Most of LinkedIn

Introduction to LinkedIn

Last year LinkedIn was the 6th most popular social media website amongst Irish users, with 22% of Irish adults logging on at least once a week. 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.

Having a presence on LinkedIn can be hugely worthwhile, especially for certain kinds of business such as those in the B2B sector. In this blog we will look at whether or not LinkedIn is the right channel for your company and provide some helpful tips to set you off on your LinkedIn journey.

Helpful Tips To Make the Most of LinkedIn

The 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 is 25-49, with a slight male bias of 57%. 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. Last year it was found that people already in full time employment were using the platform more regularly than job seekers and that content received 15 times more impressions than job listings. In addition to the job hunting aspect, LinkedIn users are also using the platform in order 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.

Now that you’ve established whether or not LinkedIn is the best fit for your company’s online strategy, let’s look at some best practices for LinkedIn:

The largest age group on LinkedIn is 25-49, with a slight male bias of 57%

1. 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.

2. Publish Great Content

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. 

LinkedIn users are generally more conscious with how they use their time online, with the average time on site only being a mere 17 mins per month.

3. 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.

4. Add Images to your Posts

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 or even illustrated comic strips such as the example by Gary Vaynerchuk below

Helpful Tips To Make the Most of LinkedIn

Contact Us

With the correct approach, LinkedIn can be a valuable addition to your digital marketing plan, particularly for businesses in the B2B sector. Want to take your LinkedIn strategy to the next level? Talk to our Digital Marketing manager Jonathan Flynn who would be happy to point you in the right direction.