LinkedIn is the world’s leading business network with 722 million users as of January 2022. A total of 25% of all American adults utilise LinkedIn and 22% of those utilise it every single day. The main reason? To “bolster their professional network.” For individuals, it’s a fantastic place to stay in touch with ex colleagues, get referrals for new business or – alternatively – look for a new job.
However how do you effectively market your business on LinkedIn?
We’ve rounded up everything that you need to know about marketing your company on LinkedIn.
Select The Right Profile Picture For LinkedIn
Your profile picture is your business card on LinkedIn. It’s how people are presented to you and (visual beings that we are) it regulates their impressions from the beginning. Ensure that the picture is recent and looks like you. Make sure that your face takes up around 60% of it (long-distance shots don’t stand out). Wear what you would usually wear to work and – very importantly – smile with your eyes!
Utilise Rich Media
Upload native video onto your LinkedIn Page. Try out testing different lengths of video for different objectives. This is so that readers are able to get a glimpse of what they’re about to consume if they ultimately choose to click through.
Make sure that your LinkedIn Page visually compelling through adding engaging, bespoke images to all your updates. We recommend using images that are 1200 x 627 for Sponsored Content as well as organic updates. Explore options for “non-stocky” images and ensure that they’re diverse, utilise your own in-house photos or – alternatively – create graphics with sites such as Canva and Pixlr.
Regularly Update Your Cover Image
In order to add more visual interest, put together an eye-catching cover image and swop it out at least every three months. Think about your cover image as an extension of your brand, whether you sell socks or run an online casino South Africa. In addition, you can use it in order to highlight various teams in your company, promote forthcoming events, or announce seasonal campaigns.
Find Extremely Targeted Customers And Connections
Targeting on LinkedIn is unmatched in the realm of digital advertising. Small businesses are able to zero in on the accurate industry, company size and job role [of the people] who they know usually would purchase their product or service.
For instance, if you are selling customer support software to SMMEs in the United States, you are able to set your advertising campaigns to just be showing to businesses [that have] under 100 employees, based in America – and within that grouping, only to executives at those companies with a customer support title.
Cross-Promote Your Online Channels
Do you have a loyal newsletter following? Or – alternatively – an engaged Instagram or Twitter community? If so, you will be able to leverage those existing channels in order to boost your LinkedIn business page.
On Instagram, for example, you can share links to your page on LinkedIn in order to drive more traffic to your posts. If you have over 10K followers, you will be able to add those links directly to your stories.