Three Uncommon Ways to Promote Your Business through LinkedIn
Updated: Apr 4
From an average Joe’s perspective, LinkedIn is the ideal platform for job hunting and corporate networking. With about 467 million users from over 200 countries, LinkedIn has come a long way since its inception in 2003 from being just a resume-displaying social media platform. However, using the platform to leverage marketing opportunities for businesses, regardless of their size or scale of operations, has been overlooked in the past few years.
Come 2018, LinkedIn is expected to become one of the most powerful platforms to expand business through marketing, networking, and lead generation. According to experts, due to its cost-effective ways to promote and market businesses, LinkedIn will be of most use to small and medium enterprises. However, this, by no means, limits the use of LinkedIn’s marketing tools to just SMEs. Marketers from a wide range of industries can use the platform to turn business profiles into powerful marketing avenues. Here are some of the most uncommon tips marketers can use to expand the reach of their business through LinkedIn.
According to Zendesk.com’s research regarding the impact of customer service on consumer behavior, almost 90% of customers say their buying decisions are influenced by online reviews, whether good or bad.
Keeping this in mind, businesses can use LinkedIn to get recommendations from their customers. Since the recommendation is displayed on both the company and personal page, it is visible to everyone in the network. A recommendation from a customer doesn’t only give added exposure, your business page or profile also gets a validation badge every time someone recommends you.
To make the most of this feature, consider using LinkedIn’s recommendation ads that let you position your best recommendations strategically on your page for effective exposure.
Promote Employees’ Content
Most businesses never consider using their own employees’ potential to produce content. Often times, a business’s most powerful content curator can be its own employees. With excellent insights, in-depth experience, and technical and functional experience, most employees can produce powerful content that can go a long way in promoting your business in its particular industry.
While they might need a little bit of help with penning down their ideas, encouraging them to learn and do something out of their domain will add to your status as an employer in the industry, and amplify their loyalty towards your business.
Use LinkedIn Pulse for Targeted Content Generation
Most small and medium sized businesses are too occupied with their day-to-day operations and barely get enough time to produce content, limiting their ability to post frequently. This makes it all the more important for such business to make sure every post hits the right spot! This can be easily achieved by doing thorough research on your target market and coming up with exactly what it needs. Begin by joining multiple groups that your customers are active in. Analyze the challenges they seem to be facing and try to come up with solutions in your content that address their problems.
With this strategy, you won’t have to invest a lot of your time in producing content, but will get more leads with every post.
In the end, you have to keep in mind that there are well over 1 million publishers on LinkedIn, and the only way you can distinguish yourself is through quality and appropriately targeted content.
Be Active in Non-Promotional LinkedIn Groups
Small businesses often don’t use social media groups to establish their expertise and value without making too many obvious promotions. This is a type of inbound marketing where leads come to you automatically. Here are some tips on how to go about doing this:
·Connect with people who belong to your industry or your target market. Because LinkedIn is a professional platform, unlike Facebook, you don’t really have to know people personally to add them to your network.
Look for and join relevant groups on LinkedIn. Active groups will allow you to participate in daily discussions, letting you contribute your own opinions so you can establish your credibility.
Try to give well-thought-out solutions on posts from other people.
·Share ideas that make business sense, but are not necessarily in-line with other people’s approach. Recommending an out-of-the-box solution will help you get more limelight.
In addition to engaging with others through comments and suggestions, post your own articles and blogs. Actively check for comments on your posts and make quick, well-informed replies.
Sponsor Your Updates
While this may be a more common practice among marketers, most small businesses do not use LinkedIn’s sponsored updates frequently, due to its costs. However, if you strategically sponsor your updates, it may not make such a big dent on your budget.
Sponsor your game-changing updates to highlight how your business is taking things to the next level. You don’t have to sponsor every small update; instead, use the feature to target your market more effectively.
Just like Facebook, you can tag your connections in your posts on LinkedIn as well, immediately notifying them through an email and a notification on the app. Tagging is as simple as just typing @ and your connection’s name.
However, note that you should only tag people who will find your post relevant and interesting. Excessive tagging can be annoying and lead to your connections not viewing your posts at all.
Tagging can be advantageous because you get more exposure through their newsfeed. When you tag someone, it shows on their newsfeed, as well, giving their connections a chance to view your post and providing you an opportunity to establish your expertise.
From a business point of view, LinkedIn not only offers an employment oriented networking service, but also a platform to establish brand value and image. Most businesses often ignore the opportunities that LinkedIn, as a social media marketing platform, offers in terms of lead generation and brand building. In 2018, however, LinkedIn is expected to become a formidable force in social media marketing, helping tap into the professional potential and further nurturing business relationships.