July 8, 2014

Using LinkedIn More Effectively for Social Media Marketing

LinkedIn, as we all know, is the ultimate professional network. Name any company and it most probably has its own page on LinkedIn. Most of the users of LinkedIn share their professional profiles, websites, work experience, articles and whitepapers they have written, and the skillset they have. Business-to-business companies target LinkedIn as the most important social network to find leads. In this article, you will learn how you can leverage the power of this social network more effectively.

LinkedIn can help you create professional “connections”, which are the people in your network. You can also follow specific companies. It’s easy to find prospective clients on this social network. You can find not only company pages but also profiles of top officials of these companies. LinkedIn provides a feature known as “Introductions”, which you can use to connect with prospects through a common friend. Another way to reach out to prospects is by being an active part of some LinkedIn groups. There are thousands of groups with active discussions going on. You can easily find a group where you can contribute positively.

One of the major uses of LinkedIn is researching your prospects. It’s easy to find some information about a company on its website. But, as mentioned earlier, on LinkedIn you can not only find the company information but also the information about the people working for the company. By researching further through the company’s posts and shares, you can easily profile your prospect. You may even come across hints of an immediate requirement that your company can fill.

You need to position yourself well in LinkedIn by creating a company page. The company page on LinkedIn has the option to add the name, a description, company type, size, website URL, main industry, founded year, locations, etc. The description field is limited to 2000 characters, which is more than enough to include a brief story about your company along with necessary keywords. You can also add up to five different locations. Make sure that you keep the company page active by posting news about your company and sharing relevant links from the industry. This will help you gather a large number of active followers.

LinkedIn also provides an option known as Showcase Pages. These can be added as part of your company page. A Showcase Page can help you create a page for a specific company product or service. Showcase Pages also tend to work independently, allowing people to follow it without having to follow the main company page.

In community building, LinkedIn can help you a lot. On your Connections page, you will get updates on your connections. The updates include work anniversaries, birthdays, new jobs, etc. This gives you an opportunity to interact with your connections by simply congratulating them or sending messages. Also, try to boost the engagement by sharing their blog posts, whitepapers, and articles through your profile.

Pulse is a LinkedIn option that helps you keep track of the industry news and happenings. Pulse provides you access to the most popular articles across the social network upon specific topics. You can follow specific people (known as Influencers), contributors, publishers, or channels to stay on top of any topic.

If you are a job seeker, showing work samples on LinkedIn can help. LinkedIn provides you with the options to upload PDF, PPTX, Word documents, and links to your work samples. You can also add projects that you worked on. You can also use LinkedIn to create your resume with the help of resume.linkedinlabs.com.

In conclusion, LinkedIn is an indispensable professional network for companies out there. For business-to-consumer companies, Facebook and Twitter may be more useful, but for business-to-business companies, LinkedIn can be the ultimate social media marketing tool.