With over 65 million business professionals on LinkedIn, it is imperative that you use LinkedIn marketing to market and grow your small business. LinkedIn often has a misconceived conception, with some thinking that it’s just a platform for job seekers and recruiters. However, what some people don’t know is that LinkedIn is actually a place to engage with audiences and potential clients. In this week’s blog post, we have devised a simple guide on how your business can do exactly this. Have a read of these following tips.
Make the right choices when it comes to your profile photo and cover image
If you want to grow your small business on LinkedIn, you have to take aesthetics seriously, and that means paying explicit attention to your featured profile picture and cover image. Don’t overcomplicate things when deciding what to have as your profile picture – use your company’s logo. Your logo, after all, is the selling image of your brand.
When it comes to deciding what to have as your cover image, think creatively but also professionally. Choose an image that represents your small business. It could be, for instance, a picture of your headquarters, a picture of your team, or a stock photo that symbolises your business. It could be a good idea to use Canva to add that further creative dimension to your cover image.
Personalise your LinkedIn URL
When you first set up your LinkedIn profile, you will have a randomly generated URL. You don’t want this; you want your business to stand out from the crowd. To change your URL, select ‘Me’ at the top of your homepage and select ‘Settings and Privacy’ from the toolbar. After this, click on ‘Edit your public profile’ in the Privacy section. When this page loads, see ‘Edit URL’ on the right-hand side of the page. Type in your custom URL and hit ‘Save’.
Use your headline to really sell your business
Audiences and potential clients want to be impressed by your business when they go onto your LinkedIn page. So, when it comes to the featured headline on your profile, don’t be generic and boring. Treat your LinkedIn headline as you would a newspaper headline. Think SEO and write in a clear yet engaging manner. For example, if your business is a gym in Manchester, don’t just put Gym based in Manchester. Instead, put State-of-the-art gym based in Deansgate, Manchester that strives to help you achieve your fitness goals.
Optimise and be descriptive in your business summary
Okay, so your viewer has read your headline, now they go on to read your summary. Like a Facebook or Instagram business summary, optimisation is key. Make sure that your LinkedIn summary includes the links to all of your other social media profiles, as well as the relevant contact details of your business. After all, audiences and potential clients go onto a company’s LinkedIn profile (or a general social media profile) to find out all that there is to know about a business.
Also, when it comes to the description of your business in your summary, really put yourself in the shoes of your audience. Use the relevant SEO keywords that would really appeal to your target audience and spell out the value of your business. What does your business have to offer? What makes it unique and different from all the other businesses out there that are similar to your own? You could also really go the extra mile and include a call-to-action in your summary, incentivising users to book a consultation with your business.
Consider your skills set
If you scroll down towards the bottom of your LinkedIn page, you will find a skills section. Don’t ignore this, utilise it! As the name suggests, your skills section is very important in communicating the abilities and expertise of your business. If you are a digital marketing business, for instance, make sure that you use the relevant keywords in your skills section to show what the people on your team can do and what services your business has to offer. For example, you may use keywords such as SEO, email marketing, lead generation, and content creation. Your future clients want to trust that your business has full knowledge about the field that it is based in. So, name all of your company’s relevant skills and impress them. It is also worth noting that you can get endorsements for your listed skills on LinkedIn. Endorsements only strengthen the level of trust your future clients have on your business. Therefore, don’t just list the skills that you’re good at, show why you’re good at them via your social media channels.
Post engaging and shareable content
When it comes to choosing what content to publish, again put yourself in the shoes of your target audience. Your audience wants to know about your business and be impressed by it. However, they don’t always want to be bombarded with the same information about what services your business offers. So, make sure you always mix up the content that you post. Use videos, photos, GIFS and also share other people’s content for the purpose of networking. As well as this, use call to actions in posts, asking users to comment below about what they think about a particular service that your business offers. It is also important to note that the more often you post/share content on LinkedIn, the higher your business page will appear in search results. However, don’t go too overboard with this – always think quality.
Sponsor your best content
A great thing about LinkedIn is that the platform lets you sponsor your best content via Sponsored Content on LinkedIn. Using this feature is a fantastic way of promoting your content directly into the LinkedIn news feeds of the clients you would like to reach. Therefore, when you publish a post that receives a high level of engagement, don’t be afraid to use this option. Other features you could use on LinkedIn is Direct Sponsored Content to test variations of your messaging. As well as this, with regards to analytics, you can track the number of leads your ads are getting with conversion tracking.
And there you have it! Establishing a LinkedIn profile and engaging with your wider network is just as easy at that. If you do need help with LinkedIn marketing or want to find out about how we can use social media marketing for your business, please do get in touch with us and one of our social media experts will get back to you.