When was the last time you revised your LinkedIn marketing techniques? Are your current tactics working as well as you would like? LinkedIn has become the most powerful medium for connecting professionals throughout the world. In fact, it has over 400 million members. That means there are astounding opportunities for innovative marketing techniques. How can you tell if your LinkedIn marketing is working? In order to achieve long-term success, you need a consistent LinkedIn strategy. This is not about a quick fix. You have to put in some time and effort. Here are tips to improve your LinkedIn marketing techniques.
Think of LinkedIn as a marketing tool
LinkedIn is more than just about connecting with your coworkers and colleagues, then calling it a day. It is a hub where people visit to find out more about your company and you. If you are looking for new vendors or trying to drum up new business, you can bet your contacts will look you up on LinkedIn. So, think of it as a marketing tool. Your LinkedIn company page should be an extension of your “About Us” page on your website. It is more than just a biography. It is a way to entice visitors and prospects to click through to your company website.
LinkedIn defines your contemporary professional identity
Long gone are the days when only employers saw your resume. It is now available for the world to see. When a potential customer researches your site, your profile might be one of their first stops. What kind of impression do your profile make? LinkedIn gives you a platform to establish yourself as an expert, build upon your relationships and expand your influence. It is also where you can bring in new customers and clients. It is important to look at your profile as an essential piece of your marketing tool box.
Complete your profile
It is amazing to think that around 50 percent of all LinkedIn profiles are incomplete. Especially when it takes less than an hour to do so. The reason you should complete your profile is because complete profiles are 40 times more likely to receive opportunities. Once you complete your profile, you are in the top half of all LinkedIn users. Here is what you need:
- Educational background
- Profile photo, industry and location
- Current work position and description
- Last two work positions
- At least 50 connections
Other items to add include:
- Organisations you belong to
- Volunteering background
- Courses you’ve completed
- Personal interests
There is no other network that allows you to share as much professional information as LinkedIn offers. You get to convey your story. After that, watch the relevant opportunities come your way.
Put thought into what and when to share
If you post content, you want it to have the same voice used in all of your marketing efforts. In addition, it should get industry insiders, influencers and prospects excited. The peak time for engagement on LinkedIn is Mondays between 2-4 p.m. EST. Many LinkedIn users want to read about industry insights and company news.
Provide value in discussion groups
All content should offer value. This is especially true if you are communicating directly with members of a discussion group. The objective is to establish thought leadership. When the time comes to make a purchase, other members and readers will remember that your company is an expert.
The last thing you want to do is spam groups with blatantly promotional material. Instead, you should enhance your content with thoughtful discussion. As a result, discussion groups might turn out to be one of your biggest sources of leads.
Strengthen relationships with connections
LinkedIn should not be a popularity contest by trying to see who can gain the most connections. What’s the point of connections if you can’t use them? What you should focus on instead is creating stronger relationships with your connections. This is where it should be quality over quantity. To start, you want to figure out which contacts you would like to get to know better. This could be industry leaders, mentors or even acquaintances.
Reach out to them maybe once a month, just don’t be pushy. You also want to explain a bit more about yourself, your company and why you feel you could help each other. You can also do this with your page by seeing who visits and views your content. You can then reach out to them. This is one way I learned how BNL–the link building company found many of their new clients. In my one-on-one interview with their Chief Executive, he told me that he reaches out to connections every week.
LinkedIn is the one platform that can help you and your company stay relevant with clients and prospects. As a marketing tool, you need to understand how to make it work. A little time and effort is all it takes to make your profile and your company page stand out. Then, position yourself as a thought leader and watch your leads skyrocket.