the beginner’s guide – WAU
Social networks are present in the daily life of the London consumer. But this is nothing new for anyone, right? In this scenario, some platforms stand out, such as Twitter, Facebook, Instagram and YouTube. Many companies are present in these networks. According to Social Media Trends 2017, the number reaches 92.1% of businesses, […]
Social networks are present in the daily life of the London consumer. But this is nothing new for anyone, right?
In this scenario, some platforms stand out, such as Twitter, Facebook, Instagram and YouTube.
Many companies are present in these networks. According to the Social Media Trends 2017, the number reaches 92.1% of businesses, proving the importance of tools in contemporary marketing.
But did you know that LinkedIn is gaining more and more space in the online environment? The same survey reveals that 46.2% of companies are present on the platform.
That’s because it offers a number of benefits to its users. Far beyond recruitment, this tool offers several resources to increase brand visibility, interact with users and win leads.
Want to know everything about marketing on LinkedIn? Then follow the text below and stay on top of the best features of the largest social network of professionals in the world!
What is LinkedIn?
As stated, the objective of LinkedIn is to stimulate professional contacts. But anyone who thinks that this is just a large collection of online resumes is wrong.
Present in more than 200 countries and territories, it also has discussion forums, relationships between companies and users, in addition to being the favorite in business business to business (B2B).
Others interesting facts about the network are:
- 467 million registered users;
- 106 million monthly active users;
- 1.5 million discussion groups;
- 2 new members every second;
- 3 million users who share content weekly;
- London is the 3rd country in the world with the highest number of registrations, behind only the United States and India.
And, if you still have any doubts regarding the power of this mechanism, see this data:
- 80% of leads in B2B companies come from LinkedIn;
- 79% of marketers believe that LinkedIn is a social network and is efficient in generating leads.
The main objectives of companies taking risks on the platform are to generate leads, nurture connections with relevant content, show themselves as an authority, and, of course, create business opportunities.
Check out the Personal Marketing Course on LinkedIn at Websites Are Us University
How to create a company page on LinkedIn?
For you to start marketing on LinkedIn right now, you need to create a business profile.
To do this, follow these steps:
Step 1: get in on www.linkedin.com;
Step # 2: click on “Solutions” in the upper right corner of the page;
Step # 3: roll the scroll until the end and click on “Click a Company Page”;
Step # 4: enter your company name and choose your custom URL;
Step # 5: confirm that you are the official representative of the company;
Step # 6: click on “Create page”;
Step # 7: click on “Start now” and edit your business page.
Ready! You are now ready to start exploring the potential of this social network.
Super simple, right?
How to do marketing on LinkedIn?
On the internet, each social network has peculiarities. On LinkedIn, it’s no different.
The network’s objective is professional, that is, its users have more serious dilemmas.
Games, games and pictures of cute pets may not be as engaging as on other platforms.
The following are a series of recommendations for marketing on LinkedIn as an expert:
Promote on other channels
After creating your corporate page on LinkedIn, the time has come to tell the world that you are there.
For this, it is recommended that you disseminate through other existing channels, such as social networks, email marketing, blog and official website.
Usually, the first followers appear this way. But as the work continues, its base can increase exponentially.
Unlike Facebook, LinkedIn does not use an algorithm to select the content that will be displayed to followers of a Company Page.
This means that everything you publish will be delivered to your followers. Therefore, they are almost certain to be reached at some point.
Therefore, it is very important to be present on the platform. Thus, people who follow you will recognize your brand as a reference in your niche market.
Create relevant content regularly
The most common inbound marketing practices also apply to LinkedIn.
Think of the tool as a sales funnel. Your followers are leads and, as such, you need to nurture them.
The production of content must be done on a recurring basis, establishing the ideals and positioning of the brand in the market.
In addition, it should bring useful information that helps users in solving problems.
Remember, too, to tailor the content to your persona. Helping you to support pain, dilemmas and mishaps will certainly make you look for your business when looking for solutions.
As with content marketing, the trend is that this not only creates a relationship with people, but also increases the following.
E-books, blog posts, videos and surveys are formats that match the network very well.
Other than that, it is worth remembering that in 2012 LinkedIn acquired SlideShare, a slide show platform.
As we know, they are very common in the corporate environment. So, abuse this feature.
Use SEO resources
“Wait, SEO? But isn’t that just for Google? ”
The answer is quite direct: “no”.
The acronym stands for searching engine optimization (optimization for search engines, in London).
LinkedIn also has its own search engine. So, if you want to be found, you need to choose the right keywords your audience is looking for.
This practice can also be called social media optimization (SMO), but basically they are the same concepts.
The search terms, then, should be considered in the “About Us” tab, specialties and even in published articles.
Is it worth mentioning in your Company Page’s description that your business is aimed at the “textile sector” or that it is a “fabric factory”?
Unlike the previous question, there is no exact answer to this. It all depends on your strategy.
But don’t despair, there is a way to understand all of this, which we will talk about next …
You already know that one of the biggest benefits of the web is that in it everything can be measured, analyzed and reformulated.
LinkedIn is no different. The platform also has its own analysis tool.
To access it, just enter your Company Page and click on analysis. There, data about visitors, updates and followers will be available.
Using this information, you can create reports with:
- clicks on links;
- demographic data;
- geographic data;
- growth rate of followers;
- more engaging types of content; and
From there, you will be able to design actions and adjustments to be more and more efficient in your LinkedIn marketing strategy.
Bet on a Showcase Page
Does your business have different products or services? Then you should bet on a Showcase Page.
Imagine a book publisher that has several labels: from classic literature to entrepreneurship publications.
This course was inserted precisely to further segment the audience.
After all, a reader of Machado de Assis may not be interested in content focused on advances in the technological sector in Silicon Valley, right?
Invest in LinkedIn Ads
Like Google Adwords or Facebook Ads, LinkedIn also has its own ad system.
This is a great opportunity for you to reach, specifically, your persona, that is, those people who make the decisions.
It is possible, for example, to target ads to certain positions, functions or sizes of companies.
In addition, there are different types of ads:
- Sponsored Content (Sponsored Content): increase the reach and engagement of your publications in the news feed;
- Sponsored Message (InMail Sponsored): messages that go directly to the user’s inbox;
- Text Ads (Text Ads): ads that appear in the browser sidebar, that have external links and that generate traffic to exit pages;
- Dynamic ads (Dynamic Ads): personalized ads that aim to engage. They can suggest, for example, that the user follow your LinkedIn page;
- Display ads (Display Ads): ads with images chosen by the advertiser, similar to the Google Adwords display network.
All ad formats on LinkedIn can be targeted, which makes them a powerful tool in acquiring leads, traffic and engagement.
Capriche in your personal profile
Okay. So far you have seen a number of features that can be used by a Company Page.
But why shouldn’t you use your personal profile to generate new opportunities? After all, it is a professional network.
Your influence on LinkedIn counts a lot and can generate new business for your company. This is not very popular on other social networks, but it is a very common practice on LinkedIn.
Share your ideas, make connections, show all your knowledge and interact with people who can be players important in your market. That way, you can use your own image as a sales machine.
Now you know how to use the full potential of the tool to make good use of the social network.
If you want to have access to even more complete material, click here and download the essential ebook to do marketing on LinkedIn.