According to the Business Insider Intelligence survey, LinkedIn came in as the most trusted platform for the third year in a row in 2019. It is also the world’s largest professional networking platform, which makes it a great tool for your organization to utilize.
Just as with other social networks, you can post simple text updates, images, and links to other sites, and you can share posts from other users. But LinkedIn is especially advantageous for the professional nature of its community — users on the platform are seeking to network with others in their industry and build professional relationships, which makes for a trusting environment and a platform built on legitimacy.
LinkedIn Essentials
A best practice for LinkedIn is being sure to fully complete your profile. LinkedIn’s algorithm finds profiles that rank as “complete”. Make sure your personal and company profile have an image for the profile picture, a background or cover image, and that you have filled out the industry and location headline.
LinkedIn’s set up process walks you through all of these elements so make sure you follow along and check all of the boxes. LinkedIn also allows you to choose hashtags that fit your industry. It’s a good idea to select some good hashtags and continue to incorporate them into your posts as well.
Posting on LinkedIn
You don’t need to have connected with thousands of people on LinkedIn to make an impact. Sometimes you just need a few of the right people to pay attention. Share your expertise in your field by creating your own unique content. LinkedIn allows you to publish full articles, via its Publishing Platform. They can be shared by other users, and may also appear in search engine results. This is a great way to use LinkedIn as if it is your own blog or publication. You can create articles about your industry, clients, company and unique goods or services.
It’s also helpful to utilize both your company page and your personal page at the same time on LinkedIn. You can create posts on your personal LinkedIn page and share them from your company page and vice versa. That way you’re building your own personal brand as a thought leader in your industry, and sharing that content with your wider audience through your company.
Like almost all social media platforms, videos and images are a great way to garner your audience’s attention. Custom images perform well in LinkedIn. LinkedIn also gives you the ability to record and upload video directly to the platform. You can share documents, PDFs and slideshows as well, which allows you to repurpose your company’s whitepapers and ebooks for resharing on LinkedIn.
Keep it Professional
LinkedIn is all about building professional relationships. There are 760 million professionals on LinkedIn and 4 out of 5 members are decision-makers. This makes it a fantastic tool for B2B marketing. The professional nature of the platform also means that users are typically more selective and considerate about the content they post and share.
If you keep the mindset of cultivating a community of professionals, you will quickly build your network and keep users interested in your organization’s insights. You can also take advantage of LinkedIn analytics and metrics to keep tabs on what content is performing well with your audience. Use that information to inform future posts and keep users coming back for more.
With these tips in mind you will be on your way to a robust and compelling corporate presence on LinkedIn and you can grow both your personal and professional network.
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