According to some data reported by Hootsuite.com, there are more than 675 million users who use LinkedIn monthly, as well as 30 million businesses that have decided to rely on its business version. Over the years, then, the professional platform par excellence has become a meeting space between supply and demand: the particular functions of LinkedIn allow companies to intercept an interested audience, acquiring new business opportunities and creating partnerships that lead to increased turnover. To achieve these results, however, it is necessary to adopt a LinkedIn strategy for companies: no posts published randomly in the spare time, but a targeted communication, which goes to accommodate the interest of new users. Are you ready for this challenge? Here are the best tactics to succeed on LinkedIn.
#1 WHAT IF THERE'S HIDDEN POTENTIAL?
As with any social channel, it's not enough to open a company profile to see the visibility and customer base of the company grow. First of all, it is necessary to know all the features that the platform makes available, and then choose which strategic activities to apply in order to acquire a greater number of followers: people potentially interested in getting in touch with our company.
The starting point is then the creation of a profile complete with all the information that can help the user to better identify our business. So we specify the sector in which we operate, we insert a brief description and introduce ourselves in a clear and attractive way. The corporate image is also very important: in addition to the textual content it is necessary to combine all those multimedia elements that distinguish us, such as the logo and a cover image with our slogan.
But there's more. Behind LinkedIn for companies there is a lot of potential: here are a couple of them.
HIGHLIGHT YOUR COMPANY NEWS WITH SHOWCASE PAGES
Showcase pages are segments of the main profile that allow you to highlight specific business areas or particular initiatives.
Each company has a maximum of 10 showcase pages available, within which it is possible to promote a product line, an important event for the company or a particular area of expertise. Why are showcase pages important to a company? These sections collect a niche audience, interested in the topic we are going to deal with, which will more easily comment and share the posts. By doing so, it is possible to create a small community of users that will promote our content and strengthen the brand on LinkedIn.
BECOME A POINT OF REFERENCE WITH GROUPS
As with Facebook and other social channels, LinkedIn also offers the possibility of creating groups: these are real communities of users united by passion and interest in a particular topic. Much more than on a company page, within the groups everyone has the opportunity to express their opinion, ask for advice and expose their doubts.
So let's join groups related to our core business: for example, if we sell agricultural machinery, we could join groups coordinated by agricultural companies; if, on the other hand, we provide job search services, we'll be looking for groups managed by unemployed people looking for work. What is important is that we can give concrete support to the members of the groups: we can share interesting news, answer queries, clarify doubts and ask questions. In the long run, all this will allow us first of all to improve our brand reputation, secondly, to establish new relationships with an audience of potential customers.
#2 CONTENTS: UNDISPUTED PROTAGONISTS OF COMMUNICATION ON LINKEDIN
We've seen how to create a credible profile and how to gain more visibility from groups and showcase pages. Now it's time to focus on the content we offer to our community, which must not be a copy-paste of posts published on Facebook and Instagram: it must be oriented towards professional communication and entice the user to interact. How to do it?
GO BEYOND SELF-REFERENTIAL COMMUNICATION
Many companies simply share content that deals with their own reality and their products and services. This is certainly useful and necessary: it is important, in fact, to explain to our audience who we are and what we do. However, communication based on these elements is not enough to be able to find new potential customers on LinkedIn. It is necessary to find the right handles to stand out from the competition, avoiding falling into excessive self-referentiality.
An effective corporate communication on LinkedIn starts with an initial analysis of all those topics that may interest our audience. For example, if our company produces kitchen tools, our target audience will gladly accept content that deals with recipes, interviews with chefs or real tutorials. This will arouse their curiosity and lead them to link to our brand to stay updated. We then become a reference point, that page where the user is sure to find quality content that deserves to be followed and, above all, shared with his connections.
REAL TIME MARKETING NEVER GOES OUT OF FASHION
There are many daily events that can be used in our favor to undertake a strategy of real time marketing. Staying up-to-date on current events allows us to create content that deals with hot topics and therefore has a greater chance of being shared in a very short time. Let's not limit ourselves, then, to follow the editorial plan made at the beginning of the month: planning the posts is essential to vary the topics and follow a strategic line, but it is equally important to pay attention to everything that happens in the world. And use it to our advantage.
#3 The importance of interactions...including your company's.
YOUR PROFILE? A SPACE IN WHICH TO EXCHANGE OPINIONS
In addition to making quality posts, a LinkedIn strategy for companies also involves sharing content made by other companies. Interaction on this platform is fundamental to grow and consolidate the credibility of our company: this is why it is necessary to find the right posts, those that can interest our audience, and share them on our profile. In this way, it will actually become a space where you can communicate with other activities as well. The more we're present, the more engaging we'll be: our target audience will be interested in content from different sources, while we'll be able to establish collaborations with other businesses and achieve a greater number of interactions. And interactions, you know, are key to gaining the attention of even those who don't yet know the brand.
How to find the right foothold to share posts and gain visibility? We look for content related to our core business that can stir an emotion. Something innovative, that the user doesn't expect: a market research with surprising statistics, an out of the ordinary idea of a well-known person in our sector, a provocative question. At this point, we will have the opportunity to ask the opinion of our audience: by doing so, not only will the user feel called upon and more inclined to respond, but we will also give importance to the opinion of the individual person, valuing them.
Precisely in order to establish a relationship with our community, it is essential that the tone of voice is not overly formal: in this case, it could create a barrier between our activity and keep the relationship cold. So let's create a communication style that allows us to be professional and, at the same time, clear and open to dialogue. The starting point in this sense is to avoid using a vocabulary that is too technical, understandable only to those who work in our field. And that, therefore, is a competitor or is not part of our target audience.
INFLUENCER MARKETING: IT WORKS ON LINKEDIN TOO!
Influencer marketing, adopted today mainly on Instagram, also works on LinkedIn. Thanks to the support of a relevant person on social networks who promotes our business, we can further expand our circle of followers. This produces not only new potential customers for our company, but also an improvement in brand awareness, i.e. the spread of the brand online.
One company that has focused precisely on this strategy is 24 Bottles, a brand that produces and sells thermal bottles with a green perspective. Recently, it started a collaboration with the popular influencer Chiara Ferragni.
A thermal bottle was created with graphics referring to the influencer: the product is sold exclusively within the Italian entrepreneur's brand website. A marketing tactic that allowed 24 Bottles to exploit Chiara Ferragni's online visibility, exponentially increasing the number of followers on LinkedIn and credibility on the market.
#4 YOUR TEAM? CAN REALLY MAKE THE DIFFERENCE
In the LinkedIn profile for companies there is a section dedicated to "People", i.e. the staff of the business: it is the platform itself that tracks employees through the information entered in their profile and creates special filters based on countries, studies undertaken and so on.
For a credible image of the company, it is necessary for the team to include clear and up-to-date information about the place of work and the role covered. It is even better if the profile is professional, with all the experience and previous studies that allow external users to immediately understand the quality of the work of the employee of our company.
As an activity, therefore, spending time to train your staff and explain the importance of LinkedIn allows you to unify the image of the business in a positive way on this channel. If high-quality company photos have been taken, you can recommend that the team include them in their personal profiles.
The support of our employees is also important for the widespread dissemination of posts and, therefore, for the improvement of the visibility of our brand. Every user who shares our content is able to show it to a new group of people, who then actually come into contact with our business. Since these are posts shared by a person we trust, moreover, users will be more inclined to interact. Research conducted by Sproutsocial.com also shows that people are more interested and ready to trust a brand's content suggested by people they know.
Sensitizing our staff to the strategic use and importance of LinkedIn is important in order to grow on this channel and find new customers. However, it is good to remember that each person, on their personal profile, is free to use and share the content they prefer.
#5 With paid campaigns you reach a qualified audience
Over the years, social networks have progressively decreased the organic (natural) visibility of profiles. As a matter of fact, therefore, creating paid campaigns is now one of the best tactics to acquire qualified audiences in a short time. On LinkedIn the investment costs are higher than on other platforms - such as Facebook and Instagram - but they generally produce more relevant results: the campaigns are able to target users precisely, allowing us to attract followers who are really interested in our business.
There are several pieces of paid content on LinkedIn. Here are the main ones.
- Sponsored Page Content. We can sponsor a post published in our company profile to reach new users, new interactions and, if linked, new visits to the site.
- Sponsored content. While these ads look like a common LinkedIn post, they are not published within our page's feed. This allows us to tailor the ad to a more specific audience. This allows us to test to understand which topic is most interesting, but without making the posts visible on the page.
- Sponsored InMail. This ad format is similar to sending newsletters, but goes through LinkedIn mail: we can then send targeted messages to inboxes, for direct interaction with the interested party.
- Text ads. These are short texts that appear on the side of the LinkedIn page and sponsor the profiles that initiated the advertising campaigns. Our company is suggested to those who have demonstrated interests related to our target industry.
- Dynamic ads. They represent the ultimate in personalization: they match the user's profile image to our brand, which is then recommended to him based on his interests and experiences.
There are also other particular paid features. One of them is LinkedIn Audience Network: thanks to a campaign of this type, we can target the desired audience by means of sponsored content on thousands of partner apps and websites. Our ad, therefore, does not stop only at the LinkedIn platform, but also gains visibility externally.
In addition to LinkedIn, we can also find LinkedIn Marketing Partners. This feature allows us to start a collaboration with companies specialized in marketing, which follow a list of selected companies to support them in achieving specific goals: for example, increase the coverage and interactions of posts.
Once we have applied the advertising methods that seem most appropriate to our business, it is important to monitor the results to understand how our campaigns are performing. LinkedIn provides the analysis tool LinkedIn Analytics, which gives us the possibility to optimize our campaigns: in this way, with a smaller budget we will be able to acquire more interactions and contacts.
LinkedIn is the ideal platform to forge new professional relationships: therefore, as a company it is essential to make the profile appealing, as well as to adopt all those techniques for acquiring a trusted community, which will allow us to establish new business relationships. That's why LinkedIn tactics for businesses are born.
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