LinkedIn doesn’t have the same mass appeal as Twitter, or the billion members of Facebook, but that’s just fine.
Despite the fact that it took the network 6 years to reach 50 million members, experts estimate that someone new creates an account every two seconds in 2013. It remains one of the best destinations for B2B marketers, due to the fact it’s niche appeal. The average income of a LinkedIn member is around $109,000, which is consistent with its reputation as a hub for high-powered professionals and B2B decision makers.
There’s a lot to love about the network, and we’ve developed a comprehensive list of LinkedIn tips for your social media strategy.
1. Invest in Banner Images
Much like on Facebook, the first thing visitors to your LinkedIn company page will see is your banner image. Invest in a high-quality image that’s 646 x 220 pixels or larger, and consider using this space to promote your corporate culture, campaigns, or announcements:
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2. Optimize Your Products & Services Tab
Fully optimize your company’s products and services page with visuals, and keyword-rich descriptions of what you have to offer.
3. Use Targeted Emails Thoughtfully
Companies can send followers of their business page email messages about updates, announcements, or new content offers. Be mindful of how often you contact your followers, and avoid spamming anyone.
4. Ask for Recommendations
Leverage your brand’s most-loyal promoters to lend credibility to your page with recommendations of your products and services.
5. Develop a Diverse Content Strategy
Your social media content strategy should include a balance of your best blog articles, offers, and industry-related news. Xactly Corporation, a winner of a LinkedIn Best Company page award in 2012, advises brands to “post content that interests your followers, and less about how great your company is.”
6. Reach out Often
While it’s wise to avoid filling anyone’s feed with senseless updates, stay top of mind to your fans by posting often. The life of a LinkedIn post may be longer than a Tweet, but The Walt Disney Company’s social media strategy team recommends at least one update daily.
7. Pay Attention to Insights
Much like Facebook, LinkedIn conveniently offers analytics and insights to brands. However, these insights include information on follower demographics, to help you ensure you’re reaching the right audience.
8. Search Before Posting
If you’re just joining a LinkedIn group and beginning to post, perform a search to ensure your question hasn’t already been answered by a group member.
9. Read the Rules
While many of the rules in the most-popular LinkedIn groups begin and end with “use common sense,” some have strict rules about how brand representatives can engage in self-promotion.
Some of the greatest value from LinkedIn groups may come from listening to the conversations among other professionals in your niche, or your target customers. You’ll be amazed at how much insight, and how many ideas for blog content you can mine from these talks.
11. Offer Assistance
If your social media strategy for LinkedIn groups begins and ends with posting links to your blog articles, you’ll win few fans or customers. Spend time in the group listening to conversations and offering help to other members where you can to build trust.
12. Connect With Content Advocates
Use LinkedIn groups as a resource for finding other motivated content creators in your niche. Comment on their contributions, share their work, and build relationships to gain exposure to a greater audience.
13. Join More Groups
LinkedIn members have the option of joining up to 40 groups. While few professionals have enough time to keep up on discussions in even 20 LinkedIn groups, join as many communities as you can offer value to.
14. Take Conversations Offline
In an ideal world, you’ll be faced with another group member who wants to learn more about what you have to offer. Take the conversation out of the public eye, and offer to provide more information via messages, phone, or email.
15. Know Whether it’s Right For You
While your budget for LinkedIn ads can be as low as $10 per day, Kissmetrics cautions that paid ads on the network aren’t right for everyone. Ensure your service or product has clear value for professionals and leaders.
16. Target Your Advertising
Take full advantage of LinkedIn’s options to target advertising to hit individuals with the same job description, industry, and geographic location as your buyer personas.
17. Use Images
Visual content is processed 60,000 times faster by the brain than text, so enhance your ads with images. LinkedIn research has found that female faces are the most effective visuals to use in paid ads on the network. Due to the small size of the display image, it’s wise to avoid complex graphics.
18. Write an Eye-Grabbing Headline
Your headline space is limited; so focus your text on solving a problem or creating an instant rapport with your target audience. The headlines picture below are both highly effective, because they’re targeted to specific groups – job seekers and MBA students.
19. Quantify Your Ad Copy
The sentence or two you have to describe your offer are essential. Use the space to convey the power and value of your offer; and quantify the benefit whenever possible, like “100k+ jobs.”
20. Direct Visitors to a Landing Page
Cost-per-click for LinkedIn paid ads can range from $2-5 per click, depending on a number of factors like audience targeted. Ensure every click counts by directing to a landing page on your website, where you can capture contact information.
Are you currently using LinkedIn tips for B2B marketing? What kind of social media strategy do you use for promoting your business? What LinkedIn tips and best practices have you found effective?