LinkedIn continues to be one of the most popular hangouts for business professionals from all sectors, but how can you maximize this platform for your business?
With over 575+ million users, with more than 260 million monthly active users, LinkedIn is well-established across the globe as the ‘go-to’ professional networking site of choice. Unlike other social platforms, it is widely accepted that the purpose of this site is to facilitate business connections and help more people to do business. With opportunities to post jobs, comments and blogs, join dedicated groups and keep track of companies via their company pages, the potential to utilize LinkedIn to boost your brand, your visibility, and generate new leads is vast. Here are six ways in which you can leverage your LinkedIn profile to build your business.
If you are already creating content for your blog, social media profiles or newsletters, consider how you could adapt this for a LinkedIn audience. Sharing insightful views, opinions or encouraging discussion is a great way to engage with people who are following you. Try posting around 3 times a week and at different days and times to assess whether there are optimal times to post. It has been suggested that 10am in the morning is the best time to post on LinkedIn, however there is not a one size fits all approach; it does depend on your target audience, their location and their social habits. It is also worth noting that LinkedIn’s algorithms mean that posts aren’t always displayed in date/time order, so it may take a few days for your post to gain maximum visibility with your audience.
Comment on other posts
Part of raising your visibility is being more active through liking and commenting on other people’s posts. Not only does this send a notification through to the post owner that you have responded to their post, but this will also show up to their followers as it will appear in their news feed. Try to comment on posts which relate to your area of expertise and if possible, try to construct a response which adds value. The purpose is to give a small snippet of your expertise so that people will be encouraged to find out more and engage with you directly.
Ask for recommendations
Testimonials are the best way to demonstrate your credibility to others, as it is far more valuable to have someone else say you are brilliant than you simply blowing your own trumpet! Be sure to ask clients, previous colleagues, suppliers and peers to leave you a recommendation, as these will be visible on your profile page. The more positive recommendations you have, the more likely it is that a prospect will feel comfortable connecting with you and potentially working with you.
Seek out new connections
LinkedIn provides the perfect opportunity to extend your network by seeking out relevant new connections. You can search by job title, by company or by keywords and it can be a great way of finding out the right contact at a prospective company by name, rather than approaching them cold with a generic ‘Dear Sir/Madam’. Whilst LinkedIn does recommend that you only connect with people you know, there appears to be a growing acceptance for requests from people who simply want to connect for the first time. LinkedIn does limit the amount of new connections you can make in one go, and does advise you to think carefully about your connections; they suggest you only pursue those which are highly targeted and relevant to your business.
Set your public profile
Your LinkedIn profile is publicly viewable and there are certain keywords and phrases that you can add to your public search section to improve the chances of it appearing when prospects type in similar search terms. Review your profile to ensure that you have included all of the relevant keywords that relate to your industry, your proposition and your business. This will ensure that you are not only visible to the right audiences within the LinkedIn network, but via search engines too.
Add multimedia content
LinkedIn allows for video content to be uploaded in addition to images and examples of your work. Video provides you with the perfect opportunity to address your audience personally and allow them to get to know you a little better than they would from a static image. You can embed an intro video onto your profile page, or you can record short vlogs and upload them as posts which will appear on the news feed. If you have an engaging personality and tend to convert well when face to face with prospects, video content could help you to connect with potential clients on a much deeper level, increasing the likelihood of them making contact with you and taking the discussion further.