LinkedIn is worth paying attention to. The platform was launched in 2003 and now has quite a large user base worldwide. The essence is that this platform specifically targets a professional audience. So, it’s not about pushing funny and cute pictures like it used to be on Facebook.
LinkedIn has over 740 million users, with 55 million companies listed on the platform, and an average of 14 million job openings advertised through the platform. The system is effective for both employers and job seekers, but it’s also excellent for B2B communities. I usually say that YouTube, Instagram, Twitter, and Facebook are very effective, but a blog, for example, needs organic traffic. This is strongly supported by LinkedIn, which is also great for lead generation.
Every week, 40 million people use LinkedIn for job hunting, with 55 job applications submitted per second. The platform is available in over 200 countries and 20 languages. It’s used on mobile devices 57% of the time and only 43% on desktop computers. According to Alexa.com, visitors to the LinkedIn website spend an average of 11 minutes on the site, which is quite high, especially compared to an average website. LinkedIn is much more of a social media platform than a career and HR site. According to LinkedIn statistics, shared posts achieve on average 15 times more views than job advertisements and positions.
How to Use Your LinkedIn Profile?
Unlike Facebook, this platform doesn’t necessarily aid in direct sales, but through building connections, you can benefit indirectly. Just like with Facebook, it’s essential to keep your LinkedIn profile up to date; letting it become outdated is one of the worst things you can do on LinkedIn.
Treat your profile like an online resume:
- Include information about your past and current workplaces.
- Provide details about your education. Use the summary section to:
- Introduce what you’re currently involved in.
- Highlight what sets you apart from similar businesses.
- Explain how you can provide solutions to problems. Rather than using industry jargon, opt for a more personal tone to engage visitors. Spark their interest, and capture their attention.
The summary is too important to go unnoticed. The primary goal is to reach as many people as possible to let them know what you’re doing, and for that, you need a large network.
How does SEO work within LinkedIn marketing?
To be found among the millions of people and companies, it’s essential to take optimization seriously. The SEO of the page works somewhat similarly to a website. This means that the proper use of keywords is crucial. However, these should be used deliberately. First, you need to gather relevant keywords related to you, your company, or your website. Then, incorporate them into your descriptions. When measuring and evaluating results, separate mobile and desktop hits.
Content marketing, i.e., publishing high-quality, appropriately lengthy articles, establishes you as an expert because people primarily go online not to buy but to gather information. In the case of LinkedIn, it’s also crucial to regularly share quality content. Start by uploading at least 5-10 posts to have content available. The content will also appear in Google searches, encouraging engagement from interested parties.
You can post daily (or even more frequently) and monitor the click-through rate (CTR), which is available in the “updates” section. Always analyze what content interests your audience and publish based on that in the future. To anticipate your content, it is advisable to do so at certain times. You can even link your blog posts.
As with websites, the link profile is crucial here too. These are the links pointing to your website (backlinks). In the case of LinkedIn, it’s essential if links refer to it. The more quality websites link to you, the more credible you are. It’s worth linking your profile from your website and other places. This way, you can rank higher in searches compared to others.
How can you increase your connections?
- Just like on Facebook, reaching out to friends and family is one of the first steps. You never know whose interest your webshop might pique among your friends and family members’ acquaintances, so add as many connections as possible on LinkedIn.
- Then, leverage LinkedIn’s feature to search for and suggest connections among your email contacts, guiding you to potential LinkedIn profiles. However, be mindful not to import all 3,000 email addresses you’ve ever corresponded with, as LinkedIn will send invitations on your behalf, which might be perceived as spam rather than professional networking.
- Finally, make use of the stack of business cards lying at the bottom of your drawer. Look them up on LinkedIn, and you’ll instantly expand your network.
As you meet new people, immediately connect with them on LinkedIn. If you exchange emails with someone in the business world, feel free to add them to your connections. Unlike Facebook, LinkedIn operates differently; in a professional setting, it’s acceptable to reach out to someone on LinkedIn after exchanging emails. However, do it promptly while the conversation is ongoing, as they might not remember you later on.
No matter how much you want to expand your LinkedIn network, avoid randomly adding people you don’t know. This method can do more harm than good, so adhere to the unwritten rules of professionalism on LinkedIn.
The same professionalism applies to posts; there’s no place for your Instagram photos, but you can freely share links to specific products. If you come across professional content during your internet browsing that you think might interest others, such as articles, videos, conference presentations, etc., it’s worth sharing.
If you need professional advice, for example, on a business decision, you can ask your connections for their opinions. Similarly, sharing your own professional content, articles, press mentions, and awards will enhance your professional recognition and personal brand.
LinkedIn Groups
LinkedIn groups help you connect with people who share similar interests, discuss current topics, and enhance the sense of belonging to a group.
Take advantage of this opportunity! Regularly participate in discussions, share your knowledge, and give professional advice, but never abuse the benefits provided by the group. Eventually, opportunities will arise without the need for direct promotion of your webshop. For example, if you sell dietary supplements, you can provide helpful advice to fitness enthusiasts or bodybuilding enthusiasts in relevant groups, eventually turning them into customers.
You can check at the bottom of each person’s LinkedIn profile which experts and topics they follow, as well as which groups they belong to. Simply scroll down to the “Interest” section on the profile.
At the “See all” section below, you can specifically filter for:
- Influencers
- Companies
- Groups
- Schools
If you know many people in the industry, see which groups they are in and which pages and influencers they follow. This way, you can significantly expand your relevant professional connections, join industry groups, and open many doors.
Networking on LinkedIn
The primary goal is always building your network; finding customers along the way is just the icing on the cake.
As a new business owner, networking is essential to the growth and success of your business. While there are many networking tools available, LinkedIn is one of the most effective platforms for making valuable business connections. LinkedIn offers a powerful network that can help you achieve your business goals.
To make the most out of networking on LinkedIn, start by optimizing your profile. Your profile is your online resume and should be complete with a professional headshot, summary, and work experience. Use keywords related to your industry to make it easier for others to find you. Don’t forget to include your contact information so potential clients or partners can reach out to you.
Once your profile is complete, start connecting with others. You can search for people in your industry or location and send them a personalized connection request. When sending a connection request, be sure to include a brief message introducing yourself and why you want to connect. Avoid using generic messages as they are less likely to be accepted.
After making connections, engage with your network by commenting on their posts and sharing relevant content. This helps to build relationships and establish yourself as an expert in your industry. You can also join LinkedIn groups related to your industry or interests. This provides a platform to connect with like-minded individuals and participate in discussions.
Finally, don’t be afraid to ask for recommendations or endorsements from your connections. This serves as social proof of your skills and can help attract potential clients or partners. Be sure to reciprocate by endorsing or recommending others in your network.
In conclusion, LinkedIn offers a powerful platform for networking and building valuable business connections. By optimizing your profile, connecting with others, engaging with your network, and seeking recommendations, you can leverage LinkedIn to achieve your business goals. Remember to be authentic, professional, and persistent in your networking efforts. With time and effort, you will see the benefits of networking on LinkedIn.
Successful networking requires consistent presence and activity.
Don’t waste your energy following groups that don’t benefit you. Also, avoid spamming, as it will do more harm than good. However, where valuable content and connections can be gained:
- Be active.
- Engage in conversations.
- Share your opinions.
- Meet other members.
It may take several months to see the results of these methods, but believe me, the time and effort invested will pay off! Doors may open for you that you wouldn’t have had access to otherwise.
Conclusion
Thanks to LinkedIn, we can navigate our own, ever-growing, filtered world. It’s excellent for lead generation in B2B. By consistently providing fresh, high-quality content, you can achieve results, find followers, and maintain relationships with them. It’s worth giving it a try if you’re not using the system yet. Focus on relevant content and target people who are genuinely interested in what you do.
You have plenty of options in terms of paid advertising or private messaging, which also costs money. It’s quite effective precisely because only those interested in the specific matter use it. Also, consider groups and align the platform with your online marketing plan accordingly. Know your goal with it, such as transferring leads to your website for your email marketing. Measure, test, optimize, and improve based on that.