LinkedIn has become a widely used and popular platform with the objective of connecting professionals from all sectors, helping them expand their contact portfolio, generate networking opportunities, access better jobs and boost their brand. LinkedIn marketing has been proven capable of generating almost 3 times more customers than other platforms such as Facebook or Twitter. Although we know that it’s effective, it’s important to design a thoughtful strategy to apply and avoid simple mistakes when carrying out a campaign on this social network. So, what are the keys to being successful on LinkedIn and boosting your brand?
At LeanFactor, we advise you to optimise your profile to the maximum with professional images and by filling in each of the fields, without forgetting to choose relevant search keywords by which we want to be found. It’s also very important that your brand description is not too long or serious and uses a more casual tone.
Other important LinkedIn features are “validations and recommendations” that can be given to a business’s profile, as they will help to position the LinkedIn algorithm positively. Along with this, actively engaging with other profiles is essential, as it’s not only important that we receive messages from other users, but also that we interact with them. It is worth highlighting the role of LinkedIn groups as well, where it’s possible to get engagement from an audience that has shown interest in your sector.
As we’ve all seen over the last decade, hashtags are another extremely important tool that can help a business to be in tune with its sector and ensure its content is relevant to customers. For that reason, it is advisable to not be excessively commercial and to find different angles for quality content via “Thought Leadership,” which has been found to significantly increase the number of views.
When formulating a LinkedIn strategy, a business’s messaging must be specifically adapted to this platform rather than being a copy of other social networks. We believe that this type of content must be focused on different objectives depending on how you want to take advantage of what Linkedin offers. We’re seeing new innovations and features being released over time such as LinkedIn Stories, which can help give a more personal and inside view of a company, showing its day to day and staying casual. Like on all platforms, Stories are a great way to promote products and give out exclusive offers or even just little bits of information here and there.
LinkedIn is a unique platform that allows a business to focus on its strategy on many levels. It’s important to remember that not everything is based on the external communication of the brand; It’s also possible to leverage internal communications to motivate our employees, or use LinkedIn to network with other industry leaders and increase your contact portfolio.
All in all, there are many strategies that can be used and there’s a lot of flexibility on this platform. We believe it’s better to be clear about what your final objective is to be able to gradually shape our campaign. So, are you already on the right track or do you need to optimise your LinkedIn brand strategy?
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