With over 722 million registered users as of 2022, LinkedIn is the go-to social networking site for career professionals and global industries looking to showcase product innovation.
While the business-centric structure of LinkedIn may seem intimidating at first, most users agree that LinkedIn is a juggernaut in their professional toolbelt when it comes to advertising, promoting or marketing their industry.
Here are three ways to leverage LinkedIn to build your business, increase customer engagement and establish yourself as an industry leader.
1. Interact with your network daily
On LinkedIn, networking is king. Users can send personalized invites to contacts. In addition, users can directly message business pages and individuals alike. Once an invitation has been accepted, that user immediately has access to their new contact. They can then see their posts and updates displayed on LinkedIn’s main newsfeed.
At least once a day, log on and spend a few minutes reading your connection’s updates. Typically, posts on LinkedIn range from trending business news to personal takes. For example, topics such as office culture, company payscale, hiring practices and marketing strategy. Jump into a conversation using the comments feature, share an interesting post, or send a contact a direct message to impart your own insight.
In 2022, LinkedIn accounts for 80% of B2B leads. By staying up-to-date with your colleagues and customers, you will build professional rapport and establish yourself as an important member of the business community.
2. Share original content
Yes, resharing content written by fellow colleagues and industry leaders is worthwhile. Although, writing original content is the secret sauce to driving engagement. Original content helps create a buzz around your business.
Compared to Facebook, LinkedIn generates leads 277% more effectively — meaning there is a higher likelihood your posts will be read and digested quickly. As a result, there will be customer conversion.
Nearly every industry has some insider information that can be assembled into easily digestible blog posts. If you have a business website, add a page for a company blog. On this page upload links of your completed articles to your LinkedIn profile.
Not sure what to write about? Begin by answering common questions or doing a product review through the eyes of a first-time customer. And remember, not all content shared on LinkedIn has to be long-form content. An eye-catching graphic image or 60-second video clip with a clear CTA is just as engaging.
3. Establish yourself as a thought leader
The conversation leaders on LinkedIn tend to be professionals who have established themselves as experts in an area of their industry. For instance, leaders such as Simon Sinek, Arianna Hffington and Adam Grant. They have all carved out valuable space to share their insights, and now command hundreds of thousands of interactions per unique post.
While the rise from LinkedIn newbie to industry thought leader doesn’t happen overnight, you can begin to carve out your niche by honing in on one or two areas of expertise that showcase your knowledge.
Is your business in the restaurant industry? Start a conversation on sustainable food sourcing. A coding agency? Share your latest certifications, and the difference it made in your workplace performance opportunities. LinkedIn professionals are quick to engage and follow users who post consistently, originally, and authentically.
Bottom line: represent the voice of your business well. In addition, don’t be afraid to showcase your products and services. A blend of persistence and professionalism is essential to building a lasting LinkedIn presence that yields results.
At Goalpost Group, we help our clients break the cycle of bad marketing using strategy, structure, and killer content that drives sales and wins the day. Get in touch with a member of our team to learn more about how we can help transform your marketing.