With more than 30 million companies using LinkedIn as a marketing tool to network, connect, and sell, it’s never been more important to get your company profile up to date. Building your LinkedIn company profile is vital as it represents your brand and needs to be an online extension of your website. But this is just the start. Just as important is maximising your reach on the network to build awareness with professionals, establish thought leadership and ultimately grow your brand.
We’ve compiled our top 5 LinkedIn Marketing Hacks for B2B success to get you started:
1. Choose the right profile & header image
As the first visual point of call when a potential lead or existing customer visits your profile, it’s a bit of a no brainer this one. But, you’d be surprised at how many B2B companies get it wrong.
Ensure that your company profile picture is your logo with accurate cropping and dimensions and that it’s easy to see it’s your business at a glance. It should contain a consistent colour scheme in line with your main website. Your header image should reflect your hero image on your site and is a great way to showcase your team of employees or products you offer. Ensure you use a professional, well-taken image here and keep any branding or logo placement within this consistent.
Tip: For your profile picture I recommend using the dimensions: 300 (w) x 300 (h) pixels and for your cover photo I recommend the dimensions: 1536 (w) x 768 (h)
2. Write a compelling ‘About Us’ section
A thoughtful, well-crafted ‘About Us’ section (2,000 characters or less) on your company page is key to telling your story and outlining your product/service efficiently to engage visitors. Use simple and accessible language reflective of your website to outline your business in words anyone will understand.
Some key points to address within this section include:
- Who are you?
- Where are you based?
- What do you offer?
- What are your values?
- What is your brand voice?
- How can people contact you to learn more?
3. Post valuable content
I recommend here that you use your ‘visitor metrics’ tab to get an insight into the industries and demographics of the audience visiting and engaging with your page. From here, you can map out a buyer persona to figure out the type of content that will resonate with your target market.
Ensure that you post consistently each week with a variety of different post types. This can be a blend of video, images, external links and text. The key here is to take a step back and use your buyer personas to assess if your target audience will deem some value or entertainment from each post.
4. Take advantage of groups
LinkedIn Groups are a great way to promote your business and build your community online. They are the place to be for professionals looking to belong and businesses aiming to cultivate a valuable community. With patience and hard work you can use LinkedIn Groups to establish yourself as an industry expert which will help drive traffic to your company page and website. Whenever you see an opportunity to answer a question posted in a group you are a part of, take the time to respond thoughtfully.
It is important to identify groups with members who are prospective clients or influencers in your industry and then create content such as articles, how-to’s, guides and blog posts that feature subjects relevant to that group. This method can be used to provide best practices, establish your brand as an industry leader, or promote products or services in a natural and organic way.
Another great way to take advantage of groups on LinkedIn is to create your own. I recommend identifying a niche area within your industry and locations that aren’t currently being addressed and creating a new group around that. This will allow you to build an audience, gain new members and propagate your brand.
5. Make use of LinkedIn Ads
LinkedIn Advertising has several unique advantages that put it in a class of its own. Depending on your business and marketing goals, it might be just the right channel to help your business attract customers and grow. Some key advantages of this network over its alternatives include the ability to:
Reach a More Professional Audience
With more than 90 million senior-level influencers and 63 million decision-makers, the LinkedIn audience is ideal for your B2B business.
Narrow Your Targeting Through Highly Specific Variables
Including job title, job function, seniority, company name, company size, industry and skills.
Leverage Lead-Nurturing Possibilities
LinkedIn’s native lead generation forms allows you to quickly gain prospects using pre-filled information from their LinkedIn profile.
To get started, we’ve created an easy follow how-to guide to get your B2B business up and running on LinkedIn Ads.
If you follow each of these steps you’ll be well on your way to having an excellent LinkedIn presence to boost your B2B business. If you would like to discuss any of these points in more detail or need assistance with your LinkedIn profile optimisation, get in touch with our B2B LinkedIn expert team today.