Linkedin Marketing: LinkedIn is a professional networking platform that was launched in 2003 for professional development and networking. While it primarily serves individual professionals, allowing them to post accomplishments and work histories, as well as upload resumes and other supporting material, it also provides opportunities for businesses to post jobs, showcase new products and services, and network with potential prospects. A messaging feature also provides two-way communication between users.
For businesses, LinkedIn is an effective tool for collaboration, sharing best practices, and targeted marketing efforts. Independent organizations can participate in various groups to expand their network, and executives and business owners can position themselves as thought leaders in their industry.
Below is a thorough road map for what you need to know to get established on LinkedIn and make it work for your business. Here you’ll learn everything from setting up your business profile to optimizing your professional information to grooming a professional network to target potential prospects through special tools and features.
Setting Up Your LinkedIn Business Profile
Establishing your LinkedIn company page is easy. You’ll use it to build brand awareness and promote your products and services to customers and prospects.
- First, click on the “Work” dropdown at the top righthand corner of your homepage and select “Create a Company Page+” from the bottom of the menu.
- Upload a logo and banner image for your page.
- Post company updates from your page that your audience will find interesting and helpful.
- Tailor content to your audience’s needs and interests.
- Promote your page to attract followers.
- Create LinkedIn Showcase pages for specific products so you can customize your messages for different segments of your audience
- Updating your Business LinkedIn profile is important because you’ll want to continue to attract followers as well as appear relevant. After all, dead profiles suggest nobody’s home. Instead, you’ll want to keep your profile positioned to engage your followers at all times. Ways to make this happen include:
- Refreshing your LinkedIn Profile’s branding such as your background image and more.
- Auditing the rich media on your profile, such as YouTube video links, to make sure they are still relevant and active.
- Checking your website links to, once again, making sure they work.
- Accessing your LinkedIn connections to delete anyone who isn’t relevant or to reconnect with those who can help you build your brand.
- Viewing your LinkedIn activity to increase visibility and views.
- Checking your company page to ensure that the new images and updates are all correct.
The reason for all this checking and re-checking is because LinkedIn, like many social media platforms, often makes changes to its profiles that you need to be made aware of.