Ask Auntie Social: What are some of the best practices I should employ when using LinkedIn?

Pádraic, a Project Director for Cork Foundation has been wondering about how best to use LinkedIn.

Thank you Pádraic for your question. LinkedIn is an incredible tool to help grow and develop your business.

According to Sam Milbrath of Hootsuite, LinkedIn users are eight times more engaged with your brand, three times more likely to buy your product and twice as likely to recommend it once they’ve connected with you in LinkedIn.

As of October of this year there are approximately 400 million users on LinkedIn, 100 million of which who are monthly visitors.

For the Cork Foundation, LinkedIn is a potentially fantastic resource and in this week’s article we have uncovered some of the best practices you could employ to get the most out of your LinkedIn marketing approach with the goal of growing your presence and generating leads.

Getting the little details right:

As LinkedIn is a social platform for professionals it is crucial to focus on getting the little details right, especially considering you are competing with an additional 100 million monthly users.

As Josh Steimle points out, 49% of those on LinkedIn are key decision-makers.

LinkedIn presents an opportunity to impress these decision makers. Including spelling, grammar and general layout, little details like customising your public profile url is a must, giving your profile a nice clean look.

For all LinkedIn pages, having a professional photo is high priority. Think of what message you wish to convey to prospective clients and partners – does your profile picture fit with that message?

Equally having a professional photo ensures that you are fourteen times more likely to be found. It is the little things that count.

The wonder of LinkedIn is that it is a dynamic document, allowing you to showcase videos, links images, documents or presentations - opening up an opportunity to highlight the great work Cork

Foundation does for the community as well as informing people of the projects you are undertaking.

A nice tip to remember is that on the company page you can pin the most valuable update to the top of the page’s recent update’s section to ensure it was the first thing your visitors view.

Generating leads:

Depending on whether you have a premium account or not you can still access some of the views on your profile.

As John Rampton, one of the Top 50 Online Influencers in the World by Entrepreneur

Magazine states, ‘each and every one of those views is a potential lead for your business.’

He suggests contacting those who viewed your profile with a message such as; “I noticed you viewed my profile and I’d love to talk with you more about how I can help you.”

This can open up the door to potential new clients or partners - don’t let the opportunity pass.

Certainly for Cork Foundation being active in groups would be of great benefit. This is one of the best ways to take advantage of the marketing power of LinkedIn for your brand.

Target those most likely to be frequented by your prospective clients or partners as well as groups with active members.

Focus not only on how many people are posting in the group, but also the amount of discussion the posts are generating.

Once you have identified the key groups for you to join the next step would be to uncover the questions discussed that you can answer.

Offering a detailed and useful answer and delivering key value increases the opportunity for prospects to visit your profile to learn more about who you are and what you do.

This can lead to a dialogue about how Cork Foundation could help them. The more valuable knowledge you can offer, the more influence and trust you will gain.

Optimise the “About” Section:

Do spend time optimising the ‘About’ Section on your profile, developing it further from what is on your website.

Think of the messaging that would appeal to the audience you would like to attract on this platform.

LinkedIn stated in their Company Pages Playbook that 80% of users say they want to connect with companies. Only 57% of organisations, however, are using pages!

Think of the Talent:

You never know who might stumble onto your company page, regardless of the size of your organisation so include a careers page for talent looking for new opportunities.

Make it easy for them to want to join your team. Spend time sharing and uploading content that highlights company culture, and this will assist in attracting those who will fit into that culture.

Many members are on LinkedIn to find career opportunities, and the careers page is a great place to recruit talent.

Demosthenes once stated that “Small opportunities are often the beginning of great enterprises."

Ultimately, LinkedIn is a platform of boundless opportunities.

Grab all those small opportunities outlined above that present themselves on LinkedIn as a key part of a concerted growth and development strategy for your business.

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