Using LinkedIn to Promote Your Business

by Nathan Halnin

Jul 13, 2020

Image via Pikrepo

As the options for social media platforms gradually increase, so do the outlets for marketers to expand their potential in reaching a larger audience. While LinkedIn may not be new, businesses and companies are always in the pursuit to connect with more people who may become interested in what their business has to offer. LinkedIn currently has over 690 million users according to its statistics page, and it has been consistently growing over the last two years. This figure is not too far off from other major social media platforms like Facebook and Instagram.

LinkedIn is often designated as the platform for professional networking, and it certainly does wonders for recruiters and job seekers. However, major companies are also present on LinkedIn, where some utilize integrated marketing principles to promote their company. Through the lens of marketing, the main objective is to be seen by an audience, often referred to as traffic, and turning this traffic into conversions

As a company or business, you may be wondering as to how you could take advantage of using LinkedIn to further promote and grow your business. Here are some approaches you can consider to increase your reach on LinkedIn.

Photo by LinkedIn Sales Navigator on Unsplash

Create Appropriate & Engaging Content

One of the most important steps is to begin by brainstorming content ideas that would be appropriate for the platform. Certain social media platforms are more suitable for different types of content. For instance, Instagram is best used for sharing images and videos, so drafting lengthy think-pieces would not be appropriate for the platform. In the context of LinkedIn, this is where your company or business can share content that is formal and professional, and it is a platform that welcomes deep and insightful conversations.

Creating engaging content on LinkedIn may be a bit of a challenge, since you want to consider who your current audience is, as well the potential audience you want to view your content. One of the best ways to engage your audience is to create content that is thought provoking and that would insight others to share their opinions. For companies and businesses, these come in the form of blog posts discussing certain ideas, or employees sharing their opinion on certain matters. Remember to also include multimedia content such as images as they are six times more likely to be engaged with than just text-only posts according to WebDAM.

What is important throughout all of this, is to align your business with what you are discussing. For example, if you intend to create a discussion surrounding employee concerns from working at home, then position your company into this discussion by adding what your company thinks on this issue and why they feel that way based on their principles. If you insert your company into the discussion and your company opinion resonates with others, then it may likely bring new connections to your company, who may even take interest in working for your company. 

Expand Your Reach With Hashtags

Depending on your current following size, simply creating content will not always suffice in expanding your following. Assuming that your intention is to rapidly grow your following on LinkedIn, one consideration is to use hashtags to reach larger audiences. Similar to how other social platforms use them, these hashtags can be inserted into content that you share for your network. Companies or businesses who share content often have hashtags listed at the bottom of shared posts to raise the potential for others to view the content, whereas some may choose to integrate the hashtags into the text being shared.

There is no correct way to go about this method, but it is important to remember that spamming hashtags is not a good approach. Remember to also keep the hashtags you use relevant towards the post you are sharing. For instance, sharing a post about recruitment practices would likely have hashtags such as “#hr” or “#recruitment”, but including a hashtag like “#investing” would have no relevance whatsoever. The purpose of this is to share content that would meet the expectations of others who are specifically browsing a certain hashtag. 

Use Promoted Ads

Just like other social media platforms, you can run paid ads on LinkedIn to promote your company or business. The mechanics behind LinkedIn advertising works in the same manner as it would on Facebook and instagram. LinkedIn offers three objectives that you can choose from to suit your needs. The three options are awareness, consideration and conversions. While all three options can work towards promoting your business, it is important to select one that would fit your current business goal.

Awareness is intended to incite brand awareness for your company, whereas consideration would aim to increase engagement and visits to your website. Conversions are designed to capture new potential leads, and it focuses on getting individuals to follow a call-to-action. If your business goal is to inform others about your business, then it would be best to choose awareness and even consideration as these two goals are designed to put your business on the radar for other people.

Remember, with these paid ads, you also have the option to tailor the demographic it is geared towards. This is important to ensure that your paid efforts will reach those people who would most likely be interested in your business, and consequently increase your audience base. 

Determine Your Strategy With Analytics

Linkedin has a feature which offers analytics for publishing. On your business page, you have the option to view the analytics to track the individuals who are reading and engaging with your posts. In addition, this will also allow you to view which of your posts have been successful in regards to gaining the most engagement from viewers. With these analytics, your business can then shift your promotion strategy by altering your content to posts that were previously well-received.

It is important to emphasize that your content strategy should certainly be aligned with your business goals. With access to analytics, this makes the brainstorming process easier as your business can use metrics to determine what content your business should post. For businesses that are just starting out, it may need to start as a trial and error procedure in order to find out what content your audience likes. 

Photo by LinkedIn Sales Navigator on Unsplash

If your company is looking to improve your presence on LinkedIn, our team at Qode Social has years of proven experience to assist you. 

Qode Social is a Toronto-based social media marketing agency that specializes in community building, account growth, ad analysis, Facebook and Instagram support, and more. Led by experienced social media experts, Qode Social has worked with companies such as Gay Lea Foods, Days Inn Canada, TP-Link and more. Qode Social is a division of Qode Media, which is the parent company that focuses on SEO and graphic design.