In light of the digital revolution, social networks like LinkedIn are now replacing old-school recruiting tactics like headhunters or dry email exchanges. They also allow for flexibility and provide direct access to professionals at all levels in a multitude of industries. An online presence with LinkedIn is beneficial for both brand engagement and awareness because company pages allow you to provide your audience with valuable information while securing your credibility as a trusted, go-to source in your industry.
It’s no secret that LinkedIn is a powerful marketing tool when harnessed to its full potential. However, there are a few things to keep in mind when curating a LinkedIn strategy because our target audience here is different than with other social networks. LinkedIn supports brand recognition, so it’s important to keep company graphics uniform with other marketing materials to drive credibility. Elements that should remain uniform are company colors, design and fonts, to name a few. Visuals should remain consistent with other social profiles and branding.
Below are five tips that will help to boost your company’s LinkedIn profile, drive traffic to your website and spread the word about your services so you become a credible source in your field.
1. Speak To Your Audience
A company’s description is oftentimes the first piece of information potential clients or job seekers read. Amplify your page by including text that highlights your brand’s personality. Before crafting copy, put yourself in consumers' shoes and then promote what sets you apart.
One way to be sure your uniqueness stands out is to create a benefits-oriented profile that makes it easy for browsers to understand what you do and how you can help them. Remember to speak directly to the people who visit your page or who you want to visit your page, and create copy that speaks to their interests and captivates them immediately.
2. Use Keywords
The majority of mobile searches were conducted via Google in 2017, which emphasizes the importance of mastering SEO and Google’s search engine algorithms. LinkedIn pages are SEO-friendly, and one way to increase your rank on Google is to edit descriptions in your bio and company name to include keyword-rich sentences. Using keywords in your URL link and other external links will also boost recognition. Remember to incorporate keywords that flow with a sense of expertise and authority.
3. Share Professional News
LinkedIn is the top social network to showcase industry-related expertise. Make the most of your presence by incorporating thought leadership pieces and company updates into your publishing strategy. Rework press releases into blog posts and publish them here. Promote professional leadership by sharing recent interviews and speaking opportunities. Similarly, share updates on milestones or product launches. This provides an excellent opportunity to build legitimacy and trust through your expertise, all while increasing awareness of your brand.
4. Create Unique Content
Much in the same realm as SEO optimization, quick, concise, quality content boosts awareness and keeps audiences engaged. Expand your network by capturing attention with thought leadership pieces and social selling. Our company philosophy is "less is more." We believe it's easier to keep a reader interested in short and sweet content than long and dry.
5. Use LinkedIn Analytics
Analytics allow you to better understand your audience by gaining insight into your page’s performance. Page administrators have the ability to evaluate individual posts to see which are getting likes and comments. Similarly, view key information about your demographic so you can publish directly to them. Set measurable engagement goals and track them. Curating future content based on past performance is critical to evolving with your key demographic.
LinkedIn is a powerful network that has proven valuable for marketing strategies. It’s an online corner for you to harness your company’s story, engage with other businesses or experts and share career opportunities. LinkedIn has an inherent word-of-mouth nature, and for that reason can be used to attract clients, connections and employees alike. Use these five tips to give your LinkedIn a boost and become a more valuable leader in your space.
Original article on Forbes.com.