When used properly, LinkedIn can be an absolute marketing machine that can help; recruit talent, drive brand awareness, attract customers, promote events, market products and services, boost your SEO and establish you as a powerhouse in your industry.
But first, let’s talk about you. You’ve built your LinkedIn profile, you’ve updated your company details and you’ve posted about your services and now you’re sitting back with your feet up waiting for the leads to come in… But they don’t seem to be coming…
Luckily, we’re here to help with 6 reasons to drive engagement on LinkedIn and get your company noticed, engaged with, and help get incoming leads to boost your bottom line.
1. Look the part
You wouldn’t show up to an interview in a pair of speedos and goggles (would you?), so make sure your LinkedIn page is suitably dressed too! A good start is making sure that your profile picture is clear and shows you how you want to be seen whether that’s a shirt and tie, or a photo from your holidays, the choice is yours! Next, take a look at your banner and check it’s also clear, not pixelated and is easily readable on mobile and tablet.
Once your graphics are looking the part, check that your spelling and grammar are shipshape, no one wants to get excited to see notifications, only to realise that they’re all from people pointing out you used the wrong “your…”
Make sure you’re fully utilising your LinkedIn bio too! A well written bio will tell your audience everything they need to know before they even connect with you. If writing isn’t your forte, find a copywriter or agency that specialises in LinkedIn bios.
2. Add value and be sociable
Make sure that you’re connected with your target audience, that way when they need advice or a solution you can comment and keep your company in the forefront of their mind when they’re actively looking for your product or service.
However! Much like Tinder, you don’t want to slide into someone’s DM’s and get straight to business, get to know people and be sure you can offer value to them before inviting them on a call. .
It’s good to be sociable on LinkedIn, after all it is a social network so when someone comments on your post make sure you reply to their comment, even if it’s just to thank them for engaging. Of course, it’s better to then start a conversation but a simple thank you can go a long way in boosting future engagement.
3. Build a content strategy and use analytics
If you’re just posting whatever, whenever you feel like it, you need to think more strategically about your LinkedIn marketing. Working with an agency is a fantastic way to build a strategy using expert knowledge of the LinkedIn platform, but there’s many free resources out there to help you get started in creating a content plan.
Using a content strategy to post regularly and with meaning will go a long way to boost your engagement, as well as establish you as a thought leader in your industry. A good content strategy will also use data from previous posts to help you discover what worked with your audience, and what didn’t when it comes to engaging. This will help you plan future posts accordingly, so the content your audience liked is being posted out more often resulting in more engagement!
4. Variety is the spice of life
It’s often said variety is the spice of life, so keep your LinkedIn posts flavourful. Rather than post out the same tired post every week just slightly reworded, try adding graphics, videos, even emojis! If you’ve followed steps 2 and 3, your content will be interesting as well as visually appealing and with humans being visual sorts of creatures, it will help stop the scroll and will result in people engaging with what you’re posting, meaning your posts are more likely to come up in their timelines, and their colleagues’!
5. Think links
It’s a hotly debated topic with social media managers, should links be posted on Linkedin?
Yes, and no – bear with us, we’ll explain.
According to social media scheduling giant Hootsuite, posts without links got six times more reach than posts with links. Whilst linkless posts didn’t get shared as much as posts with links, they received almost 4x more reactions and 18x more comments than the average post with a link.
However, there’s going to be times when you need to share a relevant link, maybe it’s a webinar booking form, or a product link. As the algorithm stands at the time of writing, it might be better to include the link in the comment section to achieve the engagement you’re requiring.
6. Don’t be afraid to show your personality!
It’s tempting on LinkedIn to turn into a corporate robot, filling your posts with industry buzzwords and jargon in an attempt to seem more professional and authoritative. Whilst both of those are good things, remember the old adage, “people buy from people.” Try and show a little behind the scenes about you, and your business. Are you running a marathon? Share it! Office dog? We want to see a picture! Christmas jumper day? Get posting!
People like to see the real people that they’ll be working with, or buying from and posts with personality can do wonders to drive engagement from people who don’t usually engage, especially when pets are involved!
To conclude, there’s several steps you can take to improve your LinkedIn engagement, but most importantly, be yourself, and be social!
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