MOBE Affiliate Program: Now, with new features added regularly and all of the Fortune 500 represented, LinkedIn is a valuable source of data and connections that shouldn’t be overlooked when it comes to marketing. If you’re not a regular LinkedIn user, I encourage you to look beyond the basics and see the opportunities for businesses to showcase their products, advertise in and out of network, and share content
Here are 5 tips for individuals to help companies get more out of LinkedIn:
1. Use Your Profile as a Destination:
In an informal check of LinkedIn search strength, I did a Google search of 20 contacts. In every case, regardless of how visible they are on the web, LinkedIn profiles appeared on the first page, with the vast majority appearing in the first five results. Keep your profile current to highlight your experience and expertise at all times. It can serve as a great way to share your history, not only with other LinkedIn members, but anyone online, given the strength of search results.
2. Linking Content via Applications:
As the site has evolved in the past few years, it now offers a number of opportunities to share content from the site directly. Your LinkedIn network should be a strong source of support for your news and updates as your contacts are likely connected to your industry. By utilizing the available tools to link to your blog or social media accounts, you can share helpful information with this network that may be passed along further to create new connection opportunities for you or your business.
3. Connect with New Contacts in Groups and Answers:
LinkedIn Groups are a great way to identify other users with similar interests and needs. In addition to the inherent benefits of learning from others, Groups offer a number of benefits for each user. You are able to view other members’ contact information and participation in a group. The LinkedIn Answers section allows you to highlight your ideas and insight. By providing useful information to others, you will improve your own reputation as an expert resource on select topics. The creation of Open Groups is beneficial since discussions can be viewed by anyone on the web and picked up by search engines.
4. Research Potential:
Most LinkedIn users are familiar and comfortable with searching for people on the site to find potential connections. Don’t forget to utilize other search tools on the site since there is extensive data available to you. A very simple search of “public relations” provided over 11,000 listings nationally and indicates where I have a direct or indirect connection to that company. Using the search tools available, it’s easy to track current openings, identify key leaders at the organizations, and recent additions or departures. Are these helpful for job seekers? Absolutely, but this information is of tremendous value for a new business discussion or a sales inquiry as well. Perhaps you have a contact from a prior project now on the inside.
5. Leverage Paid LinkedIn Content Ads and Sponsored Updates:
While LinkedIn social ads grow company page followers and group membership, there are additional ads run on LinkedIn that drive clicks to your website, or preferably to a specified landing page.
Be sure to check out the options LinkedIn has to offer you.
LinkedIn does partner with larger brands on sponsored programs, but for most businesses, these programs are beyond the typical marketing budget. If you’d like to run social ad campaigns to increase your company page followers, group members or even drive offsite traffic and lead conversions, you’re most likely better off using the self-service tools LinkedIn makes available to companies on the network.
As you develop and run ad campaigns or sponsored updates on LinkedIn, make sure you test to see which ads are most efficient and effective for your business.
You’ve probably noticed numerous banner ads on LinkedIn that are designed to have members click through to company websites. Unfortunately, many times there’s no specific call-to-action on the landing page the ad leads to, which is a waste of ad dollars!
Make sure the landing page attached to your banner or text ad includes a relevant offer with clear instructions on what people should do to access your offer.