When people talk about social media, they often talk about Facebook and Twitter. But for many companies—especially those in the B2B space—LinkedIn is an important social network in your content marketing strategy, perhaps even more critical than other networks.
Consider these stats:
- 64% of all visits from social media channels to corporate websites come from LinkedIn, according to a 2013 Econsultancy study. For comparison, 17% of traffic come from Facebook and 14% come from Twitter.
- LinkedIn is 277% more effective for lead generation than Facebook and Twitter, proclaimed a 2012 Hubspot study.
- 80.33% of leads generated for social media for B2B marketers come from LinkedIn, claims a 2014 Oktopost infographic.
If you’re not using LinkedIn yet to its full potential, that needs to change ASAP. Here are 10 tips on how to create a LinkedIn page that kicks some serious butt. (Most of these tips come from my experience managing the LinkedIn page of my employer Vision Critical.)
Fill in all your info.
When you open a LinkedIn page, take the time to put in all your info. That includes your industry, company specialties, company description and locations. Upload a banner image (the recommended size is 646 x 220), a standard logo and a square logo.
If recruitment is a priority in your company, be sure to build the “Careers” section of your LinkedIn page. This is the page that interested job seekers see when they click the link to your company from your LinkedIn job postings.
Use images frequently.
In my experience, images work better than links on LinkedIn. Images tend to stand out on LinkedIn’s newsfeed because they get a bigger real estate. Specifically, pictures that feature surprising stats or statements tend to do well. Images generally result in 98% higher comment rate, according to LinkedIn.
Here’s a great example from Think with Google:
By the way, you can still add a link to a LinkedIn post with a pic. Just include the link in the status update once you’ve uploaded your pic.
Share YouTube videos and Slideshares.
When YouTube videos and Slideshare files are shared on LinkedIn, users can play or view them directly from their LinkedIn feed. That means they don’t have to go outside of LinkedIn to view the content. YouTube videos usually result to 75% higher share rate than the typical post, according to LinkedIn, so sharing this type of content could help increase the reach of your posts.
Change your thumbnail image and preview text, if necessary.
When you paste a link as a status, you’ll see a preview of the post. LinkedIn shows you the thumbnail photo as well as the title and the description. Make sure these are optimized for LinkedIn.
For instance, you might want to edit the title to make it more click-worthy. Or you might want to change the image to something more attractive. To edit, hover over the field you’d like to edit, and then click it. Images for links are re-sized to 180 x 100 on LinkedIn.
Show off your shenanigans.
LinkedIn might be a professional network, but that doesn’t mean you can’t be human. People like to see the people behind your brand.
Post pictures from around your office. Share pics from conferences or events you’ve been to. Show what it’s like to work at your company. Regularly sharing engaging behind-the-scene pics is a good way of building your relationship with your LinkedIn followers.
Share provocative industry insights.
LinkedIn’s own numbers reveal what LinkedIn members are looking for:
- 60% are interested in industry insights
- 53% want company news
- 43% like to hear about new products and services
It makes sense to share insights about your industry. But to stand out, you also need to share something provocative or surprising. LinkedIn’s stream isn’t quite as busy as Facebook or Twitter, but it is possible to miss things there. Offer your followers something different—tell them something they don’t already know to capture their attention on LinkedIn.
Post a mix of thought leadership and career-related content.
LinkedIn tends to have two types of audiences: those that are looking for thought leadership content to consume and those that are looking to enhance their career. (In fact, many of your followers might be following you because they want to work at your company.) So while it’s important to share industry insight (see tip #6), it’s also critical to engage potential employees.
Think about the type of questions they might have about your company, and create content around those issues. Occasionally post job postings as well, and ask your followers to share the opportunity with their networks.
Post at least once a day.
Keep your brand top of mind by consistently posting interesting content on your page. Having a regular cadence of content helps keep your followers engaged and helps attract new ones.
According to LinkedIn, companies that post 20 times a month (that’s about once a day Monday to Friday), on average, reach 60% of their followers with 1 or more updates. Also, 20% of followers are typically reached with one status update.
Aim to post at least once a day, possibly more if you have a global audience.
Sponsor some of your posts.
Get more eyeballs to your page by investing in LinkedIn ads. When you advertise on LinkedIn, you can be very targeted. For instance, if there are specific departments in a specific company that you’d like to reach, you can reach them through LinkedIn ads. I suggest sponsoring posts that are doing particularly well—those that have a higher engagement rate than your typical post.
Use LinkedIn analytics.
Measure the effectiveness of your efforts by checking out LinkedIn analytics. The dashboard has some typical stats like number of engagement, likes and shares. You can also see some aggregate demographic data, including the seniority of your followers, the size of the company that they work for, and their industry.
When looking at LinkedIn analytics, I typically look for spikes in engagement. I also check out how each of our update performs to determine which type of content works best and to gauge the best time and day to post.
If you have a careers page, you can also see from LinkedIn analytics how they’re doing. Simply click “careers” under the appropriate sections.
LinkedIn is a powerful network to enhance your relationship with current customers, prospects and potential employees. Use these tips to make sure that you’re keeping your followers engaged and interested.
What LinkedIn tips would you add to this list?