More Than Just Resumes: How LinkedIn Can Benefit Your Business

A LinkedIn account may seem crucial for a job seeker, but less important for a small business. However, with more than 500 million members now on the professional platform, it’s worth it for all businesses, big and small, to create a profile.

LinkedIn is different from other social media platforms because it focuses on professional content while fostering connections between businesses as well as people. A company profile can draw in potential customers and attract new employees in addition to promoting itself and sharing various content.

A personal account is necessary to set up a company profile, but joining LinkedIn is free. Once the business account has been created, you can utilize ads to promote company news to specific audiences and get even more personal by dropping personalized ads into your customers’ inboxes. Posting videos on the platform is a new tool for reaching and expanding your audience. Videos are among the most popular forms of online content, and they allow you to convey your company’s message in seconds. Your subsequent marketing efforts can be improved by studying engagement analytics and website demographics, tools that allow you see what kind of LinkedIn users are visiting your page.

Customers aren’t the only people you’ll want to connect with on LinkedIn. Since the platform is designed for networking, tapping into the contacts of first-degree connections can grow your network and potentially even grow your business. Maybe the right partner for a joint venture you’ve been considering will be a second-degree connection, or you’ll find that new team member you’ve been looking for as a third-degree connection.

Or perhaps you want to meet like-minded entrepreneurs or managers for mentorship or advice. Joining a LinkedIn group can make you new friends, and there are groups for every niche. You might find the right person to bounce ideas off or simply build a new friendship. Be active in the groups, but don’t try to use them to promote your company’s services or products, as it’s considered bad form.

If you want to position your business as a leading brand in its industry, consider LinkedIn Publishing. You can write longform articles that connect people with your brand and help them understand what your company is all about. This not only builds your reputation as an expert in your field, but it also builds interest in your business as readers become potential customers. Make sure you post on a regular basis, share what matters to you, and provide glimpses of the company culture. You could even write about the causes your company stands behind. You can go as far as using original images featuring actual employees. LinkedIn Publishing provides the opportunity to show that there are real people behind your brand.

Your business may have a subcomponent or a specific initiative you want to highlight. LinkedIn’s Showcase Pages helps draw attention to those specific areas of the company and members can follow them.

There are more tools to personalize your company’s profile and build brand awareness. With a detailed page that fosters engagement from audiences and employees, LinkedIn remains a proven way to lure in potential clients.

– Josephine Mwanvua

How to Organically Get on Your Clients’ News Feeds

With Facebook’s ever-changing algorithm, it’s essential to adjust your strategy to land the most views and interaction on the social network. The organic reach of most Facebook posts doesn’t get to nearly as many people as it used to, so you might have to work a little harder. Here are some tips to land your business’ page on potential clients’ news feeds without having to shell out the money to pay for the exposure.

Publish Evergreen Content
If you post timeless content, then your audience will be able to “like” and comment on it for a longer period of time. As more people keep liking and commenting, the increased engagement probes the Facebook algorithm to ensure that your post gets distributed further, and that it appears in other peoples’ feeds for longer. If you plan on repeating blogs, come up with a new image, title, and description so people don’t get tired of seeing the same post over and over.

Engage
This is an obvious one, but don’t underestimate the benefits of engaging with your audience, including sharing the posts of others. As you read other blogs, like and share them with a one or two-line comment. Liking and commenting are obvious ways to engage, but also be sure to use and encourage emojis – they rank higher on Facebook than a like.

Tag People
Tag people in your posts, but don’t just tag any random profile. Tag people that you know will have an opinion or get pumped about the post. If you know that someone will be excited, passionate, or even angry about the subject, having them comment will create a conversation. If you can create conversation, the algorithm will automatically make it show up in more news feeds. If you don’t want to tag specific people, you can also ask a question that will immediately increase engagement while prompting others to respond.

Share Video and Image Content
Users prefer to engage with video and images, rather than text or link posts because they’re usually seen as boring and are generally more time-consuming than video and images. It’s easy to like and share a picture or video without having to click through to another webpage or read a lengthy article before deciding if it’s worth sharing. And if you can create your own video content, even better. Make sure there’s a clear call to action at the end of the post, such as “like this post if you agree” or “tag a friend who would like this”.

Make Use of Facebook Groups­
Facebook groups can be surprisingly supportive. Type your niche or business plus “group” in the search bar and browse through the results until you find some that might be interested in your posts. By posting links and a short blurb on these groups, you can increase your traffic and exposure.

Although the organic reach on Facebook has gone down significantly, you can still land on news feeds without having to pay a penny or harassing your audience for views. You just have to know what Facebook is pushing at the moment and strategize accordingly. To work with the recently updated algorithm, you can add an image if you’re going to use a link, actively engage with your audience, encourage conversation, and don’t be afraid to start making your own video content.

 

Helen Jacob | Staff Writer