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How to Use LinkedIn for Your Business

When getting social media accounts together for your business, LinkedIn may not be a platform that comes to mind right away. Trying to find what your customers are using, you probably automatically assume social media sites like Facebook or Instagram. But in recent years, LinkedIn has become a goldmine for finding leads for your business — especially if you’re in a B2B business.

But how exactly do you use LinkedIn for business? Well here are some key tips to make sure you get the most out of your LinkedIn account.

Personal LinkedIn Profile

1. Fully fill out your LinkedIn profile

This may come as a no brainer for some people, but I’ve met with people who didn’t see the benefits of having a completely filled out profile. 

Here are a few areas that you should make sure are done and done well:

  • Professional profile photo
  • Clear headline (Keep it current!)
  • Summary
  • Work experience
  • Contact information
  • Skills and endorsement
  • Additional information & interests
  • Education
  • Groups
  • Advice for contacting

Every single person has the ability to fill out these sections on their LinkedIn profile. If you have more experience or a more well-rounded career, ensure you fill out the remaining sections as well — such as honors and awards, volunteer experience, etc. Having more, relevant information is going to help you become findable and your prospective customers get to know you better.

2. Learn about the LinkedIn platform

While you may think LinkedIn is just another social media platform, there are some misconceptions about the functionality and how it should be used properly. A large portion of the LinkedIn audience is recruiters and job seekers, there are A TON of people that are there for networking with others in their industry, which is what the platform is really meant for.

I think the LinkedIn Expert, Viveka Von Rosen, said it best:

LinkedIn is about relationships and engagement. While LinkedIn can be a great lead generation machine – it’s not a place to scrape unsuspecting prospects to a list they never signed up for.

– Viveka Von Rosen

Networking is a benefit no matter what industry you’re a part of. Whether you only want others to talk to in your industry, recommendations from peers, or learn from those more advanced than you, there’s something for everyone on this platform. You should be engaging with previous customers, new leads, potential business partners, and networking contacts. Though do remember this is a (mostly) professional platform people are utilizing for work — don’t send any types of messages that wouldn’t be appropriate in a work environment.

3. Utilize advanced searches

One possibly underrated function (and maybe even unknown function) of LinkedIn is the ability to perform advanced searches. Using Boolean Strings in search — which can be saved — will set yourself up for success. And the best part is you don’t have to be on a paid account to use the Boolean Strings feature or save your searches!

Boolean strings means that you can search using the words:

  • OR
  • NOT
  • AND

You can use these types of searches to find prospects for your business, possible employees, or even other individuals in the same niche business as yourself. For example, as a marketing agency, here is a possible search we would use to find possible leads to connect with:

(Owner OR CEO OR Founder) AND Small Business NOT Graphic Designer NOT Branding

The above search is going to find users on LinkedIn who use the title Owner, CEO, or Founder and the words small business are found on their profile but not the words graphic designer or branding. Obviously, we don’t want people who do the same work as a prospect!

After you’ve set up your search, you can save it in order to come back to it and even be notified when a new result is found. Additionally, you can even narrow it down further by adding a filter by location to target specific locations. Currently, your allotted three saved searches unless you upgrade your account.

 

4. Schedule posts on LinkedIn

Like other social media platforms, consistent updates are a vital part of engaging with others and growing your network. To make things easier, consider scheduling out your posts. We offer an easy-to-use, intuitive platform that you can use across your social media accounts, including LinkedIn. Check it out and get a free trial.

On our platform, you’re able to schedule posts to publish in the future or publish immediately. We suggest working toward posting one to two times per day. Alternate between posting one or two posts for a few weeks and see how your connections respond.

Don’t forget — most people use LinkedIn for business so the highest engagement times are during normal business hours. So try to keep your posts scheduled between 9 am and 5 pm for the most reach.

Personal LinkedIn Profile

Now that we’ve discussed the uses of your personal profile, let’s discuss how you can leverage a business page on LinkedIn to your advantage.

If you need to get started setting up a LinkedIn company page, LinkedIn has put out documentation that gives you the step-by-step process and best practices for managing your page.

To get you started on your company page, here are two tips for how you can leverage your company’s page outside of setting up the page and regularly posting content (which follows the same expectations of the personal profile tips we just discussed).

5. Use targeted company updates

LinkedIn allows you to target followers of your company page. To do this, go to the LinkedIn page and write a status update like you normally would. Before you hit the “share” button you’re going to be able to choose a targeted audience for that status update.

You’re able to target followers based on many different variables:

  • Company size
  • Industry
  • Function
  • Seniority
  • Geography
  • Language preference
  • Employee or non-employee

As you make your targeting selections, LinkedIn will tell you how large of an audience you will have estimated by the variable you selected.

The possibilities are endless with this feature so be creative!

6. Optimize for SEO

LinkedIn is great for getting found in searches both on LinkedIn and off LinkedIn in major search engines like Google. Use a keyword-rich description on your LinkedIn company page keeping in mind that Google will preview the first 156 characters of that description. Make sure the keywords that matter most to you are at the beginning of your LinkedIn company page description. It’s also important to build links to this page much like you would your website or blog.

Encourage employees to link directly to the official company page from their own LinkedIn profiles and be sure to include a link to the company page from your client’s main website.

And finally, sharing content like you would on any other social network is critical to be found. BONUS: These posts are also indexed by Google!

So there you have it… six ways that you can start optimizing your personal and company’s LinkedIn page in order to elevate your business. Leave a comment below with what you’re going to implement on your personal or company’s LinkedIn page.

Written by Joseph Brandvik

Founder of Clever Creative | Marketing Expert | Graphic & Web Designer

09/01/2020

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