For our fourth and final installment of the Tips for Using Social Media as a Small Business, we tackle the platform that most businesses should consider the bare minimum for promoting their company, LinkedIn. We scoured the web and compiled our top 5 favorite tips for using LinkedIn as a small business:
1. Understand the Platform's Main Purpose
As a small business owner, you may want to consider your (company’s) LinkedIn profile to be the go-to place when you first start your business and the best place to go when you’re trying to grow. PostPlanner called LinkedIn “The Boardroom and Professional Network” because it is the place professionals, business owners, executives, and others connect with one another in a virtual space that is centered around the workplace.
For small businesses and startups, LinkedIn is a good place to start making introductions to other business professionals, getting news about your industry, and establishing credibility for yourself and your business.
2. Content Tips
Being a professional network, LinkedIn should be focused around your small business and efforts to promote it. Content such as company news, trainings, webinars, whitepapers, industry studies, and more are great ways to build your business’ credibility and promote your company.
Buffer shared another important aspect of content for your LinkedIn page: Jobs and Career Information. As your small business grows and you look to recruit and hire more people to join you, sharing about your company culture, your team, and achievements on your LinkedIn profile will give prospective employees an inside look into what it’s like to be a part of your small business team.
3. How Often to Post LinkedIn has a lot of data from their users, including business pages, and they say “Companies that post weekly see a 2x lift in engagement with their content.” So post more if you have the content, but try to make an appearance on your followers' feed at least once a week.
4. Ways to Boost Engagement LinkedIn suggests posting original photos (image collages are better than single images), videos, and documents as posts with these attributes have higher levels of engagement by followers. You can also use their Content Suggestions page to “discover trending topics and articles” that your target audience is interested in, using 3-5 top of mind hashtags for your company on your posts, and using their targeting feature to “Target your organic Page posts to a specific language, location, region, university, function, seniority, industry, or company size.”
In addition to posting the right types of content types, make sure it’s helpful to your industry, consumers, or brand. “LinkedIn is a professional environment for people to connect with each other, and your content should reflect that. You want to share the best aspects of your business, wins people can learn from, and insights they can’t get anywhere else.”
5. Get The Best Tips Straight From the Horse’s Mouth
Like we said, LinkedIn has a lot of data on their users and company profiles and you should take advantage of that! Browse their Marketing Solutions pages to find the information that is most tailored to your industry and company!