As technology is rapidly altering, the way we conduct business has also been transitioning. In ancient times, the only way to advertise your product was to physically move from one place to another which was taken over by showing advertisements by the arrival of billboards and televisions. In today’s world, there is no more need to have some sort of premises and infrastructure to organize your business as every department’s work can be conducted online. All the tasks beginning from recruiting, collaborating, selling, and then marketing can be done through the online channels. One of the primary tasks for any business to work is how they advertise themselves on social media.
The social media component has been extremely trivial in the last decade and has made organizations restructure their marketing plans. Many large businesses have a specific social media department that conceptualizes, organizes, and then posts the content to social media. However, for a small business, this could be hard to achieve as there is not enough budget to have a dedicated team. As a result, it is always best for small businesses to use some proven strategies to make their presence felt in the online world. One of the media that a small business should focus on from the beginning is Linkedin as it has proven itself as a vital source for companies to get noticed and kickstart their marketing plan.
Hence, as a small company, you should focus on three questions:
- Does my Linkedin page clearly state the description of my company and its purpose to its target audience?
- Am I able to increase brand awareness through my content?
- Is the company networking in the right way by building rapport, growing connections, and increasing followers?
Apart from the basic pointers, there are a few more strategies that a company can adopt to be noticed
1. Post Consistently
Alex Popa, CEO of Whizcase says “Before we dive into what kind of quality the content has, we need to discuss the quantity. It is not enough to post fine conversation starter content once in a blue moon. On the contrary, even if the quality of the content can differ at times, it is important to be frequent in the postings. In that way, the customers and competitors will always have you on their feeds, and out of sight, out of mind can not be applied to your business anymore.”
2. Have a Good Content Strategy and Schedule
With all social media, the algorithm has to be focused on to get supreme results. For example, on Linkedin, the images get the most comments while the videos receive the most engagement. Keeping these metrics in mind can help you plan all forms of content and their frequency. In addition to that, posting at different times can also have different effects. For instance, if you post at a time when it’s midnight for your target audience, they are less likely to be awake or checking their Linkedin at the above-mentioned time which will not result in much engagement.
Jochen Gererstorfer, Online Blogger & SEO Expert at Blogger Pilot says “I use social media scheduling tools to line up and schedule my content to be posted to my social feeds for times when I know I will either be busy in a meeting or asleep. This allows me to post during times when I know I won’t be able to do it myself. As a result, using scheduling tools to make postings for me on my Linkedin when I am too busy to do so speaks quite well of their capabilities.”
3. Ensure Quality of the Content
This comes across as a no-brainer but many companies do not focus on the quality aspect as they are busy churning out some content after another. Tommy Pederson, Founder & Content Specialist of Vekhayn says “We suggest that you set a benchmark for the quality of your content, which can be a quantitative analysis on a sheet against a point system and every post should be ranked there based on several factors such as attractiveness, clarity, and text.” Only the content that passes the threshold should be posted on Linkedin and the rest should be discarded.
4. Treat your Company Page as your Landing Page
Scott O’Brien, Head of Sales at PPC Ad Lab says “The profile page of your company has to be catering to your potential customers. Think of it as a starting point for your sale, and therefore, add a good about section with a catchy logo and a clear link to your website. It is a way of communicating to your audience and thus, you should be making it count.
5. Treat your About Section as a Communication Tool
Mark Valderrama, CEO, and Co-Founder of Aquarium Store Depot says “About section is a way of connecting to your target audience. People prefer to go to social media rather than websites to find a company. Subsequently, the about section’s word limit should be utilized to discuss your services, products, and opportunities within your company. Make sure the language is persuasive but not too convoluted that the overall message is not understood by the customer. Additionally, add clear contact details for the customer to reach you.”
6. Be Active in Linkedin Groups
Edward Mellett, Founder & Director of WikiJob says“A Linkedin group is a place to find similar-minded people and grow connections. It can also be a prime place for growing business by increasing your number of connections and followers. Be sure that your company is part of good Linkedin groups and that you post there frequently to engage with the audience.”
7. Buy Linkedin Ads to Get your Message Across
Adam Fard, Founder & Head Of Design at Adam Fard UX Agency says “This might seem like a waste of money at the beginning but tailored ads to your target audience can always generate results. There is no better way to get your message across to your prospective clients than to use ads as you are sure that there is no chance of the ad vanishing into thin air. That being the case, instead of relying on your potential client to stumble upon by chance on your company profile, it is best to deliver the message to them.”
8. Highlight your Employees
Abdul Saboor, Full Stack Developer at The Stock Dork says “There is no better way to enlighten your audience than to focus on your employees. This helps the customer to see that there are accomplished hard-working individuals behind the company and also helps in exploring the work culture of the company. It is also a good idea to put one of your employees in the spotlight by making them share their journey and why they decided to be part of the company.”
9. Create Linkedin Articles
Mike Thompson, President, and CEO of Hyperlend add to the article “Linkedin articles are a feature that no other social media offers. It is a proper article that can be used to introduce any product or discuss a topic that needs more words. Even though it is long-form content, it is usually recommended to keep it between 500 to 1000 words. In this article, the company can add images, videos, or any hyperlinks to their website giving the illusion of a blog post more than a normal social media posting.”
10. Use Hashtags and Leverage Trendjacking
Nicholas Evangelist, V.P. Operations of Orthodox Auto Company says “Hashtags are part and parcel of every social media as they connect people who are also searching for the same keywords as you.” Subsequently, it is great to stick to some keywords that you should include in all of your posts and they will help prospective clients to go through all of your posts. Along with that, it is also recommended to use hashtags that are tailored to the topic of your post. For example, if a customer is only interested in one product of the company, they should not have to scroll through all the posts to find them.
11. Update your Banners
Myles Robinson, Digital Marketing Expert at LoanCorp says “The cover photo of the company should be a representative of the goals of the company. It should align with the objective and the message that the company wants to send across to the world. Namely, if the company believes in and practices diversity, then the cover should relay that message through the image. It can support social causes that the company aims to support or could be indicative of the recent achievements of the organization. In a nutshell, the cover photos should change frequently and must be oriented to the voice of the company.
12. Utilize Polls
Michael Hess, eCommerce Strategy Lead at Code Signing Store says “Polls are the most engaging form of a post. Unlike other forms where the person has to scroll through comments to read others’ perspectives, polls are quick, let the person know the thoughts of others, and let them share their opinion as well. It is beneficial for the company as well as they can predict the results of their products and gauge those reactions to bring improvements.”
Bonus Tip: Keep an Eye on your Competitors
Jake Cowans, Founder of CompanyScouts sums up by saying “Analyzing the work of the competitors on social media can be a great way to start your marketing plan. If the competitor company is successful, how they engage with their followers can be good learning for your organization.” It is best to notice the kind of posts they broadcast and how often they update their page. Their social media handling strategy of others can be included in the marketing plan of one’s company but it is best to take a few lessons from others but not to blatantly plagiarize the topics and works of other organizations as it can be easily found out. It is best to find your own unique voice as well.
Conclusion
Social media has revolutionized the way marketing happens and how people interact with the products they use. With that change, a need arose for all companies to step up their social media usage and utilize all channels to their full potential. One medium that every company focuses on is Linkedin, and with the plethora of features that Linkedin has, it is easy to not find the right way to use it at first. As a result, it is recommended to always use the strategies that are advised by the experts. These strategies can be crucial to the marketing strategy of the company, bring high engagement from customers, and let the company make the most of Linkedin.
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