What is required of a business on LinkedIn? We’ve compiled a short, seven-point list that will help you set up a successful, brand-strong profile.
Up-to-dateDescription, dates, product lines, accolades, all of these factors need to be up-to-date and easy to understand. Employees should always link back to the company page while your own page should look fresh and changing, not static and disinterested. By not taking an active approach in creating your LinkedIn page, there’s a risk the company will suffer from a poor professional image.
Content is meant to capture…How do you create content that will capture your audiences? This will differ depending on your organisation and, of course, by the professional environment of LinkedIn. The golden rule on LinkedIn is to come up with something short, punchy, and relevant… ish. Listicles which veer from office-based topics to consumerism are fine because, after all, LinkedIn is meant to be a social network, it’s meant to fun. Possible article ideas: “eight apps to measure social media data”, “ten ways to can be happier at work – and life”, and “Ways to use an iPad you never knew about”.
… but be candidDespite the above, a LinkedIn profile is not an opportunity to spam your followers with clickbait content. Instead, use the platform as a way to develop your brand as a thought-leader in your industry. Show that you’re up-to-date on news and that you care about the future and growth of your industry. This can be displayed through original content which predicts trends or how you were blindsided by said trends, and here’s how you’re fixing the situation. Most of all, be sincere. LinkedIn is a not a place to sell your business, but to impress professionals with your focus and forward-thinking.
EngagementEngaging businesses and professionals on LinkedIn will directly and indirectly bring traffic to your website, by extending the reach of your company’s voice. Join groups related to your business (for instance, if you’re a accountancy firm, join and engage in discussions on Super CFO or Finance Club).
Multi-mediaApart from creating quality content in terms of copy, adopt other forms of media and video in your content strategy on LinkedIn. Cover photos should be vibrant and relevant – that includes your profile picture (hopefully, this goes without saying). All copy content should come with a header image and illustrations of points throughout, where applicable. This is how to tell stories in the digital age. Employment agency AppleOne, one of the winners in LinkedIn’s ‘best companies’ survey, won an award for their use of original fonts and images, which show that a brand is involved and up-to-date in their content strategy. Sadly, it looks like they’ve stopped doing this now.
Observe metricsWatch what’s working and what isn’t on LinkedIn, and then tailor your posts in order to maximise engagement. LinkedIn’s Content Marketing Score & Trending Content applications (‘The Dynamic Duo‘) is a great place to start. A cursory search of Google will give you a bunch of further tools for measuring engagement, but Hootsuite, Klout and My Web Career come highly recommended.
Open upLinkedIn gives you a chance to humanise your brand in a way no other social media platform does. While Twitter and Facebook demand that, if you decide to go ‘under-the-hood’, you appear to be all smiles and sunny offices; on LinkedIn the more in-depth and arguably interesting points of the business can be revealed. Image source
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