Why should your business be on LinkedIn?
LinkedIn was born in 2003 and continues to grow steadily. It went from 630 million users in 2019 to 700 million today. Even more interesting is knowing that the 97% of the users is active and the 40% of these uses it daily. Already from these impressive figures you can understand the extraordinary growth of LinkedIn and why your company should use it: in other words, there are numerous opportunities that your business can exploit with a proactive positioning on this social network. In detail, it is estimated that the typical user stays on LinkedIn about 17 minutes a day. If we analyze the numbers strictly related to the marketing world, we discover that more than 50% of direct traffic from Social Media to corporate websites in the B2B field comes from LinkedIn (twice as much as competitors' social networks).
In addition, visitors redirected from LinkedIn convert over 3x as much as those from other social media (Hubspot data); 91% of Social Network users recognizes that LinkedIn is the main platform for quality content on the corporate and work world; 98% of marketers include LinkedIn in their package of advertising and content sharing activities; and finally among the Leads obtained from Social Networks, LinkedIn has an 80% of conversions against the 7% of Facebook and the 13% of Twitter.
So how to take advantage of this social network? Let's see the 3 main campaigns that we advise you to activate immediately, identifying objectives, targets and type of content:
– Awareness Campaign: aims to increase the popularity of the brand, targeting those who have never known the brand or those who have "forgotten" about the company. Focus on the company's reputation through the publication of case histories, press releases, participation in events and all those activities that give visibility and authority to the company;
– Consideration Campaign: it serves to arouse interest in the company's products or services in the minds of those who already know the brand and perhaps have already purchased in the past. It aims to explain the advantages that the product/service offers, the problems it solves and is activated by the publication of information sheets, infographics, guides, FAQs, video tutorials and the like;
– Conversion Campaign: has the purpose of activating a physical action which can be the purchase of the product/service or for example the download of informative material in exchange for data such as the email or the subscription to the newsletter. It is aimed at those who know the company and is activated by commercial content such as promos, offers, videos or images with prices.
Do you want to improve the performance of your LinkedIn page but don't know how to do it? Then contact us and we'll show you how to activate campaigns that can give your business a digital boost.
Write a clear and effective bio
Your LinkedIn profile is an excellent place to tell your brand story and connect with members of your community, including prospects and customers. Making sure you establish your brand's core value proposition within your profile tagline is an important first step, but you should fill in every available field, including industry, company size, and what it does to provide an overview. holistic view of your company and its work.
The information section is also a great place to naturally insert keywords that are relevant to your work and the things your most suitable customers are looking for. When done effectively, a keyword-focused section can help your LinkedIn company profile rank in search results. Additionally, you can embed backlinks from your LinkedIn profile by linking to your blog posts or website pages from your posts, further improving your profile's search rankings.
Post on a regular basis
As important as the content you post is the cadence in which you post. To make sure you're not forgotten, it's important to post regularly from your LinkedIn profile, even if you can't do it often. If you publish without a traditional schema, it's much more difficult to compare one set of data to another. A week with 4 posts versus a week with 1 will be unable to provide any useful information. Or, if you post regularly, you can test different approaches and compare data like which content types or posting times perform better than others.
Learn from LinkedIn Analytics
Check LinkedIn Analytics regularly to improve your LinkedIn marketing strategy. Track post metrics to see what people engaged with the most, what prompted the most action, and what failed. Adjust your content calendar accordingly.
From the analytics dashboard, you can also monitor how people find your page and which sections they interact with. Compare the number of page views your listings are getting, and if you're running a Showcase Page, see how much feedback it's getting. Visitor demographics give you an idea of who is interested in your business. To see how your page fares against competitors, check out the Companies to Monitor table. This section allows you to compare your page's ranking when it comes to total followers and new followers. You can also see how many updates each page posts in a selected period and the overall engagement rate.
Target the right audience
One of LinkedIn's most noteworthy marketing tools is its organic targeting option for posts. The Page admin can target posts based on followers profile data, including organization size, industry, occupation, seniority, location, and preferred language.
If budgets allow, boost your LinkedIn marketing strategy with LinkedIn Ads. Available in a variety of formats, LinkedIn Ads allow businesses to target and reach members outside of their established following. The customization options even let you address LinkedIn members by name, which makes all the difference. Sponsored InMail messages have an average open rate of 52%.
Optimize your titles and intros
Think like a journalist. Concise introductions and catchy titles are more likely to result in higher engagement. Ask thoughtful questions to engage your audience. Always include a clear call to action, such as a link.
Be approachable and friendly, not commercial. One-sided conversations aren't fun. So don't post overly promotional messages. If you post the occasional company news or product announcement, make sure it offers a specific benefit to your followers.
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