How to use LinkedIn for business

How to use LinkedIn for business

It’s no secret that LinkedIn is the digital place to be for business owners and aspiring professionals alike. And, with more than 722 million users worldwide, it’s important you know how to find relevant users to network with, to make the most out of LinkedIn for your business.

Build an informative page

The first step to any LinkedIn account is building a page for your business. On your page, you’ll be able to add your company’s logo, business description, industry type, website URL and a custom CTA (call-to-action) button. As your LinkedIn page will act as your business’s digital identity, it’s important you provide as much information as possible to ensure a good first impression for users landing on your profile. Plus, completed pages achieve an average of 30% more weekly views, so try your best to build a full picture of your business!

Join LinkedIn Groups

Whether you’re looking to increase your industry connections, or attract users to engage with your business’s website, with LinkedIn Groups, you can connect and communicate with users who are part of or interested in your industry sector. Once you’ve joined a group, you’ll be able to participate in conversations, using your industry knowledge to grow the visibility and reputation of your business. LinkedIn Groups are a great way to get to know and network with those in your industry.

Utilise LinkedIn analytics

LinkedIn Analytics can provide you with all the data you need to create relevant content for your audience. By accessing LinkedIn’s audience demographic data, you can see the location, industry and job title of users that are engaging with your business’s page and use this information to better inform the content you create.

Once you’ve posted on your page, you can track the progress of your posts through LinkedIn Analytics. In doing so, you can assess how users engage with different posts and use this data to better understand the content topics and formats your audience prefers.

Create a Showcase Page

On top of your business’s main page, you can create up to 10 LinkedIn Showcase Pages. If your business offers a number of separate services, you may want to create a Showcase Page for each, to produce more specific, detailed content. In doing so, your Showcase Pages will create a more tailored experience for users, whilst linking back to your core business page.

Optimise posts

Optimising your posts is all about ensuring the content you’re producing is informative and engaging, whilst encouraging users to interact with your business further. Before you begin creating content, you’ll need to assess your LinkedIn analytics data to determine who your users are, allowing you to produce tailored and relevant content. When planning your posts, it may be useful to implement a LinkedIn Content Calendar, which is an interactive, Excel-based tool for effective content strategies. From choosing the format of your posts to deciding when to upload, by creating a structured content calendar you’ll be more likely to post regularly, building user trust with your business.

When publishing a post on your business’s page, you’ll be able to notify employees of the action. In doing so, your employees can share and promote the post on their own pages, increasing both reach and engagement for your business.

Reach out with InMail

InMail is a great tool to use if you want to gain the attention of certain users on LinkedIn. Through LinkedIn Analytics, you can identify which users are part of your target audience and curate personalised InMail messages to send directly to them. This can enable you to build instant awareness of your services or products and encourage specific users to interact with your business.

Stay active!

Once you have your LinkedIn page set up and running, it’s important you stay active on your account to maintain user relationships and trust. From creating regular content to replying to comments on posts, being active will allow you to keep up to date with industry news, grow your network of connections and increase the reputation of your business within your industry.

As the hub of business professionals, LinkedIn may be the key to putting your business on your industry’s map.
If you’d like some help with social media, feel free to get in touch with our team at Spindogs. We’re always happy to help!

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Emily Lewis
About Emily Lewis

Emily joined the Spindogs Online Marketing team in July of 2019 as a Digital Marketer. Her role entails helping businesses get in front of customers at the right time - when the customers need it the most.

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