LinkedIn is older than Facebook. Reid Hoffman, one of the early members of PayPal, founded it in 2002 but initial growth was a bit slow. On some days, he only had 20 sign-ups.
LinkedIn’s growth never exploded like Facebook or Instagram, but it has been around for 15 years & has grown to over 467 million members.
The strategy that got them some traction was focusing on what worked well.
For example, they gave a lot of attention to their homepage, which accounted for 40% of their sign-ups. They quickly increased that number to 50% within four months (13,000 more people per month), whereas getting email invitations to increase from 4% to 7% (19,000 more people per month) took two years.
What they always had running for them was being profitable quite early. Thanks to premium subscriptions, a paid job board & a few other freemium options, they were making money after only three years of being in business.
They experienced several key turning points, such as allowing users to import contacts, focusing on the professional San Francisco tech scene, acquiring and integrating great services like SlideShare & Pulse.
These decisions helped them grow into a 7,600-person company that Microsoft bought for over $26 billion.
Like all other social media platforms, you can also use LinkedIn to run advertisements & if your business falls into the B2B category, LinkedIn might just be the best place for your advertisements.
In fact, marketers rate LinkedIn as the most powerful & productive social media platform for B2B companies.
It is also the ultimate platform for lead generation by a long shot.
With over 450 million registered users, LinkedIn is one of the largest professional network in the world. It can guide you & your business to a lot of engagement & provides you with a platform where you can share updates about your company, news, upcoming events & more. LinkedIn empowers you to connect with professionals in your industry as well as potential customers.
You can easily optimize your personal as well as your company page on LinkedIn to engage with your target audience.
Here are a few tips that you might find valuable:-
Increase visibility on LinkedIn
LinkedIn is a great platform for lead generation. Post daily updates & blog posts to make sure that your LinkedIn company page is always visible to your customers. If you can’t spend a lot of time creating & posting these updates to your page consistently, there are some handy social media management tools that can help you achieve the task within minutes.
You can use DrumUp to discover content that is relevant to your business & also schedule weekly posts to be published to your company page. This ensures that your LinkedIn page remains active & that it stays on your customer’s radar.
Get more followers on your page
Optimizing your LinkedIn page & gaining more followers on your page is a team effort. Keep in mind that your employees & colleagues play an important role in promoting your page on LinkedIn.
Encourage your employees to actively participate in the discussions that take place on your page. Spark conversations with them & make it easier for them to engage with you on the page. You can also ask your employees to add a link to your LinkedIn company page in their email signatures. This will surely help draw more attention to your page & can lead to more visitors.
Ask your web design team to include a LinkedIn Follow button on your company website & blog. This can be easily done using the Plugin Generator that LinkedIn offers on its developers’ website.
Create & join groups on LinkedIn
One of the best ways to put your company in front of your customers is to create a group that is related to your field. In this group, you can start having discussions & can also create an open forum for your customers to share their opinions, suggestions & concerns. However, you can’t just create a group & leave it at that. You must proactively participate in those discussions & address to your customer’s opinions or concerns.
Other than creating a brand-new group, you can also consider joining other groups & communities that are correlated to your business’s niche. This way you can very closely listen to what your target audience is talking about & the kinds of obstacles or dilemmas they are facing. Address these problems in your groups & suggest rock-solid solutions that your company can offer. If you end developing a connection with a potential customer in the group, you can send them a message via LinkedIn InMail & start building a stronger relationship with your customer.
Complete your LinkedIn profile
We placed this at the bottom of this tip list because it is pretty much a no-brainer. Having a complete profile is a must when we talk about your LinkedIn company page. Your customers should be able to learn very clearly, what your company does & know more about the products or services that you offer by just browsing your page.
Give a bit of special attention to the Summary section on LinkedIn. In 2,000 characters, you can directly speak to your audience & equip them with the best relevant information about your company. Ensure that your summary is to the point & addresses the pain points of your customers.
Note:- Customers often like to connect with a person first, rather than with an entire organization – which is why most of them prefer visiting the company’s LinkedIn company page before they visit the company website.
Obviously, people on LinkedIn are there to talk business & hence they also don’t mind interacting with businesses. That means your business can get some serious attention on the platform if you play your cards right & advertisements might just be the way you choose to do that.