Social Media Marketing: LinkedIn Best Practices

Posted: July 24, 2017

Note: This is another in a series on social media for business marketing.

With more than 380 million users, there is no question that LinkedIn has had a big impact on the social media marketing scene since its launch in 2003. As the world’s largest professional Internet networking site, it holds great potential for companies to build authority, become thought leaders, cultivate communities, and drive new business.

Unlike other social media platforms, however, LinkedIn is all about business, so if you’re using LinkedIn Company Pages as a part of your social media marketing strategy, be sure to follow these best practices.

Optimize your page for search engines

As tempting as it may be to get your company up and running on LinkedIn, don’t rush through page setup, rather build it strategically.

Here are a few things to remember as you get started:

  • Google will show previews of your company page text up to 156 characters, so begin your company description with keywords and readability in mind.
  • The LinkedIn search tool allows users to type in keywords and phrases when looking for something or someone on the site. Take advantage of this by including keyword phrases, industry terminology, product information, etc. to make it easy for potential customers to find your company page.
  • Forming a cohesive and recognizable brand identity is important. Be sure to use logos and header images that tie into those being used on your website and other social media platforms.

Provide updates regularly

One of the biggest conundrums of the social media marketer is deciding how many times to post to a particular platform. You don’t want to post too frequently and annoy followers, but posting too little will result in low engagement.

So what’s the magic number? LinkedIn posted their own marketing report, which claimed that 20 posts per month (one every weekday) would help you reach 60% of your audience on LinkedIn – as long as you’re posting the right content.

While posting once every weekday seems to be acceptable based on the LinkedIn research, it really boils down to whether your updates are valuable to your audience.  Before you post, think carefully and remember that professionals use LinkedIn to bolster their professional lives, increase productivity, or learn something to help themselves or their company become more successful.

According to research from LinkedIn, 6 out of 10 LinkedIn users are most interested in reading posts about industry insights and thought leadership content. Company news is the second most popular type of content followed by updates about new products or services.

Here are a few more insights from LinkedIn research to help you make the most of your posts:

  • LinkedIn reports the most usage Monday through Friday in the morning and midday.
  • Use updates that utilize the word “top” and the numbers 3,5,10,25,30,50, or 100. Research shows this combination can increase engagement up to 40%
  • Include links in all of your updates. Links have been shown to receive up to 45% more engagement than those without links.
  • Updates with images get 98% more comments than those without.
  • Updates with links to YouTube videos have a 75% higher share rate than those without and get twice as many likes and comments.

Get company employees involved

As with any social media platform, it’s important to get your colleagues involved. Fortunately, that may not be as hard as you may think, since many of them likely have their own profiles already.

Here are a few ideas to get you started.

  • Many times simply asking will spur people into action. Try sending out weekly reminders to all employees to increase page activity.
  • Create a challenge in which you monitor engagement: the employee who engages with the company page the most over the course of a month gets a prize.
  • Send an email out when there is a particularly important page update you’d like everyone to share.

Promote your LinkedIn Company Page

If you’re using social media for business marketing, simply setting up a company page is not enough; after all, nobody can follow it if they’re unaware of its existence. While putting out a press release announcing to the world that you’re on LinkedIn might be a bit much, you can easily promote the company page with a “follow us” button on your website, email signature, newsletters, email blasts, blog, etc.

One last note

While these best practices will get you well on your way to LinkedIn social media marketing success, it’s important to always listen to your followers, track your metrics, and make strategy adjustments to further define and personalize the way your company uses LinkedIn. Happy posting!

About VONT Performance Digital Marketing

At VONT we believe that change is the only constant in the digital world – and that excites us. When tools and environments are constantly changing, new opportunities to help our clients achieve success are constantly arising. Each new advertising technology, social platform, or design approach allows us to improve on the results we achieve for our clients.

We believe in this idea of continual fine-tuning so much that we named our company VONT, which means to achieve exponential improvement in incremental steps. It is our core belief, and the reason why we are not simply a web design company or simply a digital advertising agency, but rather a long-term, single source partner providing a comprehensive array of web development and digital marketing capabilities.

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