LinkedIn is a social media platform for working professionals and business persons. It’s more than just social media, a networking platform. It’s where you won’t offend people by selling your product or services (try doing that on Facebook or Instagram)!
According to Kinsta, more than 188 million users are from the United States alone on LinkedIn. Further, LinkedIn has about 875 million users from over 200 countries.
Additionally, 44% of LinkedIn users make more than 75k per year. Therefore, it’d be safe to assume that there are plenty of high-ticket clients on LinkedIn that you can tap into.
But to take advantage of this business community, you need to know LinkedIn best practices. It’s not like more connections = more leads on LinkedIn. You’d have to get your hands dirty and learn how to manage your company page on LinkedIn.
It’s a tedious task. We know.
Therefore, we have compiled the best tips and advice for you. We’ll show you how to use LinkedIn for business, optimize your company page or profile and generate more leads and sales for your businesses.
Why Use LinkedIn?
There are 4 BIG reasons why you should use LinkedIn for business:
1. Better Organic Reach
LinkedIn has better organic reach than most social media platforms.
As of 2022, LinkedIn has about 875 million users worldwide. On the contrary, Facebook has approximately 2.9 billion users. Ideally, what should happen? Since Facebook has more users than LinkedIn, should it provide a better reach?
Yeah. That could’ve been in an ideal world.
Here’s the disturbing fact: Facebook provides only about a 6% engagement rate, while LinkedIn has about a 20-24% engagement rate.
A better engagement rate translates to more leads and, eventually, more clients. Does this make sense to use LinkedIn for business now?
2. Okay To Sell
LinkedIn is the only place (social media) where people don’t take it personally or block you from selling your offer. After all, it’s a networking platform for business and working professionals.
You can slide into people’s DMs (or do that smartly using LinkedIn Sales Navigator) and sell them your offer. There are chances you won’t get a reply or conversions. But these chances are relatively low compared to any other social media platforms.
Don’t believe us. Go and experiment yourself: DM some people with your offer and see how many replies you get.
3. High-Ticket Clients & Decision Makers
Did we tell you that 44% of LinkedIn users make over 75 grand yearly? Well, that’s only the tip of the iceberg.
Almost all C-suite executives, managers, or other decision-makers use LinkedIn for business purposes regularly. These people are willing to luxuriously pay you for your services once you prove to them the value.
LinkedIn is a sea of high-ticket clients. And that’s why Linkedin is important for business, especially if you are in the B2B space.
4. LinkedIn-People Influence Buying-Makings Decisions
According to LinkedIn, four out of five LinkedIn users influence buying-making decisions at their respective companies. In other words, most LinkedIn users have a say in their company’s buying and making decisions.
Consequently, LinkedIn is one of the best places to offer your services to other companies. All you have to do is to reach out or influence through your content to get a sale.
LinkedIn Updates: What Changed?
LinkedIn has changed a lot in the past few years. From introducing stories, and newly-designed UI to the ability to host virtual events, LinkedIn has become a necessary tool for B2B business owners.
Moreover, its user base has only been growing during this time. So, it’s high time you make a company page on LinkedIn if you haven’t already.
Here are quick steps to do it:
- Go to LinkedIn Feed.
- On the top right corner, you’ll see a drawer icon titled “Work.”
- Hit that icon and scroll down to find the “Create a Company Page” button. Click it.
- On the following pages, LinkedIn will ask some simple questions like your industry, company size, location, and more.
- Update all details, and your LinkedIn company page is ready.
Note: Is making LinkedIn business pages free? Yes, it is.
Optimizing your LinkedIn Company Page
If you want to know how to optimize your LinkedIn company page and use LinkedIn for business effectively, we’re here to help.
Making company pages and not setting them up won’t skyrocket your reach automatically. You need execution and some quirky work. Moreover, LinkedIn best practices tell us that company pages with a complete profile get up to 30% more page views in LinkedIn search results.
Read on as we tell you the exact steps to optimizing your LinkedIn company page in 2023.
Keep Updating The Profile
After you complete the steps of making a company page, look for the “Edit” button and click it: upload the logo and cover image with your brand voice in visuals.
Logos should be square in resolution, such as 500 x 500 or 1000 x 1000 pixels. And the LinkedIn Company Page cover photo size is 1536 x 768 pixels.
Remember, simplicity is the ultimate sophistication.
If you’re a business with a presence in more than one geographical location, you can create translated versions of your LinkedIn company page.
Click “Manage Languages” to do that and follow the on-screen instructions.
Never Miss Keywords In Your Description!
Do you know that LinkedIn company pages get indexed by Google? So, it makes sense to use keywords in the description of your company.
For instance, suppose you’re a lead generation company. Then, you should use related keywords like leads, conversions, sales, and outreach in your company description. However, remember to stay natural and avoid it to look like a keyword-stuffed block of text.
Additionally, don’t make your description longer than necessary. Include your objectives, company values, and how you are making a difference. An ideal length would be to write under 4-5 paragraphs.
Don’t Hesitate With Hashtags!
Do you know the best part? LinkedIn allows you to add three hashtags that “matter to your company.” Moreover, LinkedIn will use these hashtags to show relevant posts from other people and pages.
For example, suppose you’re a content writing agency. Then you should include hashtags such as #contentwriting, #contentcreation, and #SEOwriting.
There’s no hard and fast rule. However, it’s necessary to be mindful of these to give the right signal to the algorithm.
Branded Cover Image – Do Add!
LinkedIn’s page cover image size is 1536 x 768 pixels for companies—as mentioned earlier. You can use Canva or other free graphic designing tools to create a branded cover image for your page.
Here’s the pro tip: You can use the branded cover image to announce your company’s latest updates or happenings.
For instance, suppose you’ve just published a free ebook titled “SEO Cheat-Sheet for Content Writers.” You can announce this on your branded cover image and capture more leads.
Make Use Of The Custom Button
LinkedIn for business pages allows you to add a custom button next to the default “Follow” button. However, the options are limited; you can add the following five buttons as of now:
- Learn More
- Visit Website
- Contact Us
- Sign Up
Pro Tip: You can use UTM parameters to track the number of clicks using Google Analytics.
Engage With Linkedin Groups
One of the best things that we like the most about using LinkedIn for business is that there are groups that you can join to share and connect with your community. Further, joining and engaging in a group will improve your LinkedIn profile and page visibility.
However, LinkedIn groups are private and public communities that may or may not allow a company page to get inside. Nonetheless, there are always some LinkedIn groups who wouldn’t mind letting your LinkedIn company page in.
Go to your LinkedIn feed, and click on the drawer icon on the top right to see the option “Groups.”
Further, you can also create a group on LinkedIn and grow your community there.
If you want to turn your LinkedIn profile into a cash cow machine:
- Listen to this advice carefully.
- Focus on increasing the number of QUALITY connections.
- Read that again!
Quality always surpasses quantity.
And that’s what our ideology has always been here at Scaling With Systems.
There’s a reason for making conscious efforts to add quality connections to your LinkedIn profile.
You don’t throw a party and invite everybody from the neighborhood, do you?
See, LinkedIn shows your new posts to 20-30% of your connections. And you are using LinkedIn for business, to capture high-ticket clients and work with them. For this reason, you want to ensure that those 20-30% connections are your target demographic and ideal clients.
Additionally, suppose you don’t know your target demographic or ideal clients. In that case, you first must create your client’s avatar and the audience persona (more on this in a moment, hang on).
Create niche-relevant content
Unlike popular belief, consistently posting won’t put your LinkedIn business page or profile ahead. However, posting niche-relevant content consistently will surely be beneficial.
For instance, posting about automobiles doesn’t make sense if you’re into the health niche.
Further, before creating the content, consider these LinkedIn tips for business:
- Focus more on visual content (photos and infographics), as LinkedIn favors visual content more. According to LinkedIn, posts with 3-4 images get a 2x comment rate.
- Use videos to teach, educate, and grab attention.
- Don’t end your post without any clear CTA.
- Use polls posts to get feedback.
- Write articles on LinkedIn to increase your brand’s authoritativeness in the industry. Remember, we’re hard-wired to follow authority.
Set up a content calendar
Now that you will be posting on LinkedIn consistently, creating a content calendar is a good idea. It’ll help you stay organized and give you a birds-eye view.
You can use Google Sheets to create a content calendar or use LinkedIn marketing tools such as Hootsuite and Canva to create a content calendar.
Whichever method you use, ensure that your posts mix every type of content with a particular focus on visual posts.
Here are a few tips for setting up a content calendar and using LinkedIn effectively:
- Create posts in advance and schedule them ahead,
- Have at least 2-3 weeks of advance content planned so that you don’t miss on consistency,
- Don’t forget to use hashtags while scheduling and creating posts on LinkedIn for business.
Since you’re reading this lengthy post with such a curiosity, you’re likely in a B2B space. So, your ideal clients would be decision-makers such as managers, CEOs, and other executives.
The best part? LinkedIn makes finding such connections more effortless with a paid feature, LinkedIn Sales Navigator. Unlike simple searches on LinkedIn, the Sales Navigator will allow you to hyper-target and find your ideal clients with advanced searches.
Create a strategy and scripts for invitations to connect
You have to make conscious efforts daily to connect with your ideal clients. What do we mean by “conscious efforts” anyway?
Mindlessly sending connection requests wouldn’t get you better results. Instead, you can check out the people and write something relevant in the connection messages you’ll send.
Here’s how you do it.
Visit their profile and see their recent activity to figure out what you’ll use as a hook. For example, maybe that person’s company recently got featured in Forbes.
Spare some time to read that mention and congratulate the person while sending the connection request on LinkedIn.
It’s a simple trick but works flawlessly. After all, as humans, we all love genuine appreciation.
Make offers every day with direct-response marketing
“You don’t get what you don’t ask for.”
It is a simple truth bomb. You need to make offers every day to turn LinkedIn into an asset for your business. Moreover, the revenue your company generates from LinkedIn correlates directly with the number of offers you make.
But what do we do by making offers?
We advocate and support direct response marketing, a marketing technique in which your content (or offer) is created to invoke a response from your target market.
In other words, your posts and connection request messages you’re sending should include a CTA. Consequently, you invoke a response—comment, business deal, likes, and such stuff.
That’s how you should use LinkedIn for business effectively.
LinkedIn Marketing Tools
Why use Linkedin for marketing and business? Well, we hope the picture is now getting clearer. LinkedIn surely can be one of the most prominent assets for your business if you learn how to use LinkedIn for business from the tips we told you.
We have some tool suggestions to convert your efforts to 10x and save your time and energy on LinkedIn. Let’s get on with them.
Hootsuite is a social media management tool that works flawlessly with LinkedIn. If you don’t want to waste extra time creating a LinkedIn strategy or scheduling posts, you should use this web app.
Here are a few notable things you can do with Hootsuite:
- Create and schedule LinkedIn posts for both—profile and company pages.
- Get beautiful analytics reports on your organic and sponsored content,
- Reply to comments,
- Post at the time when your audience is likely to engage.
Adobe Creative Cloud Express
Adobe Creative Cloud Express, formerly Adobe Spark, helps you create stunning graphics for LinkedIn. You can use the Adobe Express web app or download apps from the App Store and Google Play for your smartphone.
This app has several templates you can edit to match your brand aesthetics. Further, you can resize, remove background, add animation, and effects on your posts. Also, Adobe Express lets you design graphics for other social media handles such as Twitter, Instagram, or Facebook.
Canva is similar to Adobe Express. But the only difference is that it is better and more popular in the marketing industry. Moreover, Canva has a more extensive database and template library to wow your eyes.
Canva also has a web app and apps for iOS and Android devices.
LinkedIn shows Slideshare content in a beautiful slider format, making your post even more shareable.
Slideshare is a different platform that does what its name says—it allows you to share slides (host them). It supports PDF, Word documents, and PowerPoint file formats.
Upload your infographic or presentation on Slideshare and then post its link on your LinkedIn to convert it into a functional slider and make it more shareable.
Unfortunately, it’s impossible to cover every aspect of using LinkedIn for business in this post. There are plenty of things that you can learn and deploy on LinkedIn to boost your business revenue.
To make your learning more manageable, we are attaching links to a few courses that’ll teach you more about LinkedIn.
That was it-our most extensive guide on how to use LinkedIn for business and the features you can’t miss. You learned why LinkedIn is one the most potent assets for your business and the tricks to convert it into a cash cow.
Further, now you know how to create company pages and optimize your profile for success. You are now armed with the knowledge of creating engaging posts on LinkedIn that are hyper-targeted to your ideal audience.
The only thing that remains? To convert this knowledge into application.
Share your thoughts and tips (if you know any extra) about using LinkedIn for business in the comment box below. As always, towards your success!