LinkedIn stands as the world’s leading business network, boasting over 1 billion users in 2024.
Ever wondered why so many individuals gravitate towards this platform? One of the primary motivations is to fortify their professional networks and establish connections within their respective industries. It serves as an excellent space to stay connected with both past and present colleagues, secure referrals for new business ventures, and efficiently scout for career opportunities.
Yet, a consistent challenge for most users lies in their struggle to effectively market their businesses on this dynamic platform. Navigating through numerous changes can be overwhelming. Don’t worry; we’re here to provide a comprehensive guide on leveraging LinkedIn for your business in 2024.
Let’s kick things off with:
Step 1: Create a User Account for Yourself
To access LinkedIn, start by creating an individual account, which will also serve as the administrator for your company page. Use your work email and begin constructing your personal page.
Step 2: Create a LinkedIn Company Page
Once your personal account is set, then continue and establish a page for your business. A compelling LinkedIn company page is your gateway to authentically express your brand essence, connect with your audience, and propel your business into the spotlight of professional success.
Step 3: Optimise Your Personal and Company Pages
With both pages in place, the next critical step involves optimising them. This is key to garnering attention and building a following on LinkedIn. Check out our previous blog for a comprehensive guide on optimising your LinkedIn profile.
Step 4: Build Your Following
Connect with people to grow your following. Actively share your page on your personal profile, link it from your website, and encourage employees to share and update it on their profiles. Engage with your target audience using LinkedIn’s Sales Navigator and follow up on invitations to connect.
Here are effective ways to initiate conversations on LinkedIn:
- Engage & Invite: Utilise LinkedIn’s Sales Navigator to engage with your target market effectively. After identifying leads, LinkedIn will create a secondary news feed for your leads who have shared content in the past 30 days.
- Follow Up: Reach out to those who accepted your invites but haven’t engaged with you. Keep your follow-up personal and avoid making immediate requests for meetings or website visits.
- Develop and Post Quality Content: Ensure you consistently create and share high-quality, engaging content. A strong content strategy will contribute to building your brand and influence within your community.
Step 5: Execute Your Chosen Marketing Strategy
Having created and optimised your profiles and built a following, it’s time to implement your marketing strategy. Consider your audience’s preferences, responses, and the type of content that adds value. Answer key questions to develop your strategy:
- What are your goals for the page?
- How will the page be utilised (leads, recruitment, etc.)?
- Analyse competitors’ activities on the platform.
- Create a content plan covering post frequency, topics, and content sources.
Once your content plan is ready, use a scheduler to streamline your posts weekly. Discover the benefits of using a content scheduler in our blog: “Why you should use a content scheduler!”
Are you maximising your business profile on LinkedIn? I trust these tips will prove invaluable in creating and utilising your business profile effectively.
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