Building your business network takes time and effort. And when you’ve all your other business responsibilities to juggle it can often get put on the back burner – even though you know it’s essential.

LinkedIn can be one of the most effective ways to grow your audience – particularly if you’re in the B2B sector – if you know how to use it to your advantage. Whether your goal is to build brand awareness, generate new leads or to drive traffic to your website, there is no better place than the world’s largest professional network. 

LinkedIn boasts that 4 out of 5 LinkedIn members drive business decisions and it has over 600 million daily users.  So how can you leverage this for your business?  Read our top tips to get the most out of LinkedIn.

LinkedIn Profile.  It is essential to have clear and direct messaging and show visitors to your profile page exactly how you can help them.

  • Use your cover image as a way of communicating how you can solve a problem for your visitors. Think of using it like the banner phrase from the home page of your website.

  • Create a headline that clearly communicates what you do. Don’t just be a vacuum salesman, sell a clean, tidy home. An excellent way to think about it is:

Target audience + How it solves their problem + The success they experience.   

So, for example, “helping homeowners achieve a clean, tidy home they can feel proud of”.

Incorporate keywords and phrases that potential clients might use to search for your services. (Answer The Public is a great starting place if you’re not sure)

Create a call to action.  Is that book an appointment? Or get in touch with an email address?

Let your target audience know they are in the right place to solve their problem and how you can help them achieve their goals.

LinkedIn Groups            

Joining and more importantly participating in LinkedIn groups is a great way to connect with your target audience.  Think about your ideal client’s job titles or topics they might be interested in and search for them on groups.  (Type the word in the search bar and then click the drop-down for groups.)

When you join the right groups, your target client is already spending time there looking for ways to engage with others and find solutions to their problems.  It is vital to be active in these groups.  Establish yourself as a guide to help solve a problem.  In today’s society information is free. It is the implementation that people will pay for. You can even find the recipe for McDonald’s secret sauce if you look online, so be generous with your knowledge and be active in these groups.

LinkedIn Company page

Creating a company page is your organisation’s profile on LinkedIn. It is separate from your personal profile page, but you can share contacts across both pages.  On your company page you help prospective clients understand why your business matters to them and how you can overcome problems they face.  Your followers can learn more about your brand and who works there as well as relevant content. You can increase your reach further by:

  • Inviting your personal connections to like your LinkedIn company page.
  • Use your LinkedIn company page to boost value content to spread your reach and brand awareness further.
  • Create LinkedIn adverts using Campaign Manager

Connect with people

When you meet people, connect with them on LinkedIn whilst you are still fresh in their minds.  A simple message like “Hi, it was great to meet you at……looking forward to our next conversation.”, can go a long way. 

Try to connect with new people every day.  LinkedIn will frown upon adding too many people in one day as it goes against its community standards, but adding new contacts in your target audience can benefit your business.  

You can send messages to your new connections via the messaging function.  However, this has become a place where pushy salespeople send over zealous introduction emails, and can put people off.   So, be sure to make your message personalised and start with the problem you can solve for them.

 You can also connect by:

  • Commenting on posts they have shared.
  • Giving your thoughts on a topic they are commenting on.
  • Liking a post they have created.
  • Sharing a post they have created (make sure it fits in with your brand and business values)
  • Sending a private message about a post they created.
  • Promoting your company page or personal page on emails, newsletters and blog posts.

Engagement is very important on LinkedIn. Your contacts will notice you when you take time to connect and add value to their posts.  Social media is built on reciprocity.  Your contacts will take time to engage with your posts too, for mutual benefit.

Write LinkedIn Recommendations.

Taking a couple of minutes to write a recommendation for someone can go a long way. The benefits can be many and there is an excellent chance the recipient will be encouraged to write a recommendation for you too (reciprocity…remember?).  This can significantly benefit your contact with social proof, which adds lead-generating magic.

Make sure your recommendations are:

  • Personal and accurate, talk about the problem you overcame by using their services.
  • Share a story of how their knowledge or expertise saved you time or money.
  • Make specific recommendations
  • Talk about a resource you found beneficial or that made a difference in your life.

Create High-Quality Content.

Posting regular high-quality content is essential for linked in success, but remember that salesy content does not generally perform as well as value add content on LinkedIn.  By being active in groups and on other people’s posts, you will have built up a community of people around you how are motivated to help you achieve success (it is called social media for a reason!)  The more frequently you share great content, the more your followers will engage with you, and the higher your page will appear in search results.

By creating valuable and engaging content, you keep your audience engaged and help them to remember you when they have a problem that you can solve.  If your contacts share your post, they are also exposing you to all of their connections, which increases your business reach and the opportunities you can enjoy.

Using media-rich content can increase your engagement:

  • Customer images often perform well (3 to 4 images)
  • Video content is known to generate 24 times more engagement.  Keep video content to around 1- 2 minutes but make sure you start with the problem to hook the audience in, within the first 10 seconds.
  • Include PDFs and PowerPoints

To discover how you can use digital marketing to grow your business schedule a call with STORY22. We’ll deliver tangible business results using a story-based approach to your messaging.