If you’re looking to extend the reach of your brand using video, proceed with confidence: According to Animoto, 84% of consumers have ‘liked’ a branded video in their social media news feed, and more than half have watched company videos sent via their email.
Creating compelling, thought-leadership style content, especially in the form of guest-contributed posts, is a crucial strategy for many marketers when it comes to gaining exposure to new audiences and driving inbound leads. However, it’s only one part of the equation.
LinkedIn is a versatile professional social network with quite a few compelling benefits for companies, including:
Increasing brand awareness
Connecting with and acquiring new customers
Engaging with influencers in your industry
There are a variety of ways you can make these benefits work for you.
Five LinkedIn Company Page Tips
1. Humanize your brand.
Brands often get on LinkedIn and take the “professional” angle of it too literally. This leads to a robotic, buttoned-up identity that doesn’t foster connections. It’s important to always remember that companies are made up of people, so don’t be afraid to showcase those individuals and tell their stories. Storytelling is how we, as humans, relate to each other and is an even more important component when we spend the majority of our time interacting through computer screens. Here are a few ideas for presenting this side of your brand:
Talk about your company culture. What was a fun event or party you held? Do you sponsor health and fitness challenges? Is there a funny prank culture? (Calling all Jim Halperts!) Don’t forget to include pictures for full effect (and for more eyeballs in the newsfeed).
Give a special mention to your employees. Not only does this demonstrate that a brand appreciates and recognizes its team members as individuals, but it can be an exciting form of acknowledgment for the spotlighted workers.
Highlight your customers. How can you showcase the relationship-building part of business in a way that is genuine and not just a stuffy case study or a self-promotional plug? Customer highlights can be especially effective if you’re a B2B company who’s presenting a smaller brand you’ve worked with, and could be beneficial in helping it get some attention.
2. Be strategic. Keep conversions in mind.
Don’t just set it and forget it. Be strategic with your LinkedIn page.
Every audience is different, so you should do some tests by posting on LinkedIn on different days and at different times to see when you get the best response. Learning which types of content drive traffic and conversions will likely take some trial and error as well. Think of these guidelines as a starting point for your testing:
Post at the right time. Our data shows that peak times for shares to LinkedIn and clicks on those links occur on Mondays between 2:00 and 4:00 p.m. ET.
Be thorough, and use all the tools you have available to you. This means filling out all the fields about your company and including a banner image and logo. For ideas on how to get creative with copy and visual elements, check out your competitors’ company pages.
3. Don’t forget about measurement.
Measurement is always a key pillar to success on social media. How will you know what’s working if you don’t pay attention to the data?
The only way to know whether or not your LinkedIn company page is working for you is to analyze your metrics. In addition to your website analytics and social insights from AddThis, LinkedIn’s company page analytics offers information on reach, engagement, followers, and visitors. Measuring your analytics against your company goals to see what’s working and what isn’t will give you the tools you need to improve your LinkedIn strategy over time.
4. Keep tabs on the competition.
A little friendly competition never hurt anyone! Don’t be shy about checking out what your competitors are doing on social media. Are they getting more engagement than you are? If so, what are they doing that you could potentially emulate? (With your own spin, of course!)
There’s a good chance that many of your employees are already on LinkedIn. Unlike other social networks, people expect their team members to contribute to conversations about the companies they work for, which can mean valuable marketing for your business. Here are some ways to harness the value of your employees on LinkedIn:
For employees who are already on LinkedIn, make sure their profiles are linked to the company and their job information is up to date. Encourage employees who aren’t on LinkedIn to sign up for profiles. Ask employees to share company content on their own profiles, and tag your page and the original author of the piece. If employees are feeling a little gun shy, consider putting together a guide, or share helpful articles with them.
Encourage employees to join and participate in groups relevant to your company and industry, and distribute your content to them.
Create a process for having select employees publish long-form content on LinkedIn.
Maximize LinkedIn as a business-driving channel for your brand
If LinkedIn isn’t a core focus in your social media strategy, now might be the time to update your approach. With a highly engaged user base and fertile ground for posting business-related content, LinkedIn represents a powerful opportunity to not only flex your brand but build and develop connections with your customers and prospects. Use the above tips to get started, and then it’s up to you to get creative and start experimenting with other types of content and ideas.
Even if you don’t watch The Walking Dead, American Horror Story or Scream Queens, you’ve probably seen comments or reactions in your social media feed at some point. The Walking Dead has a very active group of followers online (3.8 million Twitter followers) who respond to the show across numerous social sites. They are encouraged to react to what’s happening in the series. In fact, their followers are so passionate that they helped spawn the popular talk-show follow up, Talking Dead, where they, you guessed it, talk about The Walking Dead. Fans of the show can engage by using hashtags and commenting during a live episode.
If you haven’t jumped on the content marketing train yet, you might want to hurry down to the station. Creating and distributing shareable content to your existing and potential audience is one of the most effective—in strategy as well as cost—ways to grow brand awareness, traffic and most importantly, sales.
It’s the most wonderful time of the year, especially for nonprofits. With the holiday season fast approaching, people will be in the giving mood, and charitable organizations can capitalize on that spirit to improve donation efforts. Chances are, you already have at least the beginning of a year-end fundraising strategy in place, but are you making the most of your digital assets?
When it comes to holiday marketing campaigns, ecommerce brands have a tremendous opportunity to leverage social media to bring in new customers and increase engagement with existing ones. Why? Because that’s where customers are! Consider these statistics.
Do you collect user or customer feedback? If so, how are you using it to improve your website or online business? Reaching out to your visitors and asking them how they like your site and areas for improvement is one of the best ways to better your product or business.