9 Success strategies Companies finally use LinkedIn correctly
The professional network had eleven million members in the DACH region in December 2017. Almost all of the 30 German DAX companies are represented on the career platform. This is all about one thing: building networks . The platform provides the opportunity to build existing connections and strengthen your brand or business through word of mouth. So create a company profile and get started! Sounds simple, it is too - with the following tips for a LinkedIn marketing strategy, the chances of success can be increased even more.
1. Encourage employees to connect to the LinkedIn page of the company
Colleagues and employees are initially the most important resource to build an audience - and the biggest brand advocates. With the addition of all employees at the same time open up other networks that contribute to the expansion and reach of the company profile. Therefore, it is important to encourage employees to indicate their position in the company in their LinkedIn profile. The LinkedIn company profile is then linked within the employee profile, while the employees appear on the associated company page.
2. Publish relevant content
Blog Posts, News, and Relevant Articles: Publishing or sharing your own or third-party content on the corporate account is the best way to increase your audience. At the same time, the expertise and industry knowledge of the company are strengthened. To share in-depth expertise, it's best to share the articles within the LinkedIn ecosystem - that is, through the company's leadership team or stakeholders.
Above all, the regularity is important, so at least one contribution per day should be posted. Why? Followers get used to a publishing cadence - this should be respected. That's why it's important to be realistic about your goals and tactics and take your time creating relevant content . When it gets a little short, it's not bad to use the same content several times (keyword: content recycling).
3. Integrate Rich Media
Although LinkedIn is a business platform, less is sometimes more. Contents are easier to stand out from the crowd, if the content contains not only text, but also images. So get posts with a picture 98 percent more comments. Video integration is also great for catching the attention of followers. Tip: YouTube videos are best integrated and automatically played in the newsfeed.
4. Take advantage of LinkedIn groups
As an active member of a LinkedIn group, a company can connect with other professionals and companies, talk about industry insights, or share within group discussions. LinkedIn often already suggests the appropriate group. If this is not the case, it is also a good idea to create a new group that deals with a particular topic within your own industry. This can then be added and presented as a Featured Group on the corporate page.
5. Try Showcase Pages
Showcase Pages work like subdomains and allow you to highlight certain areas, such as a sub-brand, within the company profile. If LinkedIn members are interested in the sub-topics, they can follow one or more of a company's so-called spotlight pages. Up to ten showcase pages can be created per company page.
6. Act globally with multilingual tools
LinkedIn allows you to create custom descriptions in 20 different languages. This is an important tool, especially for international companies, to gain credibility abroad as well. The description is different for each LinkedIn member, depending on the user and language settings of each country. In addition, content in different languages ??can be posted. Configuring the settings allows content for global followers to be automatically published in the appropriate language.
7. Understand the LinkedIn algorithm
LinkedIn provides a wealth of information about its algorithm, which makes home page feeds more appealing and user-friendly. In short, a bot rates content as either "spam," "poor quality," or "shared." First, the spam filter on the LinkedIn feed determines whether content is allowed to appear in the feed or not. After content has been posted, it is checked by a first automatic filter and then remains in the feed for a while, waiting for interaction. If the interactions are good, the content goes through an automated virality review in phase three, testing for credibility and relevance. Finally, in Stage Four, the content will be reviewed by real editors - especially to find out why posts get a lot or little interaction.
It is important, therefore, above all, that the quality is right. The contributions should therefore keep what they promise. What is relevant and what is not, can best be found out by researching which type of content LinkedIn prefers and adapts its own content to it.
8. Include LinkedIn ads
In addition to other social media channels, LinkedIn also has targeting capabilities that make it possible to make decisions about integrating LinkedIn ads into social media strategy. In addition to sponsored content, there are other self-service advertising solutions such as Text Ads and Sponsored InMails. In addition, LinkedIn Advertising provides opportunities through its own advertising platform or marketing partners.
9. Learn from LinkedIn Analytics
Studies from LinkedIn show that most posts are published in the morning. A good starting point for your own planning, as LinkedIn members are usually active in the network during working hours, ie between 9 and 18 o'clock.
Important to note: The LinkedIn algorithm takes into account the post-frequency and the correct timing. So much interaction gives your content more interaction and credibility. In addition, LinkedIn analytics provides in-depth analysis of company profiles as the foundation for further marketing strategy.
1. Encourage employees to connect to the LinkedIn page of the company
Colleagues and employees are initially the most important resource to build an audience - and the biggest brand advocates. With the addition of all employees at the same time open up other networks that contribute to the expansion and reach of the company profile. Therefore, it is important to encourage employees to indicate their position in the company in their LinkedIn profile. The LinkedIn company profile is then linked within the employee profile, while the employees appear on the associated company page.
How to build a Commercial Network on LinkedIn?
2. Publish relevant content
Blog Posts, News, and Relevant Articles: Publishing or sharing your own or third-party content on the corporate account is the best way to increase your audience. At the same time, the expertise and industry knowledge of the company are strengthened. To share in-depth expertise, it's best to share the articles within the LinkedIn ecosystem - that is, through the company's leadership team or stakeholders.
Above all, the regularity is important, so at least one contribution per day should be posted. Why? Followers get used to a publishing cadence - this should be respected. That's why it's important to be realistic about your goals and tactics and take your time creating relevant content . When it gets a little short, it's not bad to use the same content several times (keyword: content recycling).
3. Integrate Rich Media
Although LinkedIn is a business platform, less is sometimes more. Contents are easier to stand out from the crowd, if the content contains not only text, but also images. So get posts with a picture 98 percent more comments. Video integration is also great for catching the attention of followers. Tip: YouTube videos are best integrated and automatically played in the newsfeed.
4. Take advantage of LinkedIn groups
As an active member of a LinkedIn group, a company can connect with other professionals and companies, talk about industry insights, or share within group discussions. LinkedIn often already suggests the appropriate group. If this is not the case, it is also a good idea to create a new group that deals with a particular topic within your own industry. This can then be added and presented as a Featured Group on the corporate page.
5. Try Showcase Pages
Showcase Pages work like subdomains and allow you to highlight certain areas, such as a sub-brand, within the company profile. If LinkedIn members are interested in the sub-topics, they can follow one or more of a company's so-called spotlight pages. Up to ten showcase pages can be created per company page.
6. Act globally with multilingual tools
LinkedIn allows you to create custom descriptions in 20 different languages. This is an important tool, especially for international companies, to gain credibility abroad as well. The description is different for each LinkedIn member, depending on the user and language settings of each country. In addition, content in different languages ??can be posted. Configuring the settings allows content for global followers to be automatically published in the appropriate language.
7. Understand the LinkedIn algorithm
LinkedIn provides a wealth of information about its algorithm, which makes home page feeds more appealing and user-friendly. In short, a bot rates content as either "spam," "poor quality," or "shared." First, the spam filter on the LinkedIn feed determines whether content is allowed to appear in the feed or not. After content has been posted, it is checked by a first automatic filter and then remains in the feed for a while, waiting for interaction. If the interactions are good, the content goes through an automated virality review in phase three, testing for credibility and relevance. Finally, in Stage Four, the content will be reviewed by real editors - especially to find out why posts get a lot or little interaction.
It is important, therefore, above all, that the quality is right. The contributions should therefore keep what they promise. What is relevant and what is not, can best be found out by researching which type of content LinkedIn prefers and adapts its own content to it.
8. Include LinkedIn ads
In addition to other social media channels, LinkedIn also has targeting capabilities that make it possible to make decisions about integrating LinkedIn ads into social media strategy. In addition to sponsored content, there are other self-service advertising solutions such as Text Ads and Sponsored InMails. In addition, LinkedIn Advertising provides opportunities through its own advertising platform or marketing partners.
9. Learn from LinkedIn Analytics
Studies from LinkedIn show that most posts are published in the morning. A good starting point for your own planning, as LinkedIn members are usually active in the network during working hours, ie between 9 and 18 o'clock.
Important to note: The LinkedIn algorithm takes into account the post-frequency and the correct timing. So much interaction gives your content more interaction and credibility. In addition, LinkedIn analytics provides in-depth analysis of company profiles as the foundation for further marketing strategy.
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