Critical Dos and Don’ts Of LinkedIn Marketing

In the growing times of online media, social selling has become a prime point of marketing and advertising for companies. Various online channels have proved to be beneficial platforms to promote companies and communicate directly with target audiences. Here, the online professional network, LinkedIn, too has a big role to play, but it is quite unlike the other social media platforms. You can’t just upload your logo, write a brief description, log on once every few weeks and expect the queries and connections to come pouring in. If you want to market your brand on LinkedIn, you need to make sure you are pressing all the right buttons to get your company noticed. With over 380 million users, you can leverage this platform to its best potential to market your company.

Often people try the same social media marketing tactics across various platforms. But what works on Facebook may not be considered appropriate on a professional network. Here are some important dos and don’ts you need to keep in mind while marketing your brand on LinkedIn.

#1 Do keep your page updated and professional

The company page is the first thing that people see when they search for a brand on LinkedIn. It is important that the page reflects all the necessary aspects and gives the consumer as much relevant information as possible in those first few valuable minutes. Use logos, photos, marketing collateral, videos etc to make a substantial impact. Regularly, maintaining the page gives a consistent and notable impression of the brand.

#2 Don’t make a sales pitch

When a user lands on the page, he doesn’t want to see a sales pitch right away. He wants answers, and he wants to connect with the brand. Take efforts to build a relationship with consumers, become a part of their network and invite them to be a part of yours. Establishing a two-way communication will eventually lead to a profitable collaboration.

#3 Do enhance searchability of your page

Keywords play a very critical role in social media marketing. Using relevant keywords and metatags will ensure that your page ranks high in searches on LinkedIn and Google. Optimise your content by using short and simple sentences, adding visual elements that encourage views, and link your page to other platforms where you have established presence such as corporate websites, Facebook, Twitter, Instagram etc.

#4 Don’t be verbose

Users on the internet are impatient. They are in a hurry to find information and don’t linger too long. If they don’t find what they are looking for easily, they will move on. So remember to always keep it simple. Using complex, long and verbiage text is off-putting to readers and will most likely be ignored. Taking efforts to use simple and easy-to-understand business language will go a long way in making readers feel like they can connect with your brand. Wherever possible, use as many visual elements such as pictures, videos or infographics which are attractive and comprehensive.

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#5 Do listen to what consumers are talking about

On the internet, everyone has a voice, and an opinion. As a brand, you need to have your receptors out to listen to what people are talking about. Follow and closely monitor what is going on in your industry, in the world, and between people. Make it a habit to check trending topics where you may be able to make a valuable contribution with your inputs and engage an active audience. Create content which impacts the audience and answers their questions; create content that users will seek as knowledgeable information from experts in the field.

#6 Don’t be haphazard

Users will want to see that you are consistent and present on the platform. But being random and abstract in your posts will throw them off and will disengage them from the brand. Develop and maintain a schedule for your online activity. Don’t overdo it with posts and links which will crowd the users attention, and at the same time don’t disappear from the scene for long periods. Following a regular schedule for updates will ensure you are on the consumers mind without making him lose interest.

#7 Do mix up your content

People are always looking to absorb new content. Talking about yourself, day after day will become mundane and irrelevant eventually. Make sure that you give the users something different to read once in a while. Post links to web pages with useful information, share news articles on a topic of interest, add videos of engaging data relevant to the field. Become a platform where consumers come to seek information on their own. This will position you as an industry leader with a voice and will subsequently build meaningful relationships with your audience.

#8 Don’t make yourself hard to find

When people hear about a brand, the first thing they do is search for it online. So make it as easy as possible for people to find you. Leave behind links to your LinkedIn page across all marketing collateral, email signatures, company newsletters, advertisements etc. The ‘Follow’ button introduced by LinkedIn can be easily incorporated across all digital platforms making it very easy for consumers to connect with you.

The aim of LinkedIn marketing is to add value and nurture relationships between the brand and consumers. Be thorough, be insightful and be engaging when trying to promote yourself on LinkedIn to ensure that you catch all the right eyeballs and take your brand to soaring heights.

Many companies are hiring dedicated social media managers who focus entirely on maintaining the companies brand pages across platforms. There are plenty of different career options in this field. Being a social media strategist involves planning the best approach to build connectivity with the audience through an understanding of consumer behavior on social media. Online community managers on the other hand focus on developing specific groups to increase brand loyalty and maximize web traffic. The role of a content developer is to manage the various social platforms that the company is present on and regularly develop engaging content for consumers. The options are endless and the opportunities are always up for grabs. If you find the right team and the right strategy there is no stopping the brand from becoming a social media success.

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