It doesn’t get as much attention as other platforms, but LinkedIn has been steadily growing over the past few years, both in terms of total users and active engagement.
Over the last five quarters, LinkedIn has reported record levels of engagement, each quarter, while the platform is now up to 740 million members. Which still feels like a bit of a cop out – ‘members’ is not the same as ‘active users’ – but even so, the stats show that LinkedIn usage is rising, along with its potential audience reach, and as more regions look to get back to normal in the wake of the pandemic, business activity will also increase, which will inevitably see even more users coming to LinkedIn more often.
Which is why it may well be worth re-examining your LinkedIn marketing approach. To help with this, LinkedIn has been sharing a range of case studies that highlight how to use its promotional tools and options, while today, it’s also provided some new tips on how to maximize your company presence, and grow your company page followers.
Here are LinkedIn’s key tips:
1. Get the Basics Right
First off, LinkedIn advises brands to ensure that they fill in all elements of their company page, and include content and descriptions that convey what their business does and who they’re looking to help.
“Be sure to include pertinent keywords in your business description, as LinkedIn Pages are crawled by search engines and can often rank highly.”
LinkedIn suggests that brands should also add a LinkedIn “Follow” button to their own blog, website, and/or newsletters to boost exposure, while company page admins should also encourage their first-degree connections on LinkedIn to follow their company Page by using the “Invite to Follow” function.
2. Publish Thought Leadership Content
This may be easier said than done, given the additional work it requires in research and creation, but LinkedIn’s next key point is that brands should look to publish thought leadership content.
“The best way to capture the attention of [LinkedIn’s] audience is to publish compelling content about industry news, trends, and other relevant topics. In fact, 88% of business decision-makers agree that thought leadership content plays a crucial role in uplifting their perception of an organization.”
Interestingly, LinkedIn also acknowledges the challenge here, by noting that only 17% of these same business decision-makers rate the quality of current thought leadership content available online as “very good” or “excellent”.
Creating content is easy, and there are now more avenues than ever before to put together a post or video and publish it to a broad audience. But creating great content remains as challenging as always, and while there are newer tools that can highlight key trends and data insights which can inform your approach, the key lies in providing your own insight, and interpreting these trends from the perspective of what your business offers.
That can take work, but the way to stand out on LinkedIn, according to LinkedIn’s advice, is to publish “well-researched, useful, and relevant content”. Which makes sense, and is a good tip. But it will take some time, and focus, and writing skill, to put together unique, valuable insights for your target audience.
LinkedIn also suggests that businesses look to use its page Content Suggestions feature to glean further insight into the topics resonating with your LinkedIn audience.