Your LinkedIn Page is a place where people can learn more about your business – and it’s crucial for Recharging Your Marketing in 2023.
Sure, people may learn about your products and services, but the main purpose of a LinkedIn Page is to attract and engage with your target audience. You may develop thought leadership, build brand recognition, and motivate your audience to take action if you use the page as a dynamic marketing tool (rather than a static “About Us” page).
When curating your LinkedIn Page, there are a few fundamental recommended practices to follow:
- By publishing 1-to 2 times each day, you can establish a trustworthy and consistent voice.
- Make use of vibrant, eye-catching graphics.
- Pose intelligent questions that invite responses.
- Present a comprehensive Page, including all accessible tabs and fields, because Pages with complete information receive 30% more weekly visits.
- Check out our LinkedIn Pages best practices for more good tips and examples if you’re just getting started. If your page is already up and running, have a look at these ten suggestions for attracting attention and encouraging interaction from your followers.
Use Rich Media
“We’re shifting from a text-based communication style to one that is almost entirely visual,” Instagram’s Lila King stated at CES a few years ago. While I’m not certain we should ditch our keyboards just yet, she is correct in that visuals and video may capture attention more effectively than even the most well-crafted headline. LinkedIn now allows you to post native videos to your profile. Try experimenting with different video durations for different purposes so that readers may get a taste of what they’re about to see if they choose to click through.
Add fascinating, original photographs to every of your LinkedIn updates to make your page more aesthetically appealing. For Sponsored Content and organic updates, photos with a resolution of 1200×627 are recommended. You may look for “non-stocky” images and make sure they’re varied, or you can use your photos or make designs with Canva and Pixlr. Create an eye-catching cover image and update it at least every six months to offer extra visual appeal.
Consider your cover photo to be an extension of your brand. You may use it to advertise forthcoming events, showcase different departments within your firm, or announce seasonal initiatives. For example, to advertise the debut of LinkedIn video ads, we altered our banner picture.
Keep Your Updates Short, Sweet, and Spicy
You just have a few seconds to persuade your audience to click on a new update. Don’t be evasive: tell your audience exactly what they’ll get out of it in as few words as possible. We recommend keeping it to 150 characters or less.
Use those characters to spice up the new version. Make a provocative statement, call out an aspect of the article you’re connecting to, or even start a debate. Personalize it: “Tech marketers, do you believe VR is going to be a thing?” say your audience. “Has it already happened?”
Use the 4-1-1 Rule
The 4-1-1 rule is well-known among marketers: if you grew up in the 1990s, you must have wondered, “What is the 4-1-1?” when you’re looking for information Okay, according to the 4-1-1 rule, for every piece of material you publish about yourself (or your company), you should share one update from another source and, most crucially, four pieces of content created by others.
This guideline ensures that your feed remains focused on your audience’s requirements rather than becoming a platform for your company to brag about itself. Share many useful, informative content from across the web for each post you link to from the corporate blog.
Use Tracking Links
Your LinkedIn Page is a marketing tool in and of itself, as I indicated at the start. It includes analytics tools that you may use to track the popularity and interactivity of each post. However, you don’t have to stop observing the activity your LinkedIn updates produce.
At the end of your links, including a tracking code. You’ll be able to accurately credit traffic to your site that comes from each update this way. Your LinkedIn Page may become a significant source of incoming traffic.
Don’t Use Links (Sometimes!)
We advise marketers to include links in their updates as a general guideline. We discovered that posts with links receive 45 percent more interaction than ones without links. However, we’ve noticed that a message without a link may also generate a lot of interest. Linkless posts will stand out if you use them infrequently. Even without a link, posts with thought-provoking or inspirational material tend to garner a lot of attention.
Use Showcase Pages to Highlight Your Brands, Business Units, or Initiatives
When you have a brand, business unit, or program that provides special value to certain sectors of your audience, we recommend developing Showcase Pages. This allows people to follow the aspects of your business that they are most interested in.
To generate a personalized feed for each section, use Showcase Pages to tailor each update to the most appropriate audience. Showcase Pages offer the same posting choices and metrics as your LinkedIn Page to help you track and expand your audiences.
Take Advantage of the Content Suggestions Tool
You may use the Content Suggestions tool to quickly find out what subjects and articles your target audience is currently interested in. These recommendations are based on characteristics such as geography, industry, job function, and seniority.
When it comes to content planning, the Content Suggestions tool comes in helpful, especially when determining which discussions you’d want to start or participate in. Consider what questions you could ask to further the discourse around a given issue as you browse through the possibilities.
Add Hashtags to Associate Your Content with Ongoing Conversations and Existing Communities
Part of the allure of social media is the possibility of any particular post being discovered and magnified. Using hashtags not only improves the discoverability of your material but also informs your viewers about the themes your article will cover.
If you want to get followers from established groups, utilizing the same hashtags they do is a fantastic way to start. You should also use hashtags for themed content efforts to make it easier for followers to find anything else you’ve written on that topic.
Respond to Comments
Amplification may be greatly enhanced by asking questions that invite comments. Engaging with such remarks may go a long way toward establishing trust and loyalty.
Engaging with comments demonstrates to your viewers that your Page is more than simply an unmonitored bulletin board; it is a dynamic, people-powered destination. You might not be able to react to all of the comments. If that’s the case, concentrate on the ones where your comment offers value to the responder or other viewers of the thread. It’s also important to consider the entertainment value.
Engage Employees Outside Your Marketing Team
Many of the top-performing LinkedIn Pages have achieved their success through a team-centric strategy, speaking of people-powered. Marketers are only one member of the team. Executives, subject matter experts, and staff from all departments may all help in some manner, whether it’s by helping to generate the content, amplifying it, or doing both.
Reshape your people’s greatest @mentions and LinkedIn material regularly to keep them engaged. Increase the number of people who see your most essential information by informing workers who might be interested in sharing it. Giving a shout-out from your Page to team members and accomplishments is a great way to show your appreciation. Finally, use the “My Company” page to boost internal involvement by creating a secure, employee-only community.
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Get Creative With Your Content in 2023
When your LinkedIn Page is a dynamic, aesthetically appealing compilation of extremely valuable material, it performs best. Curate it with your audience in mind, experiment with the possibilities, and watch your following expand next year.
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