LinkedIn. Do You Belong There?

How to market your small business and make an impact on LinkedIn

LinkedIn is the world’s largest professional network and using it properly will unlock numerous opportunities to promote your business and forge professional relationships.  If you’re a service based business or a software as a service (SaaS) based business, being active on LinkedIn is a necessity because it enables you to forge connections with consumers that may need your services. As a SaaS based business, LinkedIn enables you to cultivate business to business (B2B) relationships that can translate into future sales.

In this article, we’ll dive into the benefits of LinkedIn and teach you how you can leverage LinkedIn to promote your business; whether it be from a LinkedIn Business Page or your personal profile.

What is LinkedIn?

LinkedIn is an online platform or social medium that enables business minded folks, entrepreneurs, and small business owners alike to network, generate leads, and sell themselves or their services. As an individual, you can use LinkedIn to learn new skills, secure a job, connect with people in your niche, or strengthen your professional relationships. If you wish to leverage LinkedIn as a business owner, a LinkedIn Business Page can be used to promote your business, generate leads, and connect or form working relationships with other professionals within your niche.

What is a LinkedIn Business Page?

A LinkedIn Business or Company Page is similar to a Facebook Page in the sense that it acts as a tool or resource to promote or market your business. Having a LinkedIn Business Page gives you the opportunity to promote your products or services, generate leads, recruit teammates, and share important updates or educational snippets that pertain to your business.

Leverage a LinkedIn Business Page to promote your business

Like the way in which you would leverage a Facebook Page to promote your small business, your LinkedIn Business Page performs the same way. Here are 5 things to keep in mind while using this social medium:


1. Promote your business page in tandem with your personal account

People do business with people and getting to know the person behind the brand is a great marketing tactic. Consumers want to be able to relate to the face behind the business. When creating a LinkedIn Business Page, it’s important to do so in tandem with a personal account. You can use your personal account to showcase your expertise and strengthen professional relationships, and you can use your Business Page for all things related to your company. Think service updates or promoting a new product.

Creating your own brand and your own content on your personal LinkedIn Page also enables you to cultivate another touchpoint for potential consumers. In addition to weighing in on industry specific topics and connecting with other business professionals, creating a personal account makes it possible for you to share news and updates pertaining to your business with your professional network.


2. Factor in your digital marketing strategy when leveraging LinkedIn

Social media is a powerful marketing tool that can be leveraged to increase brand awareness, and generate sales. Like any social media platform, LinkedIn boasts its own unique benefits; making it possible for you to network and target individuals that you may not be able to reach on other platforms like Twitter, Facebook, or Instagram.

When creating your digital marketing strategy or expanding on your content plan, make sure to research LinkedIn’s features and functions so you’re able to utilize the platform to its full potential. Taking a well-rounded approach to your digital marketing strategy that encompasses different social mediums will ensure you’re reaching your desired consumers where they’re most active and most inclined to engage.


3. Optimize your LinkedIn Business Page for success

Taking the time to set up your LinkedIn Business Page properly is imperative. If you don’t have the time or resources to set up your page properly, it may be time to hire a professional that can help you get the most out of your efforts. Remember, your LinkedIn Business Page is a business opportunity and it should be treated as such. Don’t forget to make the most of the showcase sections and factor in time to create relevant, valuable content. Check out this piece for more on hiring a social media manager.


4. Create and publish engaging, beneficial content

Oftentimes business owners underestimate the value of sharing valuable content. It can be difficult to move away from the mindset of constantly selling yourself of your business but consumers are much more apt to give your business a chance if you provide initial value through informative or informational content. Content that answers questions, addresses problems, or provides unique insights will always perform better than content that strictly aims to push sales.

Clicks, comments, shares, and overall engagement are all ways that you can measure the effectiveness of your content. Still weary on creating content that resonates? Here are 7 tips that you can leverage as a small business owner.


5. Leverage the in-app analytics tools to make iterations and improvements

The world moves fast and if you aren’t striving for success on a continual basis you will get left behind. LinkedIn’s in-app analytics tools provide you with the ability to make iterations and improvements that can be monumental for your business. Monitoring your in-app dashboard means you can make data-driven decisions that will ultimately lead to more favourable results. Leveraging these results will make creating compelling content that your audience will love even easier.


Is it worth paying for LinkedIn Premium?

LinkedIn Premium is most beneficial for individual contributors or personal brands. If your business relies heavily on your personal brand, it may be worth investing in LinkedIn Premium. If you’re the type of person that invests all of your time and energy into your brand from your business's perspective, it may not be worth the additional investment. When determining whether or not you want to invest in LinkedIn premium you have to ask yourself if you’re looking to advance in your personal career or if you’re more interested in refining your brand and promoting your business.

If you’re looking to invest in your personal career, and promote your business from your personal profile, it may be worth investing in premium and gaining access to additional features that help you reach more people. If you’re more interested in building up your brand through a LinkedIn Business Page, it would be much more worth it to invest your time and resources into creating quality content that markets your business.


Struggling to refine your social media strategy?

Integrating LinkedIn into your social media strategy can be difficult, especially if you’re a new user. Whether you’re in need of a social media strategy, or simply a friendly conversation that points you in the right direction, we’re here to help. A quick call will help us better understand your needs and allow us to discover if we’re a good fit for each other. Select your hub location and fill out the contact form today to get in touch. We can’t wait to chat and refine your strategy together!

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