There is no doubt that a LinkedIn account is an asset for professionals and companies. From expanding your network of contacts to increasing the awareness of your brand, this professional social media is the ideal place for your company - especially if it’s B2B - to start growing in the online environment.
If you have a LinkedIn account, you are a user among more than 3 million in Portugal. We know that it’s not always easy to stand out from the crowd, but there are small improvements that we can implement that can make all the difference. We are also learning about social media and how to create relevant and attractive content for our audience and, for that reason, we would like to share some tips with you.
Creating good publications on a regular basis, as well as paying attention to small details such as the headline and key words, will enhance a vast organic marketing potential and strengthen your online community. Get to know 4 tips that can help you improve your LinkedIn page, raising it in your network feeds:
1. Be found more easily by using the right terms
How would you like your company to be found? What search words do you think people will search for to find your company? These are the terms you should include in your username and in your headline. Choosing the right keywords is essential, as they work as tags, which are crucial when conducting a search on Linkedin. How many times have you searched for a specific account and not found it easily? That account was probably not using the most suitable keywords.
Also, on your page in general, always try to use terms that are directly related to your area of activity and your professional experience, to make it more discoverable by search engines.
2. Share on "trendy" topics and be proactive
Posting on trendy topics within your industry is a good way to increase engagement. Through the content suggestions provided by Linkedin, it is possible to view the topics most interacted by users at the moment. This can be a good starting point and a source of inspiration for creating new content, as we assume they are interesting subjects for the public.
Being active on the social media is also an essential point, which involves making publications and interacting with content from your professional area regularly, so that your brand account is not "forgotten". We are often asked "And when we have nothing relevant to share? Should we share something just because?". We must not share content that does not enrich the network or our account at all. However, when we have no content to publish, why not share other publications in your area that are performing well and join the conversation? LinkedIn is a good place to start relevant conversations and discussions and to engage with the public in your area. Thus, not only will it create engagement, but it will keep your profile highlighted in your followers' feeds, even when you have no ideas for new posts.
3. Create simple, appealing and relevant posts
Simple, appealing and relevant. These are 3 golden words to characterize your content.
First, we must follow the KISS (Keep It Simple, Stupid) rule. When it comes to writing the description of your publication, it is not always easy to summarize the information and make it interesting, easy and quick to understand. We know what that is, when it comes to explain a new program. What is the program, who is it for, what are the requirements, what are the benefits... It’s a lot of important information, but nobody will read it because - let’s be honest - we are lazy readers. So, it is better to write only the essentials - what will capture the attention - in a clear succinct way. It will probably be a good idea to ask a stimulating and challenging question, an amazing fact or statistic, or an impactful quote. It can also help to put yourself in the audience’s shoes and ask "would I like / comment / click on that?".
After that, it is important to pay attention to the visual aspect of the publication. It’s more than proven that posts with images or videos generate more engagement than those without. But it is not enough to just use random images found in photo stocks. In a competitive world, even online you need to differentiate yourself from your competitors. So be original, invest in appealing designs and whenever possible include photos of your company and employees to convey authenticity and show the faces behind a successful company.
Finally, it is necessary to make the content relevant. Again we advise you to follow the content suggestions, and follow the 4-1-1 rule of social media, that is, for each publication about your company, you must publish another one that someone wrote about it (news, article, blog post, etc.) and four others that are valuable to your audience (e.g. tips on your area of expertise). Also, make sure you are appealing to the right audience. If you want to reach startups, why not call them directly? For example, "Entrepreneurs from my Linkedin network, this publication is dedicated to you" or "We thought health startups would be interested in this opportunity". Using specific hashtags, like #startups #startupcommunity #entrepreneurs can also help you reach the right target.
4. Establish a strategic contact network for your business
Quantity is not always quality. This idea applies to our friends in real life, and to our LinkedIn friends. Of course, an extensive network is favorable for your reach, since the probability of reaching other users is greater. However, it is important above all to have a good network and as "good" we mean "relevant to your business". Professional colleagues, specialists in your area of activity, potential customers, among others, are some examples. A tip we give you is to participate in groups in your area, as the audience of these groups will be identical to yours.
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