How to Promote Your Business on LinkedIn
It isn’t enough to simply include social media as a part of your content marketing plan. In order to grow your business, you need to be strategic in the combination of social media that you use, as well as the type of content you post. In using LinkedIn for Businesses you need a plan for creating the right profile and for how to promote your business with the right elements in your content.
There are many steps you can take to build your content marketing plan around a social media focus, but if you can choose only a few items to focus on in the beginning, use these six steps to optimize LinkedIn for businesses:
- Prioritize a client-facing profile. Your self-introduction on LinkedIn shouldn’t read like a resume. Instead, think more in terms of a brand story, in which you communicate your values and what differentiates you from your competitors. Make sure the tone matches that of your other marketing communications and works to make a connection with your target audience
- Use the data available on LinkedIn to target your ideal audience. The search capabilities on LinkedIn provide data with a lot of depth, so utilize it for refining your target audience. Identify your buyer persona and then collect those contacts on LinkedIn to create a target audience that will appreciate the high-quality content you produce specifically for them.
- Create relevant, informative content for your target audience. If your content is somewhat appropriate for any company you encounter on LinkedIn for businesses, it’s likely not useful for any member of your target audience. In order to establish yourself as a reliable resource in a particular industry, you have to produce specific information that exhibits a certain level of expertise in your field. Each piece you produce should solve a problem or address a challenge that your buyer personas face in their jobs. Learning how to promote your business by building your contacts’ trust in your expertise is a key component of content marketing.
- Include a call to action. Imagine a sales associate comes to meet with you, and after spending an hour listening to them talk about their product they simply shake your hand and walk out the door. You’d be standing there, wondering why they didn’t ask for your business. That incomplete feeling is similar to the one your audience will experience if you write a piece of content that lacks a call to action. Every time you publish content, you should include an invitation to visit your website or call for an appointment. Each item should serve as an opportunity to move your contact forward in the engagement cycle.
- Funnel sales strategically. Sales associates are continuously refining and updating a sales pipeline in order to keep their portfolios thriving. You can use the same approach with sales funnels, ensuring that you are actively converting members of your target audience to sales opportunities. Use content distribution calendars to publish content that strategically moves your contacts toward further engagement in the buy cycle.
- Keep in mind that you must “earn the ask.” In order to get a member of your target audience to the point where you can successfully convert them to a customer, you have to earn their trust and establish yourself as a reliable source of information in your industry. Engaging your audience in meaningful conversation through your content is an important step toward earning the ask.
For more information about how to promote your business using social media platforms, call on SJC Marketing. With a team dedicated solely to social media marketing, SJC has the specialists to help you grow your business through LinkedIn.