In this interview, I speak with Certified Social Branding Analyst specialising in LinkedIn, Kylie Chown.
We talk through 6 key questions that will help guide you on deciding whether or not Linkedin is for your business and if so, how you go about making it work for you.
6 Key questions on how to make Linkedin work for your business:
- Why should a business consider Linkedin?
- What type of businesses can benefit from being on Linkedin
- What can you expect from Linkedin as a marketing tool
- Should you use a Company page or Personal page on Linkedin
- How to use Linkedin to profile your business for free
- How to use Linkedin for lead generation
1. Why should a business consider Linkedin?
People, whether it’s a potential new employer, client or customer, will quite often look for you online and therefore It can quite often be your first digital impression. When someone searches for you online, if you have a Linkedin profile it is highly likely that this will display higher in the search engine results than your own website (due to its domain authority) therefore people will click on this link and be taken directly to your Linkedin profile. Will you make a great first impression?
With more people working from home in 2020, Linkedin has seen a 25% increase in user sessions and with users intentions more aligned to using the platform for work or business purposes, it can be a great platform to connect and grow your profile.
2. What type of businesses can benefit from being on Linkedin?
Traditionally speaking, businesses who operate in a B2B environment such as professional services and products can benefit significantly from having a profile and networking on the platform. Typically, businesses selling high cost items will do better than cost. Think high yield, low volume… but it is not always the case.
3. What can you expect from Linkedin as a marketing tool?
In short, you get out what you put in however regardless it can give you direct access to key decision makers. There are 3 key benefits of using Linkedin as a marketing tool:
- Build Brand Awareness of your business
- Opportunity to position yourself/business as an expert in your field
- Develop networks and relationships
4. Should you use a Company page or Personal page on Linkedin?
Company pages are becoming more important and you can get more detailed analytics on a company page compared to a personal page. You also need to consider the size and type of your business. If you are just starting out and you are offering one on one services such as coaching, a personal page may be enough however if you are an established business with a number of employees, a company page will be beneficial. Be sure to have your team members create profiles and link them to your company page.
5. How to use Linkedin to profile your business for free
You need to create a plan that considers who your audience is, what type of content you can create that will be meaningful to them and of course consider what you are looking to achieve by having a Linkedin profile. Engage with other pages on Linkedin, in a meaningful way, and if relevant share & comment on other peoples pages/posts.
6. How to use Linkedin for lead generation
You can use paid ads as an option however be sure to know what you can afford to pay for a click, a lead and of those leads, how many convert to a sale. Compare these results to other channels you may be using such as Facebook, Instagram or Google Ads. If you can look to grow your brand awareness, position yourself as the go to expert in what you do and continue to grow your network, ‘free’ lead generation is likely to come as a result of those three actions.
Do you have more questions on Linkedin?
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