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Building a better network: top tips for your business’s LinkedIn page

Jess Messenger
Blog

With more than 500 million members around the world, LinkedIn is a social media platform that can’t be ignored, especially for businesses looking to promote their products, services, causes and events. Your business has likely created a page by now, but are you making the most of it? The below tips will help ensure that your page stands out among the rest:


1  Post regularly, emphasizing rich content

To keep your audience interested, post several times per week with rich content that is engaging, relevant and shareable. Examples include blogs, videos, photos and infographics. Remember to balance between content related to your company and thought leadership content and news that relates to the industry and communities in which you operate.


2  Dedicate ad spend

Budgeting ad spend for LinkedIn can help your business put content in front of the right people. For example, sponsored updates allow you to target specific users on desktop and mobile, placing your interesting content in their newsfeeds. Sponsored InMail goes a step further by sending a personalized inbox message to key users. This is an ideal tactic if you want to promote a new e-book, webinar, in-person event or white paper.


3  Engage your employees

Your employees can and should be your company’s biggest advocates. Encourage them to share your rich content so that it is amplified within their networks. Many of your employees’ connections likely work within the same industry as them, and some may be influencers and thought leaders themselves, so it is important to get your content in front of these audiences.


4  Use analytics to guide your process

With metrics like total clicks, click-through rate, engagement rate and more, LinkedIn’s analytics allow you to gain insight into the most engaging content on your page. You can see what types of content are working best and what types may need to be improved upon or abandoned.


5  Consider showcase pages

Showcase Pages allow you to highlight other business units or initiatives and are accessible from your main company page. If you have enough content to devote to a separate page and want to target a specific industry or even country, these are an ideal choice. Follow the same rules for these that you would for your main page.


LinkedIn is certainly a powerful social media platform for businesses. It can be used to share corporate updates, thought leadership content and even help attract talent. By following the above tips, you’ll be sure to set your business up for success.