How to Grow Your Business on LinkedIn

Since its launch in 2003, LinkedIn has become a well-known online professional networking platform. It has more than 500 million members and is active in more than 200 countries. For many individuals and businesses, LinkedIn can provide a lot of value, but there is a strategy to finding success on the platform.

Just like other social networks, LinkedIn uses an algorithm to determine who, how, and when users see your content. Here are a few ways to make the algorithm work for you, so you can grow your business on LinkedIn.

Post often and consistently

It’s a good idea to post every week around the same time, at least 2-3 times a week. That being said, you don’t want to overdo it. Consumers will start to feel like they’re getting spammed if they’re getting updates from your business multiple times per day.  For optimal engagement, post no more than 30 times a month.

When you post is also significant. According to Social Pilot, the best times to post on LinkedIn are during commuter hours and weekday business hours. The worst times to post are weekends and weekdays outside of business hours. Of all of the workdays, Mondays are the worst for engagement.

A good rule of thumb is to post in the mornings, and then revisit those posts later in the day/evening, to reply to any comments you’ve had and boost your engagement.

Update your LinkedIn profile image and banner

When was the last time you updated your cover image and banner on LinkedIn? It’s probably time to freshen things up! Your banner serves as valuable real estate for selling your brand. Consider creating a banner image that highlights solutions to pain points or showcases your unique selling proposition.

Here’s a good example from a personal LinkedIn page, but you could do the same for your business page.

LinkedIn Banner

Post videos and animated content

Software like InVideo and Animoto can be used to create inexpensive videos to promote your new product or blog post. You can also post slideshows, podcast recordings and more.

According to Social Media Today, documents can actually be turned into carousel posts on LinkedIn – if you upload a series of visuals as a document, LinkedIn will display that as a carousel which users can side-swipe through. Visual content like this tends to perform better than static images or text posts and keeps users engaged with your brand longer.

It’s also important to note that, according to Social Media Today, LinkedIn prefers that users upload content directly to the LinkedIn platform, rather than posting an outbound link. For example, if you’re posting a video, it’s better to upload it to LinkedIn, rather than posting a YouTube link. This is because LinkedIn wants to keep users on their platform rather than sending them to another site – the same is true for Facebook and Instagram.

Tag people who are relevant to the post

If you post an article you cowrote with colleagues or a photo from a work event, be sure to tag everyone who was involved, as they will likely engage with the post and share it with their followers.

If you’re posting about a product or service, you can even mention potential customers, but be careful not to come across as spammy.

business-woman-using-linkedin

Leverage LinkedIn’s Showcase pages

LinkedIn allows businesses up to 10 free pages to showcase different elements of your company or business lines so you can post information specific to that product or service. You can think of your business profile as the main page, and showcase pages like “sub” pages. They work best for businesses with many different serve lines or varying demographics.

By creating separate Showcase Pages, you can target those specific services or demographics with applicable information. The company page remains the hub for many features and tabs like careers, linked employees, and followers which will not show up on your Showcase Page.

Here is a step-by-step guide from LinkedIn on how to get started: https://www.linkedin.com/help/linkedin/answer/44863?lang=en

Have you found the key to success on LinkedIn? Share your ideas with us for boosting your presence on the platform – we’d love to hear from you!

Sources:

https://www.socialmediatoday.com/news/10-tips-to-boost-your-linkedin-presence-in-2021/594649/

https://www.intouch-marketing.com/blog/the-business-owners-guide-to-linkedin-showcase-pages/

https://www.redstartcreative.com/boosting-your-linkedin-presence-in-2021/

https://www.socialpilot.co/blog/best-time-to-post-on-linkedin

About the Author: Jim Gibbs

Vice President of Sales & Marketing at The Dingley Press. Jim has been with Dingley since 2002 and lives in Maine near our Lisbon, Maine plant location.