Do you have a specific strategy for LinkedIn in 2019?
Did you know that only 17% of small businesses use LinkedIn to promote their businesses according to brandwatch.com. That statistic is mind boggling to me as a marketer. LinkedIn has 106 million active users monthly and is the largest network of business professionals according to Meenakshi Chaudhary in here article on LinkedIn here.
I am highlighting this article because it was published directly on LinkedIn, and highlights the author. A great personal branding example. This article came up easily in search engines when I was looking for statistics for this blog. It just goes to show, you can get great exposure by using LinkedIn the right way.
While we have previously written about how to use LinkedIn as your personal business card, we haven’t talked about the impact that using LinkedIn can have for your business. Today, let’s do just that. Let’s explore the opportunities you have been missing for getting your message out to millions of people who could be your potential customer. Did you know that
“61 million LinkedIn users are senior level influencers and 40 million are in decision-making positions.”- LinkedIn
What’s more, Linkedin has more than half of all social traffic to B2B sites. Did you know that LinkedIn, Facebook and Twitter drive upwards of 90% of social traffic to B2B websites? Incredibly, more than half of that traffic comes from LinkedIn directly according the SUMO. While Facebook and Twitter may have more monthly active users, but LinkedIn seems to be the best platform for B2B businesses. Econsultancy “LinkedIn is now responsible for a staggering 64% of all visits from social media channels to corporate websites.”
Changes to the LinkedIn platform that help you promote your business
- VIDEO: The first big change to LinkedIn in recent times has been the addition of adding video. LinkedIn wants to get into join other social media platforms like Facebook by encouraging users to utilize video in a big way. At first they began encouraging users to put video in both the summary and experience sections of your personal profile. Second, they added the ability to add captions to videos. This was a smart move as much of the video viewed online is watched on mute. Statistically multiple sources say that about 85% of all video watched on platforms like Facebook are watched on mute.
- HASHTAGS: The second big addition that LinkedIn has implemented in recent times is the use of hashtags for posts. Like the use of hashtags on Twitter. LinkedIn encourages users to identify keywords associated with their content. In doing so, LinkedIn has made this content searchable to all of their users. If you are not using hashtags on LinkedIn, start. They will even give you suggestions based on your post.
- MOBILE IS THE KEY: Did you know that LinkedIn is used on a mobile device upwards of 60% of the time? That means that active users are seeing content on their phones. 64% of social referrals to corporate websites come from LinkedIn. Which means that those mobile users are clicking through the links that they see on the platform. That is a great traffic stream for businesses. Make sure your content is mobile friendly.
- PEOPLE BUY FROM PEOPLE: At the end of the day, no matter how big or small your business gets, people like to buy from people. More importantly people buy from people that they like. Thus, your ability to connect directly to decision makers on LinkedIn can be very influential to the sale of your product or service. People also like to hear from the CEO or President about what is happening in their businesses. It make the buying experience more personal. Yet many high level executives are not as active on LinkedIn as they could be.
- MESSAGING ON LINKEDIN: The messaging feature on LinkedIn has also become more robust in recent times. In addition to adding pre-generated responses to their message option, they are using AI to anticipate the responses you may want to send. This push to make communication easier for users shows us that they want the experience on the platform to be more about networking and less about spamming other users with automated messages.
- OPTIMIZE YOUR CONTENT: I have found that when a C-Level executive at a mid to larger company posts on LinkedIn, people interact with that post more than when the sales people do the same thing. So often C-Levels are timid about using LinkedIn as a promotional tool, but they shouldn’t be. It is a great way to let people get to know you. I encourage my clients to post, publish, and interact with content on LinkedIn on pages and profiles that fit their niches.
Lessons learned from the changes to LinkedIn
As the social media medley of platforms continues to change, so will the way we use them. They continue to be SOCIAL platforms. When used in the right way they can bring so much value to your business. LinkedIn wants our attention and they are going to great lengths to re-invent themselves. They want to empower the users to create a virtual network. Similar to Facebook, LinkedIn is encouraging personal communication. They are encouraging us to share trending news and information, to use it to communicate with network connections in leu of their business e-mail and to be your personal digital business card. Whey used correctly, LinkedIn can be an increasingly powerful tool to find your niche market and develop relationships with them online. They are giving us tools to tell a dynamic story through video. Allowing us to publish presentations, and more.
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