There were over 5.7 billion professional searches on LinkedIn in 2013. While many of these searches are targeted at specific businesses and users, many people search by keyword . Additionally, businesses that make the effort to create search-optimized pages have greater visibility compared to their competitors.
The first step is to define which keywords define us best. People tend to use Google's keyword planner to help identify the most popular words. Although this planner does not offer us specific data on searches on Linkedin, it does offer us the words and phrases most used by people when searching for products and services on Google.
Keywords should be used in strategic places such as the business URL, header, architects email database company name, and any place where they can add the most meaning.
4. Influence of video content
Video has the ability to communicate messages to LinkedIn users that text or images cannot do as effectively . 52% of consumers say that watching product videos makes them feel more confident when making online purchasing decisions . As such, 60% of the top 100 brands on LinkedIn post videos on their LinkedIn pages and link those videos back to their YouTube pages.
Video content serves multiple functions for company pages. Some potential purposes for these videos include answering frequently asked customer questions, executive interviews, customer testimonials, event videos, TV ads, and demos. In this way, companies can capture the attention of users, strengthening their engagement, growing the community, and converting users into effective website traffic.
5. Share unique and quality content
Creating and sharing unique, quality content is one of the most effective ways to maximize the visibility and usefulness of a company page. Companies can post an unlimited number of updates that promote products and provide customers with up-to-date company information. This content can also build loyal followers, alert potential employees to job openings, and educate users on industry best practices through thought-provoking content.
Posting content on a regular basis can be beneficial for companies looking to improve their visibility on the social network. According to BrightEdge , 50% of the top 10 brands by recommendation also appear in the top 10 brands that publish the most content on a monthly basis. Companies should test the timing and frequency of posts to see which ones work best. Content can also be shared within certain LinkedIn groups, which has the advantage of placing it in front of users who are not followers of our page and thus increasing its reach.
Conclusion
LinkedIn should be an important part of any social media marketing strategy because of its unique audience and particular focus. Companies working to maximize their LinkedIn efforts should remember some best practices that apply to any social network: use all available options, be active, and post quality content . If marketers incorporate these practices into their LinkedIn strategy, they will be able to increase their followers, engage with them, and drive traffic from their page to the company website.
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