LinkedIn for Business 2023: Everything You Need to Know

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LinkedIn is by far the most popular site for professionals to use online. This is how you may put it to use for your company:

Your company can locate and recruit top people more easily with the assistance of a LinkedIn presence.

Build sponsored advertising to further promote your company and products, publish and create content that is relevant to your followers, and do all of this on LinkedIn to get the most out of your marketing efforts there.

You also have the ability to establish Showcase Pages in order to advertise your businesses and products.

This post is geared toward proprietors of small businesses who are interested in gaining a better understanding of how to utilize LinkedIn to their company’s advantage.

LinkedIn provides possibilities for job seekers as well as businesses to find employment, recruit top talent, and promote your organization as a thought leader in your field. LinkedIn’s options are available to both job seekers and businesses. With the launch of its New Recruiter & Jobs platform in the summer of 2019, LinkedIn makes it significantly simpler for businesses to locate skilled employees to fill open positions. However, in order to make use of the opportunities presented by that platform, you will require a LinkedIn corporate page. This article will walk you through the steps of creating a business page on LinkedIn and using this professional platform for the benefit of your company.

1. Create a company page.

A company page provides prospective clients and job prospects with the opportunity to discover more about your firm, brand, goods, and services, as well as opportunities for employment. You will need a personal LinkedIn account as well as an email address that has been validated in order to set up a company page on LinkedIn. Anyone can create a company page on LinkedIn without having to pay a fee; the service is completely free.

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You will be walked through the process of creating a company page on LinkedIn, and if you have any issues along the way, you can always visit the support page on LinkedIn. The following are the three simple steps:

1. Determine the nature of your company.

You have the option of selecting between a showcase page, small business, medium to large business, or educational institution.

2. Add company data.

After you have finished writing the company description, you will be invited to fill in further company facts, such as your firm’s name, website, industry, size, and kind of business.

3. Be sure to include a cover image and a logo.

Before you hit the Publish button, you need to make sure that your company logo and cover image have been uploaded. Your company’s logo must have a resolution of 300 by 300 pixels and can either be a JPG or a PNG file.

Please ensure that another employee has access to your login information in the event that you are terminated or lose access to the page. You should also let the other employees know that the page has been activated so that they can modify their position on their personal accounts and include the company page.

2. Create a career page.

Finding an employee that is compatible with the culture of your company and with the appropriate skill set is a challenging undertaking for companies of all sizes. Companies are able to share their narrative, recruit the best personnel, and assess the impact that their goals are having by using LinkedIn career sites.

Job seekers can get an inside peek at the culture of the organization by clicking on the Life tab. You will have the ability to feature longer-form content, photo galleries, company leaders, company insights, as well as videos in this section. You can even develop various variations of the Life tab in order to target different groups, such as candidates for marketing positions and candidates for IT positions.

3. Join and create LinkedIn groups.

After you have established a company page and a career page for your organization, it is time to begin marketing your company on LinkedIn. According to Taylor Kincaid, social media director at Online Optimism, one of the most effective ways to accomplish this objective is to establish a LinkedIn group that is associated with your corporate profile.

According to Kincaid, “a LinkedIn group is an excellent location to establish an active community surrounding your business and to grow your online community.”

You’ll need to provide the group with a title, logo, and description before you can create it. After that, you will need to decide upon the ground rules for your group. You can also join already LinkedIn Groups that are relevant to your interests. For example, if you manage the social media accounts for your firm, you could join a group that focuses on social media marketing.

You may boost traffic to your company’s LinkedIn profile by participating in relevant groups on LinkedIn, which can help you build your reputation as a thought leader and an authority in your field.

However, a LinkedIn group is not the best location to publish advertisements for your company; instead, you should share useful content with people who are interested in your industry and business.

A personal brand consultant by the name of Marietta Gentles Crawford advised individuals to “engage your network with intelligent comments.” “You should continually be looking for opportunities to give value to your network, and you should put more of your attention toward assisting others by sharing your experience,”

Tips for using your LinkedIn page

After you have established a LinkedIn company page, a LinkedIn career page, and a LinkedIn group, it is important to utilize these platforms frequently and produce content for them. The following is some advice on how to construct these pages and where to start when you get started:

1. Acquire some followers.

If no one views the stuff that you publish and share, there is no value in doing either. You should always be on the lookout for new people to follow on LinkedIn. You may promote your company’s LinkedIn page by adding a widget to your website, including information about your profile in your email signature, and asking employees to share the link to the corporate page on their personal accounts. You can also include your LinkedIn information on business cards that you hand out to people.

2. Publish and distribute content that is pertinent.

You need to know who your audience is and what they want to see on LinkedIn in order to run a successful marketing campaign. This is true of any marketing strategy. Not only is it vital to post and share content that promotes your brand, but it is also important to produce and share content that helps your followers.

Social media specialist at Oldcastle Kyra Mancine advised, “Do not be overly self-promotional.” “Only twenty percent of your content should be geared toward sales. It is important to produce content that is not just fascinating but also informative and useful. Consider the kinds of things that you look forward to seeing on your feed. Nobody enjoys being offered anything or constantly being exposed to advertisements.

An important hazard of social media is called overpromotion, which can cost you followers and limit interaction with your content.

3. Set up a content calendar.

Publishing new content on a consistent basis is essential to the success of any social media account. Because it is crucial to maintain a steady schedule, Mancine recommended that you create a content calendar to organize your posts. By using a social media service such as Buffer or Hootsuite, you can quickly and easily create a content calendar for your website.

However, Eric Fischgrund, the founder of FischTank, a marketing and public relations business, cautioned against going overboard with it. “[Many] businesses simply begin posting content immediately. You’ll see an increase in engagement right away, but after that, people will start tuning you out. Only share items that are going to have an impact.

4. Switch up what you share and make the most of special occasions.

According to what Mancine advised, you should switch up your material and provide a variety of images, videos, and regular articles. It is also beneficial to tailor your content to specific holidays or the season in which they are published.

“There are so many days that are recognized on social media now – National Coffee Day, etc.,” she added. “There are also so many days that are honored in real life.” “Nine times out of ten, you can come up with a unique strategy to connect your business into those days,” the speaker said. “The tenth time is a complete loss.”

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If you run a lawn care business, for instance, it would serve you well to be aware that April is Lawn and Garden Month and to plan your social media postings for the month so that they revolve around this theme.

5. Employ monitoring and analytical tools.

Knowing what your audience wants to see is the greatest method to provide material that is relevant to that audience. You can assess what works and what doesn’t by watching and tracking the postings that have already been made.

You are able to examine the engagement on your posts, detect patterns, have a better understanding of the demographics of your followers, and find out more information about the traffic to your page with LinkedIn’s Company Page analytics.

6. Experiment with both still images and moving pictures.

Both videos and photos can be uploaded to LinkedIn. You can record a video or take a picture directly within the smartphone app, and then share it to your timeline. In March of 2018, LinkedIn updated its video function with the addition of filters as well as a few text formatting options. The phrases “Work High Five,” “Side Hustle,” and “On the Air” are included as filters.

You may provide an insider’s view of the workings of your firm or highlight recent developments regarding the products and services you offer. On LinkedIn, the potential for video to generate member interaction is five times more than that of any other sort of media; thus, you should start recording.

7. Create Showcase Pages for Your LinkedIn Profile.

An expert in digital marketing at Bluehouse Group named Tommy Burns suggested making use of LinkedIn Showcase Pages in order to draw attention to your brand. Showcase Pages allow you to draw attention to particular aspects of your company while also sharing material with an extremely precise audience.

Burns explained that a Showcase Page is essentially an expansion of your company’s existing LinkedIn page. They make it possible for your company to produce new content and distribute messaging that is highly relevant to specific subsets of the audience you are trying to reach.

8. Make use of ad-supported content.

You are able to generate sponsored content on LinkedIn, just like you can on other social media networks. Because you can zero in on a certain demographic with these native advertisements, they are more effective than standard material despite the fact that they come with a price tag.

Keri Lindenmuth, the marketing manager at KDG, said that with this option, users have a lot of leeway to make their own choices and may customize their experience. “You can select the geographic region you want your ad to target, the ages of the audience you’re seeking, the profession and industries of the audience you’re seeking, and more,” the website says. “You can also select other demographic information.”

9. Target your audience.

If you want your content to do well on LinkedIn, one of the greatest methods to ensure its success is to customize each post for a particular audience. You can target articles on LinkedIn based on follower profile data, such as organization size, industry, job title, area, or language, using the organic targeting option. This option is available on LinkedIn. Keep in mind that in order to utilize the targeting tool, you need to have at least 300 followers on your account.

10. Give some thought to the time of day you post.

When you submit your material to any social site, the amount of engagement you receive may be affected by the time of day you choose to make the post. It is vital to publish consistently, so you should aim to contribute new content at least twice a week (if not every day), and keep in mind that it may take some trial and error to figure out what time of day works best for you. It is crucial to post consistently. Research conducted by Hootsuite indicates that the hours of 7:45 a.m., 10:45 a.m., 12:45 p.m., and 5:45 p.m. Eastern Time (ET) are the most productive for posting on LinkedIn.

Best marketing tools for LinkedIn

Your marketing efforts on LinkedIn can benefit from using a variety of different technologies. The following are some of the most common types of marketing tools used on LinkedIn:

Canva

You may easily create your own graphics and photos to use in your LinkedIn postings with the use of a software called Canva, which is designed specifically for image design. You may help your posts stand out from the crowd by creating your own images and making them more interesting and compelling in your posts. You can also make films and GIFs using Canva, using either your own recordings or stock content.

SlideShare

SlideShare is the most effective method to use if you want to upload a presentation or whitepaper that you want to share on your LinkedIn page. Your PDF, Word, PowerPoint, or OpenDocument files can be easily uploaded to SlideShare because it is an integral part of LinkedIn’s functionality as a content-sharing platform. Even stats are recorded on SlideShare, allowing you to monitor audience participation.

Hootsuite

Hootsuite is an all-in-one social media management application that lets you keep track of publishing, scheduling, analytics, comments, and more. Hootsuite also allows you to manage multiple accounts. You can also use Hootsuite to enhance your best-performing posts so that they are seen by more of your followers.