LinkedIn isn't just a networking tool for business professionals. The social media outlet can be strong platform for content marketing, and brands can improve both lead generation and customer retention by maintaining a strong LinkedIn presence. In fact, social media is playing an increasingly important role in B2B marketing, and if brands aren't keeping their LinkedIn profiles up to date and interacting with current and potential clients on the network, they're forgoing a major opportunity their competitors are likely taking advantage of.
LinkedIn hits major membership numbers
According to a recent press release from LinkedIn, the network now boasts more than 259 million users, a membership total that's 38 percent greater than it was one year ago. As the network has expanded immensely in the past few years, its offerings have also grown to satisfy the needs of professionals and businesses. LinkedIn stated it attributes the significant increase in the number of profile owners to its focus on improving content engagement for users as well as the mobile experience for those who go on LinkedIn from smartphones and tablets.
As the network continues to strive toward increased membership and user satisfaction, businesses should capitalize on what it has to offer. Here are three tips on making the most of a company LinkedIn profile:
- Lead prospects to LinkedIn from other channels: Include links to the company's profile on the website, blogs and other Web platforms the business operates. It's also a good idea to place links in case studies, white papers, press releases and other content the organization shares with customers, employees and leads. Additionally, adding a social sharing button in blog posts allows readers to share the business's content from their own profile, which can boost the reach of the company and establish it as a reputable source of information.
- Maintain updated information: It's crucial that a business's profile page be complete and contain the most accurate contact information, brand history and other relevant focal points. Additionally, Social Media Examiner explained that creating products and services pages can attract more followers. On these pages, B2Bs should clearly demonstrate the value of the brand's offerings and link to their websites.
- Participate in conversations: Join LinkedIn groups that discuss topics that are relevant to the brand's market and contribute insightful posts. It's also important to use posts to reach out to followers and start conversations, as well as respond to prospects' comments.