What is LinkedIn?
LinkedIn was created in 2003 before many of the most successful platforms emerged.
At that time, a group of friends realized that there wasn’t a place on the internet (which was starting to become omnipresent in our lives) focused on sharing experiences, trends, and general info about the business world.
With an initial pool of only 300 testers, they founded LinkedIn. In less than a year, it already accounted for more than 1 million users.
The social network positioned itself as a space for people all around the world to provide information about their careers and abilities so they can prosper in their professional lives.
Throughout the years, it has proven to be one of the most successful and inclusive business marketing tools.
LinkedIn Job Search, the platform’s talent hunting tool, is one of the most commonly used ways of hiring new collaborators online.
Currently, the network is used by more than 700 milion people across 200 countries. The US and India report the highest number of users.
Other numbers clearly show why every company should be present on the platform and invest in exclusive strategies for it:
- Half of all Americans with college degree uses LinkedIn.
- There are 160 million users in the US, the network’s largest audience for advertising and scouting.
- a quarter of all LinkedIn users have senior-level credentials.
What this kind of data shows is that LinkedIn is a great platform for both hiring and advertising.
It is a great space for B2B, as well, and for finding specific audiences that are easier to reach than with other social channels.
What Kind of Features Does LinkedIn Offer?
With that overall setting laid out, we have enough arguments to notice how important it is to mark your presence on LinkedIn.
Find out how the platform works and the tools they have to help you stand out.
The platform isn’t that different from others like Facebook. To set up your profile you will pick a photo or image, insert a name and a description, and your company’s location.
You can also link a website and other social channels, and even share technical information about the business’ field and the number of employees.
One difference that separates LinkedIn from other platforms is the Company Pages feature made specifically for setting up a business profile for your brand.
Company Pages gives you a series of tools, reports, and data that LinkedIn provides at no extra cost.
Views, engagement, interactions with your brand, reach, info that can really help you execute your Digital Marketing plan. With it, you can analyze performance and act accordingly.
How Can you Create an Engaging Profile?
We can’t produce a LinkedIn guide without talking about how you can set up your profile with marketing goals in mind.
Knowing its main features, it is possible to optimize your pages to attract more interested leads so they can know your brand and, hopefully, become a client.
Creating Company Pages
It is really easy to set up a professional profile.
First, on LinkedIn’s home page, you have to click on “Work” located at the upper right corner. Then, scroll down to the end to find the “Create a Company Page” option.
With that option selected, fill in the information that will constitute your home. Obviously, the more complete the data is, the better.
Try to imagine what your average lead would like to know first about your company. Then put in the content that will solve most of their doubts about you even before making contact.
Remember that, like any other social media, your chances of converting are greater if you let the audience know your brand well enough.
After filling in those fields, your page is ready to go.
It is time for the last revision: checking links, phone numbers, descriptions, and image quality. Any typo or badly placed photo can impact your page’s performance.
That’s it! You are now ready to start publishing content, reaching a new audience, and prospecting new clients.
Defining the right dimensions for images
LinkedIn provides different sizes and ratios for media, such as images or videos, depending on your needs for the page’s visual identity:
- Cover photo: 1128 x 191
- Company logo: 300 x 300
- Business banner: 646 x 200
- Dynamic ads: 100 x 100
- Life tab main image: 1128 x 376
- Featured images for blog posts: 1200 x 627
- Stories: 1080 x 1920
Keeping your content up-to-date
As with your plans for other social media, you have to keep a publishing schedule to have an updated profile. Timelines on those platforms are like a competition.
It means that if you don’t have consistency your brand will be lost among the noise: other companies’ posts, an update from the user’s colleague, other profiles they follow.
But frequency is nothing without quality.
Be creative to develop interesting discussions, bring relevant content, and really engage the audience in conversations.
Responding fast
One of the biggest changes in the relationship between brands and customers in recent history is how social media became one of the most used channels for Customer Service.
With the evolution of technology, these digital environments are faster, simpler, and more effective ways of contacting a company and solving doubts or issues.
Never underestimate the power an online social platform has to elevate or destroy the reputation of a brand.
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