LinkedIn has long marketed itself as the B2B and B2C platform for professionals, and is also widely used for job search and recruitment. Have you ever considered using LinkedIn for your small business? I decided to research articles on LinkedIn about using their platform to help small business grow and just how they suggest we do it!
I've compiled my key takeouts of what I found during my research. Firstly, you can't do anything without having a LinkedIn individual profile page. Once you've got that:
- ensure your expertise is properly showcased
- create a LinkedIn Page (formerly, Company Page)
You're going to need to set some goals of what you want to accomplish on your LinkedIn Page and LinkedIn suggest there are four common marketing goals for SMB's when using their platform:
1. Build brand awareness
2. Generate sales leads
3. Establish thought leadership
4. Drive event attendance
These will help you determine what you want to say, what to share, and who to share it with. It will also allow you to join conversations around topics that relate to your business.
LinkedIn suggests understanding how to reach your 'local' audience on the platform and their target rich capabilities make it easy for small business to find their target audience. You can choose from the following combination filters:
Interests and Identity
By using location filter (to define a geographical area) combined with industry and company size filters you could for example target small manufacturers. The key here is to keep it broad so you have a sizeable audience.
To read a great article that explains ways small business can use LinkedIn, click here. It also has a downloadable Content Marketing Tactical Plan to refer to. Whilst LinkedIn does suggest you also include advertising like Sponsored Content, Inmail and Text Ads in your mix, the article really shows you how to use the organic parts of LinkedIn to get you started.
LinkedIn even has an online short course designed specifically for small business owners which includes topics like:
- Optimising your profile
- Building a strong LinkedIn network
- Turning online leads into new clients
Do you struggle to write about yourself? Our business Strategic Social Profiles can help set up your Individual LinkedIn page and your LinkedIn Page for business. We also have compiled some really good tips to help you get started. Click the button below if you'd like more information about our services and to download our infographic.
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Strategic Social Profiles write a regular blog and provide ongoing tips, trends and insights for individuals and small business to overcome the challenges of devising an effective social media presence and developing a strategy that actually works.
Who we are...
Annabel Sullivan and Susan Davis, Directors of Strategic Social Profiles write a regular blog for professionals and small business owners. We strive to share our experience and knowledge and assist our readers on how to Social It Yourself and reap the benefits from effective social media. They were awarded as one of the 100 Faces of Queensland Small Business.