LinkedIn for businesses
Why your company should be on LinkedIn
Tip 1: Use appropriate & authentic wording
On LinkedIn, users clearly pursue a different goal than for instance on Facebook or Instagram. So, of course, you need a different wording and tonality than on your other social media platforms. Main premise: It needs to reflect your brand. Be as authentic as possible and, at the same time, respectable!
Good to know: For status updates, you can enter up to 600 characters. But mind you, after 150 characters the infamous "Show more" button appears. So you should put the most important information at the beginning of your post!
Tip 2: Build a community
Building a community is not always easy. However, if you want your business to succeed on LinkedIn, this is an important point to keep in mind. Like, share and comment on interesting contributions from others to draw attention to yourself. However, the basic requirement for this is a professionally managed company account. This is the only way to create trust and connect with the users!
Tip 3: Get your employees involved
Especially in the beginning, colleagues and employees are the most important resources for building a community on LinkedIn. If all employees are connected to the company site, this opens up further networks that can have a positive impact on the company profile. Hence, it's important to encourage your employees to make their position within the company visible on their LinkedIn profile. Even better: Try to motivate them to share posts in their network! You should also think about actively tagging employees in posts by the company!
Did you know? According to studies, content posted by employees is often deemed more credible.
Tip 4: Publish relevant content
Active employees, but boring content? One thing's for sure: If the content you publish isn't relevant for your target group, the attention of the users is bound to nosedive. So your aim should be to create interesting and relevant content that provides an added value for your audience. This can be anything from blog articles and product information to industry news and trends. There are no limits to your creativity!
Important: Once in a while, you can also share relevant blog posts and news from external sources.
Tip 5: Strategically plan your postings
No plan, no success! That's why you should definitely work with an editorial schedule for LinkedIn. This way you can keep an eye on your posts and know exactly which content will be published when. Particularly important: consistency! The more you post, the better! But make sure that the quality of your posts remains high.
You should also consider publishing a mix of different types of posts. Statistics show, for instance, that posts containing an image get 98 percent more comments. Videos are another great way to generate interaction on LinkedIn.
By the way: The best time for posting something is in the morning when people have their first cup of coffee (07:30 – 08:30), at lunchtime (12:00) or in the late afternoon just before they head home (17:00 – 18:00). The only exception: Friday afternoon, because many people start their weekend early!
Tip 6: Don't forget about community management
As in any social network, community management should not be neglected. As a company you can comment, tag or share on LinkedIn. The important thing is to be empathic and responsive to the questions of your community! Make sure you reply quickly and try to enter into a dialogue with your followers.
Side note: Adapt the CTA button on your company profile!
Tip 7: Use relevant hashtags
No question about it! Hashtags should not be ignored on LinkedIn either. They can even be integrated into the text. As a rule of thumb, you should use at least three hashtags per post. In addition, we recommend you monitor relevant hashtags and get involved in expert discussions. Companies can follow three hashtags.
Tip 8: Create and participate in LinkedIn groups
In order to boost your status as an expert, it is advisable to become active in LinkedIn groups. The members of a group usually have similar interests. Groups thus offer an ideal platform for exchanging views on various topics and for asking and answering questions. Important: At present, only private users can become active in groups. However, as a company you can create a group. This once again highlights your status as an expert!
Tip 9: Run LinkedIn ads
Of course you can also run targeted ads for your posts on LinkedIn. It's possible to filter people by profession, industry, company, skills and interests. This way you can run LinkedIn ads exclusively for those who work in your industry, for instance. In addition to sponsored content, there are various other advertising options, such as text ads and sponsored InMails, which help you achieve your goals.
Tip 10: Understand the LinkedIn algorithm
To really understand LinkedIn, let's also take a quick look at the algorithm! After all, it's no secret how LinkedIn rates the content on its platform.
- First, a bot crawls the content and rates it as spam, low-quality content or approved content. What does this mean for you? Quite obviously: High-quality content is king! After all, you want your content to be classified as approved.
- Does your post get likes? Is it getting shared? Great. Because interactions also have an impact on the platform's algorithm.
- The bot then examines the post for further signs of spam and checks its credibility and the quality of the respective profile.
- Finally, the content is checked by real editors. They decide whether it should continue to be appear in the feed or be displayed even more.
