Whilst many businesses use Twitter and Facebook in their marketing efforts, lots of people overlook the obvious B2B (business to business) choice – LinkedIn. It may be smaller than its rival social networks, but don’t underestimate it!
It’s adding two new members every second, with an estimated 275 million users expected on the network by the end of 2013. Almost 25% of these users are based in Europe, with a large UK following (it’s worth noting its first non-US office opened in London in 2008). Also, 79% of users are over the age of 35, showing that it has a more mature audience and a great way to target users who may not necessarily be on other social networks.
Whilst it’s typically been seen as a bit “boring” by some who simply login every year or so to update their CV, or use it like an address book, it’s worth pointing out that since 2011 it’s had a news feed feature similar to Facebook and now places much more emphasis on interaction than it did in the past. In addition, there’s some lively discussion in the LinkedIn groups.
One of our clients, the Young Railway Professionals, has seen a lot of success in attracting new members from the rail industry via LinkedIn. At the time of writing in July 2013, they have 315 likes on Facebook, 665 followers on Twitter, but a whopping 1,383 members on their LinkedIn page.
Research by the agency faberNovel showed that whilst Facebook was good for targeting a large volume of users, LinkedIn was better suited to attracting a smaller audience of higher quality leads.
Here’s some top tips for using LinkedIn:
- Create a LinkedIn company page to promote your business.
- Ensure you fill out your personal and company profile pages in full, including (very importantly) adding profile pictures so your profiles are recognisable and stand out.
- Where possible, add YouTube videos to your LinkedIn company page. You can also add pictures and links, in the same way you can on Facebook, which helps attract attention from other users.
- Take a look at the Page Insights feature – it shows how many people have seen your updates, etc.
- Join relevant groups and take part in meaningful discussions to help convey yourself as an industry expert.
- Advertise your jobs on the site – especially in the groups available that relate to your business.
- Remember to put a link to your company LinkedIn page on your own website!
So what are you waiting for – put an hour into your diary and get your LinkedIn presence up to scratch!
If you need any help getting your LinkedIn or other social network profiles setup, drop us a message!
Mike is the founding director of Primary Image. He specialises in the WordPress website platform and speaks regularly at national web design conferences. Mike became a member (MCIPR) of the Chartered Institute of Public Relations in 2015. Outside of work, his interests include photography and politics.