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The power of LinkedIn: what to do and not to do
10 Mar 2020

It’s no big news LinkedIn has won more power between all the social networks for businesses. It’s not usual to find a company/business who doens’t include this channel in its digital marketing strategy, since today LinkedIn has already overcome the 610 million members mark (source: LinkedIn).


The question is: have all these members been using this platform correctly and taking the best out of it? Spoiler alert: most of them haven’t. For this reason, we’ve collected a list of multiple exercises that you can start putting into practice, in order to optimize your strategy and to start understanding the power of LinkedIn.


1.    Develop a customized approach to each one of your contacts


We all want to be connected with the top 3 leaders and the biggest influencers of our industry on our LinkedIn network. However, people tend to send loose requests, with no message attached or, even more common, with a default and lame note, that they copy and paste and send to everybody.


This possibly explains why so many of your requests haven’t been accepted. No one likes to feel like they’re just “another one” in the middle of a crowd of professionals. The trick is to show that person why you need her/him in your network and, mainly, what value will that connection bring to her/him in the future.


YES: customized and creative messages, that can make the other person feel “special”.


NO: loose requests or default messages that don’t attract the person on the other side of the network.

 


2.    Content and interaction overload


This one is the most basic task you can perform on LinkedIn. 40% of the users of this platform visit it daily and this is what makes the difference. Interacting through reactions, comments and shares is essential if you want to start establishing your personal style on this network.


But be careful because not all content has value. A lot of people react to posts they didn’t even read, or comment content with spam and copy-paste sentences, or share articles to which they don’t add any context or interpretation. What do I win when someone shares something if she/he doesn’t explain to me why I should read that content?


YES: spend at least 20 minutes per day on LinkedIn, deliver valuable content to your connections and create a real community with them.


NO:  react to posts “just because”, spam your business or share articles when you just read their first paragraph. 


3.    Videos and more videos


With the possibility of publishing videos directly on LinkedIn (instead of sharing them through other platforms, like Youtube), the algorithm gives priority to this type of content. In practice, this means that, between showing your post in a video format to one of your connections, and showing other person’s text based content, LinkedIn will put the red carpet just for you and let you shine.


YES: post more videos, interleaved with sporadic articles and images.


NO: leave videos behind because they require more times, work and, sometimes, money.

 


4.    Use hashtags


Besides helping you get amazing organic results, when it comes to paid ads, hashtags are also incredible efficient in capturing leads. When people want to find out about new professionals of a certain area, or simply check different opinions about a specific theme, their searches are based on hashtags. This can be the perfect opportunity to make your business stand out.


Additionally, customized hashtags are a thing now too. For example, you can create a specific hashtag related to your team, so your employees can use it when sharing your company’s posts, which will help you develop its brand awareness. Another idea is to add your company’s page to groups related to your business area, where you can develop highly relevant connections.


YES: combine specific hashtags of your business with customized hashtags of your company.


NO: loose text and never accompanied by 3 or 4 hashtags.


5.    Employees are ambassadors


Your company’s biggest fans and ambassadors should be your employees. It is really important that you encourage them to share your content with their personal network of connections. This will bring a higher recognition to your company, but it will also help your employees grow on LinkedIn.


YES: make sure your employees are already on LinkedIn and show them the advantages of being ambassadors of the company they work in.


NO: place thousands of euros on advertising and forget that your employees can be the best way to win results.


6.    Trust and persistence


The good (and bad) thing about LinkedIn is that it’s just as easy to be found as it is to be forgotten. As so, it is crucial you hold a persistent attitude when it comes to this platform and never forget your results will eventually arrive. There are going to be days when you’ll feel that the return you’re getting doesn’t match the effort you’ve put into that platform, however, if you maintain a consist communication and don’t lose your trust, better days will come.


Believe us when we say LinkedIn might be the best social network for your company/business, you just need to learn how to make the best out of it. From now on, and with Flybizz’s tips, you’ll never be left behind.


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