The latest statistic shows that nearly 675 million people are on LinkedIn. And since content on the platform has the potential to reach up to 12% of the world’s population, it should be included in every company’s marketing strategy. But what if your LinkedIn presence is stagnant at best, and virtually nonexistent at worst? If your company’s not being noticed on LinkedIn, there are a few probable reasons why, and relatively simple, yet effective, ways of turning that around. Here are the likely problems (and solutions):
Possible problem #1: You haven’t completed a LinkedIn company page for your business
Businesses with LinkedIn pages get up to 30% more views than those that don’t. But to be effective, your page must be complete with all relevant details, including a concise and compelling “About” section that includes industry-specific keywords for searchability. Other fields you’ll need complete on your company profile are a link to your website, industry, company size, location, company type, year founded, and your company’s specialties.
Adding a logo and on-brand cover photo to your LinkedIn page also is recommended, as well as relevant hashtags (up to three are recommended) in the “About” and “Specialties” sections to make your business page more searchable. Completing the “Life” section of the page enables you to highlight your company culture and brand values. This section is especially important if you are using your LinkedIn page to hire because it provides visitors a snapshot of your employees’ daily work lives and helps differentiate your company as a good place to work.
Possible problem #2: You’re not posting or publishing articles regularly
How can your followers and LinkedIn users engage with you if they have nothing to engage with? Not posting or publishing articles regularly means your LinkedIn strategy is dead in the water. Instead, experts recommend posting or publishing a new article at least once a week (a change that is proven to give you at least twice the engagement than you had previously). Not sure what to post about? Go to your page’s analytics to learn more about your followers and visitors. You can then use these insights to plan your content strategy and keep an eye on what works and what doesn’t in terms of engagement (e.g., likes, comments, shares, etc.).
When planning your LinkedIn content, it’s important to add images and videos to catch a user’s attention as they scroll through their news feed. Also, remember to add about three to five industry- or topic-specific hashtags to each of your posts so that those interested in these topics can find you more readily — this will give your company a wider reach in terms of audience. And if you have raving fans and brand advocates, use them! Ask them to share your articles and post about your company in their feeds and groups.
Possible problem #3: Your employees aren’t engaging with your content
Okay, so your LinkedIn page is solid, your content calendar is pristine, but people still aren’t engaging? It’s time for some page maintenance. For example, are you responding to comments on your posts in a timely manner (or at all)? Are you thanking those who share your articles and mention you in their feeds? Is your content compelling and what your target audience is looking for? All of these are important questions to ask.
Further humanize your brand and gain more followers by enlisting engagement from your employees. Encourage them to share company posts and articles, as well as more personal moments like photos of company events and testimonials of their work life. You can also encourage — and even employ — your team members to participate in LinkedIn Groups, where they can act as subject matter experts on your industry, answering questions and engaging with others in those communities.
If you’re feeling overwhelmed or you just plain don’t have the time to create and maintain a LinkedIn presence for your business, you’re not alone. At Roikings, we help small businesses, startups, and entrepreneurs start — and maintain — their LinkedIn conversations to attract more qualified leads.
Contact us today for an appointment.