When it comes to professional social networks, LinkedIn is currently the leader. Boasting more than 4 million business pages, LinkedIn is the place to gain the attention of prospective clients. If you are not receiving the results you would like from your LinkedIn business page, it could be time to perform a social media audit.
Taking a critical look at your page is a great way to identify potential areas for improvement while helping build trust with your target audience. Improving your business page on LinkedIn can also help you provide a seamless experience between your business page and website for visitors.
The problem is that many people know their business page could be improved, but they simply do not know where to start. Below, you will find some simple steps to help you get started while garnering more engagement from your target audience.
The Right Content
Begin by making certain you have the right mix of content. No longer is it simply enough to publish content. Today, in order to remain competitive, you need to make sure you have a variety of types of content posted on your business page. Various types of content might include videos, images, industry news, promotional content, and links to educational or helpful articles.
Additionally, it is important to audit the frequency with which you publish content. Do you post on a regular basis or do days or weeks go by with no new content? Ideally, you should try to post at least once a day to create expectation among your visitors. Along with establishing a regular posting schedule, you should also make certain you are posting at the right time of day. Many people simply post whenever they can find the time in their own schedule, but the most effective posting strategy is to post when most of your followers are likely to be on LinkedIn, which is usually around 8 a.m. and 6 p.m.
Quality Profiles and Descriptions
What does your profile picture say about you and your business? A quality profile picture should be clear and well-cropped. Most importantly, your audience should be able to easily recognize your profile image, which could mean using a brand logo for your profile. Finally, make sure you use an image that is high resolution without being grainy.
The use of a detailed description can also go a long way toward creating continuity and explaining exactly what it is that your firm does. Do not make the mistake of using industry jargon that is simply too vague. Instead, use targeted keywords and precise language that will provide true value. Keep in mind that Google will crawl the description section of your LinkedIn business page, which can present an excellent opportunity for increasing online awareness.
As you can see, you can take many steps on your own to improve your business page on LinkedIn. However, it is also important to recognize when to call upon help from the professionals, particularly if you are feeling overwhelmed.