Sage Island LinkedIn
July 14th, 2014

How LinkedIn Can Help Grow Your Business

by Steph DeLuca

More than 3 million companies have opted into LinkedIn’s Company Pages to connect with 300 million+ professionals. This means two things: more and more companies are allocating resources to this professional social network, and the incentive for companies to stand out is continually increasing.

This isn’t breaking news, of course. Competition is fiercer than ever, especially when it comes to social media marketing. To stand out, it is imperative for companies to think like a content marketer when it comes to developing quality content, establish brand identity through successful design and continually set and measure social media goals for their business. More than that, companies need to cover all of their bases to compete in the new digital marketing landscape. LinkedIn has unlimited potential for all types of businesses. Whether your company is a high-profile corporation or a startup, you can leverage LinkedIn to attract and engage with your target audience.

A few years back, LinkedIn was considered only to be for B2B businesses. Over time, though, the platform evolved to become the largest professional social network in the world, with both professionals and organizations sharing a myriad of information. The collaborative factor continues to be essential, and status updates keep us well connected and professionally in the know. LinkedIn Groups connect brands and individuals with a common interest, fostering a sense of community that allows anyone and everyone to contribute to productive conversations. These high-level qualities alone are what businesses are thriving on today: sharing valuable information, establishing expertise, making connections and building a community around their brands.

Sounds like a pretty powerful network, no?

Building a LinkedIn Company Page is fairly straightforward, but optimization and strategy is oftentimes a struggle for companies—which is where Sage Island can offer strategic direction and execution. With the addition of LinkedIn Ads and Sponsored Updates, and the general trend toward paid advertising across social platforms, companies are left wondering where to allocate marketing dollars. Our advice? Consider your personas. LinkedIn Ads can specifically target your demographic by industry, geographic location, seniority, age, groups joined and more.

When it comes to developing your LinkedIn Company Page, paying attention to details ensures that people perceive your business as polished, professional and trustworthy. Be sure to use your company’s voice to thoughtfully and strategically complete each piece of your profile. Attract the right audience by using relevant keywords in your profile. (Remember: the most effective SEO tactics begin with keyword research.) How do your customers find you on the web? What are they searching for? Develop a list of key phrases, and be sure to incorporate them into your company description. For visual appeal, use high-resolution, professional photos that tell your brand story.

This network is designed for you and your business. Maximize it.

Once you’ve optimized your Company Page, it’s time to take the second step to building community: empowering your audience. And the best way to empower your audience is to give them a voice. Share news, tips, and other insightful information, and ask what they think about your perspective. Remember it’s okay to be challenged or proven wrong. Social is all about humanizing your brand—being an approachable resource—and empowering those you serve with thoughtful content and mindful, meaningful engagement. Monitor your customer’s questions and be as helpful as possible as often as possible. Be strategic with the conversations you engage in and the other companies you follow. Leading and engaging in group conversations is beneficial in several ways: it establishes you as an expert in your industry and connects you with other organizations that can, in turn, bring you more business. You’ll stay in the loop on potential business opportunities simply by following companies in your industry. Always listen.

Standing out among the crowd is challenging—and the stakes are high as a small business owner. Contact Sage Island to develop your strategy and find a voice that nurtures and grows a loyal network.