Social media tips for SMEs: LinkedIn

There are lots of different social media platforms out there that you can use to promote your business. Choosing the right outlet is important, but it’s also vital that you use it to its full potential.

We spoke to our Marketing Director, James Lawton-Hill, about his tips for successfully utilising LinkedIn for your business:

Starting your company page

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If you want to use LinkedIn, you can set your business up with a company page. It is vital that you update your page with a description of what your business does, the industry and contact information. If there are any changes overtime, make sure you update the appropriate sections.

Add you company logo

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If your business has a logo, add it to your company page profile picture. This will be one of the first things a user sees, and it may be their way of recognising your brand. Also, if you have a suitable picture, add this as your homepage image.

Include video

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If you have a business YouTube channel with some great videos, embed relevant ones on your page to add a variety of content. You can also use them to push a particular message or product.

Choose someone to monitor the page

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Depending on the size of your business, it may be possible to appoint someone to specifically look after your page. Whether it’s an employee or you, assign someone to not only upload content, but to monitor comments, update information and track the page analytics.

Be tactical with your posting

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Checking out your company page analytics is a good way to spot engagement trends, such as the type of content which is performing well, and the best times of the day to post. Use these findings to experiment when you post, and you’ll eventually find a pattern that works for your page.

Create your own personal LinkedIn profile

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Unlike other social media platforms, you may want to use your personal LinkedIn profile to network, make new connections and discuss your expertise in your business. Take the time to contribute to discussions, as this can lead you to becoming a top influencer. This may result in more people visiting your profile and seeing the link to your company page.

Make a social media planner

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Using a social media planner to organise when and what you post will save you time, and help you monitor and identify positive posting trends. However, make sure you keep up-to-date with current news which you could also post about.

Post your own content

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Creating original content and posting it on your LinkedIn page is a great way to show people your engagement and interest with your industry. Don’t feel the need to post every day, but writing pieces for the LinkedIn Pulse section is a good way to get your company name out there, and create links back to your other platforms such as your website.

Develop the right sort of content

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Even though it’s a professional networking site, you don’t need to post big essays. Creating content which is quick for a reader to digest, but is still high quality, can increase the chances of other users sharing your content with their audience. Blending this kind of content with videos, blog posts and images, will keep your company page active, and cater to different types of readers.

Don’t imitate your other profiles

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It’s important you have an understanding of the different audiences each platform targets. Content that works well on Twitter, such as gifs, won’t be appropriate for you company page. We are not saying you can’t reuse a blog post on all your platforms, just think about how you present it on each channel.

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