Over the past couple of weeks, we’ve talked about how you can utilize Facebook to create a company page and then how you can use that page to develop engaging content. To continue with our social media theme, today we’re going to discuss how you can use LinkedIn to make your social media strategy even stronger.
LinkedIn is a social media site created solely for professional networking. It can be a powerful tool for business owners who want to engage with employees and other professionals, to create networks with partners, and to cultivate their brand, but most importantly LinkedIn presents a prime opportunity to generate leads. LinkedIn boasts the highest visitor-to-lead conversion rate compared to Facebook and Twitter, according to HubSpot – a marketing automation platform.
Creating an account on LinkedIn is easy and straightforward. However, unlike Facebook, LinkedIn gives you the opportunity to really showcase who you are professionally. When setting up your page, make sure you include anything that may set you apart from others in your field, but also keep your image consistent with your offline brand.
After you’ve created a detailed, complete profile for yourself, it’s time to add your company page. This page will allow you to stress the industry expertise, products, and services associated with your brand. As customers research financial services, LinkedIn is one of their primary sources so it’s important to put your best foot forward when showcasing your business. One way you can do this is through LinkedIn’s Showcase Pages. These are an extension of your page and allow you to emphasize your business’s most attractive characteristics.
Developing your network
Naturally, one of the most advantageous features of a professional networking site is the network you have access to. LinkedIn makes it easy to identify and connect with your contacts and then expand your network through their contacts and so on and so forth. Elements of this include endorsements, recommendations, and industry-related groups. However, it’s important you consult with your compliance team on what is and what isn’t the correct protocol when using social media.
After you’ve expanded your network, you can begin using LinkedIn to find prospects. You can do this in a few ways: You can go through your first-degree contacts and ask them to introduce you, you can identify other professionals, CEOs, presidents, or owners in your area and browse their networks, and you can utilize the search functions using whatever search terms you deem relevant.
Creating your content
Now that you have a robust network, you can rollout your social media strategy on LinkedIn. Just like with Facebook, engaging content can help you start conversations that turn into leads. It’s important that your content differs from that of your competitors or other profiles. You’ll need to provide updates at least three to five times a week with compelling information. By not only being a part of the conversation but also facilitating it, you can position yourself as a thought-leader in the financial services industry and the first thought in a prospect or partner’s mind.
LinkedIn features
LinkedIn also has a subscription service, LinkedIn Premium, that gives users access to a variety of extra services. Some of these include the ability to see more information about who is viewing your profile and how, the ability to contact anyone through LinkedIn’s mail service, InMail, access to profiles outside of your network, and more introduction ‘credits.’ The truth is LinkedIn’s network is extremely valuable, and, if you’re willing to pay, Premium will give you VIP access.
Like Facebook, LinkedIn also allows users to purchase advertisements geared toward targeted groups. When someone is using LinkedIn, it means they are actively pursuing professional networks and likely to know what they’re looking for. This means advertisements on LinkedIn don’t have to do as much work to attract engagement.
Start reaping the rewards
Now that you’re using Facebook and LinkedIn, your social media strategy is starting to look pretty solid. If you remember to maintain your profiles and to consistently post original, compelling content, you’ll be able to expand your network, generate interest in your brand, and convert leads like a marketing exec.
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