There are a variety of different digital tools available at a marketer’s fingertips in order to help them grow their business, including a plethora of social media options. The Content Marketing Institute found that 64 percent of marketers believe that LinkedIn is the most effective, and used most often in a professional capacity.
So if LinkedIn is the most popular professional social media outlet, it makes sense to market your business on this platform. Here are four ways you can organically grow your B2B company page on LinkedIn:
1. Consider SEO
You optimize your website and blog posts for search engine optimization (SEO), so it makes sense to follow suit with your company’s LinkedIn page. Keeping SEO best practices in mind when developing the page content will ensure that it ranks better when people turn to Google or even Bing to find out more about you. Take some time to research what keywords are most effective and which are best suited to your business. These keywords and phrases should be organically included throughout the page – but don’t keyword stuff as that doesn’t feel authentic. Knowing your target audience will help you determine what words and phrases will make an impact as well.
2. Develop and share content
In addition to fully building the company overview, description and specialties sections of your LinkedIn page, you’ll want to develop additional content that you can share as well. LinkedIn is a great place to share blogs you’ve written for your company’s website as well as other relevant stories you’ve found of interest to spark conversation. You can also publish blogs directly through LinkedIn’s “Pulse” blogging feature, which is a terrific opportunity to display thought leadership to your target audience.
3. Engage and interact
Once you’ve started developing and sharing content, it’s important to engage, otherwise the trail will run cold. Starting and encouraging conversations via your posts and conversations on industry-related group pages allows you to interact with current and potential clients and customers because you’ve been able to position yourself as an industry expert. Encourage employees to have a presence as well, posting and interacting via the company’s page to draw in a greater audience.
4. Analyze metrics
As your LinkedIn page gets more traffic and attention, it’s important to monitor and analyze metrics to make sure you’re reaching your goals. So first, you must set goals for your company’s LinkedIn page, whether it’s increasing traffic on your external website through clicks, improving brand visibility through impressions, engaging with potential clients with likes, comments and shares or all of the above. LinkedIn offers analytics, but you can also use your own tools to track this data and makes the adjustments as needed.
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