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  • Fish Where The Fish Are (Part 2) – 3 principles for managing your company LinkedIn page

    Posted In: Digital Technology, General

    Posted Date: 03/10/2018 16:29:19

In the first part of this blog series we have established the importance of a LinkedIn profile, and we can now create implementation guidelines to ensure it is being optimised. As a general rule, your profile should produce relevant and interesting content that rewards followers for connecting with you. Adhering to the following 3 principles will hopefully aid you in maximising the effectiveness of your LinkedIn activity.

1. Blogging

Blogging is one of the most effective forms of content that your page can generate, as a connection is made with the customers and also creates a dialogue that engages followers and invites their input. Around 77% of internet users read blogs and it is a great way to generate a reputation as a ‘thought leader’, connoting credibility. The aim is to produce relevant material containing original content taking the form of expert advice. It is also important to blog regularly as research shows that after 21-54 posts, blog traffic increases by up to 30%.

For the sceptics, blogging has quantifiable benefits too. 57% of companies have acquired at least one customer from a blog; primarily due to generating an increase in site visits and SEO, ultimately resulting in leads. Using this logic, the strategic benefits of blogging also align with personal LinkedIn profiles since a feature has now been added to allow users to post their own blogs.

2. Advertising

As a contractor, your LinkedIn page is effectively an advert for your business; it is therefore paramount that it is visually engaging, up to date and content rich. It can be argued that promotion is most effective when the source appears to have no relation to the company, so if interesting content is shared or commented upon by a user this is perceived as a hugely authentic form of advertising.

Whilst the profile’s main picture will simply be a photo of you, it is important to make the most of the banner at the top with content such as powerful imagery or a striking piece of promotional material. LinkedIn has unique ways to advertise your page.

Informative content such as posts and blogs are great for driving traffic to your page and obtaining new followers. This is even more effective when the use of LinkedIn groups and hashtags are used, in order to target your content according to your target audience.

3. Integration

As well as advertising your profile, your page has to advertise your various other formats and promote these. Firstly, ‘calls to action’ should be included to all of your social media outlets, usually in the form of logo banners, as this allows one-click access increasing the likelihood of a connection.

Webcast – “Building Your Follower Ecosystem and What This Means for You”

Blog – “7 Steps to LinkedIn Publishing Success” - Siofra Pratt – Social Talent - http://www.socialtalent.co/blog/7-steps-linkedin-publishing-success#sthash.EwI9ZYU4.dpuf

Blog & Infographic – “12 Things to do after you publish a blog on LinkedIn” – Siofra Pratt – Social Talent


Blog – “55 Blogging Statistics and Facts Everyone Should Know”- Samantha Durant, Impact - http://www.impactbnd.com/blogging-statistics-55-re...



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