As of October 2016, LinkedIn boasted 467 million registered users.
What positions LinkedIn apart from other social media platforms is that it caters to a specific type of user.
As each social media platform grew in users, like the immensely popular Twitter, Facebook, and Instagram, they eventually devolved into a free-for-all shouting match. This meant that there are very few rules enforced, and users have free-reign to use the platform as they wish - businesses included.
Lauded as the world’s first professional social network, LinkedIn is the place for people to connect with colleagues and peers as well as learn more about their industry. It has managed to keep some unwritten rules of etiquette ensuring that the site remains a professional social media platform to engage on.
LinkedIn for B2B
LinkedIn has become exceptionally popular for organizations operating in the B2B space. A study by E-Consultancy reveals that it is now responsible for 64% of all visits from social media channels to corporate websites. In fact, more than half of the social media traffic generated by the big 3 social networks (Facebook, Twitter, and LinkedIn) that produce 90% of social media traffic combined actually originated from LinkedIn.
It is no surprise that many companies have discovered its potential for generating traffic and have tasked teams who use LinkedIn to boost their brand’s awareness, driving traffic to pages on their corporate site.
A Guide In Using LinkedIn to Drive Traffic
Here, we will look at the various ways in which you can use LinkedIn to help drive traffic to your content. There are things an individual can do, and things the entire firm should implement to ensure that the company is poised to capitalize on the massive potential LinkedIn has.
The first thing you’re going to want to do is make sure your personal profile is optimized. This implies a professional and friendly photo, a well thought out personal summary and a concise summation of your professional experience. Be sure to fill out the education fields along with any other accolades you’d like to share with others.
Once your personal profile page is on point, you have to work on increasing your LinkedIn network. Wishpond suggests connecting with various people you have interacted with in the past.
- Current or former work colleagues
- School friends and contacts
- People you’ve met at events and conferences
- Potential leads
- Business partners
Getting Active on LinkedIn
Now that you have grown your personal network, it is time to start getting active on LinkedIn. You should frequently share status updates, company updates and external content that others may find valuable. LinkedIn officially recommends to "update your status at least 20 times per month in order to maximize your reach to approximately 60% of your unique audience."
This may be overkill to some and therefore your mileage may vary - experiment to see what works best for you and your network.
"Update your status at least 20 times per month in order to maximize your reach to approximately 60% of your unique audience" -LinkedIn
Try adding your top performing blog posts to the media section to acquire maximum visibility on your best content, driving traffic to your blog and corporate website. These links show up right at the top of your profile. Ensure that they are visually appealing to drive more clicks.
It is important to remember that first time visitors of your profile are most likely trying to learn more about you or your company - make sure that the content being shared in this area is relevant and will inspire a click from visitors.
Not only can you link to some of your best blog posts, but you can actually publish directly through LinkedIn using their publishing platform; Pulse. This a great place to publish long form content that you have worked on.
Before you hit the publish button, make sure that the theme/topic of the post coincides well with other content that you share on your personal profile. Making it a logical next step for a visitor to your profile.
One of the main advantages of publishing to Pulse is that your connections are notified every time a new post goes live. Furthermore, LinkedIn makes it very easy to re-share someone's Pulse post, thereby providing you with a wider audience for your content. Lastly, if your post gets featured on Pulse, you are able to tap a massive audience and drastically increase your reach.
Joining LinkedIn groups is an excellent way to establish yourself in the community as long as you are providing value to the conversation. Interact and engage with various discussions, provide your insights but be sure not to take every opportunity you get to plug your product or company. LinkedIn groups are moderated and some have a very low tolerance for spam and shameless self-promotion - tread carefully.
Now that we have looked into some ways you, as an individual, can help drive traffic to your page or blog, it is time to see what your firm can do to establish itself as a thought leader in your industry, thereby driving more traffic to the corporate page or blog.
LinkedIn Thought Leadership
First, create a company profile page and fill out the details form. Type out an accurate overview description of your company, and mention any flagship products or services that you offer. This gives visitors a good idea of what the company is all about, who they service and the types of products/services offered. Setting up some awesome visuals is also a good idea - your company logo and banner, when at the right dimensions, can do wonders to spruce up your company profile.
Post helpful tips, advice and resources associated to your industry -Elizabeth Malone-Johnstone, Social Media Examiner
Elizabeth Malone-Johnstone of Social Media Examiner suggests thinking of your company page as a forum rather than an advertising platform - emphasizing the need to engage with your followers. She goes on to recommend that you "post helpful tips, advice and resources associated to your industry."
By doing so, you are providing value to followers who will eventually want to learn more by clicking through to your corporate page or blog.
In terms of frequency, it is best to start off with just one post per day - much like your personal profile, you don't want to inundate followers with constant updating. There is a ton of research about best times to post and how often - but as your audience is unique, a little testing may be required.
Finally, if followers engage with one of the posts on your company page be sure to respond. If it is a positive review, give them thanks. If it is a negative review, acknowledge and let them know how you plan on improving the experience. This puts a human face to your company, showing your followers that you care about each follower.
Over to you
If there are any other strategies to boost traffic from LinkedIn, please let us know in the comments below!