Is your company creating LinkedIn posts? It’s one of the best ways to build awareness on the business site.
LinkedIn has come along way since its founding in 2002. Once thought of as only a place for job seekers, LinkedIn today has become a place where companies and entrepreneurs go to connect with each other. Microsoft thought so highly of the business network that it purchased LinkedIn in 2016 for $26 billion!
With over 500 million users on LinkedIn, having a home for your business on the site provides an opportunity to build awareness about your company, product or service. As of August 2017, there were over 13 million company pages on the network, representing about 57% of all companies, according to ExpandedRamblings.com.
With that much competition, you might think that businesses would do everything they could to make themselves stand out on the site using LinkedIn’s features. However, many create a company page and then do nothing with it. The page alone really does very little for an organization. But reaching out to your followers through the page can drive results.
Think of your company page as a tree in the middle of a forest. Can anyone really tell it apart from all the others? No, your tree gets lost because there are so many. You need a way to call attention to it. On LinkedIn, you do that by making updates, or posts, through your company page.
Many business people don’t realize that they have the ability to do that, just as they do from a Facebook company page. The advantages of doing so on LinkedIn, though, are much greater and that is especially true if you have a B2B business.
Making LinkedIn posts on your company page creates exposure. Your page’s followers see your posts and may share them with their connections. When that happens, the reach of your message grows. From that extended reach, your page could pick up new followers
Company page posts also exhibit the expertise of your business. This is important because customers want to buy from companies they know, like and trust. They want a reputable firm that has experience and know-how. By posting about your business or your industry you can establish your expertise, and thus build trust. In the end, that can influence someone to buy.
LinkedIn posts can also help drive traffic to your website. The business site has become a major feeder of quality web traffic for businesses. When you create a post about a recent blog article on your website, those interested will click through to your site to read it.
Most business people want their business to rank high on Google’s search results pages. Being active and making posts on the LinkedIn can help. Google indexes the business network. So during searches, it will check for relevant matches. If your business has a company page and is posting to it on a regular basis, you will have a better opportunity to rank higher.
Finally, let’s not forget LinkedIn’s users, over 500 million business professionals. If you want to get a message to potential customers, build your pipeline or make strategic partnerships, LinkedIn is the place to do it. The business site continues site to add functionality to make it easier for business people to connect with others.
Being active on LinkedIn has some clear advantages to your business. Growing your reach, building awareness, establishing expertise, and improving your website’s traffic are all benefits you can see from a small investment each week.
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Bob Turner is a Digital Marketing Consultant with Social Flair Marketing.