4. Your LinkedIn page matters. Make it a priority.
Where do leads, followers and job seekers go when they want to learn more about your business? If they’re on LinkedIn, members are likely visiting your brand’s LinkedIn page. And if that company page is generally out of shape or your company description is loaded with inconsistencies, it not only makes a negative impression on those users, but it also puts a serious dent in your impact and credibility, damaging lead generation and growth in the process. That makes tending to your company’s LinkedIn homepage absolutely essential.
Regularly updating your LinkedIn company page and aligning that page with the colors, content (mission statement, values, etc.) and logos ensure consistent brand messaging and cohesiveness, strengthening the trust that comes with it. Small-business owners that regularly update their company page also show that their brand is active and engaged on the platform. Doing so helps avoid the appearance of profile dormancy, which itself can raise doubts about brand legitimacy while scaring away potential leads and quality hires.
Good LinkedIn page hygiene should be firmly baked into any digital-marketing effort. Those that don’t keep their LinkedIn pages polished or use LinkedIn to showcase their best qualities are missing out on a relatively easy branding opportunity.
5. Join LinkedIn groups, and create your own
Plugging your business into a Linkedin group or two offers multiple opportunities to interact and build stronger connections with your target audience. Done smartly, joining LinkedIn groups relevant to your prospects creates a valuable conduit for listening in to customer conversations, offering useful tips and advice, and cultivating relationships that generate sales leads and clients in the future.
As part of a LinkedIn group, your business can gain crucial insight into customer trends and industry messaging, essential for tweaking your own outreach approach before it’s too late. And even if you aren’t connected with fellow group members, you can still message those users while getting around the costs of LinkedIn Mail, allowing you to interact with your target demo and build relationships while also maximizing your LinkedIn budget.
Related: Why LinkedIn Direct Messaging Is Your Best New Sales Tool
Taking this a step further, you can also create your own LinkedIn group, a great marketing tool for identifying and gathering high-quality leads into one easy-to-manage location. Once established through your business page, you can scour other groups you’re in for members that fit your ideal customer profile and invite them to that group. You can also tap into your own page followers and other LinkedIn connections for new members.
As your group grows, you have more opportunities to target and generate leads that were hand-picked and well-sourced, and to share content and strengthen awareness among your best LinkedIn prospects.