Is your company on the outside looking in on LinkedIn? LinkedIn is a great networking tool, and is also a great way to stay in touch with your audience if you know how to use it effectively and efficiently. Well, wait a minute…aren’t those two in the same? Not exactly, but they do go hand in hand.
Being Effective
Be authentic. You don’t want to annoy or pester your followers with “buy now” updates. Post things that they find interesting and beneficial. Remember, you are on LinkedIn to develop a relationship with your customers, you’re not on there to sell to them. Ultimately that will come if they aren’t currently a customer, but it is a marathon not a sprint.
Change it up. You want to keep your content fresh and relevant to your audience. Post breaking news updates, exciting new jobs, interesting facts, and other thrilling content. Don’t be afraid to post industry news from other sources to further establish credibility with your followers.
Keep it short. Short updates with a link and a call-to-action generally lead to higher engagement.
Being Efficient
Time your updates. Have a schedule of when you want to post things and what time of the day works best. Generally during business hours in the morning or around lunch are one of the best posting times, however, it varies depending on the industry.
Analyze engagement. You definitely want to keep track of how your followers react to your content. Pay special attention to the posts that have the most likes, comments and clicks. Adjust your strategy to include more content that people respond the most to.
Involve employees. Your employees should all be connected to your company on LinkedIn. Maybe you want to have more than one person in charge of your LinkedIn company page, maybe it makes sense to only have one. Look at what works best depending on the size of your company and how often you are posting new content.