27 linked in social media marketing tactics oktopost

5/9/12 27 LinkedIn Social Media Marketing Tactics | Oktopost

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27 LinkedIn Social Media Marketing TacticsBack | Posted on May 9, 2012 | Tags: linkedin, strategy

Free LinkedIn Features for Businesses and Brands1. Create your profile: Consider your LinkedIn page as a sort of Facebook fan page foryour company on LinkedIn. To start your company page, go toLinkedIn.com/company/add/show. Once you have admin access to your company page,begin by filling in the appropriate information on the Overview tab. Incorporate SEOkeywords as often as possible in the written description and specialties section of thetab.

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2. Set up a Products/Services tab: The Products and Services tab on LinkedIn allows

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a business to showcase what it provides to its customers. Besides creating a full list ofproducts and services, including an image, description, key features, product URL,company contact, and video, a company can create a featured products and services listto highlight its core products. The Products and Services tab has a few purely visualelements, too, including three images to feature at the top of the page, and a YouTubevideo on the bottom right. To learn more, visit Marketing.LinkedIn.com/getstarted.

3. Encourage people to recommend your products: A great feature of the Productsand Services tab brings peer recommendations to the forefront. When on a company’sProducts and Services tab, users see any recommendations a product/service has,beginning with recommendations from people in the user’s extended network. Much asreviews would influence shoppers on an ecommerce site, users are likely to expressmore interest in this product or service from knowing one of their connections endorsesit.

4. Check out your page’s analytics: As an admin of a company page, you’re able tosee analytics behind the number of visits and the people who visit your page. Analyticsinclude numbers for your company for page views, unique visitors, clicks on theProducts and Services tab, members following your page, and the types of people whovisit your page. Learn more at Marketing.LinkedIn.com/deepenrelationships.



5. Alter Products/Services pages by demographics: After you create a genericProducts and Services tab, consider creating alternative pages for differentdemographics. LinkedIn gives company page admins the ability to show targetedProducts and Services pages to specific user/industry segments. These segments canbe chosen by job function, industry, seniority, and/or geography.

For example, our agency shows a different Product or Services tab to someone who isin the marketing field than someone who is not. This enables a business to specificallytarget a user based on a defining characteristic, proving relevant as soon as the userclicks on the tab, much like a landing page does in a search campaign.

6. Post status updates: These updates appear in users’ feeds on LinkedIn if they arefollowing a company. Updates provide a way for users to interact with a company, andfor a company to potentially gain exposure within its followers’ friends’ feeds.

This is important. Status updates, when updated at least once a day, provide a potentialplace for paths to cross between a LinkedIn user and a company. If a company does notpost status updates, the likelihood of a follower visiting your page frequently is low tononexistent. Post status updates to ensure you’re top of mind with your LinkedInfollowers. For more information, visit here.

LinkedIn recently announced that all companies will soon be able to target their statusupdates title, industry, or company size. For information, visit here.

7. Add a LinkedIn share button to site content: Encourage users who visit your siteand/or blog to share what they read on LinkedIn. Adding a share button, much as acompany would a “Like,” “Tweet,” or “+1″ button enables users to easily share from yoursite.



8. Add a LinkedIn follow company button to your site: On February 27, LinkedInreleased a “Follow Company” button to put on your site. This gives users the ability tofollow a company directly from its site if they are logged in to LinkedIn. The button caninclude the number of followers the company has, or just the follow button itself. Learnhow to install a LinkedIn follow company button to your site here.

9. Promote your page on other social channels: Encourage users on other socialsites to become a part of your LinkedIn community. Post status updates and tweetsencouraging users to follow you on LinkedIn as well.

10. Promote your page in an email: Much as you would any other social network,promote your LinkedIn page in an email to encourage people who already have aninterest in your company to follow you for more company and industry news.

Free Opportunities for Individual BusinessAdvocates and EmployeesEmployees and advocates of brands help bring a face to the company on social mediaplatforms. There are some things companies cannot do on LinkedIn, but individuals cando as a representative of a company.



11. Encourage employees and advocates to follow your page: As part of yourcommunity, employees and advocates should be in tune with your company news andsocial media efforts, LinkedIn included. Employees and advocates should follow yourcompany on LinkedIn not only to stay on top of company news, events, and webinars,but so that they can easily share this information with their network.

12. Set up and manage groups: Individuals can create and manage groups aboutspecific topics relevant to a business in order to establish each individual as a thoughtleader, and to provide additional exposure for the company. Learn more here.

13. Join groups: Because companies cannot join groups, it is wise to have individualsfrom your company join groups about your company and industry. When employees andbrand advocates participate in groups, posting discussions and questions, they furtherincrease the reach of your company.

14. Create a poll within groups: Creating an easytoanswer poll within a groupprovides a way to receive quick engagement with a question. This question can be usedstrictly for engagement, to gather information about group members, or to learn whatthe group would like to discuss.

15. See group analytics: Whether you are a member or owner of a group, you canview analytics to better understand the demographics of your group members and thegrowth and activity happening in the group.



16. Recommend products: Employees, brand advocates, and even clients canrecommend your company’s products and services on LinkedIn. When this occurs,users in these brand evangelists’ extended networks will see a relevant recommendationwhen they visit the Products and Services tab of your LinkedIn company page.

17. Post a question: Users are able to ask questions of their networks and ultimatelythe entire LinkedIn network by visiting LinkedIn.com/answers. Again, this brings moreexposure to your company when an individual of your company is seen on theQuestions page.

18. Answer a question: In addition to asking questions, employees and advocatesshould also answer them. This will establish the individual as a thought leader and bringother LinkedIn users to your company page should a user click on the employeeanswering the question.

Paid LinkedIn OpportunitiesA business is able to increase the exposure of its brand and company page by usingLinkedIn’s paid features. Paid features include the Careers tab and LinkedIn Marketing



Solutions, which enable a brand to bring ads to its target audience by targeting byprofession, seniority, industry, company size, geography, and/or education.

19. Post jobs: Because many people use LinkedIn to search for jobs and prospectivecompanies to work for, a company may use paid features to enable the Careers tab.Posting a job on LinkedIn creates a generic Careers tab displaying all LinkedIn job postscreated by that company. Each LinkedIn job post incurs a fee, but the cost varies basedon location and amount of posts purchased. In order to post a job, click on the Jobs tabdirectly from your LinkedIn home page or learn more here.

20. Careers page: Another more costly feature is a personalized Careers page, a$10,000 or $20,000 expenditure, for a customized look. For some examples, check outMicrosoft, Google, Fidelity Investments, and Louis Vuitton to understand what thisCareers page looks like, and the value that it brings in acquiring new employees. Ifyou’re interested in doing this for your company, or if you would like more information,visit here or contact a LinkedIn representative who can explain the benefits and costsassociated with each option more in depth.

21. Display ads: Display ads on LinkedIn may appear in multiple shapes and sizes, andmuch like display ads on other networks, help to increase brand awareness. Display adscan appear on the side of a LinkedIn page in a square or column, or on the bottom as arow.

22. Text links: Text links appear at the top of each page, underneath the navigationbar. They tend to blend into the surroundings and can appear to be part of the site,sometimes appearing as a recommendation from LinkedIn. Start a text ad campaign byvisiting LinkedIn.com/ads/start.

23. Content ads: Content ads allow you to stream multiple content types through acustomized, tabbed module. Through this advertisement type, a business can deliver



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multiple types of timely, engaging content, such as a video, Twitter, or RSS feed, in onestreamlined unit. For more information on what you can accomplish through a contentad, visit here.

24. Social ads: Social ads are advertisements that encourage users to interact withyour brand on LinkedIn. Social ads include options to encourage users to follow yourcompany, leverage recommendations, or join a group. Learn more about social ads aspart of LinkedIn’s marketing solutions here.

25. Sponsored polls: Receive interactive and relevant feedback from industry leaders.As a company, you can create customized, brandrelevant questions and conversationsand use this information not only to engage with the LinkedIn community, but also tolearn more about your target consumer.

26. Featured Questions: Ignite conversation in answer categories by utilizing FeaturedQuestions. Get answers and gain exposure with your target audience of knowledgeableand active professionals. Learn more here.

27. Event sponsorships: Drive awareness and attention to an event posted onLinkedIn by using this marketing solution. Increase attendance by helping relevantLinkedIn users in your geographical area and industry find your event. Learn more byviewing LinkedIn.com/events.

27 linked in social media marketing tactics oktopost

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