Using LinkedIn for Business Growth: How Can You Best Use LinkedIn for Your Business?

As you can imagine, we come in contact with a lot of business owners. And from time to time, we participate in ‘ask a marketer’ Q&A sessions. And a common question that pops up there is “should I be using LinkedIn for my business”. The answer we give, 90% of the time is ‘YES’. LinkedIn is a vast network of potential for growing your business, but is it worth your time and effort? As an entrepreneur or small business owner, LinkedIn can offer you opportunities to connect, network, and showcase your expertise to a professional audience and support your SEO efforts. But we get it, it can be time-consuming, and you don’t want to add another thing to your to-do list. Below, we’ll share some of our advice and best practices on how to use LinkedIn for business growth, where you won’t feel like you’re wasting your time and energy. We hope that our tips plug in nicely to some of your existing efforts, to help you continue to grow your business and achieve some of your long-term and short-term goals.

Your LinkedIn Profile

Let’s start with your professional profile on first, (we’ll discuss company LinkedIn pages later). Your LinkedIn profile is your online professional persona, and it’s essential to make a strong first impression. Here are four things to focus on when optimizing your LinkedIn profile page:

• Start by crafting a compelling headline and summary that captures your unique value proposition (a statement that explains how your product(s) solves a problem/provides benefits for your customers) and entices visitors to learn more.
• Highlight your experience, skills, and accomplishments to build credibility and showcase your expertise. This goes beyond past job experience – your education, special projects, awards and recognitions, and skills list should all be up to date.
• Use a professional profile photo that represents your brand and conveys trustworthiness.
• Throughout your profile, strategically include relevant keywords to enhance your visibility in LinkedIn searches. For example, if you are a real estate professional, keywords related to your local area should be included as well as different names for real estate professionals such as realtor, broker, agent, and estate agent.

Your Professional Network

LinkedIn is all about connections. And building a strong professional network is key to expanding your reach and opportunities. Connect with industry professionals, past, current and potential clients, and other professionals and entrepreneurs in your niche. Utilize LinkedIn’s search features to find and connect with professionals, starting with people you know or know of. When sending connection requests, personalize your message and show genuine interest in their work or accomplishments. Genuine is the keyword here. Be social, not salesy. Engage in meaningful conversations by commenting on posts, sharing valuable insights, and offering assistance when needed.

Your Content

Content is the heart of all social efforts. LinkedIn provides a great platform to share your expertise and insights related to your specialty! If you don’t have a lot of time to dedicate to content creation, start by consistently sharing valuable content from others, such as industry news, trends, and tips, along with your thoughts. By adding your own comment on the article or content when you post – you’re also showcasing your expertise and knowledge!

When it comes to your creating original content for yourself, here’s a pro tip: keep a list of ideas. When the time comes to post, it can be difficult to come up with something thoughtful, witty, useful, cohesive and relatable on the spot. Having a running list of ideas to refer to to spark creativity will help set you up for success.

Another pro tip: If you can add visual content, including images, infographics, and videos, that’s even better! These can capture attention and increase engagement. In fact, not everyone enjoys writing content; but maybe you’re great on video! Play to your strengths and have fun trying out different ways to present your content to your audience.

Once you have written and published your content, encourage interaction with your network by asking thought-provoking questions and including clear calls to action in your posts. Don’t forget to utilize LinkedIn Polls and LinkedIn Live for interactive content that sparks conversations.

Company Pages

If you have a business, LinkedIn Pages are a valuable asset for showcasing your services, company culture, wins, and even products (when it makes sense). Set up a professional and engaging business page that aligns with your brand’s identity. Your page should include your logo and cover image, your mission and vision statements, your core values, and your products and services. To grow your page following, share updates about your company at regular, consistent intervals. Share whenever a new product or service launches, and whenever you get positive feedback or reviews on a product. Provide value by sharing industry-specific content related to your niche. Use the LinkedIn Page to highlight your business’s value to customers and share success stories. Encourage your employees to engage with and share company content, expanding your reach and boosting your brand’s visibility.

Networking and Business Development

LinkedIn is not just a platform for virtual connections; it’s also a hub for networking and business development opportunities (notice we didn’t say sales). Explore LinkedIn Events as well as virtual conferences to expand your network and gain industry insights. Get social! Put an hour or two each week to connect, support and comment with your existing network of peers and connections. Build relationships by reaching out to potential collaborators, partners, or mentors. Remember that nothing replaces genuine human connection and personal relationships and referrals.

Is LinkedIn Really Worth My Time?

LinkedIn can be a goldmine for entrepreneurs and small business owners, offering opportunities to connect and network. It’s also a great place to build your personal and your company’s reputation by showcasing your expertise through the content you create. By optimizing your profile, building a quality business page, and engaging with a strong network of professionals, you can make your content reach more people with less time and effort on your part in the long term.

Embrace the platform, explore its features, and build meaningful relationships that will take your brand to new heights.

We’d love to work with you to put these strategies into action and help your business thrive. Ready to take your business to the next level with LinkedIn? Schedule a call with us today to discuss your strategy and how we can help you achieve your business goals.