How to exploit the vast marketing power of LinkedIn

Are you on LinkedIn? Is your organization there?

If not, consider joining.

LinkedIn is much more than a tool for recruiters. If you think other social channels don’t reach people pertinent to your business, you may find them on LinkedIn. LinkedIn boasts more than 400 million members. It has many features companies can use to accelerate growth.

This is especially true for B2B companies. According to The Simple Guide to Social Media for Asset Managers , LinkedIn is great for identifying prospects and engaging with other companies. It also helps employees to share content, network and generate leads.

Here are tips to get the most out of LinkedIn:

Network

Use LinkedIn to make connections with prospects, clients, business partners, and vendors. When you meet people at networking and industry events—or anywhere—ask them if they’re on LinkedIn and if they’d like to connect. Create another touch point.

Join conversations on LinkedIn Groups. This enhances your company’s visibility and confirms you as a subject matter expert.

Boost SEO

SEO guidelines change often. Any content published online should be optimized with keywords. Don’t go overboard: Always write for humans first. Squeezing in many keywords looks obvious and makes your content less appealing.

WORKSHOP: Use Facebook, LinkedIn, Twitter, Snapchat and Instagram to get huge results.

If your business doesn’t have a LinkedIn company page, create one. An optimized company page increases your business’ search visibility. Use keywords in your company description and profile and fill out all fields. Include links to your company’s blog and other content on your website to attract more traffic.

Show off your influence

Your LinkedIn profile should be more than a place to paste your résumé. Show off your expertise! Post content that establishes you as a go-to source for interesting, compelling information. It may help to prepare a content calendar; this is standard practice for any social media campaign. Add whitepapers, blogs, videos, bylines and news you’ve written.

You should also create LinkedIn content that engages your company’s prospects and inspires discussions and shares. Intensify your content sharing—sponsor updates, for example—to target audiences. Successful companies post often. They persuade socially active employees to increase posting and sharing.

Even B2C companies get in on the action. LinkedIn listed the “ 5 B2C Companies Killing It with Content on LinkedIn ” on its Marketing Solutions Blog. Find out how 20^thCentury Fox, Secret deodorant, Target and others scored big marketing coups on LinkedIn.

Jami Schlicher is the vice president of JConnelly , a communications and marketing agency based in New York. A version of this article first appeared on JConnelly’s blog.

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