Broadening Your Audience Potential with LinkedIn
Written by Deirdre Keon on 28th February 2018
In preparation for Facebook’s coming algorithm shifts, it is important for businesses to look to diversify their traffic sources.
With over 500 million users and a more business-cantered approach than other social media platforms, LinkedIn can be a great tool to generate sales. Over the past year, LinkedIn has been developing its marketing solutions for businesses and the partnership with Microsoft has enabled a broader range of integrations and data tools to help optimize campaigns.
Our team at FCDM, have complied some top tips to help your business to use LinkedIn to broaden your audience potential.
Activate LinkedIn Website Demographics
LinkedIn Website Demographics is a free reporting tool that can provide your business with demographic information about the LinkedIn members visiting your website. This tool can be very beneficial in assisting in optimizing your LinkedIn campaigns and content as you can use LinkedIn’s demographic information to better understand your visitors and their behaviour.
In order to avail of the free tool, your website audience must be over 300 members and you will need to add the LinkedIn Insight Tag to your website. Once verified you will be able to view and compare metrics about two different website audience segments at a time. You can further filter the data for the website audiences using the date range dropdown and the following demographic dimensions:
• Job title
• Company industry
• Job seniority
• Job function
• Company size
Utilise LinkedIn Video
Video is the most popular form of content across all social networks today and LinkedIn is no exception. LinkedIn says video content is shared 20x more than any other type of content on the platform.
To share a video. all you have to do is go to the post button (Android) or share box at the top of the feed (iOS) and tap the video icon. You can then start recording a video or upload previously recorded videos. Q and A sessions and showcasing your office culture is a great place to start, when developing ideas for your LinkedIn video! Don’t forget to check in on your viewership statistics for each video, which are similar to those for articles and posts you publish on the site.
Join and Participate in LinkedIn Groups
Another great way to increase the value of LinkedIn for your business is to join and participate in LinkedIn Groups. This is an area where professionals share content, information, and insights about a particular industry and it’s a great place to build your knowledge and expertise. It is also a useful place for connecting with new business contacts and establishing your brand as an expert in your field.
It is vital however to participate regularly within these groups and to comment or start discussions on other people’s posts as constantly engaging with other members of the group can increase the visibility of your brand and help establish your credibility in your industry.