Many people assume LinkedIn is different than other social networks, and in some ways, it is. It’s geared toward building professional relationships and industry connections. But some rules apply to everything. Just as we said last week for Twitter, it is important to engage in conversations rather than solely promote yourself.
Engaging followers is just as important for your company on LinkedIn as it is anywhere else. In fact, some might argue it is more important in the B2B space, because LinkedIn allows you to target fellow professionals and prospects who have direct ties to your niche. Connect with them, and follow other companies in your field.
And don’t stop at following – comment on and respond to their content. Meanwhile, one of the best ways to recruit new followers for your company is by utilizing the power of LinkedIn groups.
Groups are an ideal way to establish yourself as an industry leader, allowing you to facilitate conversations relevant to your product or service. By doing this, you showcase your expertise and garner more interest in your company. Post industry news or blog posts that reflect your leadership on a given topic. This places you and possibly your company in a position of thought leadership, the ideal place to be from a marketing perspective.
Soon you will notice return engagement, and at that point, your followers might be interested in promotion of your company’s work. As you stimulate B2B dialogue, link back to your content when it’s natural – or when it is directly helpful to someone else. This will lead people to your company organically, resulting in a higher quality network who trusts that you’re not a hard, ruthless seller.
No matter what, connect with others long before you indulge in self-promotion. You want to be sure that you have a follower base interested in clicking through your link before you share it. Reach out, engage others and respond to questions. Even better, ask questions. Your industry and, in the long run, your company will benefit greatly from these conversations.
If you find yourself worrying about when to post, or questioning what is valuable and what is self-broadcasting, refer to the graphic above. Consider sharing it with your employees as well, since they should be engaging with your company on LinkedIn. Make this your general guide, and LinkedIn will bring you great returns.
Image via (cc) Victor1558
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