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Four content types which will get you noticed on LinkedIn

June 11, 2015

LinkedIn has traditionally been a very text-heavy social network for professionals, but has evolved into a fantastic visual platform for showcasing your own or your company’s work. Recent integrations including Slideshare and Pulse, and the launch of the LI’s Professional Portfolio now enable you efficiently upload images, videos, presentations and documents to showcase your work.

What contenBelow are four content types which will get you noticed on Linkedin

– Publishing content on LI Pulse Platform

With access to its Publishing Platform, you essentially have your own on-site blog.

Fig 1 author’s Pulse Page

MyPulsePage

– Leveraging slideshare on your profile

Including SlideShare presentations on your LinkedIn profile or company page is a great marketing play. This enables you to showcase your projects, ideas, research and helps you build your reputation as a thought leader in your niche. Please refer to page P.11 for further information on uploading slideshare content

– Images and visual content

Quality images and visual content are also very effective for generating engagement on Company pages

Fig 2: PWC using Infographics on their company page

PWC_2

Note the level of engagement above increases using images

Fig 3; Architect clever user of profile pages add compelling visuals to showcase your work
Architect_3

– Online Video

Online Video humanizes you and your brand. When done well, a video can trigger powerful emotions that lead to increased engagement and trust. Video is excellent medium for building trusted connections via LinkedIn.

Fig 4: Timely Video: content used by Old Mutual Wealth to demonstrate their retirement product. This content was supported by Sponsored advertising to maximise distribution:

OldMutual_4

LinkedIn offers a unique platform to showcase your unique content to 18 million subscribers in the UK and 330 million subscribers globally>

Lets Learn Digital’s next available LinkedIn One Day Training Course will be taking place on the 9th September

 

 

How to use Linkedin Showcases pages to grow company advocates and reach out to differing audiences

January 27, 2015

Using Linkedin successfully for Company branding is about understanding the detail of lesser known features which are often free and seeing how these features are benefiting your Company Profile. Linkedin Company Showcase pages are one such feature. Company Showcase pages were introduced at the end of 2013 and replaced the company Product and Services tab on Companies Pages.

Showcase pages are a subcategory or extension of your Company page and allow you to clearly separate your messaging for each product audience without cluttering up a single Company Page as shown below:

lets Learn Digital Showcase Pages

So what are the specific benefits of using Showcase Pages for your business?\

• You can engage with specific customer segments
If you have clearly defined target audiences for differing products, or are trying to encourage specific consumer behaviour, Showcase pages offers you the ability to segment your users and the messaging for each product

• Customised content for specific audiences
Showcase pages give users of a specific product or service a place to visit for the latest information and updates for that product or service , rather than following the entire company page. Users can have access to focused content on the sole product or service they are interested in.

• You can use Linkedin advertising to reach to specific audiences
You can segment advertising options means that you can reach out to specific relevant Linkedin subscribers for each product

• Excellent design options and web real estate?
There is a space for a “hero image” at the top of every Showcase Page, where you can be creative with icons, graphics and photos. Linkedin allows on each Showcase pages a large custom banner, description, and direct link to your product.

New advocates or customers can follow the products and services they love directly, so you know exactly what people want when you are posting updates

Greater range of results if anyone is searching for your brand name in the Linkedin Search box. For example below shows the results for Microsoft with their showcase pages included
at the bottom of the brand results page:

showcase2

So how do I set up Showcase page on my Company Pages?

To create a Showcase Page, go to your LinkedIn Company Page, click on the Edit menu drop down, and select Create a Showcase Page as shown below:

SHOWCASE8

From here, the process is similar to how you set up your Company Page as shown below. You will add a 974x330px banner image, a description of your product or service, and a link to your product or service landing page:

Showcase2

The use and application of Company Showcase pages will be covered in our next Linkedin Training Course

3 Unknown LinkedIn Recruitment Strategies which will deliver success in a competitive market

January 20, 2015

Capital Economics, one of the London’s most pessimistic forecasters, believes the UK economy will beat expectations by expanding at 2.5% in 2015, with growth set to accelerate by as much as 4% in 2016. This is the most positive outlook of data for 7 years.

This is great news for ambitious candidates looking to move jobs but poses a significant challenge for recruiters seeking to attract the best talent particularly in a competitive markets. So how can savey recruiters with limited resources get more from LinkedIn and stay ahead of competition?

Below are three lesser known LinkedIn recruitment strategies which are rarely used but will make a significant difference to your efficiency and overall candidate performance:

1) Use the ‘Save’ function in Advanced Search

This tool is a hidden gem for recruiters who wish to keep a close eye on a competitive sector. So how does it work in practice?

Use the ‘save’ a search for specific candidates using the advanced search function, for example “head of Digital” candidates on Linkedin as shown below

sAVEDsEARCH

Once this saved search is complete, LinkedIn will then update you with any new candidates which fit your saved search criteria. You can choose how often you would like to receive these People Search Alerts with new
: either daily, or weekly (as shown below) or monthly

PeopleSearch

1)      Using a Showcase pages on your Company Page

To help Companies with broad range services LinkedIn launched Showcase pages in November 2013. Showcase are dedicated service pages this is an excellent tool for promoting specific job functions to different market segments and allows you create individual URL’s for each showcase Service. All for free. This is fantastic services for recruiters

If you are the Company page administrator scroll down on the edit function to Create a Showcase Page as shown here in the dropdown menue:

ShowcasePage

Create up 10 differing showcase pages around differing job categories and promote the jobs creating your own URLS and content to drive relevant candidates:

Showcase2

The benefit of showcase pages is if you have clearly defined target audiences for differing job vacancies this enables you to segment and reach out to your candidates and
the tailor relevant messaging which improves engagement and entices relevancy and engagement across LinkedIn’s 16 million UK subscribers.

3) Join relevant Groups to converse with candidates

gROUPS

A simple strategy of building interest in your company and filling out current vacancies is by joining relevant LinkedIn groups. By interacting with like-minded folks in group discussions and Q&As on a regular basis, you can establish a LinkedIn presence for yourself and your company. That may be enough for inquisitive recruits to check out your company page

LinkedIn Groups provide a place for professionals in the same industry or with similar interests to share content, find answers, post and view jobs, make business contacts, and establish themselves as industry experts. The key is to stay active.

“Like” relevant content, comment on other people’s posts, and start discussions. People will start to recognize you and your company, which helps with promoting brand awareness and building social trust.

David Reilly is a digital marketing consultant who delivers a 1 day Advanced digital training in Linkedin for HR Professionals and Recruiters 

How to Generate Quality Business Leads using LinkedIn

September 22, 2014

Linkedin is recognised at the number 1 B2B platform for busy professionals with 15 million active UK users and over 300 million worldwide.

While it does not touch Facebook in terms of numbers of subscribers it is a fantastic and unrivalled platform for researching and developing excellent new business contacts which can be developed into clients over time. Knowing how to leverage the searches and get the best out of LinkedIn is crucial to maximise your time and effort.

Below are a list of strategies to develop quality business leads:

1) Get your profile complete and foundations in place

Write a detailed descriptive including a complete profile summary including career history, client recommendations and most importantly a professional photo. Your professional profile is the first place new contacts will examine when they connect with you. Evidence shows according to LinkedIn’s own data, users with 100% profile completeness are 40 times more likely to receive opportunities.

2) Upgrade to a Premium Account

If you are serious about using LinkedIn for business development invest in a Premium Account, Business Plus as minimum which costs £426 per year. Business plus will give you additional tools and functions which are critical to you strategy, for example access to a prospect’s full name and profiles as well 25 inmails. Inmails enable you to send direct messages to anyone on LinkedIn which guarantees you a response, negative of positive.

Inmails can be a great tool for contacting a cold prospect and converting them into a potential leads. A well crafted personalized email request on linkedin via inmail will get a response.

3) Use the advanced Search function to find new prospects

Once you have a Premium Account you can use the advanced search function This function is fantastic for searching for relevant prospects allows several levels of filtering

Firstly you can search on the relationship you have to that prospect. For example you can filter contacts on linkedin who are 2 and 3 connections who you are not directly in contact with but you may have mutual connections on linkedin as demonstrated by connection tab below:

 Other great filters include location search, search by relevant groups to join those relevant group to open conversations, previous company of employment, industry, job title, Seniority and when they joined the company.

Once you have your prospects you can use the use the saved search button in the top right navigation and save the list to work on it at a later date:

4) Use the ‘Who Viewed Your Profile’ tab

A fantastic function of Linkedin is the ‘who’s viewed your profile’ tab giving you real time clarity on who is watching your profile:

Depending who they are you can drop them a quick polite follow up message saying something like: “Dear XXXX, I noticed you have viewed my profile. Need any help?” This strategy has worked for me on several occasions.

In addition, you an view who has viewed your profile as a result of posting relevant content on Pulse, Linkedin’s publishing platform.

5) Identifying your prospects through Groups

Topical onversations are going on all the time in LinkedIn groups and answers. To make this work as a business development strategy you need to find the relevant groups where your prospects are populated. To do this scroll down on the prospect profile pages to see their own groups and then join the group and getting involved in the conversations.

Note; There is a limited to 50 groups which you are able to join at one time so these should be joined carefully when prospecting

6) Use Linkedin Targeted advertising

Use Linkedin Direct Advertising Options for developing leads. LinkedIn has the most accurate targeting of any ad platform with no algorithmic guesswork like or Facebook or Google Affinity Segments.

Linked ads allows you target very specifically, for example by location in city, company, industry, what company they previously worked for and what skills have they been endorsed for.

The challenge on linkedIn advertising is that ad text size is limited so this takes some practice to get the messaging right. You should always combine a compelling heading with a clear professional image and a strong call to action with a link to relevant landing page. Marketers are often put off by the cost: minimum cost per click $2 and campaigns usually achieve much lower clickthrough rates compared to other paid media like Adwords. However the lead quality is much higher and an Ad campaign if executed properly on linkedI is a great strategy for generating leads.

In Summary, results may take time so this is a long term play but using the above tactics on linkedIn will build you a solid pipeline of quality business prospects.