5 Ways to Maximize LinkedIn for Business in 2018

By 07/03/2018 December 2nd, 2019 Business, Social Media

1. LinkedIn Video

Video is already an established part of other social media platforms (and in some cases, is the only part of the platform), but in 2017, LinkedIn finally jumped in on the trend.

With it now available to all users (not company pages at the time of writing), the ability to post a video to LinkedIn adds another option to your on-platform content distribution, with the capacity to post engaging video content that is directly related to your professional interests.

There’s a range of ways you can use this – you could conduct a Q and A with a leader in your company, post your latest product development videos or showcase your office culture, or a range of promotional content for your business that also ties into to your company’s business strategy.

As noted, video is the most popular form of content across all social networks, and LinkedIn is no exception – LinkedIn says video content is shared 20x more than any other type of content on the platform. This is not a statistic to ignore, so it’s worth considering how it might fit into your wider LinkedIn approach.

2. Conference Frames

Joining in with another rising trend, LinkedIn have released their new conference frames, which can be used to effectively brand images and videos at industry events.

Initially, it seems a little strange, but it makes perfect sense – attendees will likely be keen to showcase their attendance on the professional social network, while it also gives brands an opportunity to promote their functions, giving people an inside look at what’s happening, who’s attending, etc.

The option is not available to all conference organisers just yet, but LinkedIn has said they may look to make the frames a self-service option (as Snapchat has), which could provide another worthy consideration in your event marketing plan.

3. Website Demographics

If you want to ensure you’re optimising your LinkedIn campaigns and content, one aspect definitely worth looking into is Website Demographics, which the platform launched last July.

As shown in the video, LinkedIn’s Website Demographics helps to identify the types of professionals who are visiting your website, based on their listed LinkedIn data.

This could be particularly valuable for B2B brands – if you’re trying to reach a certain type of person, then Website Demographics can show you whether you’re currently getting those people to your pages, which can help you refine and re-focus your marketing efforts to ensure you’re connecting with the right audiences.

There are some limitations to the data provided, but it’s still worth looking into, especially if you’re working to improve your LinkedIn marketing, and aiming for specific professionals and/or decision makers.

4. LinkedIn Groups

This may or may not amount to anything, but…

LinkedIn recently sent a note out to all group admins informing them that they’re looking to putting a renewed emphasis on Groups in 2018.

They’re also looking to add new tools, including improved navigation and notifications of activity, and video within groups.

It’s hard to say exactly what this means, whether it will actually make it worth investing more time in LinkedIn groups, but in the past, they have been a valuable tools for networking and connecting with relevant professionals. Groups will still have the capacity to do that, but most LinkedIn groups became so spam-filled and junk-laden that they’re now of little use – they’ve basically become a place for link drops and not much else.

With Facebook also putting more emphasis on groups, LinkedIn maybe attempting to ride the same bandwagon, and using this as an impetus to improve and refine their groups offerings. If meaningful change could be made, then LinkedIn groups could become a lot more valuable – especially if, as expected, more marketers shift their focus to group interactions as a result of Facebook’s algorithm shifts, which may also form habits that they can better translate to other platforms.

5. LinkedIn Publishing

LinkedIn’s long-form publishing platform has gone through some significant shifts in its four years of existence.

At first, it was a great place to help build your personal brand and showcase your industry knowledge, with your LinkedIn posts being shown to all your professional connections, boosting awareness, reach, attention, etc.

But then LinkedIn changed the way posts are distributed – originally, all your first degree connections were notified when you published, but then the notifications became overwhelming for users, and LinkedIn reduced them to selected individuals, and they’ve further refined their distribution algorithm as time has passed.

Now, your LinkedIn Publisher posts will only reach a select group of users, and their engagement will define further distribution. That drop in reach has caused some people to abandon LinkedIn as a content option – though according to LinkedIn, some 130,000 posts were, at one stage, being uploaded every week.

However, even with this reduced reach, LinkedIn publishing is still worthy of consideration. The main potential benefit is the opportunity to be featured on one of the LinkedIn Pulse showcase platforms, which can give your content a massive distribution. But even without making the Pulse, you can still help build your professional profile, among a very targeted, professional audience of industry people you really need to reach.

Your posts are also linked to your profile, helping to further showcase your knowledge, expertise and engagement in your industry. And while it may be more difficult to get massive reach, in general, quality content will shine through – which is true of most publishing options. If you can produce insightful and engaging content, there’s a good chance you’ll be able to solidify your personal brand, and help boost your business profile, through LinkedIn publishing.

There are a heap of other ways to utilise LinkedIn to further boost your marketing efforts, with the platforms ad and data options improving all the time. Hopefully these ideas get you thinking about your options on the professional social network, and considering the wider ways in which you can use LinkedIn to broaden your audience potential.

Michael Johnston

About Michael Johnston

I'm a Lecturer in Computing and the Foundation Degree Director in Computing for the Northern Regional College in Northern Ireland. My research interests in the areas of technology enhanced learning, how we interact with technology, blended learning and professional development. Michael currently specialises in the computing areas of web development technologies, cyber security, software development and IoT. Michael has worked in a range of different roles in IT-from teaching roles to running his own web design company, Michael is equally at home working with theory, as he is conducting research, or building a bespoke IT solution. Michael is currently studying a PhD in Cyberpsychology.

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