By PAGE Editor

LinkedIn is for industry and business what Facebook or Instagram is for social. As per one estimate, there are around 766 million users. A platform with this kind of engagement cannot be ignored.

LinkedIn has come a long way from a job searching engine to a serious business platform. They have cemented their position as the favorite career-building platform. This element alone makes it unique for promoting business.

There are about 30 million organizations on LinkedIn. It offers several tools for organizations to promote their image. You can even find the Spectrum 1800 number on LinkedIn. Just put spectrum in search to find it. Here are some of the ways that organizations can use LinkedIn to promote themselves.

Make a Company Profile

Creating company profiles is the first step towards promoting your company on LinkedIn. These profiles are called company pages on LinkedIn. You can make your company profile interesting by sharing your story. You can talk about your successes on the pages or discuss your failures. How you overcame them. What you learned from them.

Use the profile page to introduce the people who are working in the organization. Talk about their contribution. Introduce them by telling them where they are coming from. Appreciate what they are doing for the company.

Do not forget to introduce your business, whether you are a service provider, a retailer, a wholesaler, or a manufacturer. Whatever your business is, you must give a clear and interesting success story of your business. If you don’t appreciate what you are doing, no one else will.

Fill in the basic information about the company. Give extra information like demographic data, metrics on posts, etc. Choose correct and relevant categories for your business. This helps in bringing your company up in searches. Let’s discuss some of the ways you can use LinkedIn to your benefit.

Social Sales Instead of Direct Sales

LinkedIn is a professional platform to find partners, new businesses, or employees. The pitfall is the habitual selling pitch or direct selling. It is best if you avoid selling pitches to attract employees or businesses.

On LinkedIn, social selling ranks higher than direct selling. Attract prospective employees or partners by sending a personalized message by sharing notes, showing interest, and then discussing how to work together.

Use It as a Publishing Platform

Not many companies know that LinkedIn offers its platform for publishing articles and blogs. Make use of this facility, write articles on topics that are relevant to your business, and publish them on LinkedIn.

Publishing articles on LinkedIn is more beneficial than publishing them on your website or blog. You have a ready readership on LinkedIn that you can attract directly. You can check the analytics on the articles. Decide which topics were more successful and repeat similar topics.

When you write a good article, you promote your company to people with executive positions, who unintentionally become your brand ambassadors.

Manage Your Online Reputation

We focus more on building a reputation. Companies spend a lot of money on advertising whether it's LinkedIn or another platform.

What about negative publicity? We must be ready to deal with negative publicity as well. If there is a lousy remark on your page you push it down by claiming the page and if it's on your page it’s easier to remove.

A bad review can also be pushed down by writing more articles and publishing them. You can effectively manage your online reputation by doing all these things.

Be an Active Part of Your Industry Group

Be an active part of an industry group on LinkedIn that is relevant to your business. Join one group first and become an active member. This will teach you a lot about how you can use this tool to your benefit.

You can join other groups later. Active participation is important. However, it doesn’t mean that you must comment on every post in the group. Particularly, if you have nothing worthwhile to say.

Ensure that you comment on the posts that are both relevant to your business and that will positively impact your reputation. Empty remarks where you have nothing of value to offer, act adversely for the reputation. 

Advertise Your Business

LinkedIn offers you to sponsor your content by boosting it through internal algorithms. The content sponsored by LinkedIn shows in searches higher in the grid. Sponsored content has a higher chance of being interacted with than unsponsored content.

Businesses should keep aside a budget for advertising on LinkedIn as it has a higher pay-per-click rate than other social networks.

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