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September 16 & 17 2020

LA Convention Center

How To Make LinkedIn Work For Your Small Business Or Startup

by Erica Gasa

LinkedIn has been helping businesses network with prospective employees and clients since its launch in 2003. But even in 2019, it never hurts to get a refresher and a few tips on how to use this versatile site to leverage your new business or startup.

Brighten Up Your Profile

Businesswoman updating LinkedIn profile on laptop

Just like your Facebook or Instagram, you want to put your business’s best foot forward on LinkedIn. Be sure your profiles are complete and current, and post regular updates focused on target customers and clients. Clean up your bio and seek positive endorsements with connections to strengthen your company’s credibility. Just like in real life, good word of mouth goes a long way on LinkedIn.

A Picture (or Video) is Worth a Thousand Words
Since LinkedIn is a very text-based program it’s always good to break up your feed with some images. Be sure to include a good pic of yourself for your personal profile as well as your company logo on the business profile. Instead of just writing a post about a new product, sale or even the company barbeque last week, post an image to complement the content; a picture is worth a thousand words. 
LinkedIn’s engagement stats show that posts and profiles with images receive twice the engagement, while videos are five times more likely to receive comments compared to text-only posts.

Make Contacts and Connections
Two business people networking through LinkedIn on digital tablet

Think back to your last networking meet and greet…in a room full of strangers, did you identify the future clients from those who were just there for the free coffee?
The beauty of LinkedIn is that it hones in on professional prospects with a laser-like focus. In fact, just being on LinkedIn to begin with cuts down on the guesswork. With 50% of American college grads on LinkedIn, and another 45% in upper management according to LinkedIn’s aggregate, you’re sure to make the right connection with true decision makers.
Join industry groups and make connections with profiles related to your business to gain tips and promote your company. Contributing to group discussions is a great way to establish yourself as an expert in your field.

Consider Going Premium
Premium LinkedIn memberships can be pricey, but they give your company a networking edge. With a premium account you can directly message connections outside of your proximity and gather metrics on who visited your profile.
With over 80% of B2B social media leads originating from LinkedIn according to the 2017 Sophisticated Marketers Guide it’s easy to see why this site is such an important tool for the savvy marketer. This and more are unlocked with Premium.
According to Business Insider there are over 500 million professionals on LinkedIn worldwide and counting. Why leave your own company out of the running? Though daunting at first, building up your company’s LinkedIn profile can be easy. A little time and effort can go a long way to improve your business’s digital outreach in spades.

This article was originally published on GREY Journal.



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