8 Ways to Boost LinkedIn Engagement for Small Business Owners
As a small business owner in today’s hyper-connected world, understanding how to utilise LinkedIn effectively can be a game-changer for your online presence. This professional platform offers an avenue to not only connect with like-minded individuals and network online, but also share relevant content that resonates with your targeted audience. But how can you boost engagement on your LinkedIn Company Page posts? LinkedIn can form part of what I can the magic 7. Especially in B2B marketing, multiple touch points are essential to drive relationships with your audience and ultimately funnel them into leads. Consistency is vital, touching the customers multiple times with great content will keep you front of mind.
Here are some proven strategies:
1. Understand Your Audience
Before you start drafting your posts, it’s critical to understand your audience. Are they professionals from your industry, potential clients, or both? LinkedIn provides robust analytics that can help you understand your audience’s demographics, job functions, and regions. Use this data to shape the content you share, ensuring it is pertinent and appealing to them. Ensure it leans heavily on the side of valuable content – less of the promotion!
2. Craft Compelling Content
Your LinkedIn Company Page posts should be relevant, valuable, and interesting to your audience. Share insights about your industry, offer expert advice, give away downloadable assets or tips and sometimes promote your latest products or services. LinkedIn users appreciate content that helps them grow personally and professionally, so make sure to include a good mix of educational, inspirational, and promotional content.
3. Optimise Your Posting Time
Timing is crucial when it comes to engagement. Posting when your audience is most active can lead to more views, likes, and shares. LinkedIn users are typically most active before and after work hours, but this can vary depending on your specific audience. Monitor your post engagements to identify the best times for your business.
4. Encourage Employee Advocacy
Your employees can be your biggest advocates on LinkedIn. Encourage them to engage with your Company Page posts by liking, commenting, and sharing. Their connections can then see these interactions, expanding your content’s reach and potentially attracting more followers to your page. You can ‘notify employees’ of a post from within the platform which will help to remind them it’s there!
5. Use Visuals and Rich Media
LinkedIn posts with documents, images or videos typically garner more engagement than text-only posts. Use high-quality images, infographics, or short videos to capture attention and convey your message more effectively. You can also use LinkedIn’s native video feature to upload videos directly onto the platform for better visibility and engagement. Create some slide shows or short presentations and upload those as documents – they will enhance the post and drive up engagement since people can swipe the slides to read more.
6. Engage with Your Audience
Social media is a two-way street – ‘social’ being the word – and LinkedIn is no exception. Respond to comments on your posts, thank users for sharing your content, and actively participate in discussions on your posts and in Groups. This not only builds rapport with your audience but also boosts the visibility of your posts.
7. Leverage LinkedIn Features
LinkedIn offers numerous features that can help boost your Company Page post engagement. Use LinkedIn Polls to spark discussions, share SlideShare presentations to provide in-depth information, or host a LinkedIn Live session to interact with your audience in real-time.
8. Use Relevant Hashtags
Hashtags on LinkedIn work similarly to other social media platforms. They categorise your content, making it easier for users to find. Use a mix of popular and niche hashtags relevant to your post. However, avoid using too many hashtags as it may make your post look cluttered and unprofessional. I always go with a maximum of 4-5 – this seems to be a good number. Finding LinkedIn hashtags can be arduous since you will have to spend some time searching for them and checking how many followers they have. Check out competitors too, and others in your space to see which ones they are using. It’s trial and error but worth the effort to develop some good sets to use. Make sure you change them up each time too – don’t use the same hashtag set again and again.
By implementing these strategies, you can power up engagement on your LinkedIn Company Page posts. Remember, consistency is key. Keep experimenting with different types of content and engagement techniques to find what works best for your audience.
LinkedIn provides a fantastic platform for small businesses to connect with potential customers, industry professionals, and thought leaders. By boosting engagement on your posts, you’ll not only enhance your company’s online presence but also pave the way for more meaningful connections and potential business opportunities.
If you require support or advice regarding your social marketing strategy, I’m here to help. Book a consultation today for a personalised chat about your business requirements.
