3 Things You Need To Stop Doing On Linkedin | Social Media Series
Not every business needs a Linkedin company profile, but if yours does, you may as well learn something new about this platform by reading our Linkedin tips.
So how can you tell if you need a Linkedin Company Page?
Linkedin is a social network primarily for B2B organizations and HR professionals. Besides your online booking website, this is the digital space to exude professionalism, hence pursuing consistent communication and excellent brand storytelling are of the utmost importance.
If you run a B2C business, such as a barbershop or a pilates studio, then Linkedin might be of secondary importance. However, if the sector you work in requires a highly professional appearance on social media, then this is the place to go.
There are common mistakes that even businesses with a great understanding of Linkedin’s functionality make. Here are 3 big blunders that are easy to make, but with our social media tips are even easier to avoid.
1. Guessing Game
Stop guessing when it comes to mapping your audience. With Linkedin Analytics you can tell exactly who’s your audience: location, job title, industry, seniority level, company size etc. Having this level of data is a great treasure, cherish it.
This data will also tell you if your present communication attracts a completely different audience to that you intended to target, so you can further tailor it.
Knowledge about your audience helps with choosing the tone, designing content and even scheduling your ads. For example, if you have a new article for HR professionals that will drive them to your blog, and you know that the majority of your profile visitors are based in London, you can then schedule the post to be published during office hours. I’ve found that around lunchtime or before the evening commute is the perfect slot to share blog articles.
You can tell if your audience is more active on desktop or mobile devices, and this information will help you design better landing pages outside of Linkedin.
2. Not Capitalising on Functionality
The introduction of native videos on Linkedin was fairly recent, so start using them now. Show off your company to other businesses by publishing highly engaging and professional looking video content that doesn’t interrupt the user experience by forcing users to leave the site after clicking a non-native video.
Videos that you upload straight to Linkedin will perform better than if you shared content from YouTube or other channels. Another advantage of native videos is that you can sponsor them and reach more people who are relevant to your business.
The scope of opportunities is quite large: you can upload support videos, webinars, reports – it really just depends on your goal.
3. Only when you need something…
Linkedin is often used for recruitment, and so when businesses are hiring, they post their vacancy to the networking site. As candidates will most likely check the company’s profile, the soon-to-be employer shares some updates about the business to attract visitors and when the position is filled, they often abandon the profile and come back when a new position opens up. This can seriously backfire.
This is the most common mistake that smaller businesses make on Linkedin because they don’t have the capacity to share content regularly. What’s wrong with this? Visitors can see the date your posts were published.
If you only care about your business profile when you want something from the social network, candidates might get the feeling that this could apply to employee-care too. Candidates may worry that your goal with the posts you’d shared about the top-notch team and the picture-perfect company is just advertising and isn’t the truth. During the age of the trust implosion, it can mean losing a superb candidate for a highly competitive role, and for such a silly reason… it’s a mistake you cannot afford to make.
If you’ve found our Linkedin tips useful, read our previous social media tips too.
3 Things You Need To Stop Doing On Linkedin
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Anna, whose middle name is Hashtag, is an enthusiastic Digital Marketing Executive. She drinks her coffee with cream and Instagram, retweets (almost) every fun fact about koalas and never misses an interesting Facebook webinar about exciting new features.
Her aim is to collect and share the utmost interesting content. And she's also the one, who jumps up and down if we have a new follower on social media.
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