With the increasing need for engagement and sales, social media plays a crucial role in marketing a business online. Social media gives you the opportunity to target and engage with your customers all in one place; the key is just to know which platform they live on.
With this, LinkedIn isn’t an exception. LinkedIn is the platform for business. It is the ideal place to connect with customers, develop relationships and drive sales.
LinkedIn is a platform that was built to improve the demand and supply of B2B (business-to-business) for professionals and businesses and B2C (business-to-consumers) as it is employment-oriented and career-based. This platform has a lot of marketing tools available for businesses of every size and type, from small to large and from B2B and B2C.
For every online business, success is measured based on two things, traffic and conversions. Driving traffic and generating sales lead is the ultimate. Using the right carefully thought out strategy and the features offered by the platform, LinkedIn can be a super tool at the tips of your finger which you should use to achieve these goals.
Unfortunately this platform, amongst others, has been ignored by so many marketers because they do not know and understand the value of the platform. LinkedIn can serve as the most important referral source to your website.
Before going into the details of using LinkedIn to drive website traffic, I would like to hit this key point.
Social media marketing is audience-focused. If your audience does not live on this platform, then the percentage of lead generation and conversion would be so insignificant, if any at all.
Marketing your business on a platform where your audience isn’t located is like falling into a bottomless pit. If your potential audience isn’t on the platform, then there is no need putting in efforts that will not yield positive results.
Just at a first glance at your profile, a visitor gets a first impression that makes your profile visitors actually desire to work with you and you get only one shot at these first impressions. Once they leave unimpressed, the chances of them coming back is very low.
A profile that is sales appealing doesn’t just talk about you, your positions, your achievements and awards.
Those are great too, but your prospects are more interested in knowing how you can help them solve a problem, how you can add value that improves their quality of lives and businesses and then, how far you’ve come in doing that for others.
Your profile should have a professional looking profile photo, a well written headline and summary which should include your value proposition.
They should capture the interests and appeal to your visitors and show them your ability to solve their problems.
Read our article – “optimizing your LinkedIn profile to boost sales” for detailed LinkedIn profile optimization.
Make it easy to contact you by filling in your email, telephone or any other means of contact your like.
Most importantly, for the context of this article, you should include a link to your website as well as links to your social profiles.
When a visitor comes over to your profile and is impressed with what he sees on your page, before contacting you, he/she would always check to see if you have a website first.
Checking out your website and social media profiles is a means for them to garner more information about you and see more of the work you’ve done.
Here, they are looking for all the information about you, your past experience, your past projects, all the products or services you have to offer, testimonials and reviews from past clients.
This helps them make the final decision on if to get in touch with you or not. So give them all you’ve got, make them stay glued to you once they stumble upon you.
LinkedIn is about making connections. If you wish to grow your visibility on LinkedIn, you should work on growing your connections on the platform. As you grow connections, your updates are visible to more people.
By working on your connections, you increase your visibility and traffic to your profile which in turn increases traffic to your website. You can start by connecting with individuals you already know then growing from there.
For each connection you make, your posts and updates begin to appear on their homepage and if they engage with these content, they become visible to their own connections.
You see that making connections is very helpful in boosting reach.
Like other social media platforms, content thrives on LinkedIn. Considering that the competition here isn’t high you should take the opportunity to be the go-to-profile for value adding and problem solving content thereby building authority in your niche.
With a consistent and engaging stream of interesting, useful content and with quality connections, you’ll begin to see traffic rushing in on your profile.
Companies and prospects would want to engage more with you, hire you and your services as a result of the authority you have built which shows you are good at what you do.
Use good visuals for your content. Post engaging photos and videos along with your texts. Good visuals drive more engagement than old fashion text so mix them up to make the information clearer.
Your posts should have a link to your website as well, irrespective of if they are blog articles or not, as long as they are relevant.
You should also share contents such as articles and blog posts from your website to your LinkedIn profile with links that redirect readers to your website. This is one of the easiest ways to drive website traffic.
Do not forget to be consistent in quality and quantity. It might be difficult at first, it will not all be achieved in a day but, the more you try, the harder you go, the better the results you get.
This is by far the easiest way to find your target audience all grouped in one place. Find and join groups that are related to your niche.
In these groups, being active and engaging in quality discussions makes people notice you, again building authority.
Most of these discussions are all focused on problem solving, so the more you help people and the more active contributions you make, the more people are attracted to you, the more profile visits you get and in turn , the more traffic your website gets.
Advertising on LinkedIn isn’t organic but this will greatly help in driving traffic. LinkedIn allows you run tailored ads to a specific target audience directing them straight to your website.
A benefit of running ads is its audience targeting feature. You determine the set of audience you want your ad to be shown to depending on their demographics and interests.
Whatever visuals and content you choose for your ads should of course appeal to the audience you are targeting. It should be enticing enough to make them want to click your link.