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Updated: Nov 27, 2020

LinkedIn is the world’s largest professional network with over 690 million users worldwide. As a platform focused on professionals, with a wealth of features to facilitate networking, there are multiple ways to use your Personal Profile to promote your business. Also having a Company Page is important; using it in partnership with a Personal Profile can provide effective promotion and increase your Company following. Here’s what you need to do.  

Create a Company Page to have a LinkedIn space dedicated to your business

The Company Page is focused on the business and the business’ target audience. Having one gives your organisation a fantastic opportunity to present itself, communicate and interact in a forum which is purely professional and business-focused. The content on your Company Page needs to be relevant and valuable to your business’ audience on LinkedIn (which, as a network for professionals, will most definitely include prospective employees). 

Examples of relevant content: blog posts on topics of audience interest; new product, campaign or partnership launches; information on events; videos/images of behind the scenes action; coverage of your business in the media; introduction of new hires; listing of job vacancies etc.

‘My business seems too small for a Company Page?’ you may cry. Well, what about your business’ growth in the future? If growth is a business goal, start building that Page and use your Personal Profile to boost its exposure. Your employees can help too; if you have a Company Page employees can link to it when they list your business as their employer. Through this, your business gets visibility in their networks too. 

Share Company Page content on your Personal Profile

Your personal profile is all about you and your professional life. In our previous article on the importance of honesty on social media, we highlighted how much people value interacting with the humans behind businesses. Your Personal Profile on LinkedIn is a fantastic opportunity for doing just that. 

A really good way to use your Personal Profile to promote your business: share on it content that has been posted on your Company Page. Only choose content from your Company Page that is relevant to your personal following. Be sure to share the original post made on the Company Page rather than creating a fresh new post on the same content on your Profile. This way you can help drive traffic to your Company Page, and potentially gain followers. 

When you share a post from your Company Page it is important that you also add your own comment to it. This personal touch will help show the human side of your business. It’s also an opportunity for you to add additional context or information to the post. For example, if you’re sharing a post from the Company Page of a video for a new campaign, you could add a comment such as, ‘I am so excited to launch this new campaign for Banana Bread! It’s been 60 minutes in the making. Thank you Eggs and Flour for rising to the challenge!’ You should encourage your employees to share content from the Company Page too; it’s a great way to increase its reach and tap into their networks.  

Use your Personal Profile to keep in regular contact with connections for your business

Through your Personal Profile you can make connections with people relevant to your business. When you send Connection Requests, be sure to add a personal note e.g. why you’d like to connect. Once connected don’t let the spark die out; engage with them on the regular. It’s as simple as commenting on a post of theirs or dropping them a quick message to say hello. Nothing salesy. Should a time come when they need your products or services, those little interactions will help them to remember you.

Use your Profile to join Groups relevant to your business

Joining Groups will help increase your business’ visibility and expand your network. Relevant Groups could be those based in your locality (e.g. Lincolnshire Businesses Group) based on your industry (e.g. Agriculture UK & Europe Group) or based on your discipline (e.g. World Finance Network Group). Joining Groups isn’t about spamming them with posts about your business; it’s about interacting with its members and hopefully making useful connections.  

Update your Profile regularly to stay visible 

When you regularly update your profile and post content, more people in your network will not only see you, but they will also see information on your business. But don’t make it a daily flurry of updates; it’s generally recommended you post at least twice a week, and definitely no more than once each business day. 

Want to learn more about making the most of LinkedIn? We can help you out. Get in touch with us at hello@marketinnhospitality.co.uk

Updated: Nov 27, 2020

Last week’s clear cut question didn’t have a clear cut answer. It was one of those, ‘Well it depends…’. But a new question has blown into those grey skies and turned them clear [Facebook] blue. The answer: Facebook advertising is worth it. But why?

It’s the most popular social network in the world (by a longshot!)

Facebook has over 2.6 billion monthly active users worldwide. That’s over a third of the entire planet’s population. It’s not the fastest growing social media channel out there, but no other channel is even close to its market penetration. Instagram has over 1 billion monthly active users, Twitter has around 330 million.  

Why is its immense global reach important?

The larger the audience, the more granularly you can target potential prospects. Facebook has a whopping 1,300+ targeting options. You can target based on demographics (e.g. age, gender, location, income, education, job); life events (e.g. newly engaged, birthday coming up etc.); interests; behaviours (e.g. whether you upload photos, which device you access Facebook on, if you’ve made a purchase etc); connections (e.g. people who have liked your page, friends of people who have liked your page, people who have gone to your event etc); remarketing (e.g. people who have visited your website). 

With this level of targeting, you can make sure your adverts are getting in front of precisely the people you want. You can get incredibly specific about who you want to see your ad. This marketer was able to target ads specifically to his roommate! But there’s a balance to be struck when targeting.  Cast your net too narrowly and you could miss potential prospects; cast it too widely and your ad could be ignored. 

Any catches?

There is one aspect that could potentially bring grey clouds to advertising on the world’s biggest social media channel: its ad platform is complicated. There are 11 different ad objectives, 12 different ad types and, as mentioned, over 1,300 targeting options. Then you need to choose a bidding strategy, make sure you’re tracking conversions, and continuously analyse ad performance so that you can adapt your campaign to maximise return. 

So while you may be comfortable uploading a few snaps of your banana bread onto Facebook and reposting the latest lockdown meme, building Facebook advertising campaigns is a completely different kettle of fish. The trouble most businesses have with Facebook advertising is not understanding the platform properly; this results in them then overspending to try and get results. A lot goes into successfully using Facebook advertising, but two key things that can help ensure you’re not putting money down the Facebook drain are: know your objective for the ad campaign and know your target audience. 

To sum up, Facebook is the world’s biggest social media channel and advertising on it can definitely provide a positive ROI. The only way to find out if it could generate ROI for you is to give it a try! But to give yourself the best chance of getting results, be sure to get as well acquainted with the platform as you can. 

Want to advertise on Facebook, but not sure how to? We can help you out. Get in touch with us at hello@marketinnhospitality.co.uk