We cover tips for enhancing your overall social media presence in our Marketing 101 blog series here. You’ll want to keep those tips in mind as we take a deeper dive into the perks of promoting your organization on LinkedIn.
We know there are many social media platforms you can use to promote your work. It quickly gets overwhelming when you try and keep up with everything. We recommend choosing 1-2 platforms to engage with your targeted audience (whether that’s donors, clients, etc.), and do those really well.
We are big fans of LinkedIn at Transform Consulting Group, and we choose to invest time and resources into connecting with our audience through this platform. Why? For TCG, LinkedIN is where our target population is spending time and the best use for our efforts. It will vary depending on your client audience. For example, if your audience is younger, then Instagram or Twitter might be a better fit.
LinkedIn also relies on staff and employees to help promote the organization’s presence. Because our team works across the state, we often have colleagues attending different events or meetings. Our team is on the go, and LinkedIn is a great platform for everyone to share what they are learning and doing related to TCG.
To ensure that we are best leveraging this platform, we follow these 7 practices and think you should too!
7 Tips for Using LinkedIn to Promote Your Work
- Add Visuals – When setting up your organization’s profile, include your logo and a cover image on your organization’s page. Your logo appears when members search for you as well as on your employees’ profiles. Research shows that companies with logo images get six times more traffic to their pages.
- Be Consistent – When we talk about consistency, we’re talking about two areas: 1) in the content posted and 2) in the way your staff engages online.
As with any social media content or marketing effort, it is important to stay true to your brand (check out tips in this blog). Your content should be relevant to your work and the sector you serve. Share articles and reports that are related to your cause. Snap photos of clients and share your story of impact. Always remember who you’re targeting to determine if the content is relevant and appropriate.
Consistency also applies to your staff because LinkedIn really encourages “networks.” As mentioned earlier, this is what makes LinkedIn work. The way to expand your network is by having staff link their personal profiles to your organization’s page.
One of the first things we do at TCG when we have a new hire is share step-by-step instructions for adding their new position with our company to their personal profile. You can search any of our staff and you’ll find consistent language explaining TCG and our work. Because everyone is expected to link our organization page in their work history, we want to make sure that their networks are getting an accurate picture of who we are.
If you do a quick scan of your employee’s LinkedIN profile, are they all consistently and accurately explaining your organization? If not, then this is an opportunity to strengthen the branding and awareness of your organization. Add this step to your staff orientation checklist!
- Optimize for Search – Company pages on LinkedIn are search engine optimization (SEO)-friendly. Google previews up to 156 characters of your page text, so fill in your descriptions with powerful, keyword-rich copy to uniquely explain your organization.
On LinkedIn members can search for companies by keyword. Include words and phrases that describe your organization, expertise, and industry focus.
- Encourage Engagement – Your engagement on LinkedIn relies heavily on your network. (Are you sensing a theme here?) The easiest way to get your content shared with new people is to encourage participation from your team. Challenge your staff to “like”, comment and share your organization’s posts. When they do this, their individual networks are then able to view and engage with your content. This is vital to growing your following!
We have a weekly social media challenge among our TCG team. Everyone is asked to post one time a week and link our company. We do this to hold our team accountable to helping grow our organization’s online presence, while also having clear, simple expectations. It’s easy to get sucked into social media. This allows for healthy boundaries that keep everyone on task!
- Share Content Regularly – Plan to post on LinkedIn organization page 3-5 times per week. Consistent posting encourages engagement. Updates posted in the morning usually earn the highest engagement.
- Experiment with Ads – As with most social media platforms, LinkedIn ads are low cost and can open doors for new clients, donors, etc. LinkedIn offers different options for their campaigns. You can target a specific audience to promote content, create actual ads that will pop up viewers’ homepage, or send target messages directly to people outside of your network.
As with any advertisement, use engaging, colorful language and visuals that are specifically geared toward your audience. If you’re going to spend money, make sure there is a clear call to action in your ad so you can easily track your return on investment.
- Track Progress – LinkedIn has free analytic tools for tracking engagement. You’ll find this tab in the top left corner. This tool will help you track what content your followers are engaging with, demographics of your visitors, best times to post, etc. We pull a monthly report from this tool to ensure that our efforts on LinkedIn are working and identify areas we can improve our approach.
We believe social media is a great method for telling your organization’s story. At TCG, we want to help you accelerate your impact – whether that’s with your marketing efforts or through our other services. Contact us today and learn more!