7 Powerful Steps To Leverage Linkedin in 2014
Assuming you are active on multiple social media channels, your website is likely getting visitors from these sites. One of the key differentiators I found is that the audience visiting your site from Linkedin tends to be predominantly business focused.
With so much to offer, the question becomes, how can you leverage Linkedin for your business in 2014?
Here are 7 Powerful Steps to Leverage Linkedin in 2014.
1) Understand visitor-to-lead conversion by social channel:
If you are using Google Analytics, you can easily set up a custom reporting dashboard that shows you Goal Conversions such as leads form submissions, newsletter sign-ups or coupon downloads, all broken down by channel. You will be able to see how many leads came in from Paid Search, Organic Search, Referral Traffic, Direct Traffic as well as the Social traffic. If you click on Social traffic, the report will drill down to show you all the specific social media channels (Linkedin, Google+, Facebook, Pinterest, YouTube, Yelp, etc.) contributing to visitors and conversions on your website. Statistically, it is known that Linkedin has a 3 times higher visitor-to-lead conversion ratio compared to Facebook or Twitter. Armed with this information, you can redirect your Social Media Strategy to get the biggest bang for your buck. If the strategy above sounds a bit too “technical” just send me a note and I’ll be happy to walk you through the steps.
2) Write posts to ensure high visibility at opportune times:
Most users write posts expecting a level of engagement and are disappointed when no one cares or comments on their posts. You need to build a simple habit to ensure the highest possible visibility for each of your posts and updates. Here is an easy tip to increase the response rate: try posting during the week, Monday to Friday, especially during morning hours when viewers are most engaged. The opposite is true for Twitter. If you want to get more engagement and visibility on Twitter, you should post in the evenings and weekends. In addition, make sure everything you post on Linkedin provides value or could be of interest to the audience. In other words, the content, from a business standpoint, is key, whereas the other channels (Facebook/Twitter) allow for a more personal or casual approach. [see point # 4 for details]
3) Increase OR decrease the frequency of posts:
I often see a business contact of mine using Hootsuite or other auto-posting tools to post every hour on Linkedin. The repetitiveness of seeing his picture on my newsfeed that many times causes me to ignore his posts, even though they may be pertinent. This creates a diminishing returns scenario because most groups you are a part of on Linkedin will move your post over to a promotions area if they think you are spamming. The lesson here is to avoid looking “spammy” with your posts, and not to use auto-post sites.