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9 Success Strategies: How Companies Are Finally Using LinkedIn Correctly

The professional network had eleven million members in the DACH region in December 2017. Almost all of the 30 German DAX companies are represented on the career platform. This is primarily about one thing: building networks. The platform offers the opportunity to expand existing connections and strengthen your own brand or company through word of mouth. So: create a company profile and get started! Sounds simple, and it is - the following tips for a LinkedIn marketing strategy can increase your chances of success.

1. Encourage employees to connect to the company's LinkedIn page

Colleagues and co-workers are initially the most important resource for building an audience - and the greatest brand advocates. With the addition of all employees, additional networks open up at the same time, which contribute to the expansion and reach of the company profile. It is therefore important to encourage employees to indicate their position in the company on their LinkedIn profile. The LinkedIn company profile is then linked within the employee profile, and the employees appear on the associated company page at the same time.

2. Publish relevant content

Blog posts, news and relevant specialist articles: Publishing or sharing your own or third-party content on your company account is the best way to increase your audience. At the same time, this strengthens the company's expertise and industry knowledge. If you want to share in-depth expertise, it is advisable to share the articles within the LinkedIn ecosystem - that is, through the management team or company stakeholders.

Above all, regularity is important, so at least one post should be posted per day. Why? Followers get used to a publishing cadence - this should also be adhered to. It is therefore important to realistically determine your objectives and tactics beforehand and to take the time to create relevant content. If that is a bit scarce, it doesn't matter to use the same content several times (keyword: content recycling).

3. Integrate rich media

LinkedIn is a business platform, but sometimes less is more. Content stands out more easily if the content contains not only text but also images. Posts with an image receive 98 percent more comments. The integration of videos is also ideal for attracting the attention of followers. Tip: YouTube videos are best integrated and played automatically in the news feed.

4. Take advantage of LinkedIn groups

As an active member of a LinkedIn group, a company can get in touch with other experts and companies, talk about industry insights or exchange ideas within group discussions. LinkedIn often suggests the right group. If this is not the case, it is also a good idea to create a new group that deals with a specific topic within your own industry. This can then be added and presented as a featured group on the company website.

5. Try Showcase Pages

Showcase Pages work like subdomains and allow certain areas, such as a sub-brand, to be highlighted within the company profile. If LinkedIn members are interested in the sub-topics, they can follow one or more of a company's so-called spotlight pages. Up to ten Showcase Pages can be created per company page.

6. Act globally with multilingual tools

LinkedIn allows you to create custom descriptions in 20 different languages. This is an important tool, especially for internationally operating companies, in order to gain credibility abroad. The corresponding description is different for each LinkedIn member, depending on the user and language settings of the respective country. In addition, content can be posted in different languages. A configuration of the settings enables content for global followers to be published automatically in the language set accordingly.

7. Understand the LinkedIn algorithm

LinkedIn offers a whole range of information about its algorithm - this is intended to make homepage feeds more attractive and user-friendly. In short, a bot rates content as either “spam”, “low quality” or “approved”. First of all, the spam filter of the LinkedIn feed determines whether or not content is allowed to appear in the feed. After content has been posted, it is checked by an initial automatic filter and then remains in the feed for the time being to await interactions. If the interactions are good, the content goes through an automated virality check in phase three, in which credibility and relevance are tested. In phase four, the content is finally checked by real editors - especially to find out why posts receive a lot or little interaction.

The most important thing is that the quality is right. The contributions should therefore keep what they promise. The best way to find out what is relevant and what is not by researching what type of content LinkedIn prefers and adapting its own content to it.

8. Include LinkedIn ads

In addition to other social media channels, LinkedIn also has targeting capabilities that enable decisions to be made about incorporating LinkedIn ads into social media strategy. In addition to sponsored content, there are other self-service advertising solutions such as text ads and sponsored InMails. In addition, LinkedIn provides advertising options via its own advertising platform or marketing partner.

9. Learn from LinkedIn Analytics

Research from LinkedIn shows that most posts are posted in the morning. A good starting point for your own planning, as LinkedIn members are usually active in the network during working hours, i.e. between 9 a.m. and 6 p.m.

Important to note: The LinkedIn algorithm takes the post frequency and the correct timing into account. A lot of interaction gives your own content more interaction and credibility at the same time. LinkedIn Analytics also offers detailed analyzes for company profiles, which serve as the basis for further marketing strategy.

Sheila Moghaddam Ghazvini is Head of Social & Content at Hootsuite, the world's most widely used platform for social media management. There she is responsible for marketing in German-speaking countries. The internationally experienced marketing expert focuses on enterprise B2B lead generation and social media strategy. Sheila also regularly gives lectures and workshops on the topics of social ROI, social media trends and employee advocacy.