1. Include Images in Posts
This might sound like a simple thing, but it’s really important on LinkedIn specifically.
It’s no secret that images increase engagement on social media posts. On LinkedIn, research shows that including a photo increases views 11x.
This means you need a header pic, profile pic, and pictures on all posts you publish to maximize your profile’s viewability.
You can’t just post any images, however. They need to be relevant to your target audience, in which case you’ll need to understand who that audience is.
Let’s deal with that point.
2. Cater to Your Audience
Do you know what your LinkedIn audience wants, likes, needs, and will benefit from?
Everyone’s network is different, but you can make a few assumptions based on the data.
For example, comScore broke down the demographic composition of each social media network. Although LinkedIn is one of the most popular social networks among adults aged 30 and older, younger Millennials tend to avoid it.
What this means is you don’t have to worry about being trendy like BuzzFeed on this network. A traditional approach should work just fine on these professionals.
Generate quality leads on LinkedIn by posting unique and sensible content that encourages clicks.
A premium or paid membership on LinkedIn gives you a robust set of data on who’s viewing your profile, reading your posts, and interacting with you. It makes sense to analyze these metrics from time to time.
Whether you look at the data or not, there is one thing you should be doing — getting to know your network.
Interact, message, like, follow, post, and comment around. It will pay off as you get to know your network on a more personal basis.
3. Create a Group
One of the best ways to expand your network is to create a focused LinkedIn group. This will help you attract professionals who are interested in specific topics and give you a platform for your posts.
Another advantage of LinkedIn groups is the ability to share information with people without needing to add them as connections.
Creating a group is an awesome first step to blowing up your network in an amazing way.
4. Engage Your Employees
If your business has employees, you’ll want to engage them on LinkedIn to show off your company culture and help grow your network.
Engaged employees improve your company’s revenue as well. How? Check out these benefits of highly engaged employees.
When your employees are connected to your network and actively engage, you greatly increase the reach of your posts. All it takes is for them to add your business page as their current employer, and they’ll automatically follow your page.
Boosting engagement on LinkedIn should happen close to home — with your current employees.
5. Connect with Customers
Satisfied customers are great brand advocates as well. LinkedIn provides developer tools to allow you to add a “Follow” button to your website.
These customer connections are very likely to endorse you for skills and share your posts to their circles.
Also, adding the LinkedIn Follow button to your website helps you cast a wider net to expand your network beyond just LinkedIn.
6. Share Videos
Video content increases engagement online, especially when used for marketing purposes. It also increases conversions by 80 percent.
Right now, video is huge. And the story is no different on LinkedIn.
Adding video to your LinkedIn posts makes your profile more enticing for visitors and attracts more views.
More information can be relayed in less time, so you’ll grow your network faster.
7. Track Your LinkedIn Analytics
Data analytics are the only way to truly know how any online campaign is doing, and LinkedIn is no different.
Though you can’t track LinkedIn views through Google Analytics or SEMrush, you can track them through the site’s internal analytics.
The Next Web already has a great article detailing which LinkedIn analytics are available and how to access them, so I won’t delve too deeply into it here.
What I will tell you is it’s a great idea to export these metrics into your own spreadsheet or database and track them offline in conjunction with other social networking and web traffic.
8. Start Conversations with Current Connections
There’s no point in building your network if you don’t engage with your current connections. Engaging with your current network allows you to see who’s active and who may be fake.
Fake social media followers can negatively impact your brand’s image, both by people and algorithms, a problem I discuss in more detail on my blog.
The long story short is you’re wasting valuable marketing money for lower returns when engaging with click farms and other fake profiles. Here’s an infographic to drive the point home.