Monday 23 June, 2014
LinkedIn is the social media platform for business networking. It’s mostly for B2B companies. This makes it the hardest social media site to crack for ecommerce businesses that are trying to promote themselves unless you have a B2B business. However, it’s extremely popular and a presence on the site can help any ecommerce business if managed well.
Create a LinkedIn Company Page
At the very least, you should have a presence on LinkedIn. Create a company page to which you can send people who want to know about your company. It’s another profile to include with all of your others on marketing materials. Customers, business partners, employees and others who come into contact with your company can find you there.
Content Marketing through LinkedIn
You can do the same type of content marketing you do elsewhere on LinkedIn. Create informational articles like the ones you post on your site or blog and post them here. You can start your LinkedIn content marketing by repurposing old content you’ve used elsewhere and giving it a new angle or new information. Be sure to make your LinkedIn content public and search engine optimized.
One of the best features of LinkedIn is its recommendations. You can get recommendations from customers and colleagues. This is a form of social proof that’s powerful and natural. It shows real users talking about your company. You can get recommendations by recommending others or simply by asking happy customers or colleagues for them.
Although it doesn’t promote your ecommerce business directly, you can use LinkedIn for industry networking. This is the unique strength of the site. Get to know others in your industry and identify ways you can help each other. Good opportunities can arise from these connections, like referrals.
One of the best ways to promote your ecommerce site directly through LinkedIn is through its Questions and Answers section. There, you can answer other users’ questions using your own expertise in your niche. This is a great way to gain exposure and get to know people in your network.
Check out the Competition
Finally, you can use LinkedIn to check out your competition. Connect with companies that are similar to yours and see what they’re doing on the site. You can glean insights and get ideas from them. Pay especially close attention to how they interact with their customers and how their customers think about them. You may be able to find a gap that you can fill for your market.
LinkedIn isn’t a place for promoting your ecommerce business, but there are many ways you can use the site to your advantage. If you’re new to it, create a profile for your company and just hang out for a while and learn about the site’s functions and features.