LinkedIn has become a powerhouse for professionals, offering immense opportunities for networking, business growth, and lead generation. However, merely having a presence on the platform isn’t enough to drive conversions.
To maximise your LinkedIn success, you need to implement effective strategies that engage your audience and convert them into valuable leads or clients.
Table of contents
In this article we’ll have a look at:
What are LinkedIn conversions?
We must first understand what LinkedIn conversions are before we explore how we could improve them.
The actions users take after interacting with the social media platform are referred to as “LinkedIn conversions,” and they are particularly significant to the company. LinkedIn segments them into four categories:
Online conversions:
These are conversions that happen on your website. Let’s say a person clicked on a link on your LinkedIn post that took them directly to your site. From there they might’ve bought a product from your site.
Offline conversions:
This refers to the conversions that happen offline. Hypothetically, a person saw your post on LinkedIn but purchased the product through a salesman at a later stage.
Page/URL conversions:
These conversions can only ever be online. You can track the pages that users land on and mark those as conversions. The most common page tends to be the “Thank You” page.
Event-specific conversions
This is when a user clicks on a certain event. An example would be, a submit button, as there isn’t a “Thank You” page to mark as a conversion. This conversion can only be online too.
How to increase your LinkedIn conversions:
There are many ways you could attempt to increase your LinkedIn conversions, but the ones with the most significance can be found in the list below.
#1 Optimise your LinkedIn profile.
Optimising your LinkedIn profile is the first strategy you’ll need to implement. Start by crafting a compelling headline and summary, making a strong first impression is paramount.
#2 Create an attention-grabbing company page.
A well-optimised profile is great, but you’ll need to create a company page that both stands out and is professional. Customising your company page with high-quality images and colours that are consistent with your brand is a great start. Next, write a company description that is concise and convinces viewers of the benefits your company offers.
Show off your best products and services in the Products and Services section, with images, descriptions, and testimonials. Enhance your reputation by getting your employees to engage with your company page, share updates, and provide testimonials.
#3 Build a strong network.
There’s a saying that goes, “Your network, is your net worth.” This rings particularly true here as building a strong network will only benefit you in your pursuit to increase your LinkedIn conversions. Begin by defining your target audience and ideal connections.
Be sure to make personalised connection requests and engage with industry thought leaders by following them and interacting with their content. Participating in relevant LinkedIn groups will also benefit you in your pursuit to increase your LinkedIn conversions.
#4 Share valuable content.
You are a business with a certain product or service, so show your expertise by sharing helpful content on LinkedIn. Develop a content strategy aligned with your target audience’s interests and needs. Catering to these needs by providing insights and tips will only further increase your credibility. Remember to keep your users engaged by encouraging them to ask questions, comment on and share your posts, whether it’s a video, article, or infographic.
#5 Leverage LinkedIn articles and pulse.
There are several ways you could communicate your expertise on LinkedIn. One of which is article writing, using Pulse.
Pulse is LinkedIn’s publishing platform which allows you to share in-depth content with your network, which will help position you as an industry professional. It’s important to keep in mind the search visibility when dealing with content. This also applies to the content you repurpose from your blog or website.
#6 Use LinkedIn video.
Some people may not be avid readers, so creating content that’s more appealing to them is essential. That’s where video comes in. Do with video what you’d do with written content. Which is creating high-quality informative content for the consumption of your target audience. Remember to encourage them to engage with and share the content too.
#7 Harness the power of recommendations.
Do you know what else would make you look more professional? LinkedIn recommendations. When people recommend you based on your skills and expertise, you gain credibility. Request recommendations from clients, colleagues, and business partners and in exchange you provide recommendations for them.
Ensure that every recommendation request is personalised so that they effectively highlight your achievements and skills before you go and flaunt them on your profile and company page.
#8 Engage with your network.
Now that you’ve got some people in your network, it’s important to build a connection with them by engaging and interacting with them or their content. Liking, commenting, and sharing your connections’ posts will show that you support and are interested in their work. Responding to messages and connection requests promptly builds trust and stronger relationships.
#9 Utilise LinkedIn analytics.
You’re making every effort to increase your LinkedIn conversions, but how can you track the results of those efforts? You can evaluate your progress with the aid of LinkedIn Analytics. . LinkedIn Analytics allows you to track metrics like profile views and engagement rates. You can then use these metrics to build a strategy that could help you increase your LinkedIn conversions.
#10 Optimise for search engines.
The last step but certainly not the least important is optimising your profile for search engines. Uploading content with SEO (search engine optimisation) in mind will enhance the overall quality of your content. LinkedIn also has built-in SEO features and settings so you can optimise your page titles and use relevant keywords in all your content. Fresh and updated content will also assist in keeping your users engaged and entice them to share it too.
#Bonus: Make use of LinkedIn Ads
LinkedIn Ads is a powerful tool that can significantly boost your conversions on the platform. By utilising LinkedIn’s targeted advertising options, you can precisely reach your ideal audience. These are the five things you’ll need to do when using LinkedIn Ads as a lead-generation tool:
- Define your advertising objectives
- Identify and target your audience
- Create compelling ad copy and visuals
- Use conversion tracking
- Continuously optimise and refine your ads
Carefully following these steps could make LinkedIn Ads quite lucrative for your business. Read this article on LinkedIn Ads to go over the steps in depth.
Final thoughts
Mastering LinkedIn conversions requires a strategic approach and consistent effort. Implementing these ten proven strategies will help you maximise your LinkedIn presence, engage your target audience, and convert them into valuable leads or clients. By optimising your profile, creating engaging content, building a strong network, and leveraging LinkedIn’s features, you can unlock the full potential of this powerful social media platform.
Frequently Asked Questions (FAQs)
How long does it take to see results from LinkedIn conversions?
The timeline for seeing results from LinkedIn conversions can vary depending on a number of factors, such as your industry, target audience, and the strategies you implement. Generally, it takes consistent effort over time to build relationships, establish credibility, and generate conversions. Patience and persistence are key.
Can I use LinkedIn conversions for B2C marketing?
While LinkedIn is primarily known as a platform for professionals and B2B networking, it can still be utilised for B2C marketing. It’s important to assess whether your target audience is active on LinkedIn and if the platform aligns with your B2C marketing goals.
How often should I post on LinkedIn to maximise conversions?
There is no one-size-fits-all answer to this question. Posting frequency should be based on the quality of content you can consistently provide. It’s better to focus on delivering valuable and engaging content rather than posting excessively without purpose.
Is it necessary to have a premium LinkedIn account for better conversions?
A premium LinkedIn account offers additional features and benefits that can enhance your LinkedIn experience, but it is not necessary for better conversions. The strategies outlined in this article can be implemented effectively with a free LinkedIn account.
How can I measure the success of my LinkedIn conversion efforts?
LinkedIn provides analytics that offer insights into various metrics such as profile views, engagement rates, and reach. Use these analytics to track the performance of your profile, content, and conversion goals. Additionally, monitor the actual conversions generated from LinkedIn by tracking leads or client acquisition through dedicated channels or CRM systems.
