How To Leverage LinkedIn Content For Your E-commerce Store
You already know the power of social media when building your e-commerce store’s marketing and sales campaigns. Do you include LinkedIn as part of your social media promotion? If not, it may be time to throw LinkedIn into your content lineup to ramp up your e-commerce store success.
LinkedIn is mostly viewed as a platform for B2B or professional services, but it’s quickly becoming a popular place for B2C businesses as well. It’s an effective platform to gain awareness, share content, and connect with your audience on a more personable level than other types of social media. LinkedIn is an effective way to engage and convert customers while being one of the easiest platforms to learn and employ.
Below, we get into the basics of utilizing LinkedIn content opportunities for your e-commerce store.
What are the Advantages?
Most online stores are defined by their products and website or social media aesthetic. You’re essentially as good as the images and descriptions you post. That’s why a website and marketing content is so critical.
LinkedIn does something special. It extends your reach to connect customers specifically with the personal side of your brand. While most social media platforms connect customers to your products or content, LinkedIn is designed to put customers directly in conversation with your employees and professionals. You become a business of people, not just of goods.
It’s not just that customers can see your employees’ profiles, though (although that has something to do with it). They can also find out about your business through your employees. If someone knows an employee or is looking at their LinkedIn profile, they’ll start to learn more about your business in tandem. (Make sure you have top-notch employees because customers will judge your company based on your employees!)
Ultimately, LinkedIn shows the professional, personal world behind your business. Think of LinkedIn as the “behind the scenes” for your brand, giving customers an inside look into your brand mission, operations, and people.
LinkedIn is also a highly credible platform. People trust the content they find on LinkedIn more than any other platform. Posting consistently, then, can help you improve your credibility and thought leadership within your industry. This appeals to customers by demonstrating the authority and legitimacy of your brand. If your brand is relatively new or unheard of, this can show critical steps to establishing yourself.
Plus, you’re presenting credibility to a qualified audience. LinkedIn generally has a more professional audience, which is a great engagement strategy if you’re looking to enhance the status of your brand. Learn how to segment your audience based on your business goals.
LinkedIn looks great to search engines. There are lots of options for sharing content and engaging with customers, which boost your brand visibility and awareness. Shares and links back to your site provide a higher quality (and quantity) of authority links, which Google tends to favor.
How Can You Use LinkedIn Content?
LinkedIn offers multiple avenues to share content and engage with customers, like Pages, SlideShare, Publishing, Groups, and Sponsored Content. Employing these can help get you noticed on LinkedIn, establishing your business deeper within your industry.
LinkedIn’s Business Pages are similar to Business pages on Facebook. This is where you centralize all of the information and content about your business. You have a cover image and profile photo, and you’ll want to include info about your business like a description, website link, and contact information. Customers and interested parties can “follow” your page so they can get updates from your business directly on their feeds.
This is a great place to post status updates and long-form posts meant to educate, inspire, and engage your audience. The most effective forms of content that see results on LinkedIn pages include:
- SlideShares (discussed below)
- Status updates (similar to Twitter)
- Blog posts
- LinkedIn Publisher posts (discussed below)
Your Business Page is the perfect place for repurposing content from your website, blog, and social media. You may even use a few snippets from a blog on Linkedin and then link out to the original, which builds links and encourages further engagement.
This is also a great place to bring your employees into the picture. Employees are more likely to post about your business and industry on LinkedIn, so this is where you can start the conversation with your people. You can share your employees’ public posts about your business, which both makes your employees feel appreciated and demonstrates to your customers the importance of and gratitude for your team. Customers like seeing that your employees are backers of your brand and mission, adding a layer of authenticity and transparency.
How can you use content to boost your LinkedIn Presence?
- Include videos. LinkedIn members watch 3x more video ads than Sponsored content.
- Use images that have statistics or numbers, similar to infographics.
- Display product launches or new feature enhancements.
- Delve deeper into your company mission and vision.
- Celebrate wins and achievements.
- Highlight company leaders and teammates.
- Promote others’ content, like guest posts or partners. Don’t just post your own articles or your followers might get bored.
Remember: LinkedIn is more about your business and brand than your products. The goal is to connect your employees and customers with behind-the-scenes action while establishing your business as a thought leader.
Groups are a place that different individuals come together for a specific interest or network. For example, you can join an e-commerce group to meet other e-commerce sellers and managers. Check out some ecommerce LinkedIn Groups here.
You don’t want to use Groups to sell. You’ll get ignored—and you may even get kicked off. This is where you want to show other professionals the credibility and authority of your brand. You might repost one of your posts or SlideShares that adds value to the people in the group, so they’ll want to start a conversation and learn more about what you do.
Groups are also a great place to find partners for operations or marketing. You can do your research right on LinkedIn, and you can connect with them through LinkedIn InMail. You may find customers here, depending on the group, but awareness should be the number one goal.
LinkedIn offers a unique sort of content platform that’s not available on other social media. SlideShare lets you create an online presentation that you can share with followers and visitors. This is a novel way to spread info about your business mission or history, and you can even use this to demonstrate the USP of your products. This is a great place to educate while teaching customers more about your brand.
For example, you might have a SlideShare about your business’ founding. Or you might discuss the problems of unsustainable fashion so you can relate it to how your company is changing the world of recycled fashion.
LinkedIn users love SlideShare because of its ease of use and approachable platform, averaging 25 million views each month. It’s number two on Google searches for “presentation,” and it draws a lot of social engine attention. SlideShare is an incredible way to pull in traffic to learn more about your business and industry.
LinkedIn Publishing is another place that you can post written content, similar to a blog post. It’s similar to Medium in its format, and it’s essentially a platform where you can talk about a specific topic for 5-7 paragraphs. These posts are usually linked to a single individual’s or business page, and it’s a great way to establish more credibility as a thought leader in your field.
We recommend that you don’t repurpose your website blog content on LinkedIn publishing. You want to keep this separate and special, so customers feel the professional, high quality of the article that’s associated with LinkedIn Publishing. That doesn’t mean you need to write two of every article; it just means you might want to switch around how you’re posting things on multiple social platforms to see the highest engagement and disseminate the right information at the right time.
How do you push conversion on LinkedIn?
LinkedIn is generally less about pushing conversion as it is about boosting visibility, gaining awareness, and engendering loyal followers. But that doesn’t mean you can’t see serious results from your content! LinkedIn may be more of a long-haul strategy, but that actually makes it one of the best ways to get quality brand fans who will keep coming back to you.
So how can you get those long-term conversions?
Measure and quantify the number of impressions on your LinkedIn. You can see views, likes, comments, and shares, which helps you understand how many people are seeing versus interacting with your content. This helps you understand which kind of content is doing well, so you can better curate and create content moving forward. LinkedIn also offers incredible tracking and analysis tools to help you better interact with your audience through content.
Remember that impressions are the first step in your sales funnel. The more impressions—and the more repeat impressions—the more opportunities you have to pull people through to your final conversion. Use LinkedIn as a starting tool to attract, grab, and capture leads.
Interact with your community.
LinkedIn is a more personal, one-on-one sort of social media. You’ll generally have fewer followers and content so you can focus more on interacting with your audience. This kind of close-range interaction builds a strong community that is more likely to share content, engage with your business, and make purchases in the future. Keep that interaction high and you’ll push long-haul success.
Know when to post.
LinkedIn is most frequently used like a “newspaper” for business. That means it sees the most traction between Tuesdays and Thursdays on commutes and lunchtime (7-8am, 12-1pm, and 5-6pm). If you want high levels of engagement that move towards conversion, you want to grab people when they’re present and ready to engage with you. Post when people are reading.
Don’t underestimate the power of LinkedIn. If you’re looking for a new way to grow your brand and connect with quality clientele, LinkedIn is the perfect platform to check out.
Not sure where LinkedIn fits into your content and social media strategy? Reach out to Seller’s Choice for a consultation! We’re excited to help you plan your online marketing to make your business soar to new heights.