NCET Biz Tips: Growing Your Small Business Through LinkedIn
Ira Gostin
With big advertisers’ shift away from television and print contracts towards social media, and the sheer number of varying social media platforms, the question for small to medium size businesses is where do they fit in?
One of the quieter social channels is LinkedIn, which has earned its reputation as a business platform, and a distinguished one at that. Unlike the bevy of other, more gregarious, social media platforms, LinkedIn provides stately social engagement in three primary areas:
Personal branding and activity
Recruiting and job search
Helping brands present their authority and expertise
To learn more about LinkedIn, I talked with Amanda Long, owner of Smart Marketing Squad in Carson City, and Emily Bacheller, APR, manager of digital content & content marketing at Symphony Talent, a recruitment marketing and talent acquisition agency.
What is the key difference between Facebook and LinkedIn?
Emily - In short, you can think of Facebook as a personal social media platform and LinkedIn as a professional platform. Most people use Facebook to stay in touch with family and friends, and as a space to share personal updates. LinkedIn, on the other hand, is geared toward professional updates and communications. Professionals use their LinkedIn profile as a digital resume, a place to network virtually. showcase their work history and professional accomplishments.
Amanda -It depends on what you are looking for. Knowing the difference between the two platforms is just as important as knowing how to craft your messages. Facebook has become much stronger for services and restaurants as people spend more and more time on Facebook during their lunch hour or on breaks. If you are trying to find a new job, recruit a new employee or expand your business offerings, you want LinkedIn.
Why should business professionals have a LinkedIn profile?
Amanda - Based on security, legitimacy and community, LinkedIn has been the most trusted social platform for at least the past five years. That’s major credibility and it means you can share information with people where they feel it’s safe. It’s also the best place to connect on a professional level, where people are looking to network and grow their connections. You are meeting business professionals in the mindset of networking. LinkedIn should be the top social platform on your list to connect with others and position yourself as a leader in your industry. Also, LinkedIn now has company pages, so your business can have a profile and voice as well.
Emily - First and foremost, having a robust LinkedIn profile can improve your online visibility (how you show up in search results) and personal brand. Secondly, most recruiters and HR professionals nowadays actively search for applicants online, so having a LinkedIn profile makes it easier for recruiters and headhunters to find you. Think of your LinkedIn profile as your online resume, visible to anyone who might want to hire you, work with you or learn more about you as a professional.
Closing Thoughts?
Emily - Small business owners should absolutely consider having a LinkedIn profile in their social media mix. Start by creating a LinkedIn Company Page with information about your business and post updates regularly, just as you would on any other social channel. Marketers and small business owners can also create LinkedIn ads targeting potential customers or talent with content about your organization, including special offers or roles you may be hiring for.
Amanda - There really is no better platform to grow professionally, whether you are looking for career opportunities, looking to build your best team, or grow your business by connecting with potential customers. Use LinkedIn to position yourself as a leader and as someone people can trust by sharing your knowledge and engaging in conversations. Be visible.
Join Ira Gostin, Amanda Long and Emily Bacheller at NCET’s Biz Bite luncheon on Wed, Feb 23 to learn more about how you can grow your small business through LinkedIn. Program and lunch from noon to 1 pm with networking from 11 am until noon. More info here
Ira Gostin of G8 Strategies is a marketer, communicator, entrepreneur, and storyteller who truly thrives on helping companies create growth opportunities. NCET is a member-supported nonprofit organization that produces educational and networking events to help people explore business and technology. (www.NCET.org)