LinkedIn strategies for driving traffic to a corporate website

by Lauren Sauser,

3 November 2020

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LinkedIn strategies for driving traffic to a corporate website

When hosting and marketing corporate events, it’s essential to build personalised strategies around each social media platform you use. 

Closely consider the intended audience and their location, as well as your budget, timeline, and venue. Your social media marketing strategy should be built on targeted, personalised content, and fuelled by data to drive more traffic to your corporation’s website. 

So, how can you do this? 

 

Start With LinkedIn

It’s overwhelming to build a marketing strategy for every popular social platform available to your audience. LinkedIn should be your first step. 

LinkedIn, Facebook and Twitter drive 90% of social traffic to corporate websites, with LinkedIn claiming to generate approximately half of all traffic studied.

LinkedIn remains a platform for people who want to organise and grow professional relationships. As an audience, they are more likely to care about a brand’s influence and expertise than photographs of food, quirky one-liners, or what furniture a neighbour has for sale. As such, corporate strategy for Linkedin should be content targeted and personalised for career-focused followers, who also want every like/mention/share they can get.

 

Focus On Quality

In terms of the content you produce for LinkedIn, remember that quality—rather than quantity—is more important for driving traffic to your website. You can share this content across multiple platforms as you implement a broader social media strategy, but anticipate how it will be helpful to professionals, job seekers, and recruiters.

As Neil Patel writes in his article on creating engagement through LinkedIn

“Think of your LinkedIn network as a mastermind of trusted friends. The group consists of mentors, mentees, influencers, professionals, people of high net worth and power. You respect them. You value their time … you want them to see you as a person of influence and intelligence — someone who deserves respect.”

Patel himself demonstrates that LinkedIn loves content creators who specialise and publish their take on what’s happening in a given industry, through videos, streaming events, or commentary. Sharing relevant industry stories and experience on your LinkedIn page can inspire your followers not only to read or engage with your brand but to share your content with others.

 

Optimize Your Profile

Provoking action from your audience depends on creative ideas and clean execution. In an age awash with high-definition photography and beautiful infographics, your corporation’s website and LinkedIn cannot slide by with stock photos. LinkedIn’s 706 million users are currently watching more than 1 million hours of content each week—more than double the amount in 2019—as well as reading about and judging potential employers and colleagues. Optimise your LinkedIn profile with the following tips:

  • Start by writing a summary that clearly explains what your corporation does and how to contact your team. This page acts as a birds-eye view of your business and its core values. Be honest, be specific, and drive users to your website at every opportunity.
  • Create a showcase page that zooms in on your day-to-day activities. Highlight blog posts, e-books, events, and other digital media that emphasise your corporation’s experience within a certain industry. 
  • Make sure your LinkedIn strategy includes images cropped to the appropriate size. Company Pages with a profile and banner image get six times more visitors than those without them. Dress for the audience you want—and don’t undervalue the aesthetics of your page. 

 

Create A Content Calendar

Using scheduling software like Buffer can help you plan your LinkedIn content calendar. Breaking it down by week and/or month will help ensure that you make consistent and relevant contributions to match the latest news within your industry. For example:

Monday: Share insights, perspective, and expertise

Tuesday: Embed videos, images, and slides

Wednesday: Share and start conversations

Thursday: Ask for advice or ideas

Friday: Respond to industry news and trending topics

Saturday: Record a video directly in the share box

Sunday: Rest! 

Research shows that engagement is higher for posts written and shared by specific leaders within a company, rather than by a generalised brand identity. Approximately 61 million LinkedIn users are senior-level influencers, and 40 million more are in decision-making positions. By providing value in each piece of content you publish on LinkedIn (and beyond), you stand the best chance of using social media to drive influential eyes to your company website.

 

Engage Based On Data

Recent LinkedIn statistics suggest posts with images receive ~200% more engagement than those without them, and that the ideal length for a company update on LinkedIn is between 50 and 100 characters. 

LinkedIn publishes an annual list of 10 corporations that are doing innovative things to distinguish their brands on the network. Hayes, a staffing and recruiting agency, creates excellent PDF-based content and uploads it directly to their feed for easy use and sharing. 

Deloitte, a global consulting firm, uses their corporate page to drive registration for events, including those where company leaders are speaking

Jabil, an electrical and electronic manufacturing company, showcases diversity and engagement in the workforce by elevating employee faces, voices, and community work

These examples should inspire your company’s strategy for creating free and interactive value for your audience using LinkedIn—but originality is key. Use the platform as a way to celebrate the stories, people, and market analysis that define your business, and be sure to deliver something useful to your audience along the way.

 

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