Use LinkedIn to reach corporate clients, demonstrate your community connections and source helpful business tips.
Many people think LinkedIn exists solely for job searching. True, it is a great recruitment tool for employers and candidates alike, but the professional networking site, which boasts more than 500 million users, can be a treasure trove of advice, marketing opportunities and customer leads (particularly in the lucrative B2B segment) to help you grow your business.
In this month’s Floral Management, Jeff Higgins, the social media director at Bloomerang Solutions, shares some of the benefits of LinkedIn and how to unleash them:
Your Company Page
Your company page on LinkedIn is an ideal place to educate other users about your shop (your history, your style, your range of services, etc.), how your brand interacts within the community and, yes, any job opportunities you might have. (Hint: it’s never too soon to recruit extra help for the holidays!)
The first step is writing your job description. “Keep in mind that the first 156 characters are the most importance because that’s what people will see when searching on Google,” Higgins said. The most effective bio cuts to the chase by emphasizing what distinguishes you from the competition, such as, “a third-generation florist, specializing in European floral designs with a robust selection of giftware, including letterpress stationary, sophisticated jewelry and accessories and high-end bath and body products” or “Five-time ‘Best Florist’ winner by Sarasota Magazine…”
Groups, Influencers, Companies
LinkedIn includes thousands of groups organized by common interests. You can join these to source helpful information on topics relevant for your business, such as social media, marketing, visual merchandising and customer service. Here are a few to consider:
- Social Media Marketing Experts (20,000 members)
- Social Media News & Tech (130,000 members)
- Strategies and Tips on Social Media Marketing (20,196 members)
- Visual Merchandiser (20,000 members)
- Visual Merchandising Forum (41,500 members)
- Retail USA (48,000 members)
- Retail Industry Professionals Group (521,000 members)
Likewise, you can follow influencers and companies, which often share inspirational and educational articles you can absorb and, perhaps, pass on to your followers. Here are a few to check out:
- Guy Kawasaki, brand ambassador for Mercedes-Benz and an internationally-known expert on marketing, entrepreneurship and social media
- Tim Ferriss, best-selling author and podcast host, named as one of Fast Company’s “Most Innovative Business People”
- Ann Handley, best-selling author, keynote speaker and chief content editor for Marketing Profs
- National Retail Federation, trade association representing the retail industry
- Path to Purchase Institute, a market research company for retailers
Marketing Opportunities
LinkedIn posts can include videos, photos and long-form text, “but that’s not necessarily where the platform shines,” Higgins said. His suggestion? Show off events you’ve collaborated on with local businesses or charities and tag them in the post. One, this tactic puts your brand in front of people who follow said business/charity. Second, it nonchalantly advertises that you do great event décor. Third, it casts you as a community-oriented business.
You could also include articles or video tutorials that can help others complete tasks or challenges more effectively. For instance, you could talk about how to stage a home with flowers (helpful for retailers and home owners eager to sell), how to pair colors and textures (great advice for brides and wedding planners working on a wedding) or how to use plants and flowers in office décor to boost productivity (bosses everywhere will thank you!).
To increase your reach, utilize your team. Ask employees to connect with your company page. “Your company page gets linked prominently on their profiles and vice versa,” Higgins said.
Want more info on leveraging LinkedIn? You can read Higgins’ full article here.
