How to use LinkedIn to Create Business

The Orange Stack
May 8, 2018
3 min read

LinkedIn marketing is a powerful marketing channel you can use to market your real estate agent business. However, you will need to approach it differently than other social media networks like Facebook and Instagram. While this does not mean you only post boring serious stuff, it does mean you follow the established conventions on LinkedIn for gaining visibility and attracting leads. This means avoiding things like memes and funny cat videos (because which CEO has time for an endless stream of those) and focusing instead on thought leadership in your area of expertise and operation. To find out more about the other things you can do on LinkedIn to grow your business, read on.

Put your business on LinkedIn

This is sort of obvious, but you would be surprised at how many real estate agents have not set up or have improperly set up their business on LinkedIn. When setting up a business, there are the basic things like name and address. However, the real opportunity lies in services and other descriptions of your business. Most people leave this or put some hastily-written text that does not properly represent their business. What you write here should capture the essence of your business and cut a professional image. Don’t forget to also set up and optimize your personal LinkedIn profile.

Run adverts on LinkedIn

LinkedIn has several advertising tools that can be useful if used correctly. Ad remarketing is perhaps the most powerful. With remarketing, people who visit your website then visit LinkedIn will see ads related to your website as they navigate LinkedIn. Remarketing also works on most other sites so you can use it to gently remind your site visitors of your offerings as they surf the web.

Analyze your LinkedIn metrics

Marketing metrics tell you whether your campaign is working or not. To analyze your LinkedIn metrics, start by assessing your follower data. This is a simple metric generated by LinkedIn that shows how many people are following your company profile. You can dig deeper to find out follower demographics for richer data. Next, look at engagement metrics. These include clicks on your content, likes, comments, shares, etc. To round off your metrics, check in Google Analytics how much referral traffic is coming from LinkedIn. With these simple metrics, you can easily assess how well your LinkedIn marketing efforts are working.

Generate leads using LinkedIn

LinkedIn is a goldmine of prospects for real estate agents. The demographic fits perfectly with the type of people who typically buy and sell homes. So how do you tap this goldmine? First, optimize your profile. This is always the first touchpoint when prospecting on LinkedIn and you want it to be perfectly matched with your pitch. Next, establish your expertise. As people on LinkedIn tend to follow thought leaders, seeing you as one boosts your credibility. After this customize conversation starters to better reflect your brand personality. Lastly, add scripts that move your prospects further down your sales pipeline. Use tools like landing pages, lead nurturing or email responders to keep your prospects engaged and moving forward.

Use LinkedIn video

Just like other social media platforms, video on LinkedIn is gaining prominence by the day. As people move towards faster, more convenient content consumption, short videos attract more views than text posts. Using the LinkedIn mobile app, record and publish auto-play videos to your profile. You will first need to figure out your video strategy, so you know what to record, when to post and how to follow up video with text and images.

Pro Tip: Be Persistent

To win with LinkedIn marketing, you need to be persistent. Because people on LinkedIn like, share and comment on posts differently than other social media websites, don’t use this as the ultimate metric to judge your efforts. Instead, go for a long game where you build your reputation and credibility over a couple of years.