Have you been tasked with the job of building your Fund’s LinkedIn presence? Whilst it may seem a little daunting at first (especially if you’re not familiar with the site), you will soon find it very beneficial and even enjoyable to use. Here we’ve shared some of the ways you can utilise LinkedIn to increase your digital reach.

Don’t treat it like Facebook or Twitter

Before you get started on using LinkedIn to increase the digital reach of your fund, it’s important to bear in mind that it’s not your average social media site. Whereas people expect to be marketed to on sites like Facebook and Twitter, LinkedIn users do not have the same expectations. In fact hard selling and overt marketing is frowned upon. Instead you need to take a more tactful approach to increasing your digital reach on LinkedIn. It’s all about building meaningful connections and presenting your fund as an industry leader via your profile and participation in groups.

Create a strong company profile

Your LinkedIn profile needs to be fully branded so that viewers instantly recognise it as belonging to your business. Make sure to use official company logos as your imagery and keep the tone of the content consistent with that of your website.

Remember it’s not enough to simply build a profile on LinkedIn for your fund. In order to increase your digital reach and help people find it, you need to update it on a regular basis and appear active.

Offer compelling content

As we mentioned before, LinkedIn is not the place for gimmicky sales pitches or spam links to your website. Instead it is a place for highly compelling content. You can either post directly on LinkedIn; using the blogging tools or you can link to content you have created on your website or an external blog. Either way, it’s important to deliver thought provoking content that educates and informs your audience. It should be the type of content that highlights your fund as an industry leader.

Post great content directly to LinkedIn and it may have the potential to go viral. LinkedIn are always on the look out for good content and if yours ticks the boxes, they will increase its visibility and send more readers your way.

Make it personal

As well as creating a LinkedIn company profile for your law firm, it is recommended that you get as many employees at the firm as possible to create their own profiles. This will help clients put a face to a name and see that your firm is far more than just a website.

Join groups and participate

Joining groups and actively participating in discussions is a great way to increase the digital reach of your fund. Make sure you join groups within your niche and spend time getting a feel for the discussions before you participate. Use LinkedIn groups wisely and you may end up finding a number of new investors there.

Use sponsored updates

Like many other social media platforms, LinkedIn allows firms to advertise their content on a pay per click basis. So if you are looking to give your content a boost and target it at potential clients, this may be something you want to consider. Sponsored updates will feature on individuals’ LinkedIn feeds and stand a higher chance of being read. Just make sure your content is worthy of their time or you’ll be wasting your money.

So if you haven’t already, now’s the time to sign up to LinkedIn, create a strong profile and start making those all-important connections that will increase the digital reach of your company.

Please contact us if you have any questions about using LinkedIn for Marketing.

Edward Simpson emds@finscoms.com