"Are you using LinkedIn to its full potential?"
This is the question we posed to our healthcare industry peers in a recent HIDA webinar. It’s telling that 94% of attendees didn’t believe they were getting as much value from LinkedIn as they could be. This sentiment indicates a lack of attention given to the platform, which in turn indicates that many medical businesses underestimate the value of LinkedIn as a lead-generating marketing and sales tool.
We created the webinar as an educational resource for medical businesses to get the most from the platform. Here are a few key highlights:
Why is LinkedIn so important?
With an active user base of 303 million users, LinkedIn is the leading social media hub for businesses and professionals looking to drive brand awareness and connect with each other. The platform is responsible for an 80% market share of B2B leads from social media, ahead of both Facebook and Twitter. This is because professionals are scrolling their feeds in a heightened business mindset and are more amenable to paid media and user content.
Much of its popularity can be attributed to LinkedIn’s continuous efforts to create a curated space for professionals to share industry-specific news, trends, and personal experiences. Through thoughtfully delivered content and a profile that succinctly lists who you are and what you do, you can expand your reach and establish credibility as a medical distributor among your peers.
To grab the attention of prospecting medical professionals, follow these profile tips.
- Have a professional profile picture and an eye-catching headline.
- Add a cover image that relates to your career, such as a quote or achievement you’re proud of.
- Ensure your skills, location, and contact information are correct and up to date.
- Put up an inappropriate image or leave the section blank.
- Leave your information and contact sections empty.
- Add too much personal information or too many details from your resume.
Essentially, your LinkedIn profile is like a professional website that should always be optimized and updated to garner interest. Commit to posting 2 to 3 times a week, as regular activity will generate more engagement and help you expand your reach.
For posting times, Wednesday between 9am and 12pm is considered the best, while Sunday is a dead zone. LinkedIn does, however, experience consistent engagement from Tuesday to Friday between 8am and 2pm. Ensure your content is targeted, aligned to your intended audience, and doesn’t come across as salesy.
Posting regularly doesn’t mean you have to stare at your desktop or mobile device slavishly clicking on the feed. You can schedule your content ahead of time using one of the many platforms available, including Hootsuite, Buffer, and HubSpot.
For a more personal connection, consider LinkedIn’s InMail, the platform’s version of direct messaging. The Basic Account lets you send direct messages to contacts, while the Premium Account grants you access to those you are not yet connected with.
Know your audience to drive results
KBK Communications has already experienced positive results with both content shared and advertisement campaigns deployed on LinkedIn. The platform empowers you to know your audience, which is the difference between successfully connecting with them and pushing them away.
For a more comprehensive examination of LinkedIn’s benefits to the medical industry, watch our on-demand webinar through HIDA, here. If you’re ready to bolster your LinkedIn experience for professional success, click here to have the KBK team review your LinkedIn profile.