Posted by Colin Ransom on 14 Apr 2014

LinkedIn is now responsible for a staggering 64 percent of all visits from social media channels to corporate websites. In contrast, Facebook accounts for 17 percent of such visits, while Twitter is just 14 percent.

Twitter and Facebook may reign when it comes to social sharing of stories, blog posts, and visual media, but when it comes to direct traffic to your main site, LinkedIn is far and away the No. 1 social referral source. This basically means that NOT having a presence in LinkedIn just does not make sense.

A lot of people I meet have a LinkedIn profile, but don’t really use it, when in fact being active on LinkedIn has been shown to help build sales.

What to do:

  • Fill out all the sections on your profile and include a picture to make you stand out more.
  • Try writing a really simple blog or article. Talk about your business and what it is you do. Talk about the food but remember it needs to read like it’s NOT an advert, so avoid cheesy, descriptive words like succulent and juicy. Everybody uses these words, they don’t mean anything anymore. Avoid hard-selling. Stick to facts, rather than opinions. Use pictures – these make the article more appealing so more people will engage with the content. Include pictures of your restaurant or your staff at work, but remember to ask permission from anyone in the photos before you post them. Food pictures are good, but it’s important to get these right, otherwise the food just looks really unappetising.
  • Talk about any other selling points you have. I recently met with a team from a buffet restaurant. One of the things I asked them was whether or not they were taking the idea that customers don’t have to wait for food and really using this to its full advantage to drive sales. This is perfect for business lunches where typically, guests do not have the luxury of time.
  • Avoid posting in the evening, late afternoon, and at the weekend. If you want to reach the largest number of users with your content, it makes sense to publish when people are around. LinkedIn has found its busiest times to be morning and midday, Monday to Friday. Business hours, in general, have the largest maximum reach, so you don’t have to be too particular about specific times.
  • Post your article between 10:00 and 11:00, when people are starting to think about having lunch and where to go. Remember you can Tweet or Facebook this too for maximum reach.
  • Engagement on your profile can be a big help to those who happen to visit, and it turns out that your own employees could be the greatest asset to building this engagement, because they’re the most engaged.

Employees are 70 percent more likely to click, share, and comment on an update than a typical LinkedIn user, so encourage your team to be on LinkedIn, but think about how this will fit in with your social media policy.

To discuss any of the above, or for info and guidance on blogging and writing articles, contact Ransom Harris.

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