Mastering LinkedIn Company Pages in the Marine Sector

The marine industry, with its unique blend of tradition and innovation, requires a nuanced approach to digital marketing. LinkedIn, the world’s largest professional network, offers a sea of opportunities for marine businesses ready to expand their horizons. Let’s delve deeper into the strategies that can help your marine business harness the full potential of LinkedIn Company Pages.

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Setting the Course with LinkedIn’s Unique Features

LinkedIn’s environment is distinct from other social platforms, offering a suite of features tailored for professional engagement and brand development. “It’s about showing that we know our stuff,” that businesses use the platform to demonstrate their expertise. This could involve sharing insights on maritime logistics, environmental practices, or showcasing innovative shipbuilding techniques.

The ‘Featured’ Section: Your Digital Showcase

The ‘Featured’ section on your LinkedIn Company Page is your digital display cabinet, a place to present your most significant achievements, press mentions, or case studies. “Make it your best, make it full of value,”. For a marine company, this could be the successful launch of a new vessel or a partnership with a maritime conservation project.

Navigating Content: The 3-2-1 Strategy

The content you share on LinkedIn should reflect your company’s identity and expertise. The 3-2-1 strategy provides a balanced approach:

Three ‘Good to Know’ Posts

These posts should inform and educate. Consider sharing:

• Technological Advances: Discuss the latest navigation systems, propulsion technologies, or sustainable fuel alternatives.
• Regulatory Updates: Keep your audience informed about changes in maritime law, safety regulations, or international shipping protocols.
• Market Insights: Offer analysis on trade routes, port developments, or the impact of economic trends on the marine industry.

Two ‘Good to Feel’ Posts

Connect on a human level. Share stories that:

• Highlight Your Team: Showcase the people behind your operations, whether they’re at sea or in the shipyard.
• Community Engagement: Demonstrate your commitment to marine conservation, education, or community events.
• Customer Spotlights: Share testimonials or stories of how your services have helped clients overcome challenges.

One ‘Good to Buy’ Post

Directly promote your services or products. “This is where you connect your services to the problem you solve for the audience,” :

• Service Offerings: Introduce your shipping services, maritime consultancy, or custom vessel design capabilities.
• Product Launches: Announce new equipment, safety gear, or innovative marine technology that your company offers.
• Special Promotions: Offer exclusive LinkedIn discounts on services or products to encourage engagement and sales.

The Sextant of Success: Diverse Content Types

Diversity in content types is key to engaging your audience. “You need to rotate through all the different formats,”:

• Videos: Share time-lapse footage of ship construction, interviews with marine experts, or virtual tours of vessels.
• Images: Post high-quality photos of your fleet, marine wildlife encountered during operations, or scenic shots from the bridge.
• Articles: Write in-depth pieces on industry trends, case studies on successful projects, or opinion pieces on maritime policies.

The Beacon: LinkedIn Live Events and Newsletters

LinkedIn Live Events and Newsletters are potent tools for building a community and keeping your audience informed.

LinkedIn Live Events

LinkedIn Live Events are great for building community, live events could include:

• Q&A Sessions: Host live discussions on maritime topics, inviting experts to answer industry-related questions.
• Virtual Tours: Offer live tours of your facilities, ships, or maritime events.
• Panel Discussions: Stream discussions on industry challenges, such as sustainability, navigation safety, or crew welfare.

LinkedIn Newsletters

Newsletters on LinkedIn can help you establish thought leadership:

• Monthly Roundups: Summarize the month’s industry news, your company’s highlights, or technological advancements.
• Educational Series: Create a series on maritime history, modern shipping logistics, or environmental stewardship.
• Expert Insights: Share articles from your engineers, captains, or environmental officers, providing professional perspectives on relevant topics.

The Crew: Growing Your LinkedIn Following

A robust following on LinkedIn is like a seasoned crew; it’s essential for a smooth voyage. Use the invites… every single invite that’s accepted, you get a credit back again to reuse:

• Leverage Industry Events: Share content from marine trade shows or conferences and connect with attendees.
• Engage with Industry Groups: Participate in LinkedIn groups focused on the marine sector to increase visibility.
• Collaborate with Influencers: Partner with maritime influencers or thought leaders to reach a broader audience.

The Voyage Ahead: Patience and Persistence

Building a successful LinkedIn Company Page is a long-term voyage, not a sprint. “Be the tortoise, and it will pay you back,” this means consistently applying these strategies, analyzing what resonates with your audience, and adjusting your course as needed.

In the vast and ever-changing seas of the marine industry, LinkedIn Company Pages offer a powerful compass for navigating the currents of digital marketing. By charting a strategic course, diversifying your content, and engaging with your community, your marine business can sail towards greater brand visibility, professional networking, and commercial success.

Merrill Charette

Brought to you by 

SHIPSHAPE.PRO – Innovative platform that bridges the gap in marine repair

& 

MIDA.PRO – Marine Industry Digital Agency – Web dev / Marketing

Podcast – SHIPSHAPE INTERNATIONAL OCEAN INSIGHT