What are the best tips to make you champion your LinkedIn marketing channel? Here’s your answer.
LinkedIn is “the place to be” for online professional networking. But why is that? Why do more than 830 million business professionals from over 200 countries use the platform?
There’s no simple answer, but there are a few foundational reasons to employ a LinkedIn marketing campaign: to grow your professional network, to identify high-quality leads, to drive targeted traffic to your website, and to share thought-leadership content.
Knowing why you should use LinkedIn is a good start, but it’s only that. A generic approach isn’t likely to generate the results you’re seeking. You need to supercharge your LinkedIn marketing efforts, and here are three of the best ways to do so.
Related: How to Create Meaningful Engagement on LinkedIn: 3 Tips
You can make a lot of noise on LinkedIn as a single person, but there’s no reason to stop there. Ask your team to get involved. As the most reputable and reliable brand advocates, they can expand your reach in just a few minutes each day.
Ensure that all employees have updated their profiles to reflect their position at your company. Request that they follow your company page. Encourage them to share personal and brand-related updates. And, of course, support them on their quest to provide value to their audience.
Another idea is to create a LinkedIn Group related to your industry. This is a win-win. It’s a place for your team to share news, guidance, and advice with interested parties while also building an audience you can use to your advantage in the future.
If resources allow it, hire a dedicated employee or contractor to manage your LinkedIn marketing strategy. With a singular focus, this person can make a bigger impact in a shorter period of time. It’s not required, but keep it on your radar.
Related: Use These 5 Simple Hacks to Become a LinkedIn Marketing Master
Consistently publish relevant, insightful content
A social network with so many users will generate quite a bit of low-quality content, but you don’t want to be part of this group. Be part of the group that consistently publishes relevant, insightful, and actionable content. That’s how you stand out from the crowd.
Creating engaging content is a trial-and-error process. It takes time to pinpoint your audience’s needs and find a cadence that works for you, so don’t jump ship too soon. It could take days, weeks, or even months to hit your content-related goals for the first time.
Increase your odds of success by:
- Consistently sharing content (1x/day, 2x/day, 5x/week, etc.).
- Publishing unique (not rehashed) insights
- Tracking what does and doesn’t work and adjusting accordingly
Also, keep in mind that publishing original content is only one piece of the puzzle. Engaging with your audience in the comments section of their posts is good practice. Share your take, answer questions, and — when appropriate — send direct messages to continue the conversation in private.
Don’t bite off more than you can chew early on. Start slowly to gain your footing and better understand your audience’s wants and needs. As you settle in, ramp up content production without sacrificing quality. A slow and steady ascent is the best approach.
Related: LinkedIn Polls – How to Skyrocket Your Organic Reach and Feed Your LinkedIn Ads Campaigns (13 Strategies)
Get serious about analytics for your content
This one word — analytics — can be the difference between success and failure on LinkedIn. Creating content is only the start. Knowing what’s resonating with your audience is what matters. This allows you to continually adjust your strategy with the goal of reaching a larger audience and boosting engagement.
You can view analytics for all types of LinkedIn content, including short-form posts, articles, videos, images, polls, and events. This includes data such as:
- Impressions by demographics
- Article performance
- Video performance
These insights are needed to understand your content’s impact on your audience. Soon enough, you’ll have the data you need to determine what type of content generates the best response. You can then create more content that matches what’s worked to date.
While getting serious about analytics for your LinkedIn content is essential, don’t let it cloud your vision. Know what matters most to you — such as making industry connections or generating leads — and create content that points you in that direction. Vanity metrics will make you feel good, but they don’t always have the intended impact on your bottom line.
Related: 3 New LinkedIn Company Page Features for Marketers
Repurpose your LinkedIn content
The guidance above will help you supercharge your LinkedIn marketing, but it can do more than that. It’s a good jumping-off point for growth on other platforms and channels that marketing professionals will use to their advantage.
Examples include repurposing the content for publication on Twitter and Facebook, using it as a foundation for blog content, or sharing it with your email list via a weekly newsletter. When you repurpose content, you give it new life. And with that, you’re taking the steps necessary to establish your authority and grow your brand on other platforms.
ENTREPRENEUR LEADERSHIP NETWORK CONTRIBUTOR
Media Relations Strategist
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