Most businesses now realise LinkedIn is far more than a recruitment platform. For some B2B businesses, it’s the main focus of their content marketing.
So, it’s important not to underestimate the platform. Here are five key considerations to ensure you’re making the most of LinkedIn.
Tap into your employee network
People often divide LinkedIn into two categories: there are the company pages, and then there are individuals’ profiles.
But if you’re trying to find business success on LinkedIn, you need to meld the two together. That means, putting your employees at the heart of your company LinkedIn marketing strategy.
Why? Because, your combined network of employees will probably have a larger reach than your company page. Research has shown that content shared by employees sees eight times more engagement, on average, than content shared through branded channels.
The simplest thing to do is to encourage employees to share company content. After all, they won’t be on the platform all the time, so may simply just miss a lot of your company’s content. How do you fix that? Tell them about it and ask them to share!
Get to know LinkedIn better
Forget any old notions you might have about LinkedIn being all about dry text and stifled business dealings. Instead, get to know its many features and try them out to see which works best for your business.
The features have changed a lot in the past year or so. Some functions have been added that you’ll already be familiar with from other social media sites, but may not have realised were available on LinkedIn. For example, last October LinkedIn Stories launched in the UK, enabling users to share images and short videos that disappear after 24 hours.
Another fairly recent addition that has grown in popularity is LinkedIn Live, which lets users broadcast live video to connections. Having launched in early 2019, live streams increased by 437% in 2020. LinkedIn says that live videos get, on average 7x more reactions and 24x more comments than native video produced by the same broadcasters
So video is getting bigger on LinkedIn. In fact, it’s the most re-shared type of content on the platform, with users 20x more likely to re-share a video post.
Pay for advertising
With organic posts on LinkedIn, you’ll only ever reach a small audience. For real impact, you’ll need to pay to amplify your messages.
It doesn’t come cheap, but you can hyper-target in order to deliver your content and ads to LinkedIn users who are more likely to take action and turn into quality leads. There is no other platform that can reach a targeted business audience as well as LinkedIn.
There are several different ad types, so experiment and find out which is best for you.
If you advertise on LinkedIn, then you’ll soon find your efforts are wasted (or, worse, riling people) if you’re not offering anything of value.
So when you create content, don’t just invite people to a free demo or trial of your offering. Instead, aim to provide content that piques your targets’ curiosity, answers questions for them or solves a problem.
Improve your company page
Companies change and evolve. When they do, they often re-think their tone of voice and may use it to update the copy on their website, or at least some of it. So often, though, LinkedIn gets forgotten.
So it’s simple – update your company’s LinkedIn profile to ensure it is up to date and really says what your company does. There is plenty more you can do to improve your company page, from adding the right hashtags to improving the imagery, but your description is fundamental.
As with any copy, make it engaging and ensure it actually says what your company does in accessible language that customers and prospects can understand.
Of course, there’s much more to LinkedIn. Get in touch to find out how the platform could help your company’s content marketing efforts.