LinkedIn is the premier B2B social networking platform, and it’s one of the best networks for business owners that want to target other businesses, or an audience of business focused consumers. Like any other social network, LinkedIn has its own set of rules and observed practices that are used when marketing on the platform, and it will require a unique approach and a shift in thinking for anyone who is more used to marketing on networks like Facebook and Twitter.If you’re new to LinkedIn marketing strategy, or if you want ways to improve an underperforming strategy, then these actionable tips will help you to get the most out of your presence on this highly rewarding platform.
Define Your Audience
Your LinkedIn marketing strategy will be closely linked to your overall marketing strategy, so you may have already defined your audience at this stage. Some differences here could be identifying unique aspects of your audience when it comes to LinkedIn. You may identify key influencers in the niche, and you could take insights from interactions on the posts of these influencers. When you can clearly define your audiences and what their needs, wants, and concerns are, then you’ll be in a better position to create targeted content that is highly appealing and valuable.
Align Your Profile with Your Brand
Just as with any other social media network, your profile on LinkedIn should be detailed, and should include all information that is relevant to your brand. The basics include the name of your company, your company logo, contact details, and a history/biography of your company. If you’re approaching LinkedIn as a personality that represents your company (i.e. you will use your name instead of a business name), then make sure it is absolutely clear in your profile that you are affiliated with a specific brand. Cover images can be used for effective branding, and you could even contract a graphic designer to provide an eye catching cover image that suits your brand. A completed profile can increase leads, and it will give you or your business a personality and identity.
Use The Right Kind of Content
Content is King… it’s the biggest cliché in internet marketing, but it still remains true. You could repurpose existing content for LinkedIn, but the better strategy would be to create unique content. After all, this is a business focused network and it requires the highest quality content to keep an audience engaged. The most successful forms of content on this platform include:
- Whitepaper reports/analysis.
- Detailed case studies.
- Embedded video content.
- Detailed infographics.
- Blog posts that cover specific topics in high detail.
LinkedIn content should be more detailed than the content posted on other social networks. Credible references can help to give the content authority, and audiences on LinkedIn are typically more engaged and receptive to long-form content. Always aim to provide value with your content on LinkedIn. The best way to do this is to provide a unique insight into a trending industry topic, answer questions that are currently being asked in your niche, or provide a solution to existing problems. Content ideas can be gained from market research, as well as from researching the most popular articles of today. Look at which articles are getting the most response and engagement, and then discover a way to expand on the topic in a way that provides additional value, or a better explanation/solution. Building authority through content will create trust for your brand, which will ultimately lead to more consumer mind share and more opportunities to create leads.
Stick to a Posting Schedule
On LinkedIn your posts need to be regular and distributed at the right time and on the right days. Midweek (Tuesday, Wednesday, Thursday) are the best days to post on LinkedIn, and the most responsive times are 7-8AM, 12PM, and 5-6PM. Businesses can post up to 20 times per month (one for every weekday), to engage around 60% of their audience. When you’re getting started, you likely won’t have the content or the resources to do this. Start with one post per week, and aim to hit at least three posts per week once your audience grows (500+).
Integrate Your LinkedIn Marketing Efforts into Your Overall Plan
LinkedIn may seem intimidating at first, but it’s not vastly different from the other social networks that are out there. They key differences are the audience, and the type of content that you’ll need to share. When you are creating your marketing plan, make sure you feature LinkedIn into your strategy, and if you will be using outsourcing to help with content or LinkedIn management, you’ll also need to include this social network in your marketing budget. By understanding that LinkedIn requires a unique approach, you’ll be able to implement a successful strategy that can bring you results. For high quality articles, whitepapers, and other forms of branded content to use on LinkedIn, you can rely on the expert writers at Low Price Articles. With specialist writers with experience in a number of key industries, we can provide the content that you need to get noticed in your niche.