Links in this episode: 7 Steps to Building a LinkedIn Content Strategy That Works
In today’s Tech News Tuesday episode we’re talking about how to use LinkedIn more efficiently to grow your business. Like we’re always telling you, it starts by outlining exactly who you want to reach and your goals.
Who Do You Want to Reach?
It’s all about gearing your content to the ideal customer you’re trying to reach. Consider what industry or role you want to reach and whether those people are beginners or advanced users. LinkedIn does have audience analytics that can help you see what is resonating and for who. You’ll wanna make sure you include a call to action that can link back to your website for more resources or to contact you directly as well.
Set Your Goals and Plan Your Content
What do you want to achieve from your business LinkedIn presence? Some of the goals you create include simply introducing your business and sharing your company resources. This helps your audience to get to know, like and trust you on LinkedIn, the same way you do on your other digital marketing platforms. For example, sharing your company’s blog posts may help improve brand awareness, while linking to gated content can be used for lead generation.
Create Content That Gets Engagement
When you do post on LinkedIn, you might expect to get at least a few shares. But when you really want your content to reach new people, video may be a better choice. LinkedIn says that its users will share video content 20 times more than any other type of content on the platform and you can share videos up to 10 minutes long. You’ll want to upload your videos directly to LinkedIn for the best results. You can also upload those same videos to Facebook and YouTube and other platforms as well.
But something that LinkedIn is really pushing right now is live stream video. You can go live on LinkedIn, and tools like StreamYard let you go live on multiple platforms like Facebook, LinkedIn and YouTube at the same time. LinkedIn Live content gets an average of seven times more reactions and 24 times more comments than pre-recorded video. That means your company page’s engagement rate could get a substantial boost from live video.
It’s not always necessary to share the content that you’ve created. You can use LinkedIn to find and share trending articles and add your own comments. That way, you can provide value to your audience and join important conversations in your industry without a huge time commitment on your part.
The bottom line is this: LinkedIn is another avenue for attracting customers and generating revenue, but make sure it fits in with your clear goals and target audience. You don’t have to reinvent the wheel for every social platform you use when you have a good framework and plan to get digital marketing results.