While LinkedIn is typically known as the social platform specifically for networking professionals, increasingly people are turning to LinkedIn to find more than just their next job opportunity. In fact, 91% of executives rate LinkedIn as their first choice for professionally relevant content.
Whether you work in the B2B space or want to network with others in your industry, LinkedIn is a powerful tool to use. Here are the most important practices to make the most out of LinkedIn marketing today:
Share the Right Types of Content
LinkedIn has a unique user base that responds differently to the types of content you share. Here are some of the best content types that perform well on the platform:
The content you share on LinkedIn will depend on what kind of audience you’re trying to target. Most people and businesses use LinkedIn to network with other industry players. However, some use LinkedIn to market to their customer base. Figure out which strategy you want to use, then start sharing content on topics that would interest your target audience.
For example, a CEO seeking to network with other people could share content about the latest market trends and advancements in their industry. Look into what news outlets and magazines people in your industry follow, then share related content to capture their attention.
Visual content has always performed well on social media, and LinkedIn is no exception. Visual elements stand out from all the boring text that people scroll by on social media.
Most professionals on LinkedIn today don’t really know how to market their content. They add a simple stock photo to their blog post to make it “visual.” But there are lots of more valuable ways to create visual content on LinkedIn. Share an infographic of industry data, or pull out and visualize an interesting quote/statistic from the article your sharing.
Sharing photos from business events and conferences can also give people a personal look into your company atmosphere:
Video is a relatively new content type on LinkedIn compared to other social media platforms. As a result, a lot fewer people are taking advantage of this content-type to capture their audience’s attention and stand out from the crowd.
Like Facebook, LinkedIn will auto-play videos in people’s feeds as they scroll. So create or share some captivating video content to educate and offer entertainment value to your audience.
Here’s a great example of a post that uses video to capture audience attention and entertain:
Make the Most of LinkedIn Pulse
LinkedIn Pulse is LinkedIn’s native blogging platform. Many marketers don’t bother using it because they already publish content on their website blog. But using LinkedIn Pulse has certain benefits that can help your content get more visibility.
For one, there’s native audience targeting and tagging features you can use to reach the right people with your content on LinkedIn. It’s also great for SEO — since LinkedIn is such a high authority domain, your Pulse content has a better chance of ranking well in search results than native blog content.
Use Linkedin Pulse to:
Teach your audience about topics that interest them. Offer value by showing them how to navigate certain tasks/challenges related to your industry. Last year OkDork did an analysis of 3,000 LinkedIn Pulse posts and found that “How-to” and List-Style content perform better than other content types:
They get more views, post likes, comments and shares than other kinds of content. So create walk-through content or educational list posts to engage your audience with LinkedIn Pulse.
- Become a thought leader
Most successful LinkedIn marketers use Pulse as a platform to create and share thought leadership. Go beyond just discussing the latest trends in your industry and actually take a stand on controversial topics. Maybe last week someone published an opinion in Forbes that you don’t agree with. Explain why in a post on LinkedIn Pulse. You can also stretch beyond industry topics when creating thought leadership. CEOs, COOs and other business leaders often share insights on how to run a business and manage teams in general.
- Share what your business is like
LinkedIn Pulse is a great platform to share what’s going on at your business. If you use your native blog to market to potential customers, then use LinkedIn Pulse to share and discuss business with your industry. Share updates about major company events like product launches, mergers, etc. You can also use examples from everyday life at your business as anecdotes in your thought leadership articles.
Track Performance with Analytics
LinkedIn Analytics is one of the best social media analytics tools out there. You can use it to look at important things like:
- Traffic — From your Company Page, you can visualize your traffic data for the past 30 days. Monitor how your audience grows based on your content strategy.
- Engagement — Go to the Activity dashboard to see likes, shares, comments, and mentions. Get a qualitative look at your content’s performance.
- Audience Demographics — On your Company Page you can also look at visitor demographic information, like job function, location, seniority, industry, and company size. Use these insights to better target your audience with content.
- Followers — You can also visualize your follower gains over the past 30 days, including gains from organic vs sponsored content.
Monitor key metrics on LinkedIn Analytics to monitor your marketing performance and make informed changes to your strategy.
Follow LinkedIn Best Practices
Every social media platform is different, and LinkedIn is particularly unique. It’s the only major social platform that’s specifically for professionals. So even if you’ve been optimizing your social media strategy for a while, don’t assume that what works on one platform translates well to the other. Follow these best practices when creating content for LinkedIn, then monitor performance and adjust.