LinkedIn isn’t just for job seekers and professional connections. Sure, that’s essentially the type of platform it originally launched as, these days, however, LinkedIn is also helping millions of businesses grow. It’s established itself as a social media tool that enables connections businesses can then use to build relationships and boost their brand.
Marketers must proceed with caution while leveraging LinkedIn, though. It’s not about overtly pushing your business, spam posting, and other obvious hard-sell marketing tactics – which is why a well thought out and solidified strategy is crucial. When used appropriately, LinkedIn marketing can take businesses to the next level. In fact, according to Sprout Social, businesses that market on LinkedIn can generate 277% more leads, on average, then those marketing on Facebook.
So, how do businesses effectively market on LinkedIn? Here are five tips to get started:
1. Create Thought Leadership Content
Thought leadership is defined as “a type of content marketing where you tap into the talent, experience, and passion inside your business or from your community to consistently answer questions on the minds of your target audience on a particular topic.” It does exceptionally well on LinkedIn because it’s a business-focused platform.
Utilize the knowledge of employees and harness industry connections to create high quality thought leadership content. Offering readers value, expertise, and industry knowledge is quite a valuable resource.
2. Utilize Hashtags
Hashtags allow LinkedIn to organize content so that it’s easily discoverable by readers. Including industry or topic related hashtags with your posts allow users who are also interested in those topics to easily search for your content. Utilizing hashtags also allows for your post to appear in search results resulting in even more visibility for your post and ultimately your brand.
3. Post Video, and More Specifically, YouTube Content
YouTube is the second biggest search engine in the world (Google, of course, is number one). The channel receives more than 2 billion logged-in users a month and feeds over 1 billion hours of video each day. With statistics like these, posting YouTube content on your LinkedIn page is a no-brainer.
So, what kinds of video content should businesses be posting on LinkedIn? Things like company updates and news, anything behind the scenes, Q&As with leaders, customers stories, etc. perform very well on the platform. Additionally, these types of videos are a great opportunity to highlight human stories and the personable side of your business.
4. Share and Comment on Relevant Information
Like a majority of the other social media platforms, growing your network on LinkedIn requires engagement. By liking, commenting on, and sharing content relevant to your business, the chances of more (and more) people seeing your brand significantly increases. Leave a thought-provoking comment on someone’s post: it’s a great way to showcase your expertise as well as introduce your brand to a new audience.
5. Be Active in Relevant Groups
LinkedIn groups are a fantastic tool to make industry connections as well as establish your brand as a leader in a particular space. Some of the largest groups have millions of members which is a business opportunity in and of itself. Be sure to post appropriate content frequently, your own and those of like businesses and/or brands, and don’t be afraid to connect with and message those who engage with your posts.
If your business isn’t leveraging LinkedIn marketing techniques, we certainly hope this post convinced you to start. It’s a solution that’s easy to implement and effective when done right. Follow the aforementioned steps to stay ahead of the competition.
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