With a thriving network of over 400 million users, most of which are in the business to gather more information, learn new things and form new connections – LinkedIn makes a strong case, for being a strong lead generation and marketing tool. According to Linked to Authority, the site is currently the lead generation haven for over 93% of B2B marketers. This is aside from the fact that 64% of visiting traffic to corporate websites come from its pages. If anything, these stats should wet the appetite of the savvy online marketer. But there’s more that LinkedIn offers and here’s how to go about it.
1. Write for the everyday reader
Not just for the tech-savvy entrepreneur or the highly educated CEO, but also for the everyday internet user, because in truth these are the people who form the greater bulk of the LinkedIn audience. From experience, the best performing LinkedIn posts are those structured for easy readability and based on regular and everyday relatable things. Even if you were to create somewhat technical content, it’s always best to relate it to popular trends. For instance, instead of writing an article titled “Facebook Ads” – something along the lines of “How Facebook Ads strategies are changing: What you need to know” is more likely to perform better.
2. Understand the trends and use them to your advantage
Much like every other social network site, LinkedIn curates a trending list of content every day which is eventually pushed to the LinkedIn broader audience. Deciphering the trends for a specific period is an art you should master. And one way to go about this is by skimming through the hashtags of LinkedIn’s trending content. Once you’ve grabbed the theme of what’s trending, the next thing is to develop an intelligent, thought-provoking article that if possible outclasses LinkedIn’s handpicked selection. Focusing your topic on LinkedIn trends opens your reach to a new audience category, developing something outstanding ensures its spread and propagation.
3. Use your team
While it is beneficial to have a dominant image for your brand, for engagement purposes, it is usually a better idea to have several faucets through which you promote your blog posts. Think along the lines of employee pages and brand representatives alike. Audiences tend to engage with individuals rather than with an actual brand page. Even if you don’t exactly have an employee pool, there are many ways to create a faux representative presence. Take the time to assemble a mini team. It could be made up of your friends, fellow marketers or other associated business contacts.
4. Simply “sharing” articles might be hurting your reach
How many times have you clicked and willingly opened an article shared by just anyone? Everybody can share an article and in this world of spams, clickbait, half-truths and fake news, It’s good advice to treat shared articles with a pinch of salt – and that’s what virtually everyone does. Now compare this to a piece underneath which there’s a brief synopsis of the content, whom it’s meant for and why it should be read. That’s more convincing, and it’s what you should be doing if you want to actually pull in the traffic.
Questions anyone? Of course you do and that’s what we’re here for! Get in touch and let’s talk some more.