Every platform has unique content structures that maximise traffic, and LinkedIn is no different. Here are five steps to help you generate leads, drive more revenue and build brand awareness.<\/p>\n
Join the conversation. LinkedIn groups offer the ideal opportunity to build an engaged community on its platform. Many professionals find group participation rewarding, particularly if the group moderator successfully manages the group.<\/p>\n
Groups can be used as catalysts for community and leadership, and they can create conversations about trends and industry challenges.<\/p>\n
Tips:
\n\u2022 While LinkedIn groups are good forums for discussion, avoid using them for self-promotion, which most group-members find off-putting.<\/p>\n
\u2022 Use groups to ask questions, and as a way to gauge sentiment and opinions, but give something back in return \u2013 for example, in the same post where you ask a group for its thoughts, share something you\u2019ve learned in return: a link, a tip, something that\u2019s worked for you.<\/p>\n
\u2022 Keep content focused and stay on top of management (monitor and manage posts daily).<\/p>\n
\u2022 Highlight top contributors within your group and promote your group across social media for increased membership.<\/p>\n
\u2022 Join other relevant industry groups and participate in their group discussions; don\u2019t be afraid to initiate conversations.<\/p>\n
Commit at least one hour of your week (three to four hours a month) to publishing. Although this might be the first thing to drop off a busy schedule, regular posts (and moderation) are the keys to success. Posting sporadically or hurriedly looks sloppy.<\/p>\n
LinkedIn\u2019s publishing platform has three million posts from one million people, and 45% of its readership are high-ranking industry leaders, including CEOs, VPs and managers.<\/p>\n
Tips:
\n\u2022 Publish something you feel passionate about: it will help make creating content easier.<\/p>\n
\u2022 Stuck for ideas? There\u2019s an app for that \u2013 check out LinkedIn\u2019s Pulse app to see what content is currently trending in your industry. Taking a look at conversation topics within your group may also spark ideas.<\/p>\n
\u2022 Don\u2019t be afraid to tackle a subject using personal experience. You might not have all the facts and statistics, but personal experience (i.e. what you look for when you hire someone, lessons learned, your view on industry trends, etc.) provides information while brand-building.<\/p>\n
Your LinkedIn company page is important: it\u2019s where you build relationships with customers and attract prospects.\u00a0This is another necessary time commitment: experts recommend spending at least one hour a day (three or four posts per day) on this, and don\u2019t forget to engage with readers and respond to their comments.<\/p>\n
Tips:
\n\u2022 Use links: content with links can have up to 45% higher engagement than content without links.<\/p>\n
\u2022 Share content that is valuable to your audience \u2013 case studies, industry articles, good visuals, your latest white papers, celebrated milestones.<\/p>\n
\u2022 Use your content to build a relationship and brand awareness with your audience; Q&As and problem-solving content is a great way to do this.<\/p>\n
\u2022 Change your header image at least every six months for a fresh look.<\/p>\n
LinkedIn SlideShare has nearly four million viewers on an average day, and more than 70 million unique visitors every month. This isn\u2019t a platform you can afford to overlook: with 13,000 new pieces of content added every day, you need to be part of the conversation. Budget at least 30 minutes per day for this.<\/p>\n
SlideShare can help you build authority by presenting your company\u2019s culture, insights and unique point of view on news and trends.<\/p>\n
Tips:
\n\u2022 Consider sharing product how-tos, company presentations and videos, infographics, videos and webinar and conference recordings on SlideShare. Content should be well-designed, informative and short.<\/p>\n
\u2022 Upload new content every week, highlighting decks on profile pages and adding lead forms.<\/p>\n
\u2022 Link your SlideShare presentation to your website.<\/p>\n
LinkedIn\u2019s sponsored content allows you to publish relevant content and reach a targeted, professional audience beyond your company page.<\/p>\n
Direct sponsored content allows you to personalise and test content without having to originate posts on your company page by sharing content directly in the feed. By sending personalised messages to specific audiences, you can make your content more relevant, and test a variety of content in real-time to optimise performance.<\/p>\n
As 75% of engagement with sponsored updates comes from mobile devices, make certain your landing page or website design is responsive.<\/p>\n
Run two to four sponsored content pieces a week for three weeks, then test and repeat.<\/p>\n
Tips:
\n\u2022 Generate quality leads by sharing insights that professionals look for.<\/p>\n
\u2022 Select an eye-catching visual and keep the caption brief (less than 150 characters).<\/p>\n
\u2022 Consider sponsoring blog content, industry news, industry research and case studies, as well as eye-catching infographics, visuals and statistics.<\/p>\n
\u2022 Add URL tracking codes to measure post-click.<\/p>\n
\u2022 Set up campaigns by audience, and align your budget with the audience that has the highest engagement rate.<\/p>\n
LinkedIn offers a wide variety of opportunities to get your content in front of your audience. Content is king: there is a waiting audience to devour it, so use yours to help build relationships, drive quality leads and build brand awareness.<\/p>\n","protected":false},"excerpt":{"rendered":"
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