3 Ways to Supercharge Your LinkedIn Marketing Today for Tomorrow’s Growth
Opinions expressed by Entrepreneur contributors are their own.
LinkedIn is “the place to be” for online professional networking. Why is this? Why do more than 830 million business professionals from over 200 countries use the platform?
There’s no simple answer, but there are a few foundational reasons to employ a LinkedIn marketing campaign: to grow your professional network, to identify high-quality leads, to drive targeted traffic to your website and to share thought-leadership content.
Knowing the reasons why LinkedIn is important is a good place to start. But it’s not enough. A generic approach won’t produce the results you want. You need to supercharge your LinkedIn marketing efforts, and here are three of the best ways to do so.
Ask your team for help
You can make a lot of noise on LinkedIn as a single person, but there’s no reason to stop there. Ask your team to join the conversation. They are the most trusted and reliable advocates for your brand and can help you expand your reach in a matter of minutes each day.
Make sure that all employees have updated the information on their profiles to reflect their current position in your company. Ask them to follow your company page. Encourage them to share brand-related and personal updates. Support them in their quest to bring value to their audience.
Another idea is to create a LinkedIn Group related to your industry. This is a win-win situation. This is a place where your team can share news, guidance and advice with interested parties. It also allows you to build an audience that you can use in the future.
If resources allow for it, hire a dedicated employee or contractor to manage your LinkedIn marketing strategy. This person can have a greater impact in a shorter time frame if they have a single focus. Although it’s not necessary, it’s a good idea to keep it in your mind.
Consistently publish relevant, insightful content
A social network with so many users is sure to generate quite a bit of low-quality content, but you don’t want to be part of this group. Be part of the group that consistently publishes relevant, insightful and actionable content. This is how you will stand out from the rest.
Creating engaging content is a trial-and-error process. It takes time to identify your audience’s needs, and find a cadence that works well for you. It may take several weeks, months, or even days to achieve your content-related goals the first time.
Increase your odds of success by:
- Consistently sharing content (1x/day, 2x/day, 5x/week, etc.).
- Publishing unique (not rehashed) insights
- Tracking what does and doesn’t work and adjusting accordingly
Also, keep in mind that publishing original content is only one piece of the puzzle. Engaging with your audience in the comments section of their posts is a good idea. You can share your thoughts, answer questions, and — when appropriate – send direct messages to continue private conversation.
Don’t eat more than you can chew. To get your feet under you and to better understand your audience’s needs and wants, it is a good idea to start slowly. Once you feel comfortable, increase the quality of your content production. Slow and steady progress is the best strategy.
Get serious about analytics for your content
This one word — analytics — can be the difference between success and failure on LinkedIn. The first step in creating content is to get analytics. It’s important to know what resonates with your audience. This allows you to adjust your strategy in order to reach a wider audience and increase engagement. You can view analytics for all types LinkedIn content, including short-form posts and articles, videos, photos, polls, and events. This includes data such as:
- Impressions by demographics
- Article performance
- Video performance
These insights are needed to understand the impact your content has on your audience. Soon enough, you will have the data to determine which type of content is most effective in generating responses. Then you can create more content that matches the results of your previous work.
While it’s important to get serious about analytics for your LinkedIn content, don’t let it cloud your vision. Make sure you know what is most important to you, such as making industry connections and generating leads, and then create content that reflects that. While vanity metrics can make you feel good and have a positive impact on your bottom line, they are not always the right ones.
Repurpose your LinkedIn content
The guidance above will help you supercharge your LinkedIn marketing, but it can do more than that. It can be a great starting point for growth on other platforms that marketing professionals will use to their advantage.
Examples include repurposing the content for publication on Twitter and Facebook, using it as a foundation for blog content or sharing it with your email list via a weekly newsletter. Repurposing content gives it new life. You’re establishing your authority and growing your brand on other platforms.
Frederick has been an active trader for over since 1991. After successfully navigating the market for so long, he’s finally bringing his wisdom to the masses.