LinkedIn may have started as a professional networking site, but it has grown exponentially and is now one of the favourite platforms among marketers.
This is because of one simple reason: while LinkedIn has adapted many features similar to Facebook’s and other social media platforms, it remains focused on professional content and networks. And, since it hasn’t quite caught up with the numbers that Facebook or Instagram are boasting, it’s still an incredibly rewarding and cost-effective platform for marketing.
So what should your LinkedIn marketing strategy look like?
LinkedIn vs Other Social Media Platforms
The beauty of LinkedIn, unlike Facebook, is that the platform itself still rewards users for creating content organically.
This means that the content you publish on LinkedIn will receive significantly more views and clicks without you ever having to pay for exposure; in a way, LinkedIn now is what Facebook was in 2015.
Content created on LinkedIn is still generously shown and shared across the platform without the push to pay for ads, and it helps to generate leads, gain exposure, and drive traffic to your website – all for a fraction of the cost you’d spend on other social media platforms.
This is why LinkedIn can be an incredibly valuable tool to boost your marketing efforts in a powerful yet cost-effective way.
LinkedIn Marketing Strategy
Content marketing is easily the most compatible with LinkedIn’s own concept.
LinkedIn rewards users who create and publish content on LinkedIn (as opposed to simply sharing links driving the traffic back to your site).
As long as you generate and publish content on LinkedIn directly via their status update, article, and video sharing features, LinkedIn will allow for virtually unlimited views.
On the one hand, that’s excellent news: create stellar content, publish it on LinkedIn, and you’re good to go. On the other hand, this means your content creation efforts need to double: you can’t simply copy content from your blog or website, or paste links – the content needs to be original and LinkedIn – optimized.
This is why it’s best to come up with a LinkedIn marketing strategy first, then create a content plan, and then start creating.
Randomly posting on LinkedIn will not yield good results: as with any other social media platform, LinkedIn has a specific focus, and it’s important to align your content to that focus before you begin publishing.
Whether you run a B2B or B2C business, or whether you’re an artist or an entrepreneur, an easy way to build your LinkedIn marketing strategy is by seeing it as a blog.
Your core content – your best posts, white papers, and other long-form content – should be published as articles. Your infographics, sound-bite updates, and news are best published as status updates, and you can use video content for both.
Let’s take a closer look at LinkedIn’s content distribution features:
LinkedIn status updates aren’t the same as Facebook: whether it’s a business or individual account, you should never publish updates about your cat, your grandma, or your views on today’s football game results (unless you’re a professional football coach, that is!).
LinkedIn status updates should be focused on industry news, useful resources, your takes on industry or niche trends, and the like: in other words, these updates are your chance to establish yourself as the voice of authority and expertise.
In addition to your status update, add an infographic, a document with free information, or another piece of media to strengthen your post and entice the audience to follow and share your content.
LinkedIn articles are a fantastic way to boost your online visibility and establish trust.
Long-form LinkedIn articles on related topics in your industry or niche will generate views, shares, and follows, and that, in turn, will lead to increased traffic to your own website and increased brand awareness.
However, remember that content published on LinkedIn has to be original, not a simple copy and paste job from your own website or blog.
If you don’t have the time or the resources to create content for both, you can publish shorter articles on LinkedIn and longer, more in-depth articles on your own blog or website, linking from LinkedIn back to your site; however, make sure that the content you publish on LinkedIn is different, valuable, and original.
If you’re not creating video content on LinkedIn yet, start doing it right now.
Videos get plenty of organic views and shares on LinkedIn, and it’s an excellent way to boost your brand awareness and get your message across to a wider audience.
Once again, publish your video content on LinkedIn directly: posting links to YouTube or Vimeo will not have the same effect because LinkedIn rewards content created on the platform, not leading users outside of it.
To boost your content marketing strategy on LinkedIn, consider putting an ad budget aside. Paid ads will significantly boost the reach and exposure of your content, and it can be a great way to jump-start your LinkedIn marketing campaign on the platform.
Essentially, it’s best to view LinkedIn marketing strategy as one concerted effort of content marketing: long-form articles to establish yourself or your company as the voice of expertise and authority in your industry or niche, status updates to keep the audience engaged, video content for wider reach, and paid ads as a supporting pillar to increase exposure.
A strong and consistent LinkedIn marketing strategy will help increase your website traffic, generate valuable leads, and build a loyal, engaged audience.