Despite a focus on development and career opportunities, LinkedIn appears to be an excellent tool for attracting customers and building relationships with them.
In this regard, many businesses, especially in the B2B industry, implement content marketing strategies having expertise and networking in mind.
Dive in to know how LinkedIn content marketing is different from other approaches and what techniques can give you an advantage.
How to Do a LinkedIn Marketing Strategy?
To begin with, creating a LinkedIn content strategy requires compliance with the unspoken rules established within the particular media. Such an assumption derives from the consideration of the target audience, approach to business, and peculiarities of the marketing channel.
For instance, for email outreach, marketers will likely use an email address finder to extract corporate emails and contact businesspeople directly. Such a tactic may be justified by the desire to grow faster, close deals, and act aggressively.
Yet, in the case of LinkedIn content marketing, the B2B businesses would want to build relationships with prospects, make them interested, and get a loyal customer in the end.
Therefore, a content marketing strategy for LinkedIn is a long-term investment that would help you improve retention and create community.
Doing Content Marketing Right: Things to Consider
Notably, any LinkedIn marketing plan, whether designed for a small business or large company, is concerned with three major concepts:
Your content should be insightful and valuable, while your profile or page needs to reflect that you are an expert. Making sure that you fill all necessary fields and have endorsements is key to creating the right image. That way, you would evolve trust and be able to get recognition.
When implementing a content strategy, be sure that much depends on the engagement and coverage. Thus, it is essential to connect with other people so that when you post something, it would be visible to them.
In other words, your followers are your leads. In this regard, make connections with decision-makers for the sake of collaboration and repost. By improving your network, you have more chances to draw new leads.
Content marketing on LinkedIn contemplates that you build relationships with the prospects. The idea is to raise awareness about your product and make people interested. Yet, it is impossible without producing value first.
On LinkedIn, people look for educational materials. Thus, try to build your plan around insights, reports, guides, and recommendations that will solve your audience’s issues.
Notably, do not push your audience to buy products; instead, encourage people to know more about the solution you offer.
As a result, doing content marketing strategy for LinkedIn is about attracting prospects by applying expertise and offering value, establishing trust that will likely result in a conversion.
LinkedIn Content Marketing Tips
Forbes underlines that 85% of surveyed respondents use content marketing for their business. That’s why it is crucial to be ahead of the competitors and use the tactics that will differentiate you from others.
It refers to the format you use, how you position yourself and how you engage with the audience.
Let’s take a look at the following practices that can add to your LinkedIn posting strategy:
Be a Thought Leader
Around 60% of the decision-makers underline that thought leadership was vital in their decision to proceed with buying a product or service. LinkedIn users seek solutions, information on trends and issues within their industries.
If used in content marketing, they are likely to attract the attention of the prospects. Thus, to have a successful LinkedIn content marketing strategy and be visible to your audience, you should be a thought leader. How to do this?
Well, you should do the social listening first, study the issues and identify trends. Next, keep your followers updated on the relevant events, news, and changes within the industry.
Besides, social listening would allow you to identify the issues when they begin to arise and produce the appropriate content.
Support Data With Visual Materials
Today, the attention span of your prospects decreases. Thus, you should not only create quality content but an interactive one. In this regard, consider making short videos that can support the insights within your LinkedIn posting strategy.
You can post them on your page or use the LinkedIn ads feature for greater promotion.
Moreover, your content strategy will succeed if you back it up with visual elements. In particular, you can present data and insights from your research or reports via pictures or infographics. The same applies to guides and recommendations.
The visual explanations will allow readers to perceive the information better, leading to more engagement and shares.
Utilize LinkedIn Groups
LinkedIn groups seem to be essential for sharing the content with potential followers. Why? They gather your target audience in one place. It is possible as people see those groups as platforms for discussion.
In this regard, you can share your articles and start conversations directing prospects to your media or website.
Yet, if you post from the company page only, it is better to create your own community or do posting on your page. That is the way to portray your mission and values.
If your content is insightful and relevant, you will likely develop a community that can be turned into loyal customers.
One of the appropriate content strategies is launching a podcast and sharing links to it on LinkedIn. Why? Before all, many business people have no time, while podcasts offer them an opportunity to listen to it while going home, work, or meeting.
Moreover, it supports your authority because podcasts contemplate having a specific topic, discussion, and preparation.
In terms of marketing strategy for LinkedIn, it will likely add to your expertise and attract some leads. If you do it once one or two weeks, yet, consistently, it will benefit you.
Notably, if you invite some experts, they will post about it as well, enlarging your audience.
Another technique is organizing a digital event, in particular, a webinar. The goal of any webinar is to educate its audience. It works well for B2B audiences as they have a chance to listen to the speaker, learn new things, and ask questions. For sure, you will need to prepare it, which may take time.
However, it as well will offer significant benefits. Firstly, LinkedIn allows promoting such events via sponsored messages. That way, you can use it as a lead magnet and set the date in your LinkedIn content calendar before promoting the new material.
There is a chance they will subscribe to your newsletter, and you will have an opportunity to generate more traffic to the website.
Besides, the Q&A sessions are great for identifying what the pain points of your customers are. Lastly, you can use webinar data, pictures, or presentations for content repurposing after the event.
Collaborate With Decision-Makers
Experts and decision-makers are the ones that can add to your content and coverage. For instance, you can write via direct messages to an expert and do joint research. You are likely to get insights and satisfy the followers.
At the same time, on LinkedIn, such people are considered opinion leaders. If they tag you in their post, it gives your publications more credibility.
Also, you can reach them to ask for an interview or make polls. They are one of the sources of valuable information regarding the industry and future trends.
You can contact them via LinkedIn or extract their email with email finders and write to their corporate address.
Importantly, you should remember that every LinkedIn content strategy has goals to reach and track. Effective marketers watch over the progress of their campaigns by measuring results.
This process helps you identify which content is better for the audience and explain whether changes are needed within the LinkedIn content calendar.
What are the points to focus on? The most vivid ones refer to engagement rates. However, it will help if you also look at page views, the quality and number of discussions, and social media traffic.
LinkedIn has features allowing tracking views and interactions, while for the traffic analysis to your website, you can use Google Analytics or other tracking tools.
LinkedIn content strategy is not an easy tactic to implement; it takes time and effort. Moreover, you are likely to reap the benefits only after some time.
However, if done right, with expertise, networking, and great content, you can raise awareness about your company and connect with your followers. In the long run, you can turn them into new customers.
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