As a Professional or Professional Firm, I’m sure you’re using LinkedIn for connecting and networking.
Many use it but are not sure how to best apply activity.
Here are 5 Steps to consider putting in place.
Let's start with knowing that Marketing overall gives you two ways to be seen:
1. Using Paid Advertising
2. Using Content Marketing
Content Marketing requires an investment in time, unless you outsource getting your content creation.
So, what is Content Marketing?
“It’s a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services”.
Content Marketing is the perfect way to promote your business and yourself in Social Media.
Creating and sharing Content helps you position yourself and what you stand for.
LinkedIn being the most used Social Media Platform for Professionals, Companies, and Recruiters, it is a good idea to have a step by step approach to your daily activities.
LinkedIn is a thriving community of more than 500 million members around the globe, with more than 100,000 new users joining the network every day. More than 20% of users are senior-level influencers and decision-makers. And it’s incredibly easy to get in touch with high-profile decision-makers on the platform.
The challenge is, so many users have their shields up because many people are aggressively selling on LinkedIn.
That’s NOT what you want to do!
Content marketing is a long-term lead generation strategy that focuses on the consistent creation of high-quality content that is highly relevant to your ideal target audience.
By sharing great and useful content on social media, you create opportunities to nurture and educate your ideal audience over an extended period during their buying journey.
There are many forms of content marketing, each with unique features and benefits, including blog articles, images, videos, tutorials, how-to guides, and podcasts, among others.
Here are 5 Steps to use content marketing on LinkedIn.
Step #1: Define Your Marketing Goal
Before diving into content marketing strategies for LinkedIn, think about your content marketing goal. You goal might be to:
- Generate more leads for your business.
- Increase awareness about yourself.
- Promote your products and services.
- Connect with ideal clients.
- Build a community around your offers.
Step #2: Choose Your LinkedIn Content Media and Content Types
Within the LinkedIn platform, you can publish different content types from different media:
- Your personal profile
- Your company page
- Direct messages or InMails
- Other people’s content
As with most social media platforms, LinkedIn also prioritizes native LinkedIn content, meaning the platform wants to keep users ON the platform and not have you send them off to sites and pages elsewhere.
As such, native content tends to outperform external content (for example, a link to an article on your website will receive less visibility).
So, focus on creating native content to take advantage of this.
LinkedIn frequently changes its algorithm and prioritizes different content types. For a long time, LinkedIn articles had the highest reach in views. In 2017, LinkedIn started to prioritize text-only posts. At the beginning of 2018, the focus switched yet again to native videos.
Your best approach: create and post a variety of text only, images, links and video content
Mix it up by posting information, updates, about your status, other people’s content and offers of your business
Variety is the spice of Life!
Step #3: Choose Your Topics and Themes
Are you wondering what to publish on LinkedIn? Great content has three characteristics: Your audience will love it, it demonstrates your expertise, and it qualifies your audience.
It’s important to have a good content mix of different topics and themes to maximize engagement. If you only write about one topic over and over again, you’ll exhaust your audience.
One way to avoid this is to use a different theme for each month, a unique theme for each week based on your monthly theme, and a different content type for each weekday.
DO NOT USE corporate-speak. It will instantly kill any engagement with your content. Instead, communicate in a personal and conversational way, just as you would to a friend.
Here’s a list of topic ideas to get you started:
- How-to content
- Opinion pieces
- Industry news
- Life and business lessons
- Knowledge and skills
- Strategies and tactics
- Soft skills
Good content can be both educational and entertaining, create “aha” moments, and evoke emotions.
Step #4: Create Processes and Systems to Organize Your Editorial Workflow
Content creation can quickly become overwhelming. To ensure a smooth content creation flow, it’s important to organize what you want to say way ahead of posting.
In order to make content creation fast and easy, you can use automation and curated content.
You may wish to curate from others you know and are connected to on LinkedIn and curate their articles.
You can also use Marketing Systems that collect content for you to chose from. Scoop.it is one such platform that does this but better yet is
this All in One Marketing System, powered by Artificial Intelligence and with built-in Retargeting feature
Step #5: Use Your Native LinkedIn Content to Populate a Sales Funnel
Now that you understand the different content types and media, it’s time to put everything together.
Your primary goal is to increase the number of touch points with every reader, listener, and viewer, and then to move people away from LinkedIn to your list.
How do you do that? Create as many touch points as possible across all of your channels and publishing media.
For a select amount of content you publish, create a sign up offer.
Use a designated ‘funnel’ to bring the prospect on to your list.
Here is a Video that describes the ‘funnel’ foundation.
Include a call to action in all of your content, sometimes simply to contact you.
Wishing you success with your LinkedIn Content Marketing!