LinkedIn Beyond Professional Networking

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It is time to think beyond using LinkedIn for networking and leveraging it for marketing. The platform offers a growing suite of marketing options that are worthy of consideration.

LinkedIn is used by 25 percent of U.S. adults, according to the latest data from Pew Research Center. Further, 50% of Americans with a college degree use LinkedIn.

Here are three marketing options to consider in your LinkedIn strategy.

LinkedIn Video

All users can now post video. Although this is not available for company pages, video is so effective that you can’t ignore this opportunity. LinkedIn says video content is shared 20 times more than any other type of content on the platform.

Be creative:

  • Interview a client
  • Interview an influencer
  • Answer FAQs
  • Give a tour of your space
  • Demo a product

Any video that is related to you professionally works. Keep your video short.

Website Demographics

If you want to ensure you’re optimizing your LinkedIn campaigns and content, one aspect definitely worth looking into is LinkedIn’s Website Demographics.

Website Demographics identifies the types of professionals who visit your site, based on their listed LinkedIn data.
 

Publishing

LinkedIn’s long-form publishing platform has gone through some significant shifts. Originally, all your first degree connections were notified when you published, but the distribution algorithm has been revised over time.

Today, your LinkedIn Publisher posts will only reach a select group of users and their engagement will define further distribution.

Even with the reduced reach, LinkedIn publishing is still worthwhile. Your posts are linked to your profile, helping to further showcase your knowledge, expertise and engagement in your industry.

Quality content will shine through. If you produce original, insightful and engaging content, you will boost your profile on LinkedIn.