Marketing Tips on LinkedIn

LinkedIn is gaining momentum. With fewer ways to build professional networks in person, professionals increasingly turn to the platform to build networks and more. For marketers, this means that more users than ever are actively engaged on LinkedIn.

According to Social Media Examiner, almost 700 million people are on LinkedIn, and 45% of internet users who make more than $75,000 a year use LinkedIn. Four out of five LinkedIn users drive business decisions at their companies. That’s a marketing opportunity not to ignore.

LinkedIn Is the Professional’s Social Network

LinkedIn is the platform people use for their professional lives. While most people spend time on Facebook and Instagram to reconnect with friends and family, people come to LinkedIn for professional development. In 2020, people also turned to LinkedIn to stay in touch with colleagues and teams.

Authenticity Comes to LinkedIn

The professional focus hasn’t changed, but today’s users understand that authenticity is important. Posts now go beyond awards, promotions and company news. People are sharing their career challenges, personal success stories, and reflecting on the role of business as global citizens. It is supporting the human connections that help us feel like we are not alone in our challenges.

Less Curating, More Originality

Once it was a good LinkedIn strategy to serve as a curator for a subject or area of expertise. The people who gathered and shared information around a topic were highly valued.

Now, people are more likely to engage with original content from posters than shared articles and links. People are looking for content that reflects a person individually. Likes and shares are most often earned on this original content.

Using LinkedIn Polls and Questions to Get Input

One way the platform supports discussions is with polling options. LinkedIn polls are available via profiles, company pages, and LinkedIn Events, and allow you to provide multiple response options to a question.

Polls are especially useful for creating engagement because people like sharing their opinions. Asking open-ended questions rather than yes/no questions engage your audience and let them share their opinions. Asking questions is a good way to open conversations that build a sense of connection and trust.

Everyone Is an Expert

LinkedIn now lets every user author long-form articles. This is a great way to reflect expertise and to share information and resources. Articles are creating a deep database of content around millions of professional topics, adding value for all users.

LinkedIn Live for Pages

LinkedIn Live is available by application for use on personal profiles and company pages. The key is to decide what your goal is, and then plan the length and content of your live video around the goal.

To improve your chances of approval, be sure to have two-factor authentication enabled on your account before you apply and ensure that your page admins and account are in good standing.

When you apply for access, LinkedIn will assess your page’s video and content creation history and engagement history. You should have a few hundred followers who consistently engage with your content; brand-new pages with no history are unlikely to be approved.

Once approved, you’ll need to use a third-party tool to broadcast via LinkedIn Live.

Write for Online Readers

The rules you followed to make your print newsletter grab readers don’t work anymore. As we have transitioned to reading online, how we read and the time we are willing to give have changed. You need to change the way you present your communications to successfully compete for time and attention.

You Get 10 Seconds

Yup, just 10 seconds. Most people give your content 10 seconds (or less) to convince them to read on or they move on. Even your top readers likely spend about two minutes on your content.

Capture Readers With the Headline

The headline of your content is the first thing that will be read. This is where decisions will be made to proceed or move on. Spend the most time writing headlines that are meaningful to your target audience.

Next in importance:

  • Subheads
  • Bullet points
  • Pullout quote

Online Readers Are Scanners

It’s more accurate to think of people scanning your content than reading it. They look for key takeaways and don’t read all your text. And, they don’t necessarily review your content in a linear fashion.

You need to tell your story in the headline and subheads. Add more in the bullets. Consider a pullout quote if there is a statement or sentence that is compelling.

Use an illustrative image. Caption it in a way that relays the key message of the content.

Someone Just Got an Impression of You Online

As the saying goes, you never get a second chance to make a first impression. So, paying attention to your online presence is an essential part of your marketing.

What impression are you creating online?

Every day, your customers and potential customers are getting an impression of you online. They visit your website, see your profiles and posts on social media, and research you in relevant online directories. It is as important to pay as much attention to your online presence as you do in your offline interactions.

The foundation for a great online presence is your website.

Your website is the online location where you have complete control over look and feel, messaging, and engagement. It is the place where you need to send anyone who is interested in learning more about you online. For this reason, your website—viewed from desktop computers as well as mobile devices–is the most critical component of your online presence.

Google, social media, and directories make a huge difference.

With a solid web presence, you are well-positioned to leverage other online marketing and communication tools:

  • Facebook: With the largest (by far) number of active daily users in the United States and beyond, Facebook is the social media channel that no business can afford to ignore. Users span all age groups and demographics. Your customers and potential customers are on Facebook, likely every day. For businesses, Facebook business pages, posts, boosted posts, and ads are all tactics worth consideration.
  • Google My Business: Google has put increasing emphasis on validating businesses online with the Google My Business tools. To rank well, businesses must claim and complete their listings.
  • LinkedIn: This professionally-oriented social channel is important to establish the credibility of the individuals associated with your business as well as the business itself. This is the place where customers go to check out your expertise and credentials. It is where they learn about the size and scope of your business.
  • Online Directories and Communities: Consumers are savvy enough to look for third-party confirmations before they make a purchasing decision. This has led to the rise of directories like Angie’s List and Yelp and online directories offered by chambers of commerce and professional organizations. It is important to pay attention to your profile in any directories that are relevant to your profession and industry.

All businesses need to develop and execute a strategy for effective messaging and engagement across these key locations. Your online presence — including branding, imagery, and messaging – must be consistent everywhere you are online. And, you must follow best practices in search engine optimization, which really are the best practices for optimization of online visibility.

Contact me today to talk about the right services to achieve your goals.