LinkedIn is the largest social media network for B2B marketing. The key to success on LinkedIn is to publish engaging content regularly. If you do this in an organized way, it doesn’t have to be difficult or time-consuming. The following checklist will make it easier for you to consistently publish great content on LinkedIn.
Keep your posts short and readable.
LinkedIn isn’t Twitter, so you want to write more than a sentence. However, people are less likely to read very long pieces. Some posts are naturally longer than others. However, if your content is mostly between 400 and 1000 words, it’s long enough to have some depth and not too long to challenge readers’ attention spans. Make your posts more readable by breaking your content into shorter paragraphs or using lists.
You want to publish often enough that people recognize you. On the other hand, you don’t want to annoy people by over-posting. There’s no universally agreed-upon formula for the ideal posting schedule. However, a general guideline is to post at least once per week to build your audience but not more than once per day.
Target at LinkedIn users.
Remember that LinkedIn is a B2B network. Human interest stories, animal photos, and random jokes are best saved for Facebook, Instagram, and other platforms. You’ll get better results on LinkedIn if you focus on subjects of interest to job seekers, business owners, and entrepreneurs.
Pick interesting topics.
Beyond creating content that’s appropriate for LinkedIn, consider the specific needs and concerns of your own target audience. What are some of their most pressing problems? What do they most need to know to succeed and reach their goals? These questions can provide you with good topics to write about.
Polish your LinkedIn profile.
Publishing on LinkedIn is likely to generate traffic to your LinkedIn profile so make it professional. More than on most other social sites, LinkedIn gives you the chance to showcase your experience, skills, and business information. The more comprehensive and professional your profile is, the more likely people will want to connect with you. Use a professional looking photo and be sure to include as many skills and credentials that you can. It’s important to update your LinkedIn profile regularly to reflect any changes.
Capture attention with headlines.
With all types of content, the headline is what determines whether or not people read it. Keep your headlines catchy, brief, and relevant. On LinkedIn, it’s especially important to stay on topics that appeal to professionals with limited time. Use keywords in your headlines that your audience is likely to search for.
Use calls to action.
Include contact information, a link to your website, or a call-to-action at the end of your posts. People can find out about you from your profile. That’s why, as noted, you need an optimized profile. At the same time, don’t count on every reader clicking on your profile. Always provide a link to make it easy for visitors who enjoyed your post to find you.
There’s plenty of research proving that posts with images, videos, infographics, memes, or other visual content get more attention than text by itself. Higher quality images reflect better on your brand, of course. Consider using original photos, custom illustrations, or images made on platforms such as Canva. You can also outsource visual content to a talented graphic designer or agency.
Link. External links to influencers and authoritative sites make your LinkedIn content more valuable. There’s also the added benefit of getting influencers to notice you. Do this in a natural way. You might, for example, include a relevant quote from someone you admire and link to his or her site. Lists of helpful books, podcasts, or blogs is another good way to reference influencers in your field.
Promote your LinkedIn content elsewhere.
To get more people to read your content, share it as widely as possible. After writing an article for LinkedIn Publisher, for example, link to it from your blog, Facebook page, Twitter account, email list, and anywhere else you’re active. This can help you get more readers and followers on LinkedIn.
Need help? Walker-Stanley Communications provides a wide range of simple and effective online marketing solutions for businesses, including content development and leveraging LinkedIn to grow your business. Contact us. We can help!
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