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LinkedIn is “the place to be” for professional online networking. But why is that? Why do more than 830 million business professionals from more than 200 countries use the platform?
There’s no simple answer, but there are a few fundamental reasons to employ a LinkedIn marketing campaign: to grow your professional network, identify high-quality leads, drive targeted traffic to your website, and share thought leadership content.
Knowing why you should use LinkedIn is a good start, but it’s just that. A generic approach is unlikely to produce the results you are looking for. You need to supercharge your LinkedIn marketing efforts, and here are three of the best ways to do it.
Related: 7 Ways You Can Use LinkedIn To Explode Your Brand
Ask your team for help
You can make a lot of noise on LinkedIn as one person, but there’s no reason to stop there. Ask your team to get involved. As your brand’s most respected and trusted advocates, they can expand your reach in just a few minutes each day.
Make sure all employees have updated their profiles to reflect their position in your company. Ask them to follow your company page. Encourage them to share personal and brand-related updates. And of course support them in their quest to provide value to their audience.
Another idea is to create a LinkedIn group related to your industry. This is a win-win. It’s a place for your team to share news, guidance and advice with stakeholders, while building an audience you can use to your advantage in the future.
If resources allow, hire a dedicated employee or contractor to manage your LinkedIn marketing strategy. With a singular focus, this person can have a greater impact in a shorter period of time. It’s not required, but keep it on your radar.
Related: 8 Tips to Help You Grow Your Business on LinkedIn
Consistently post relevant and insightful content
A social network with so many users will surely generate a lot of low-quality content, but you don’t want to be part of this group. Be part of the group that consistently posts relevant, insightful, and actionable content. This is how you stand out from the crowd.
Creating engaging content is a trial and error process. It takes time to identify the needs of your audience and find a cadence that works for you, so don’t jump ship too soon. It can take days, weeks, or even months to reach your content-related goals for the first time.
Increase your odds of success by:
- Share content constantly (1x/day, 2x/day, 5x/week, etc.).
- Publishing unique ideas (not rehashes)
- Keep track of what works and what doesn’t and adjust accordingly
Also, keep in mind that posting original content is only one piece of the puzzle. It’s good practice to engage with your audience in the comments section of your posts. Share your opinion, answer questions and, when appropriate, send direct messages to continue the conversation in private.
Don’t bite off more than you can chew early on. Start slowly to gain ground and better understand the wants and needs of your audience. As you install, increase content output without sacrificing quality. A slow, steady ascent is the best approach.
Related: Navigating the Big Reshuffle: Why Your Employer Brand Is Key to Recruiting Talent
Take Your Content Analysis Seriously
This one word, analytics, can be the difference between success and failure on LinkedIn. Creating content is just the beginning. Knowing what is resonating with your audience is what really matters. This allows you to continually adjust your strategy with the goal of reaching a larger audience and increasing engagement.
You can view analytics for all types of LinkedIn content, including short posts, articles, videos, images, polls, and events. This includes data such as:
- Impressions by demographics
- Item Yield
- video performance
These insights are necessary to understand the impact your content is having on your audience. Soon enough, you’ll have the data you need to determine what type of content generates the best response. You can then create more content that matches what has worked to date.
While it’s important to take your LinkedIn content analysis seriously, don’t let it cloud your vision. Know what matters most to you, like making industry connections or generating leads, and create content that points you in that direction. Vanity metrics will make you feel good, but they don’t always have the desired impact on your bottom line.
Related: The Underrated Power of LinkedIn Content Creation
Reuse your LinkedIn content
The guide above will help you supercharge your LinkedIn marketing, but you can do more than that. It’s a good starting point for growth on other platforms and channels that marketers will use to their advantage.
Examples include repurposing the content for posting on Twitter and Facebook, using it as the basis for blog content, or sharing it with your email list via a weekly newsletter. When you reuse content, you give it new life. And with that, you are taking the necessary steps to establish your authority and grow your brand on other platforms.