Now that you have your LinkedIn business page set up its important to use it in a way that will benefit your brand. It gives your platform a chance to engage with potential customers and position your company as a market leader. Here are 6 tips to help you ace your LinkedIn marketing strategy
- Content is Key
Posts with photos and videos typically perform better across social media. The same holds true for LinkedIn. According to LinkedIn, posts with images receive 98% more comments than those without. Try to avoid stock imagery if you can, as custom images tend to see more engagement. You can also upload PDFs, PowerPoint, or SlideShare presentations to support your posts.
Videos are key for capturing the attention of LinkedIn users and see five times more engagement on LinkedIn than any other content type. An advantage of LinkedIn native video is that it auto-plays when someone scrolls by it. As a result, it does a better job at catching someone’s attention. Plus, videos hosted on the platform are prioritized by the LinkedIn algorithm.
- Optimize posts for reach and impact
When it comes to posting from your company page, there are a few LinkedIn best practices to consider.
LinkedIn’s algorithm ranks posts based on the following signals: personal connections, interest relevance, and engagement probability. In other words, it aims to show people content that will interest and engage them, from accounts they connect with. Your posts should aim to do the same.
You can notify employees if you think they’d be interested in the post. As company advocates, they can jumpstart engagement on the post and boost its visibility.
- Post at the right time
It’s important to post regularly to build an audience on LinkedIn. LinkedIn estimates brands that post once a month gain followers six times faster than those that don’t. Companies that post weekly see two times the engagement. Brands that post once a day gain even more traction.
No matter how often you post, aim for the most impact by posting at the best time.
The best day of the week to post on LinkedIn is Tuesday, Wednesday, or Thursday, with Wednesday getting the highest level of engagement. Given that the platform is a professional network, it shouldn’t come as a surprise that Mondays and Fridays are the weekdays with the least usage and least engagement. And, on weekends, LinkedIn usage drops dramatically.
- LinkedIn Live
The only format more engaging than video on LinkedIn is live video. Live broadcasts see 24 times the engagement that a pre-taped video does.
Brands have found plenty of reasons to go live, from fireside chats to interviews and webinars. Some have even hosted virtual events. The format allows for instant connection with audience members, especially if you respond to questions and comments.
Before hosting a LinkedIn live, make sure to promote. And not just on LinkedIn. Spread the word across all your audience touchpoints.
- Learn from LinkedIn Analytics
Check LinkedIn Analytics regularly to improve your LinkedIn marketing strategy. Track post metrics to see what people engaged with most, what drove the most action, and what did not. Adjust your content calendar accordingly.
From the analytics dashboard you can also monitor how people find your page and what sections they engage with. Compare how many page views your tabs get, and if you manage a Showcase Page, see how much traction it’s getting. Visitor demographics gives you a sense of who’s interested in your company.
To see how your page is performing relative to competitors, check the Companies to Track table. This section lets you compare where your page ranks when it comes to total followers and new followers. You can also see how many updates each page posts over a selected period and overall engagement rate.
Tip: Learn more about client or competitor employees from the People tab of their LinkedIn pages. You’ll be able to see where they studied, job titles, skills—and the employees themselves.
- Target the right audience
One of the more noteworthy LinkedIn marketing tools is its organic targeting option for posts. Page admin can target posts based on follower profile data, including organization size, industry, job, seniority, geography, and language preference.
Note: Pages need a minimum of 300 followers to target.
If budgets allow, step up your LinkedIn marketing strategy with LinkedIn ads. Available in a range of formats, LinkedIn ads allow brands to target and reach members outside their established following. Personalization options even let you address LinkedIn members by name, which makes a difference.
Most importantly, post content that will appeal to your target market and take 5-10 minutes per day to engage with the LinkedIn community in your niche.
Keep an eye out for our post in the next week to learn all you need to know about the best free tools to assist you with your LinkedIn marketing strategy
For more information or for help in creating a LinkedIn strategy for your brand contact Azure Communications on (01) 531 2695 or email email@example.com