You have started a business and want to grow it through social media. Facebook, Twitter, Google+ or Instagram might be on your radar, but I would venture a guess that you have ousted LinkedIn. Do you see it as a professional networking platform and think that it is not the best choice when it comes to promoting your products and services? If so, you are totally wrong about LinkedIn.
LinkedIn is usually seen as a professional networking platform by individuals and a lead generation platform by B2B businesses, but LinkedIn goes well beyond that. Every professional digital marketing agency in Dubai knows that very well. Whether you want to increase visibility, grab the attention of decision-makers or boost sales, LinkedIn can help you with all that and much more.
In this article, you will learn about seven tried and tested LinkedIn marketing tips from LinkedIn experts.
1. Write on Trending Topics
Brian Wallace, Founder of Now-sourcing and Manu Goswami, CEO and Founder of SuperFan Inc, thinks that writing on trending topics will help you get more user engagement on LinkedIn.
While sharing his tip, Wallace said, “LinkedIn typically shows the top trending stories of the day, but many don’t realize that you can also do searches for content. Using this, you can look up the hashtags behind the top 10 trending stories, then you can write something yourself on the topic, helping you gain access to a whole new dimension of people not already seeing your material.”
Meanwhile, Goswami suggests that you should, “Go on to medium and other blogs and see what topics are trending and then come back on LinkedIn and share your perspective about that trending topic. It’s one of the ways I’ve been able to create viral content because the formula for viral content (if that even exists) is a mix between context and relevance.”
2. Post Content That Appeals to A Wider Audience
Brian Dean, Founder of Backlinko has a different take on LinkedIn marketing. His advice, “Don’t write content that only appeals to a tiny group of experts. Instead, post stuff that your mom could comment on. I’ve noticed the same thing: posts that appeal to a mass audience do best.” Write posts that most people can relate to. Brian Dean’s three most successful posts are:
- Haters and online trolls (164k views)
- Popups (97k views)
- Flying business class vs. coach (278k views)
Sharing his experience, he says, “See? You don’t need to be an expert in anything to engage with posts about trolls and popups. In short: on LinkedIn, don’t be afraid to go broad” When deciding on topics to write on, ask yourself one question, “Will your mom comment on this?” If the answer is yes, you can go ahead with your writing but if it is a resounding no, you should find a generic and broader topic to write on.
3. Ask Questions
Allen Gannett, CEO of TrackMaven takes a different approach to LinkedIn marketing. His tip for digital marketers on LinkedIn is “Make sure every post has a question. LinkedIn is a social platform and great for discussion.” Reflecting on how the LinkedIn algorithm works, he said, “The feed algorithm also seems to weight comments heavily, so you don’t just want people to passively “like.” If you’re just posting a link and moving on, you’re doing it wrong. Make sure your content is set up as the start of a conversation, not as a mere signpost to an article that you wrote elsewhere.”
4. Include Call to Action
Goldie Chan, Founder of Warm Robots thinks that you must include a call-to-action in the profile summary section. Sharing her LinkedIn marketing tip, she said, “Use the summary section of LinkedIn to drive a CTA (call-to-action). Include a proper email, schedule link (she uses calend.ly or link to the “learn more” or “buy now” page on your brand website. Make sure that people who see your content on your LinkedIn are directed towards one easy action.” This will help you in boosting sales.
5. Turn Your Employees into Brand Ambassadors
Personal branding coach, Dr. Des Natalia suggests that “Don’t invest all of your time and effort in your company page – make your employees your brand ambassadors and the face of your company instead. Why? People engage 10x more likely with employee profiles than with company pages.”
She also shows the way to do that by saying, “Invest in a “mini employee advocacy boot camp”: Get your 5-10 most engaged and representative employees a personal branding strategist and content writer. This expert team will polish the LinkedIn profiles of your employees, make them fit for the digital age and develop high quality, value adding and relevant content, which your employees will post from their profiles.”
6. Make the Most of Work Anniversaries
Aaron Orendorff, the Editor-in-Chief of Shopify Plus, makes the most of the work anniversaries of his LinkedIn connections. He says, “Thank people who send me work anniversary congratulations and ask them if they’ll help me by sharing a post.
It’s a three-for-one hack:
- It takes advantage of what is essentially spam but doesn’t make you pushy because they’re all sent in response to “Congrats on the work anniversary” messages
- I link to an original LinkedIn video, which makes engagement easy
- I provide a pre-loaded, click to tweet button, so again, super easy for them to engage“
7. Retarget on Other Social Channels
Josh Fechter, the CEO, and co-founder of BAMF Media uses a different tactic that no one has ever used. His key tip is to “Download your contacts from LinkedIn, then upload them into Facebook Business Manager as a custom audience to retarget them on Facebook and Instagram. This helps build a strong know, like, and trust factor with your audience.” Targeting your LinkedIn connections will help you build a long-term relationship with clients.
Which is the best LinkedIn marketing tip that you have ever received? Feel free to share it with us in the comments section below.