In this article, I will be discussing about LinkedIn Marketing. Starting from the basics what is LinkedIn to how to marketing your blog on LinkedIn.
Following are the Topics that will be covered in this article:
- What is LinkedIn Marketing.
- Why you should use LinkedIn for Marketing.
- How to Create an Amazing LinkedIn Profile
- Building Connections on LinkedIn
- Create Content that Work for LinkedIn
- Finding Relevant Groups
So let’s start from the Basics.
What is LinkedIn?
A lot of people automatically assume that LinkedIn is just for hiring, jobs and professional networks. Although primarily it is that and serves the purpose really well.
I really want to show you how powerful and beneficial LinkedIn can be for a blogger in terms of content amplification.
As all of you might already know LinkedIn is like a professional social networking site and mainly used to build your professional networks. And, also primarily been used to build your professional career by getting relevant jobs.
Now it comes to why you should use it?
Why You Should Use LinkedIn for Marketing?
We know that the amount of organic reach that bloggers and publishers were enjoying on facebook was much higher than what it is today. But facebook is slowly moving towards a pay if you want to get promoted more. And, without paying facebook it is very hard to reach your own audience even if you own a page. It is making a lot of content publishers and marketers very uncomfortable to use facebook as the sole medium to amplify their content and which is where LinkedIn comes to the picture.
And, especially when you have B2B blog LinkedIn is a great place for you. The most important point is that because there is much lesser content that is being produced on LinkedIn compared to Facebook. The organic reach is close to 20% and can reach up to 60% if you publish content more than 30 times a month. So, 20% is massive compare to facebook which is in the lower single digits. Considering looking at all these things you don’t have to spend a lot of money to reach your audience. Linkedin is a great place for you to do that.
The Next very important point is that
The intent behind people on LinkedIn is much clearer than for people on Facebook, Twitter or any other social media sites. The reason why people come to LinkedIn is very clear and is very different compared to Facebook. Facebook and Instagram are mainly there for entertainment purposes. This reflects the fact that conversion can be 3times as much as it is on facebook or twitter or Instagram. So, if you are getting 1% of the conversion rate on Facebook you might be getting 3% of the conversion rate on LinkedIn. If you are running any kind of lead campaign as such LinkedIn can be a great place for you to do that.
Linkedin claims that there are 60 million senior-level influencers and 40 million decision-makers. So even if 0.01% of that is your audience that is more than enough for you to start marketing your content and create that sense of authority and credibility to the people who matter the most which are the decision-makers and the senior level influencers.
So, there is a massive opportunity for you to prove your ability and credibility on LinkedIn.
If you are into B2B or recruitment, Linkedin can be a great source for leads. But, more importantly, if you are a blogger I think all of these factors make it a great platform for marketing your content.
So if you are not on Linkedin. You should be totally getting on Linkedin.
Now you understood about Linkedin. It is also very important to create an Amazing Linkedin Profile.
How to create an Amazing Linkedin Profile
- Start with a good profile picture and a background image.
- The profile headline is prime real estate on your profile, make the most of it.
- Turn your summary into your story and spice it up with your achievements.
- Personalize your URL.
- Linkedin is as much a search engine as Google, use keywords in Summary/Experience.
- Make experiences section rich with data.
- If you are looking for jobs or clients on Linkedin aim for recommendations & endorsements.
- Try to maintain some level of activity on Linkedin sharing posts and participating in groups.
So, now you have set up an amazing profile.
Now it’s time to build connections.
How to Build Connections on Linkedin
Have you ever thought why connections are important? Your connections are the people who are going to help you in amplifying your content. So, it becomes very obvious that the more connections you have the better the chances of amplifying your content.
So, the idea here is to create a very responsive personal or a professional network. This means people who are in your connection they have to engage with your content, share your content or give you feedback.
Always keep in mind to go out and find out people who are active on LinkedIn regardless of what they are doing on LinkedIn. As long as they are active on LinkedIn that’s all that matters because if they are active then there is a good chance that they will engage with your content.
How to create content that works for LinkedIn Marketing
You cannot treat LinkedIn like any other social network. It is all about providing professional and business value. You need to create and share content that only helps your connections in professional or in a business sense.
Remember, LinkedIn has a great reach so do not abuse it by putting content that is not relevant to your connections. I think creating content specifically for LinkedIn is a great idea.
When you go to your profile, LinkedIn allows you to publish content in two different formats. One is usually the shorter format and the other is the longer form content which is like your blog post.
So, the idea of creating content on LinkedIn is pretty simple. You should be an expert in a particular field. Always share curated useful content that will teach your connections to pay attention whenever you share content with them.
How to Find Relevant Groups
You know that LinkedIn has more than 2 million groups. Most of them must be worthless for you but you should find out relevant groups that are beneficial. But at the same time, you have to be super specific in joining these groups only because LinkedIn right now allows you to join up to 50 groups. So you need to ensure that the groups you are joining are super beneficial to you.
A lot of groups you must have seen they try to promote their products or services. I would suggest you not to join such groups. You need to be looking for groups with a lot of discussions and a lot of engagement that is having.
You can also use search bars to find extremely relevant groups. And, you might also observe that for high-quality groups you might have to request to join and it might take a while to accept your request of joining a group. This is a good sign of quality in terms of the group and the discussions that they are having.
So, again I would repeat join relevant groups. Since you have only 50 groups to join it becomes more important for you to be finding groups that make sense to you.
Once you have joined a group, you should be functioning and value-adding member of a group and not a spammer. There is a thin line between marketing and spamming and a lot of marketers are dwelling on this line. You must understand the difference. A marketer provides values whereas a spammer only tries to take value out of the group.
You can provide values to the groups in the following ways:
- Don’t only try to promote your post that is not why you are there.
- First start spending time by liking, sharing and commenting on other people’s posts. So, that way you kind of warm-up you what kind of person you are.
- Now, once that is done share something that is extremely useful but which is not yours but relevant to that group and try to start a discussion. So, when you try a discussion you will try to understand the kind of people that there are in the group.
- Then you can also start adding them into your connections.
So, always try to add a lot of values before trying to take value from them.
Few tips to build connections and amplify content
- Follow LinkedIn influencers and engage with them. Influencers have large followings and LinkedIn prompts them to share, create, curate content on their following. The best way to get a lot of connections is to engage with them.
- Before you publish on your blog ensure that there is a LinkedIn share button.
- LinkedIn has joined the video bandwagon. It will be extremely wise for you to leverage it.
- Send inmails to your connections and even to non connections.