LinkedIn is a powerful search engine that can bring high-volume traffic to your profile. This influx could include professional connections and brand new clients as well since almost 6 out of 10 businesses are present on LinkedIn.
Let’s admit it; we have all used LinkedIn as our online resume at some point or the other. Business owners and content marketers are no exceptions to this. After all, LinkedIn is a powerful search engine that can bring high-volume traffic to your profile. This influx could include professional connections and brand new clients since almost 6 out of 10 businesses are present on LinkedIn, according to Backlinko. This is exactly why you need a LinkedIn content strategy. Let’s discuss this in detail.
Why do you need a LinkedIn building strategy?
With the advent of technology, the internet, and social media, the changes to our lifestyles and functioning are undeniable. One major change is the way employees are being recruited, and freelancers are operating. You no longer have to knock on company or client doors to get their attention. You can simply approach them with a few clicks. What’s even more revolutionary is that recruiters and clients themselves can find you.
Unfortunately, you aren’t the only one who has access to this incredible luxury. Millions of people all over the world share your ability to network effortlessly. Each of them is more hungry to land their next job or client than the other. In such a world, the need to stand out is paramount. Having a generic profile with just your work history and qualification is no longer going to cut it. You’re going to have to grab the attention that you deserve using visuals, SEO hacks, engaging copies, and appropriate connections. We’re going to tell you all about it in this article. But before we get to it, let’s learn a little more about the necessity and advantages of having a strong LinkedIn content plan.
Thought Leadership/Being an Influencer
Although LinkedIn is used primarily for job and client searches, it is still a social network at the end of the day. With all social networks comes the presence of influencers. Having a large following can be greatly advantageous because your content is worth paying attention to. As a business that is being built on the marketing of content, this can be invaluable. It also reflects on your thought leadership skills. Apart from that, it also indicates that your brand is marketable and that you know how to market it. Countless people have great social media content but have no awareness of marketing strategies and struggle to gain a following. These are all very desirable qualities in the eyes of prospective clients and employers and help build a larger network.
Sales and Leads
Although most social media sites are a great place to engage your salesmanship, LinkedIn is possibly the best place to do it. LinkedIn’s algorithm actively and organically offers you connections with people who engage in the services or products that you offer. This makes it easy to network with potential clients and market to them. This is where your content strategy comes in handy. If your content aptly and engagingly establishes your brand and services the moment someone connects with you, that’s half the work done. This paves the way for passive lead generation, which means that your content essentially generates the leads rather than you having to actively massage people or go out of your way to get their attention. With a simple call-to-action on your posts, you will have generated leads and sales just by having a strong LinkedIn content marketing strategy.
Once you have acquired leads and gained customers, managing your relationship with your customers is key to any business or profession. The more accessible you are to your clients, and vice versa, the more engaged your relationship can be. LinkedIn offers you an insight into the thoughts and behaviors of your clients and employers and allows you to gather data on how to market to them continuously. You can use these insights to gauge their preferences and take advantage of emerging trends to effectively cater to client needs by designing your LinkedIn content strategy accordingly. Most CRM solutions offer integration with LinkedIn, which makes your job simpler.
Let’s talk a little about putting the “network” in social networking. Yes, LinkedIn is a great place to gain clients and show employers what you’re made of, but its potential for collaborative initiatives is another important facet. Past a certain point, businesses require collaboration for growth. Having a strong content marketing plan showcases your products and services to other players in the same space. You can then collaborate with them and gain access to their followers, which is another way to generate leads and sales. Besides, it could allow you to understand the market better and diversify your marketing operations.
One of the undervalued assets that LinkedIn provides is its ability to generate traffic to your websites and business. Being a social media service, LinkedIn allows users to share content, which can go a long way in driving people towards your services and products. Having great content is the key to making the most of that feature. It’s not necessary that your content has to go viral. Even just a few shares can exponentially grow your traffic because each of those shares makes your content visible to all of their followers.
8 LinkedIn Profile-Building Strategies
So you know why content marketing for LinkedIn is important. Now, for the “how” of it. Here are eight LinkedIn profile-building strategies that can help you ace your Search Engine Optimization efforts.
1. Make the right connections
Don’t keep on adding people randomly. You must have an ideal client persona in mind and expand your network based on that. At the same time, connect with your peers as well because you may come across valuable pieces of advice from them regarding how to grow your business or improve your content. Also, don’t blindly send people connection requests. Introduce yourself. The two sentences you write as an introductory message can help build trust and ensure that the one you are connecting to knows who you are.
2. Optimize your profile
LinkedIn has a lot of scopes for you to optimize your profile, right from the headline section to your profile summary. But that’s not all. While you aren’t making use of keywords, customize your profile according to your target group. Focus on the profile picture and cover photo sections. Have a look at the example below:
Does the aesthetics or design matter? Of course. Visuals are the first point of contact.
So, what should you do?
- Use a high-quality, clear image that has a simple background. For your profile picture, use a close-up shot of your face. Don’t use a photo where you are looking grumpy or fierce!
- Your cover photo can tell your audience about your business. It can be a tagline, your website URL, and so on. Think big.
Remember, optimizing your profile with the right images is the first step to generating traffic.
3. Make use of LinkedIn SEO
LinkedIn SEO is not the same as Google SEO because the keyword types differ. On LinkedIn, it is important to make use of short-tail keywords. For instance, on Google, users will type ‘content writer near me’. But, on LinkedIn, it will be just a ‘content writer’ or ‘writer’.
- To find the right keywords, make a list of all the terms you want to rank for and use those with decent search volumes. For instance, when you type ‘content writer’, look at the results that pop up and analyze the keywords they have used.
- Make a note of the search volume by filtering it through organizations or people. You are generally looking for the number of results that show up when you search for a particular term. Now, see the results for 1st, 2nd, and 3rd-degree connections. Why? Because you cannot exactly see what others see when they are searching for a particular term, but this is the closest you can get, at least for now.
4. Post the right kind of content
When you start posting on LinkedIn, do not expect immediate traction. Be patient. Try a variety of content, including long-form pieces, infographics, short-form pieces, and more. Keep posting them and see which one brings you the best results. Also, try publishing articles on LinkedIn. It can trigger almost five times the number of views. So, you can simply re-publish your existing blog if your website SEO is not a priority at the moment. Lastly, always include a call-to-action anywhere in your article.
5. Think of a lovely profile copy
There is no rule that you have to keep it to the point or be boring. Just be you. Write copies that can turn into conversations. LinkedIn was built to help professionals connect, but that won’t happen if your profile is bland. You need to spruce it up. Make it appealing and interesting while keeping things professional. Write with your target group in mind.
- You have about 120 characters for your heading. Use SEO keywords to create a compelling yet apt headline. Okay, just because we asked you to be yourself, don’t go ahead with over-the-top headlines. This is not the space for that. Keep it simple, and don’t clog it with too many keywords.
- You have about 100 words for your summary, so make each word count. Think about what your clients want and create a copy based on that. But it should also resonate with what you do.
- In your ‘Experience’ section, write about what you did in a particular company and your role. It helps.
- Remember to use layman terms wherever possible because not everyone will know industry jargon.
6. A funnel of information
We generally wait for our connections on LinkedIn to make a move by sending us a direct message (DM). At least, that’s how it generally works. But, you can make it easier for them by creating a funnel. This is how you do it:
- When a person looks at the cover text, profile photo, and headline, they get an idea of who you are and what you do. If they want to know more, they move on to the summary.
- In summary, you can talk about how you can help a business grow. Talk about the common pain points and your solutions, and mention your main unique selling points.
- Next is the media section, where you can add links to your blog posts or even upload videos to help your clients understand why you are the right fit. Finally, have a call-to-action that will tell your viewers how they can contact you.
7. You need all the recommendations and endorsements
When you ask your clients, colleagues, and even bosses to recommend or endorse you, they are likely to include the keywords. So, ask your connections to endorse or recommend you. It also strengthens your profile. Next, LinkedIn has a wonderful option where you can add several skills that you are good at. Here, you can have three top skills, which should be your primary skills, and the endorsements you get will be based on these three skills.
8. You need all the engagement you can get
As mentioned earlier, when you start posting on LinkedIn, patience is the key to getting traffic, but you can easily engage with other members on the platform. Let’s say, when you comment on a post, your name will show in your connections’ main feed, and you will also become visible to their network, which in turn can expand your reach.
5 best LinkedIn Content Marketing Examples
You have all this great information to help you build your LinkedIn content plan, but it’s sometimes easier understood through some examples. So here are some of the best examples of LinkedIn content to help you with your creative spark and help you generate leads.
1. Using engaging infographics and statistics
It’s always interesting for customers and clients to gain insights into the products they’re engaging with. The content of this post is not ground-breaking, but it is short and visually appealing, which is attractive to viewers. Displaying statistics has the added advantage of exhibiting that you are knowledgeable and well informed about your industry. Besides, it could be interesting to note that bowties are not the most commonly worn apparel in this example. So such statistics allow users to recognize that people are using them and therefore creates interest.
Videos are a great source of engagement. Social video generates 1200% more shares than images and text combined. A short and engaging description of the video is paramount in enabling viewership. It’s best to create intrigue with the description, not give too much away and let the video do the talking. Another important aspect of posting videos, especially for content marketing, is to keep the videos short. We live in a fast-paced world with short attention spans, so short videos are more likely to generate engagement.
3. Lists and providing value
This is a great example of good content because it combines two important aspects of a LinkedIn content strategy.
- Providing value: Your posts don’t always have to advertise your services or products. Providing value to your connections is just as important as selling to them. It speaks about your brand and how you aren’t in the business of making money, rather than your interests lie in helping people via your products/services. This helps build relationships with your connections.
- Lists: Whether you’re using them to provide value or simply enlisting your favourite movies, lists, or “Top 10s” are a great way to engage your connections. Apart from this, they also make for a great place to access inputs of clients/connections by eliciting their opinions on the matter.
4. Incorporating Humour
Everybody loves a good chuckle now and then. Humour by far outperforms any other form of social media content. Incorporating humour into your LinkedIn content plan is certainly a good way to engage. The video in the above link does just that and notably expresses the humour in video format, which adds to the engagement. As earlier stated, posts don’t always have to be about making a sale. Engagement goes a long way in growing your network and contributing to your goal of growing your business.
But an important consideration to make is whether the brand of humour is aligned with your personal brand, and business image. This could prove to be detrimental to your brand, so use your discretion while engaging in humour.
Clients like to gain insights into the happenings of the business, how well the business is faring, and whether there is growth. It also draws their attention to what products/services other users are engaging with, generating interest. The reason why posts like this work are similar to the reason why posts with statistics work. It’s because they provide concrete numbers and also because they’re honest. You could also include screenshots of insights such as graphs to add to the credibility of the post. This type of post has the added benefit of allowing you to boast of your numbers and growth in a low-key manner.
We’ve told you why you need to bolster your LinkedIn content strategy; we’ve told you how to go about it and even given you some fantastic examples to get your creative juices flowing. So go ahead and find that client, land that interview, and grow your network. The LinkedIn world is your oyster.
- LinkedIn is a powerful search engine and networking site that is paramount to the success of a business.
- A strong LinkedIn content strategy can help with Thought Leadership, Sales and Leads, CRM, Networking and Generating Traffic.
- Ways to build an effective LinkedIn content plan
- Make the right connections
- Optimize your profile
- Post the right kind of content
- Engaging profile copy
- Funnel information
- Incorporate engaging posts and make use of recommendations and LinkedIn SEO for better results.
- Incorporate humour, insights, video posts, infographics to make posts more engaging. Also, ensure that you provide value to your connections.
Establish the right connections, use LinkedIn SEO, optimize your profile and post engaging, valuable, and well-designed content to funnel users toward your business.
Video posts, how-tos, and lists get the most attention on LinkedIn. Text posts between 1900 and 2000 words gain the greatest number of likes and comments.
It is important to consider time zones while posting, but in general, the best time to post is between 8 am and 3 pm. Maximum engagement is received between 9 am, and 10 am on Wednesdays.
LinkedIn recommends 20 posts per month, which is roughly one post per business day.
Yes, hashtags help with visibility. LinkedIn recommends 3-5 relevant hashtags per post.
Title of 40-49 characters
Do not embed videos
Write hot-to posts
Make use of headings and subtitles
Make use of images and visuals
Use a neutral tone