The Ultimate Content Promotion Guide for LinkedIn

With millions of monthly active users, Linkedin is a powerful business platform today. Not only this, but it is also a social platform that is being used by both big and small brands throughout the world. It is a niche platform that can be extremely useful if you want to generate leads. 

Brand awareness, shared promotion, and boosted conversions are all possible with a robust LinkedIn presence and a great network of first-degree and second-degree connections. If you want to know how to go about content promotion on LinkedIn, here is a cheat sheet that will guide you through the essentials of the platform. 

What Is LinkedIn Marketing?

The process of using LinkedIn for making connections, generating leads, improving brand awareness, building relationships with buyers, finding partnerships, and sharing content—all of this comes under the umbrella of LinkedIn marketing. LinkedIn has been successful in helping people expand their professional network and make connections with their target audience. It is undoubtedly one of the most trusted channels of content promotion.

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Not only is LinkedIn a great marketing platform, but it also offers its users access to a number of marketing tools. The individuals that you are interacting with on LinkedIn are on the platform because they mean business. What makes LinkedIn marketing interesting is its wide reach. It is the place where individuals seek job opportunities and hiring managers hunt for appropriate candidates to fill in work positions. 

You can also choose the type of account that best fits your purpose. While a basic account for users comes at no cost, there are premium accounts for professionals, recruiters, and job-seekers, available at a monthly subscription.

13 Tips for Creating a LinkedIn Content Promotion Strategy

LinkedIn might be a popular networking platform for business, but it can be quite daunting if you are not well-versed with it. The following tips will help you understand the platform better and help you put out quality content. 

1. Build a great profile

This is not exactly a content promotion tip, but it’s important nonetheless. Your profile is the first impression people have of you. Professional LinkedIn profiles can bring in high engagement. The first step in building a LinkedIn profile is using a professional photograph. A high-quality, non-pixelated photograph taken in formal attire will work well.

At all times, it is essential that your profile is updated. It is necessary that each section of your profile has been filled and your job status is up to date. This also includes any other professional details associated with your business.

2. Know your audience

This is an important part of content promotion on just about any platform. Only when you figure out who your target audience is, can you make your content promotion strategy precise and targeted. Find out who your audience is, what they care about, and how they will benefit from your content. 

3. Share widely 

Just by having a LinkedIn presence, you cannot expect your sales to skyrocket. In order to reach out to a large number of potential buyers, it is essential that you consistently and extensively share meaningful information about products and services in the form of posts. 

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Building connections on LinkedIn is the next important step. Send out connection requests to people you know personally and professionally. It is also okay to send connection requests to other industry professionals you might not know. But make sure that you send requests to the people/business profiles that are relevant to your business or industry. 

4. Seek help

Get your employees and sales team equally engaged in the process. When you are building a brand personality, it is important that the entire team optimizes their profiles and engages themselves in the content promotion process. Encourage them to share company-related posts and updates for greater visibility. 

5. Diversify your content

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Bring variety to the pieces of content you share. Avoid posting blogs after blogs or opinion-heavy articles, and instead, add a few list-based posts, videos, and other interactive content that compels your audience to engage. Polls are an interesting medium to invite your audience to interact with your business. Direct messages are a great tool in converting connections into clients. 

6. Use the right hashtags

Hashtags are a crucial element of any content promotion strategy on LinkedIn. Using too many or too few hashtags can hamper your visibility and outreach. Strike a balance between popular hashtags and those relevant to your business, when using them in a post. You can conduct a basic hashtag research using the search bar at the top. A maximum of five hashtags would be a good number to use in a LinkedIn post.

7. Make it impactful

Whatever you are sharing, it is essential that you craft compelling copy in the first place. Whether it is LinkedIn ad copy, a blog post, or a quick product update, it is important that you publish quality content that provides value and has a lasting impact on your audience. When creating a content promotion strategy for LinkedIn, remember that your copy should be clean, comprehensible, and informative. Tell your audience what problem you are helping them solve and how. Make them understand why your offer or service is beneficial for them. 

8. Don’t limit your posts to a fixed length

Experiment with the content that you post. Be it long-form stories, short, quick updates, or brief thoughts, do not let your audience feel that your content is monotonous and repetitive. When creating a post, vary the length of your posts, throw in infographics, and attach videos and links to external articles. Give your audience an eclectic mix of content.

9. Choose strong titles 

Your LinkedIn headline is more important than you think. It determines whether the reader will stay hooked to your content or simply move on to some other post. An impactful headline will aid your content promotion efforts, as it will reel the reader in and retain their attention. A few headline ideas are as follows: 

• If you’re sharing a personal story, make sure your headline reflects that. 
• Use numbers to create impact and add credibility to any piece of content. For instance: “How We Built a $3 billion in 2 Years” 
• Evoke emotions among your audience. These include joy, excitement, curiosity, fear, and more. 

10. Add a solid CTA

Do not forget to include a clear call to action (CTA) in whatever content you are sharing. The very crux of marketing rests on a well-framed CTA. The whole point of content marketing is to guide your audience to take the appropriate action. So be it a message or a post, make sure to add an effective CTA to your content.  

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11. Build a community

Do not focus your efforts solely on posting and sharing; engage with the content of other brands and businesses as well. This elicits responses from other individuals and brands, and initiates conversations. It also gives them an incentive to engage with your content in return. 

12. Make sure your content is optimized for search engines

Good Linked copy is always optimized for search engines. In order to rank well on search engine results pages (SERP), your posts should have an adequate number of well-researched keywords and backlinks. A complete profile that has custom URLs is also essential for ranking on search engines. 

13. Consistency is key

On LinkedIn, much like other social media platforms, your presence is what defines your brand’s personality and reliability. It is advisable to make a posting schedule you will stick to. This also affects the response patterns from your audience, as they will be expecting a post from you on specific days. Assess what time slot and days yield the best engagement for you, and create a schedule around it. Remember, LinkedIn values consistency more than frequency. 

Why Is Marketing on LinkedIn Important?

Now, let’s learn why marketing on LinkedIn is so crucial. 

1. Visibility

As one of the top platforms for B2B marketers, LinkedIn is known for bringing brand awareness more rapidly than any other platform. An optimized LinkedIn company page or business profile has better chances of ranking search engines. Simply having a LinkedIn profile increases your brand’s visibility within business circles. You can ensure that your Google ranking gets better by using target keywords in your LinkedIn bio and adding links to your blog and company website. 

2. Personal brand-building

If you want to be recognized as a business professional, you need to put yourself on the professional map. LinkedIn is the most suitable platform for building an online presence for your brand/business. With a professional photograph, a powerful heading, a concise bio, and links to your work, you will make yourself stand out in front of a recruiter, potential buyers, and other industry professionals.

3. Effective lead generation

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For businesses, LinkedIn is synonymous with lead generation. A study by HubSpot suggests that LinkedIn has one of the highest visitor-to-lead conversion rates. This means, your target audience gets converted into actual buyers faster on LinkedIn than they do on any other platform.

4. Establishing your brand as an industry leader

LinkedIn is the place where you can establish yourself as an industry leader. Get in touch with experts and influencers from your field of work; establish your voice among a network of industry experts; and observe successful businesses and individuals, and learn from them. LinkedIn groups are known for having important personalities from different niches. Network with key personalities in such groups, and you can gradually position yourself as an industry leader too. 

5. Context-related promotion

Since the focus of LinkedIn as a platform is business, your posts, messages, content, updates are right at home. An individual frequenting LinkedIn is already in a business mindset, and your content is in the view of such audiences and professionals. It ensures guaranteed interaction. 

Key Takeaways

• LinkedIn marketing is the process of using LinkedIn for making connections, generating leads, improving brand awareness, and converting prospective buyers into customers.
• LinkedIn marketing is important and powerful, as it offers more visibility to your brand, focuses on the context, generates leads effectively, and helps you establish a brand personality.
• The foundation of content promotion on LinkedIn lies in an updated and optimized profile and a robust network.
• Using the right hashtags and posting consistently is crucial to a successful Linkedin marketing campaign.
• Compelling copy with a clear CTA is indispensable when sharing content on LinkedIn.

With LinkedIn, there is so much quality content you can churn out. You can not only elevate your personal brand, but also shorten your sales cycle, thus focusing your energy and resources on getting new partnerships and finding lucrative opportunities. With this effective content promotion for LinkedIn, you can translate connections into relationships. 

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