how to maximize content on linkedin
TRANSCRIPT
Increase Website TrafficWhen it comes to social media marketing, many
brands focus their energy and resources on
engaging their customers and leads on Facebook
and Twitter. However, if you’re just focusing on
these social media outlets then you may be missing
out on an important opportunity to reach more
qualified leads.
LinkedIn offers excellent opportunities for brands
from various industries to reach both B2B and B2C
customers. Marketing on this platform for
professionals requires a bit more than the
occasional update, however. Below, we’ll discuss
how you can maximize your reach on LinkedIn with
actionable tips you can start using today.
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5 Ways to Maximize Your Content Reach on LinkedInAre you taking advantage of all the opportunities that LinkedIn offers for reaching
your target market? Here are just a few tips for maximizing your content reach on
LinkedIn so that your brand can increase brand awareness, generate more leads,
and drive sales.
1. Share unique, relevant, and engaging content on your company LinkedIn pageYour company can use its LinkedIn page to reach new prospects and generate
continued interest in your brand. It can also be a great place to establish industry
expertise and build stronger relationships with your current customers.
To do this, however, you need to create content that is relevant and valuable to
your audience.
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Here are just a few types of content
that you might share on your
company’s LinkedIn company page:
• Blog posts on your target
audience’s greatest challenges and
issues
• Registration information for
webinars or webcasts
• Invitation for a free demonstration
or consultation
• Links to relevant e-books,
whitepapers, or case studies
• Relevant industry articles from
reputable third-party sources
• Bright and attractive infographics
and other relevant visuals
1. Share unique, relevant, and engaging content on your company LinkedIn pageIn addition to sharing content on
LinkedIn, make sure that you are
also engaging with your
followers and responding to
comments or questions. This
helps you build stronger
relationships with leads and
customers, which in turn can
drive sales.
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2. Publish content on LinkedIn’s publishing platformWith all the places that your company publishes content, you may wonder, why use
LinkedIn’s publishing platform? One of the greatest advantages of LinkedIn’s
Publisher is that any content you post through the platform is searchable by
keyword in LinkedIn’s search box. This allows your brand to expand your reach on
LinkedIn by connecting with individuals who are searching for content that is
relevant to your brand.
You can publish a wide range of content via LinkedIn’s publisher, but there are some
topics that you might want to focus on:
• Unique insight or tips relating to trends in your industry
• Lessons that you have learned over the course of your professional career
• Professional expertise and experiences that may be relevant to your audience
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2. Publish content on LinkedIn’s publishing platformFor best results, try to publish original content on LinkedIn Publisher on a monthly
basis or more often if you have topics that you are passionate about. When
publishing content, remember to link back to relevant pages of your website and
blog or any other useful content you are trying to promote such as e-books and
whitepapers.
To see what is popular in your industry, check out LinkedIn Pulse. This can help
provide a little inspiration to get you started as well as give you a clearer idea of
what the most clicked on content on LinkedIn looks like.
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3. Create engaging visual content on SlideShareLinkedIn acquired SlideShare in
2012, and this platform has since
grown to become a popular place
for sharing diverse types of
professional content. According
to LinkedIn, about 70 million
professionals use SlideShare to
quickly learn more about the
topics that are important to them.
The site boasts over 18 million
uploads in 40 different content
categories, making it a great place
for brands to connect with
potential customers and clients.9
3. Create engaging visual content on SlideShareThere are a variety of different types of brand content that you can share on
SlideShare, including:
• Webinar and conference recordings with the accompanying presentation slides
• Tips and How-To guides for your company’s products and services
• Company presentations on topics that are interesting and relevant to your
target audience
• Infographics and other stunning visual content
• Influencer videos or other company videos containing relevant and unique
content
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3. Create engaging visual content on SlideShareIf you are going to use SlideShare to increase your LinkedIn content reach, it’s
important that you post weekly or monthly to keep your followers engaged. The
platform makes it simple for you to organize content into playlists and add lead
forms into your presentations to help with lead generation. In addition to forms,
you can also link back to your website.
Not only does SlideShare help you capture the attention of new leads, but it can
also help your company establish authority. The more relevant and useful content
that you publish on SlideShare, the more opportunities you have to build brand
recognition and demonstrate your industry expertise.
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4. Become active in industry groupsThough many brands understand the importance of social media, some forget one
of the most important aspects of social media marketing – engaging with your leads
and customers. LinkedIn groups are one of the best ways to join the conversation
and engage with others in your industry.
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4. Become active in industry groupsParticipating in groups is a great way to not only better understand those who need
or use your product or service, but also help establish thought leadership in your
industry. Here are a few key guidelines for participating in industry groups on
LinkedIn:
• Avoid self-promotion. These groups are a forum for discussion, not a marketing
platform.
• Share your experiences and contribute important insight. This helps you
establish thought leadership and encourage community.
• Spark conversations. If you don’t see a conversation about the industry trends
and challenges that you’re most interested in, why not start one?
• Get a feel for the crowd. While you are in these groups, you can ask questions in
order to help you better understand sentiment among your target audience.
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4. Become active in industry groupsTo get started, you can create a group for your company. Get others in your
company involved by assigning ownership and tasks to different members of your
team. Be sure to monitor these posts daily and respond to any questions or
concerns. To get others to join, promote your LinkedIn group on other social media
channels.
In addition to starting your own group, you can also participate in existing industry
groups. By initiating conversations and engaging with others in your industry, you
will gain important insight while also establishing your company as a thought leader
in the field.
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5. Promote your brand with sponsored updates
LinkedIn sponsored updates allow your
company to reach a targeted audience
of professionals outside of your group
of company followers on LinkedIn.
With direct sponsored content, you
can share relevant and engaging
content right in your feed. This type of
sponsored content allows you to
create personalized messaging that
works to interest and engage specific
target audiences. You can also test
different types of content in order to
optimize results.
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5. Promote your brand with sponsored updatesSponsored updates help you generate more quality leads while also having the
added bonus of allowing users to share the content they like best with their peers
on LinkedIn. Here are just a few types of content you might use for your sponsored
updates:
• Company news or updates, including job openings
• Some of your best and most popular blog posts
• Industry news and research that may be of interest to your audience
• Relevant case studies or white papers
• Webinars and other content that your company’s executive team has produced
• Eye-catching infographics and other relevant visuals
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5. Promote your brand with sponsored updatesThe most successful sponsored posts are typically short and sweet with engaging
visuals. It’s also important that you make sure that your landing page or website
(wherever the content leads to) is optimized for mobile devices as much of the
engagement with sponsored updates comes from mobile device users.
You can also add URL tracking codes to your sponsored posts in order to measure
post-click engagement. These codes track site visits and conversions, giving you a
better idea of how your sponsored content is performing overall. Be sure to
periodically look at your engagement metrics so that you can focus more time and
resources on the audiences that are most likely to engage with your content.
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