LinkedIn is the largest professional social network in the world, with a whopping 756 million users. Let's talk about how you can utilise that as a marketing opportunity.
In 2021 thought leadership content is more important than ever, with the recent rise in home working leading to LinkedIn seeing its most significant jump in DAU since 2011. Among that vast active audience are tens of millions of decision-makers, making it a massive opportunity for B2B marketers, yet LinkedIn influencer marketing remains largely underused.
Through the large variety of media available to post, from articles, lives and Q&A’s to podcasts, the opportunities to build important connections are seemingly endless. However, it is easier to create relationships through lots of small interactions over time; those following an influencer will see their content every day. This creates an untapped opportunity to build trust and emotional connections with your target audience.
It is still relatively rare to see B2B marketers pushing themselves and their products on LinkedIn, especially in comparison to Instagram or Tik-Tok. That suggests the time to get involved is now, as like those other platforms, once the trend becomes saturated, ROI will gradually decrease. So what is the best way to get started?
5 Top Tips:
1. Choose your platform
Use your personal page to post influencer content rather than your company page, as this is more personal and more likely to allow you to build trusting relationships. Often promoted posts from businesses can be blocked, especially if you try posting in relevant group pages, so this might be something to avoid. Similarly, if you share a video, it is better to upload directly to LinkedIn than to link to YouTube or similar. Don’t forget to tag your employees, your main page and relevant hashtags in your posts though!
2. Post the right amount of content
You need to be active to maintain a following, but there is such a thing as overkill, so what is the optimal number of posts? Onalytica researched the top 100 B2B and industry influences on LinkedIn and found that influencers posting 10-30 times a month received the highest levels of engagement, on average 79 engagements per post. Any less and this drops by half, and any more it drops by almost a third. So in light of this research, starting with posting 3-4 times a week and tracking your engagement seems to be a good place to start
3. Follow the 4-1-1 Rule
Joe Pulizzi of the Content Marketing Institute suggests, “For every one self-serving post, you should repost one relevant post and most importantly share four pieces of relevant content written by others”.
Creating this balance will help show that you are catering to your audience and giving them insights that will be helpful to them, not just self-promoting – your feed shouldn’t feel like one big advert. This other content can be news, trends, studies or posts from other influencers. Plus, if you share relevant content from other thought leaders and tag them, they might just share yours back!
4. Multimedia is a must
All the research shows that varying your content is vital. Articles with images get 94% more total views, and 72% of people prefer watching videos to learn about a new product or service. So why not try LinkedIn live too? This more authentic, real-time interaction is preferred over a social post by 82% of people. On average, lives receive 7X more reactions and 24X more comments than native video produced by the same broadcasters. A mix of photographs, captions, story posts, live videos, podcasts, Q&A sessions will keep your feed really fresh and engaging.
5. Track your progress
If you head to the ‘Posts & Activity’ section on your LinkedIn, you can find out which posts have performed better than others, where in the world people are viewing your posts from, and what job titles are interacting with your posts the most. This information can help discern whether your posts are gaining visibility with the right people. For links you have shared, use a tool like Google’s free UTM builder to track clicks, visits and conversions to see what works and what doesn’t. That will help narrow down what kind of content is most successful on your feed. Finally, take notes from your more successful posts. Did you use a relevant hashtag, was your post especially topical, did you tag a popular influencer? Find out what has worked for you and keep doing it!
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