use for your business, most people tend to automatically think of generating leads from Facebook, or Twitter, starting on Instagram, & one of the last places people to think about is that powerful business network that is right in front of your nose ; LinkedIn .Sure, LinkedIn, when looking at Monthly Active Users ( MAU ), is not the biggest mạng xã hội network out there. LinkedIn has around 310 million MAU, compared to 330 million on Twitter, 2.7 billion on Facebook or the một billion on Instagram .But the audience is one of the most lucrative ones .
Facebook, Twitter và the rest are crowded và noisy. And while there was a thời gian that it was definitely a lot quieter on LinkedIn, LinkedIn right now is starting to become busier as well .BUT, unlike Facebook where most people still go to kết nối with their friends or watch funny video’s, LinkedIn is a destination for people to kết nối with likeminded people in their industry & to learn about their industry .So if you’re looking for a place to drive qualitative B2B lượt truy cập to your trang web or blog this is THE platform .Research by Econsultancy a couple of years ago already stated that“ LinkedIn is now responsible for a staggering 64 % of all visits from mạng xã hội truyền thông channels to corporate websites. ”
Even more so sánh, the overall decision-makers in most companies ( CEO’s ) use LinkedIn the most of any public mạng xã hội network, the same holds for 41 % of millionaires .The LinkedIn audience has been proven to be highly engaged with nội dung – 6 out of 10 users actively look for industry insights .We can go on và on, but you probably understand by now that the LinkedIn platform gives your brand access to a whole host of educated, skilled và influential people with a high tìm kiếm intent ( when you visit LinkedIn you already have your industry cap on và are actively seeking knowledge ) .So if you want to reach those people who aren’t that active on most other mạng xã hội networks, but could have a significant impact on your organisation’s sales, it is thời gian to start taking LinkedIn seriously. It used to be that creating a valuable relationship with these people was extremely difficult, though, they were swamped, & there wasn’t more than just the InMail công cụ to start building a relationship .However, LinkedIn has made some significant changes kết thúc the last couple of years và makes it super easy to start using it for your nội dung marketing right now .You can :
- create long-form content using LinkedIn articles or LinkedIn Pulse
- post interesting content to the newsfeed
- use stories to show the human side of yourself or your brand
- use slide decks to create high engagement carousel posts to educate your audience
- or use bits of advertising budget to push them out to your target audience to generate leads for your business just to name a few
In this article, we show you how you can make the most out of LinkedIn for your ( small ) business .
What is LinkedIn Marketing
LinkedIn is a bit different than most mạng xã hội networks .Most mạng xã hội networks are focused on the ” fun ” things you bởi in your spare giây phút, while LinkedIn is focused on building business relations .As a result, when you want to vì marketing on LinkedIn, you need to think more along the lines of making connections with ( potential ) clients, generating leads, improving your brand awareness, foster business relationships & partnerships, sharing nội dung to generate thought leadership & lastly drive lượng truy cập to your trang web .With all the recent changes in 2020, it is becoming more và more of a fun place as well, though, but the focus is still on companies & growing your business .As a result, LinkedIn should be an important part of your companies marketing strategy if you want to become more successful .When you use LinkedIn to market your business, you gain access to useful features related to analytics, connections, và brand-building, etc. ( Don’t worry, we’ll reviews all of these & more in-depth momentarily. )
Why LinkedIn should be an important part of your marketing strategy
LinkedIn is a place for learning, for growing yourself và your business, people come to LinkedIn not to be directly sold too, so sánh if you want to be successful, you should create a solid ( nội dung ) marketing strategy .Nội dung marketing, as you might know, is about solving the same problems that your sản phẩm or service solves only through the truyền thông you create và promoteIt’s not about blatantly pushing your business, spamming và trying to hard sell ; it’s about helping others .Surveyed B2B marketers said that LinkedIn is responsible for 80 % of their mạng xã hội truyền thông leads, though so sánh if you want to be successful on LinkedIn, it requires a little bit of a different approach than on other platforms to get the results that you want .But when used appropriately, LinkedIn is an effective marketing công cụ that can take your business to the next màn chơi .
LinkedIn Marketing Goals
Before we get to work on producing nội dung for your LinkedIn Content Marketing strategy, we first need to figure out how we can effectively reach this highly targeted audience that LinkedIn has to offer .And for that, we need to phối a nội dung marketing approach driven by these goals :
- Be interesting. You might be included to start sharing your white papers as the primary driver of your LinkedIn Content Marketing strategy. However there is so much more to offer, you can spark conversation around a news event or a conference you’re attending. Maybe you can share some of the latest insights provided by an industry influencer, create some funny graphics about work-life, or share funny graphics by others and add your remarks to them.
- Be helpful. It all starts by being helpful, producing content that presents new knowledge (to make your reader appear smarter) or that can assist in professional decision making.
- Help them help others. Content professionals on LinkedIn are always on the lookout for content that can benefit their professional network. Make sure you’re considering the shareability of everything you distribute on LinkedIn.
- Help them help themselves. When someone shares your compelling content, it makes the sharer seem smart, well-informed, talented, etc. People on LinkedIn are always looking to enhance their brand, so make it as easy as possible for them.
- Focus on achievements. You should remember that the readers of your content on LinkedIn are consuming and sharing content to further their careers. Feed their desire for professional accomplishment with your content.
- Be everywhere. Since the rise of the smartphone years ago, more and more people are consuming your content on different devices than a desktop. LinkedIn is no different, already in the first quarter of 2014, 43% of traffic from LinkedIn members came through mobile. If your content is not readable (not enough paragraphs) or if the visuals are unclear on mobile, you will lose trust and readers.
LinkedIn marketing tips for growing your business
Get noticed with LinkedIn’s Publishing Platform
One of the strongest elements of a good marketing is that it is personal. You can chia sẻ updates via your Linkedin’s Company page ; There is no option yet to publish long-form nội dung ( more on that later ), this gives a quality opportunity. This lets you use your companies strongest assets, your employees .It helps empower your employees và at the same thời gian gives a chất lượng insight into your company. This, however, doesn’t mean you can’t chia sẻ the nội dung of your employees on your business page .
Benefits of LinkedIn’s Publishing Platform
#1 Position yourself as a thought leader
This one might seem lượt thích a no-brainer, but still, one of the main benefits of the LinkedIn Publishing Platform is, of course, that it allows you to position yourself as a thought leader in your industry .Publishing nội dung on LinkedIn adds credibility to your skillset & expertise. It is not just you saying “ I know something about Content Marketing ” for example, but it allows you to showcase your talent. This, in return, will help you to make your sales easier, because people trust you more .
Familiarity breeds trust ”, when you và your company show up consistently in the newsfeed you will build trust, & trust brings business. Being active on LinkedIn và investing in my network brings me consistent leads
Jenny Björklöf – LinkedIn Trainer and Co-founder & Community Manager Freelancers in Belgium
#2 Reach a relevant audience with a high search intent
As we stated earlier, the people on LinkedIn are a highly targeted audience phối. At first, since the first people seeing your nội dung will be your direct connection, but second, when they start to engage with your nội dung, their connections will start to notice your expertise & your nội dung as well .Thes e are the people you would lượt thích to notice your nội dung, of course ! After all, you already did business with them in the past, or they are leads to your business. What better way to get on their radar by showcasing your talent ?
#3 Your content is displayed on your profile
One of the great features from the LinkedIn Publishing Platform is that it showcases the nội dung you created on the top of your profile. This means that when a potential business client or someone else views your profile, the first thing they will see is the nội dung you published .By creating great, engaging copy, you can impress them enough with it that it will help you close your next khuyến mãi faster .
#4 Extend your content’s reach by engaging “followers”
When nội dung resonates through the mạng xã hội graph of LinkedIn, it will get picked up by people who aren’t contacts of you yet. If they lượt thích what they see, they can always cơn sốt the “ follow ” button .By having more followers, this will increase your content’s influence và reach, và it has the potential to show up in more people’s newsfeed. By extending your reach to people who are no direct contacts yet, you can attract the attention of hot nhất potential connections, helping you to grow your leads for không lấy phí .
How to publish on LinkedIn’s Publishing Platform
LinkedIn makes the creation of unique nội dung super easy .After you’ve logged in to LinkedIn at the top of the page, you will find the option to chia sẻ an article, photo, or cập nhật. But there is also the option to “ Write an article ” as you can see from the screenshot below :
After that, you can immediately start viết bài in the field presented to you, add a headline that will urge your readers to nhấp chuột, & add a compelling visual that will be used as featured visuals & you’re good to go .Of course, you don’t always have to write nội dung from scratch, & you can reuse existing nội dung that you’ve already published somewhere else ( make sure it is not a one-on-one copy though ) .When it is ready to publish, LinkedIn will take care of the formatting, so sánh it will always look great on their platform .
What to publish on LinkedIn’s Publishing Platform
Although the process of publishing is super simple, you still need to have nội dung to post of course .So what type of nội dung works best on LinkedIn ? Like we said in our intro, according to LinkedIn themselves, six out of ten LinkedIn users are most interested in reading about insights of their industry. After that, 53 % are interested in company news, và 43 % are interested in hot nhất products & services .The good news, you can “ steal ” your existing nội dung, add relevant industry insights ( if you did not vì so sánh already ), cơn sốt “ publish ” & see yourself và your leads grow quickly .
Use LinkedIn Stories to show a raw glimpse into your business
Rolled out at the over of October 2020, LinkedIn finally jumped on the “ stories ” craze that so sánh many companies have done before them .LinkedIn Stories is a fantastic công cụ for companies to invite their connections, clients & prospects to get a more relaxed, behind-the-scenes look at their business .
What are LinkedIn Stories?
You probably used the stories feature before on Instagram, Snapchat or Facebook so sánh you might already be familiar with the concept .LinkedIn Stories is not that different than all the other platforms, it’s an easy và highly engaging way of sharing a small piece of nội dung with your audience on LinkedIn .And just lượt thích all the other Story features on other platforms, they expire within 24 hours .For now, it is only available on điện thoại though, you can recognise them by the little circled heads of you, your connections và the brands that you follow just beneath the tìm kiếm bar .
How do LinkedIn Stories work?
Using LinkedIn Stories is quite intuitive. To create a hot nhất story, open the LinkedIn tiện ích on your mobi phone & scroll lao dốc a little bit ( sometimes it is right at the top underneath the tìm kiếm bar, sometimes you have to scroll past the first normal post ) và tap the little circle with your LinkedIn avatar. If you’re the administrator of a LinkedIn company page, there will be little circles for those as well :
After you clicked on the circle for who or which company you want to create a story, you can choose two types of nội dung. You can take a photo or record a đoạn Clip using the camera in your phone or you can upload a photo or Clip from your gallery. ( videos can be a maximum of trăng tròn seconds long ) .Of course, if you truly want to stand out, your work is not done yet. As you can enhance your photo or video clip by :
- adding text overlays as captions to explain what is happening in your content
- tag a connection of you on LinkedIn in your story (their name will show up on the screen)
- add stickers from a selection of illustrations and animations
- Share LinkedIn’s “Question of the day” as a conversation starter.
After you cơn sốt that post button, your story will be shared to your followers và they are able to chia sẻ your story to their connections .Since most people probably still use LinkedIn from their desktop this might be a small inconvenience as you can’t post or view them yet on your desktop .Unless …Once a connection reacts to your story, you will see a screengrab of that reaction in your messages inbox. If you view that message on your desktop, you can nhấp chuột on the screengrab & it will play in a window .Copy the URL at the top & you over up with a permalink to your story, a link that you can add to a normal post encouraging people to watch it within the next 24 hours. This will really increase the visibility of your stories !
What makes a good LinkedIn Story?
As ( LinkedIn ) Stories gives you the ability to show a raw glimpse into the life of you or the life of your company you should not just go on selling your hàng hóa or service. If you want to create a LinkedIn story that is worth looking at, that is worth engaging with be sure to :
- Be real; because of the quick easy to digest format, there is a certain charm to Stories that is less scripted than a normal video or polished team picture you might share. People like to watch and interact with companies and with individuals when there is a certain authenticity to it. Don’t worry about it being the perfect picture, worry about showing your true self
- Deliver value; just like any other (content) marketing message you share with the world, Stories should always bring value to your audience. So share tips, advice, knowledge, entertainment or insights. Don’t just post because you feel you have to, because if your audience doesn’t get value out of it, they will skip your Stories in the future.
- Selling last; this feature is called “Stories” for a reason. Telling stories, delivering value is not something you achieve by just using it as another place to push your standard (scripted) sales message. Focus on your story first and maybe you can sell a little bit…last
6 ways to use LinkedIn Stories to enhance your brand
Out of the 760 million global LinkedIn users, only around một % of them chia sẻ nội dung on a regular basis. And because LinkedIn stories is still such a mới nhất ( và for most people untested ) feature. The people that are currently using LinkedIn stories is even less .This means there is an excellent opportunity to cut through the noise & put yourself in front of your company or your brand at the top of your connections ’ & followers ’ eyes .You can vì this by :
- Taking people behind the scenes of your workday or how your company creates things
- Showing the people behind your brand
- Enhancing your recruitment strategy
- Making your content easier to digest
- “Live” Broadcasting from Events
- Hosting Q&As
Engage With Influencers on LinkedIn Groups
Another great way on LinkedIn to engage with people is by using LinkedIn Groups. LinkedIn Groups are a great place to find people from the same industry, with the same interests as yourself but who are likely not yet a connection .The goal of a LinkedIn Group is to create a place for unique industry discussions. Although they seem a bit forgotten with all the updates LinkedIn has been releasing to their platform in the last year, LinkedIn Groups are still very powerful .By going to the ” discover nhóm section ”, you can identify & join relevant groups for you, that gives you access to all the influential people in your industry .Choose the most relevant groups for yourself và your company, depending on how much giây phút you can spend ; you can join as many as possible, or maybe even create one yourself .Next up, is regularly contributing value, insights & ideas. Groups are a great way to chia sẻ your nội dung, but even better don’t just post your nội dung và run away, it is about building real và lasting relationships with the people that matter to your business .So add value to these groups, post interesting articles from others that you found trực tuyến, contribute in the discussions, và mostly just add value. Only by adding value, without expecting anything in return can you build those lasting relationships .
The benefits of publishing to LinkedIn Groups
The power & advantages of LinkedIn Groups are bigger than just the ability to chia sẻ nội dung & potentially meet important industry people. If you join the right groups, you can talk directly to people organically without paying for any ads ( ideal for small business with a limited budget ) .You can use these conversations to engage with a community và ask them for feedback on topics or ideas or contribute your thoughts to other industry-leading surveys .Using LinkedIn Groups to get feedback is one of the most powerful ways you can use them. Candid ra mắt are difficult to come by these days .Make sure to be active in a nhóm for some phút giây though, & helping others before asking anything in return. And don’t use this as a sneaky way to promote your nội dung by posting “ I just wrote this blog post, what vì you think ? Discuss below ! ”. That is not asking, that is self-promotion và is something that is frowned upon .Another great benefit of a LinkedIn Group is that as the owner / moderator of a nhóm, you can send messages to your nhóm members for không lấy phí once a week. Members have to opt-in for this with the groups they join, but our experience is that they usually vì this .This is an excellent opportunity to get your nội dung to a highly targeted audience without the need for building up your tin nhắn subscribers danh sách. You can use this to notify your members of mới nhất, valuable, or popular posts in your nhóm, to continually re-engage them .Like everything you want to use this to bring value to your nhóm members first, và using this for lead generation, last .There is also the ability to sent a welcome tin nhắn to people after they join your nhóm. This helps mix you up as a nhóm authority và allows you to chia sẻ link to valuable resources ( including your sites ) as well .Lastly, LinkedIn groups can allow you to find out the nội dung of other people & learn from their thoughts, insights & ideas that you can include in your nội dung marketing. Or use this as a khung of curation to find nội dung to chia sẻ on your other mạng xã hội channels .
Use hashtags on LinkedIn to grow your client base
Since their inception in năm nay in the dế yêu phầm mềm, you could start to include hashtags in your posts that ” were tappable & lead to tìm kiếm results so sánh that you can discover other posts with the same hashtag ” .In other words, hashtags help you find nội dung on a specific topic that could be relevant for your industry .+ Plus, if you add hashtags to your nội dung, you’re making your nội dung discoverable to other people, including those that are not connected to you .You can also follow hashtags on LinkedIn, meaning that posts that contain a certain hashtag will start to appear in your newsfeed .
Hashtags are a great way to let the LinkedIn algorithm know what your post is about & the audience it is intended for. Usually, it will recommend ~ 10 hashtags you might consider using based on the từ khoá already visible in your post .I usually include most of those và a few more at the very bottom of my post so sánh it doesn’t interfere with the look & feel of my nội dung, but it gives LinkedIn the information it needs to distribute my nội dung to those it will be relevant for .
Hailey Friedman – cofounder of GrowthBar, the #1 SEO tool for growth
For now, hashtags và the ability to tìm kiếm them only work on nội dung posted on LinkedIn, so sánh it’s not working on profiles & company pages. If you include them in your profile or company page, people won’t be able to find them using tìm kiếm, và they also don’t turn into a xanh clickable link .The good news though is that they work excellent when posting nội dung .
How to use hashtags on LinkedIn.
You can use hashtags on LinkedIn :
- to your advantage when creating content so other people can more easily discover your content
- to find relevant topics where you can potentially add value and join the conversation
Let’s look at how you can use both ways to your advantage. First of let’s have a look at how you can add hashtags to the nội dung that you’re creating .
You can add hashtags to your LinkedIn status updates or posts:
You can add hashtags to your LinkedIn articles (also known as LinkedIn Pulse).
You can vì this simply by hitting the “ write an article ” option underneath your status cập nhật field .When you’re done, và you nhấp chuột ” Publish ” in the top right corner a pop-up window will ask you to “ tell your network what your article is about ”. You can then add a short intro about the article, including relevant hashtags. Do this right now though, as after the article is published, you can’t edit or remove the hashtags anymore .
You can add hashtags to your comments
Next up, is finding relevant nội dung to start interacting with. LinkedIn makes it rather easy to find hashtags of the topics that might be of interest to you as you can start typing them straight from the tìm kiếm bar at the top of the page .For example, when you type # contentmarketing, you get a danh sách of nội dung marketing related hashtags :
You can then select the hashtag that seems the most appropriate for you & your business, for example, # contentmarketingstrategy và by the clicking the ” follow ” button at the top of the page you can add the hashtag topic to your danh sách of relevant topics to follow :
Now go use this tactic to find relevant nội dung for your business, to help you find và kết nối with other people that chia sẻ the same interest & start responding và talking to these people that could be of clear value to you .Don’t forget to add relevant hashtags to your nội dung as you write posts và add comments, to make the most out of every piece of nội dung that you publish. Not sure which ones to use ? LinkedIn also has an autosuggestion feature that you can use .
Use the power of your existing network
Your existing are people that you’ve already built a valuable relationship with in the past. Why not use them to kickstart your tin nhắn newsletter ? By using the export contacts function in LinkedIn, you can create a. csv tệp tin with all your contacts :
- Click the My Network icon at the top of your LinkedIn homepage.
- Click Your connections on the left rail.
- Click Manage synced and imported contacts near the top right of the page.
- Under Advanced actions on the right rail, click Export contacts.
- You may be prompted to sign in to your account.
- Click Request Archive.
- You will receive an email to your Primary Email address which will include a link where you can download your list of connections.
You can then import these contacts in your Email Service Provider ( ESP ), or Customer Relationship Management ( CRM ) công cụ of your choice & liên hệ them outside of LinkedIn .Be sure to don’t automatically start including them in your regular newsletter from the start though ; you don’t want to spam your contacts và make them dislike you. Send a welcome gmail telling them about your business, make it personal và tell them if they want to be kept informed that they can reply to keep subscribed for example .
Send newsletters on LinkedIn
While not available to everyone yet, this is something to keep your eye out on. LinkedIn Newsletters ( previously series ) is a mix of articles you regularly publish on LinkedIn, typically about a specific topic ( lượt thích most newsletters ) .
People can “ subscribe ” to your newsletter, và the moment they bởi this, they will get a push, in-app và gmail notification whenever you publish a mới nhất article in the newsletter on LinkedIn .
Using LinkedIn company & showcase pages for your marketing
Although all the previous examples are examples focused on the individuals within your company & the action they can take to help your business to the next cấp độ & generate leads, there is also a way for company’s to showcase their brand identity on LinkedIn .Your company page should represent the highest-level information about your business .A Company Page helps LinkedIn members learn about your business, your brand, & job opportunities with your business. Company Pages are also an excellent way to establish industry expertise .If your company has different business identities, you can also use the “ showcase ” feature, to show different brand identities that are connected to your mother brand .
The benefits of LinkedIn Company Pages
When LinkedIn Company Pages were created, they were primarily used as landing pages for the Human Resource department of businesses .Although this is still one way of using your company page, your company page is also becoming the perfect place to drive business results, raise brand awareness, promote career opportunities & educate potential customers on your products & services. You can bởi this by sharing the nội dung of your employees created on LinkedIn, or by sharing nội dung created outside of LinkedIn .Think of your company page as your page you might also have on Facebook. It is an outlet next to your main trang web, which helps drive lượng truy cập to your site và provides an opportunity to promote your products, services và nội dung .Your LinkedIn Company page, as a result, helps you with không tính tiền ( although you can boost this with ads ) marketing opportunities và increases the credibility of your brand .If you don’t have a strong trang web yourself, you can also use this page as a way to promote the awareness around on your brand in tìm kiếm engines. By doing keywords research, you can identify the từ khóa that are important to your business, & you can include them in the copy of your page .
How to create a LinkedIn Company Page
Most businesses probably already have a LinkedIn company page. If this is true, you as a marketer should just ask the correct access to start creating nội dung on your company page .If you’re just starting though, you still need to create a page. And just lượt thích publishing an article on your profile, the creating a company page is pretty straightforward ( you bởi vì need a personal LinkedIn profile for this though ) :
- Go to the “Add a Company” page, and enter your official company name and your work email address. (LinkedIn will send you an email to verify the creation of this page and that you’re eligible to create your Company page). Alternatively, you can also go click the Work icon in the top right corner of your LinkedIn homepage, and then click “Create a Company Page”. You’ll also select this option to create a Page for a school.
- Fill in your company details (mandatory fields are the industry that you’re operating in, company size, and company type)
- Add a banner, logo and tagline
You can now nhấp chuột “ Create Page ”, & your mới ra LinkedIn Company Page is trực tuyến. After your company page is trực tuyến, don’t forget to add some more info to your company page so sánh people can get to know you better .
- Create a company description. (You only have a maximum of 2K characters to describe what your company does and why someone should follow your brand. Be sure to include your Value Proposition and that you’re using your company’s brand voice.
- Add a cover image for your page (recommended size 1128 pixels x 191 pixels)
- Add the location of your company
- Add a custom button to your company page
- Adding hashtags that are important to your business
- And finally your first post
What to do on your LinkedIn company page, and what are some best practices?
As with everything trực tuyến, just because you “ build ” something doesn’t mean people will come. This also holds true for your LinkedIn Company Page, just because you have one doesn’t mean that followers will come. You can boost your chances of success, though, with the following LinkedIn business tips & strategies .
#1 Use the power of your employees
The biggest part of this entire post is dedicated to empowering your employees so sánh that they will make your company stand out from the crowd on LinkedIn. Your company page is no different. You need your colleagues, your employees ; they are your biggest và first brand advocates. By adding them as followers to your page, you can indirectly make use of their network .By asking them to add your ” Company Page ” to their profiles as the current place they work at, they will automatically turn into followers of your page. Making it easy for them to get noticed about any posts you make so sánh they can easily chia sẻ it with their following .
#2 Let your brand personality shine through on your page
Just lượt thích your companies Facebook page, your Twitter profile page, etc., LinkedIn offers the ability to adapt your company page to let your brand personality shine through .By using the phong cách guides you created for your visual brand, you can make your banner image more creative .Ask yourself why someone would want to be spending giây phút reading your company profile ? Include relevant link to your trang web, your blog, và so sánh on .
#3 Provide valuable content
Your brand personality is mostly not enough for the static parts of your company page to keep people interested. The best way to grow your audience & to keep your followers interesting is by providing value to them .Try posting different types of nội dung that your target audience might be interested in. Things lượt thích company news, thought expertise, the nội dung created by your employees. Make sure to be consistent with posting, & posting regularly, & phối it up .Next to that, try to actively engage with your followers by asking them what matters most, or what they’d lượt thích to see .By making it as attractive & valuable as possible, you for sure will be starting to amass more followers & gain company recognition end thời gian .
Using LinkedIn Groups for your marketing
We’re not sure what your experience has been kết thúc the past years, but a lot of LinkedIn groups seemed to be filled with self-promotion & spam rather than valuable discussions và meaningful interactions .And sure there are always some outliers, but that doesn’t mean a LinkedIn Group can’t be useful for your business .Social truyền thông is changing to more & more closed communities such as Facebook Groups, & a well maintained và great interactive LinkedIn Group might be the next best thing to engage with your audience .
Why use LinkedIn groups as part of your marketing mix?
Social truyền thông has been on a constant change since their first inception. Where it was first a công cụ for just broadcasting whatever you think was important to you, turns more và more into marketing your messages to groups of engaging fans .You can see the decline happening in reach on Facebook pages, & the emphasis that they are putting on groups & niche communities for example, và this same change is likely going to be followed on LinkedIn as well .In 2018 they already reached out to nhóm admin stating “ Groups is at the heart of what makes LinkedIn a trusted place for professionals to help & tư vấn one another “ .
Next to that, you can clearly see that LinkedIn is growing ; they are putting more & more emphasis on building your professional network, your personal brand và help you to increase your industry knowledge .This is the reason why communities lượt thích LinkedIn Groups a great way of bringing your customers, the fans of your brand together, especially if you are a business-to-business ( B2B ) company .And the best part ?As a LinkedIn Group admin, you have some powerful community management features at your disposal that are not available on places lượt thích Facebook Groups .Did you know LinkedIn sends a daily or weekly digest of all activities of your nhóm to the people in your nhóm to keep them engaged & updated ? Or did you know you can send an admin announcement to your members once a week ? Almost lượt thích a newsletter that ends up in their inbox & not as a notification in the tiện ích .So yeah if done correctly, LinkedIn Groups can have a hugely positive effect on the marketing of your business .
How to create your own LinkedIn Group
Creating a nhóm on LinkedIn is rather easy, but before we dive into the steps that go with it. Take a step back và ask yourself what will be the purpose of your nhóm .After all :
A Group, however, should be focused around a topic that has a natural connection to your brand và less on directly promoting your brand or company .People should join the nhóm because they are interested in the topic, not your company. Over time, the audience will create a natural connection with the topic và your brand, through an earned connection, which is much more valuable .
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So ask yourself :
- What are the goals you have for your group?
- What conversations would be useful to your current and future customers that the group can facilitate?
- What are some questions that your customers and your prospects are often asking you?
- What are the common topics that are related to your brand?
Write these xuống dốc as a big part of the success of your nhóm will depend on the value that it will create for its members .Now that we have those out of the way let’s start creating your LinkedIn Group .
Step 1: Create your Linked Group
Creating a nhóm on LinkedIn is quite simple, just head kết thúc to https://www.linkedin.com/groups/ và nhấp chuột on ” Create group ” in the top-right corner .After that you need to come up with :
- A group name
- A group description
- Select up to three industries your group will relate to
- A location where your group is mostly active
- The rules of your group
- How you want your group to be discovered by other people (listed – your group appears in search results and is visible to others on members’ profiles, or unlisted – your group does not appear in search results for non-group members and is not visible to others on members’ profiles)
- Group permissions (can members invite other people, and does every post need to be approved by an admin before being publicly visible).
One of the items in there that you might quickly overlook as something that ” I will bởi later ” is your nhóm rules .But while the other items mostly help with the discoverability of your nhóm ( your name, mô tả tìm kiếm và industry for example ), your nhóm rules will help mix the tone of how people are behaving in your nhóm. This is, of course, crucial to help people understand what is encouraged in your nhóm và whatnot, which will result in a better place for people to be và interact with each other. On top of that, it will make it easier for you to manage your nhóm, & there will probably be less moderation too .
Step 2: Invite your connections and start building your group
Now that your nhóm is created it is giây phút to start inviting members into your nhóm .To invite your connections, nhấp chuột on “ Manage group ” on your LinkedIn Group homepage & select “ Invited ” on the left .
From here you can start to invite your existing connections as members into the nhóm. Sadly you can’t include a personal message, but you can only select whom from your existing connections you want to invite .If you already have some other marketing channels at your disposal lượt thích a newsletter, a blog, or other mạng xã hội truyền thông profiles you could use these to promote your mới ra LinkedIn Group too .And why not chia sẻ it on your personal LinkedIn profile & encourage your colleagues to bởi the same ?This way, you can really jumpstart your LinkedIn Group .
Step 3: Start stimulating conversations by starting your own
The first sets of members are rolling on, so sánh how can you stimulate conversations ? The easiest way is to start welcoming news members & asking them to introduce themselves .When they start responding to the nội dung & the questions that you’re posting, also acknowledge their effort. Thank your members for their contributions through a lượt thích or bình luận và encourage original posters to vì the same .Although LinkedIn doesn’t allow you to pin máy Macbook a post anymore to the top of a nhóm, we would still recommend creating a “ Welcome post ” as the group’s first post, & maybe once every week ( depending on how active your nhóm is ) welcome the mới ra members into the nhóm with a small welcome post. You can ask them to introduce themselves, & vì a gentle reminder of what the nhóm is about & what the nhóm rules are .
After that, it’s giây phút to get the discussions going in your nhóm. Posting ( some initial ) discussions in your nhóm help your nhóm in two different ways :
- It helps kickstart conversations (as most people might be a bit afraid to be the first ones to post)
- It sends out a signal to your group members what kind of posts are welcome and appreciated in your group
The easiest way to get people to respond to a conversation is using a question-and-answer định dạng, but feel không tính tiền to experiment & see what works best for you .The moment other people start to post topics in your nhóm, you definitely want to participate in them by commenting và liking as this will encourage people to post more often .Sure you might have a lot of things on your plate already, và starting discussions can participating in them can be quite time-consuming. But Rome wasn’t built in a day, & your all the work you put in now will pay off in the future when discussions & posts are coming more natural with the people in your nhóm .New members in a nhóm always tend to mimic the behaviour of existing members. The moment they only see self-promotional posts, they are less likely to contribute to the posts & just try to use the nhóm as a promotion vehicle for their own business. But when they see chất lượng conversations, they will be more likely to contribute và add value to your nhóm và its members .
Best practices for managing LinkedIn Groups
If you have any experience in community management, managing a LinkedIn nhóm will probably feel quite natural. Nonetheless, let’s have a look at some of the best ways to manage your LinkedIn Group to make it a fun & engaging place for the members of your nhóm .Creating và inviting people into your nhóm is only the first ( & easiest ) step. Your nhóm will chưa bao giờ be successful though if you don’t nurture it .Here are some best practices :
- All the things below can be derived from one thing, be an active manager. Welcome new group members every week in the group with a small post, asking them to introduce themselves.
- Regularly contact your members directly with helpful (not sales) information.
- When you see someone start to post more often, support and encourage them. This type of behaviour makes it more interesting for everyone in the group if they see a lively community
- Remember a group is a bunch of people that for a community, this isn’t all about you. Yes, you should participate in all discussions, but participating is not trying to push your product or service at every opportunity you see.
- As your group grows, think of other ways to connect people. (Virtual) Meetups, webinars and online chat are great options.
- Figure out what is of interest to your members by starting a poll
- Ask open-ended questions, as these can start discussions, it gives your members the room to add their own perspective;
- Maybe do brainstorm sessions with your key group members to get some more ideas on how to make your group even better;
- Don’t just take things for granted, publicly thank people for their participation to your group and maybe feature them and their contributions
- When you start to get to know your members better, you’re in the key position to make introductions between people use this to make being a member even more valuable
But most of all, have fun .Sure, you want your brand to extend và get more established as a helpful brand. Still, the whole idea why you want to start a nhóm in the first is, is to create a spot on the mạng internet where you, your peers và other likeminded people can come together, chia sẻ ideas & learn from each other .
That’s it. LinkedIn may not have a reputation for being the biggest or the sexiest social networks of them all. Still, it is one that houses some of the most profitable decision-makers across numerous industries.
Just that fact alone, makes it a perfect fit for B2B companies, especially when trying to reach upper management.
The least approachable people within a company, become approachable again and marketing with a well thought of strategy on LinkedIn can be your secret weapon to breakthrough.
How are you using LinkedIn at your company for generated leads and getting a higher return on your marketing? Leave a comment below!