LinkedIn is officially classified as a social media site, but is very different from other platforms in one key way.
Now in its 17th year, LinkedIn is the largest online professional networking site, and according to their own page on the platform, boasts executive members from every Fortune 500 company.
Linkedin’s 2019 data recorded 90 million senior level influencers using the platform.; as well as 63 million decision makers, 10 million C- level executives, and 17 million opinion leaders.
In fact, with over 675 million members, 40% of which are estimated to be active monthly – there may be no more powerful networking tool for your business today.
However, like most social media platforms, there is some work required to gain significant traction and attention.
Here is an easy-to-follow guide to help you to set up a professional LinkedIn content management program which is sure to attract attention.
1. Understand the Lifespan of Your Content
There are two basic kinds of content – evergreen and time-sensitive. Evergreen content can be shared over the course of months and even years without losing its relevance. You may simply have to do some minor updating to keep it up to date.
Time-sensitive posts are those that have an expiration date, such as a product sale or special offer.
2. Decide How Often to Share Your Content
Many companies share evergreen content frequently in the first week it is published, and then settle into a less frequent rotation for several weeks or months. You may have a seasonal post that can be shared heavily for the month prior annually.
A time sensitive post may run frequently for several weeks until the event or sale is over.
3. Create a Content Calendar
You can schedule a post up to 6 months in advance, fine-tuned down to 15 minute increments. You’ll want to create distinct text for each post so that the text is varied, and to intersperse these posts with other content throughout the day, week or month.
4. Define Your Audience
LinkIn allows you to refine your audience, by region, job description, industry and more.
5. Check Your Formatting
Keep your text and link to under the “cut off” amount of characters, or you may lose part of your message in the preview.
Before scheduling 6 months worth of posts, make sure that the title of your post and the photo display properly when the link is added.
You can create posts that utilize the preview generated by the link, add another photo or photos, or decide against a visual altogether by clicking the “x” on the post preview.
6. Vary your Content Type
Video content is a powerful way to communicate your message, and is rapidly becoming many company’s favorite form of content. You can also share content as an article or publication rather than just a link to a post.
7. Publish Liberally
You can post the content to your personal page, your company page, or your group pages. We suggest doing all three, as audiences tend to vary in each area.
You can also decide to publish just to the page, or to your Twitter accounts as well, which can significantly magnify your reach.
Within each LinkedIn option, you can choose to publish to the greater LinkedIn community (Anyone) or only to those you are connected with or in a group with.
8. Message Your Contacts
Sending your content as a link in a direct message is a great way to get your post noticed by the right people. Search to filter contacts by industry or job description, or your 1st degree contacts.
You never want to spam your connections, so personalize the message – call them by name, and tell them why you are sending that particular plink to them. How does it benefit them?
If you want to augment your ability to communicate with those who are not yet connections, look into a Premium level membership.
9. Sponsor Your Post
If you really want to supercharge your post’s reach, you can pay to sponsor the post. You will be given the opportunity to fine tune your audience and budget, and to make sure the right decision makers and influencers are viewing your posts.
The campaign manager will keep track of your results, which will help you to refine your paid posts in the future based on real results.
LinkedIn is a potent tool to utilize when promoting content, but it is just one aspect of a comprehensive digital marketing plan.
LinkedIn is officially classified as a social media site, but is very different from other platforms in one key way.
Now in its 17th year, LinkedIn is the largest online professional networking site, and according to their own page on the platform, boasts executive members from every Fortune 500 company.
Linkedin’s 2019 data recorded 90 million senior level influencers using the platform.; as well as 63 million decision makers, 10 million C- level executives, and 17 million opinion leaders.
In fact, with over 675 million members, 40% of which are estimated to be active monthly – there may be no more powerful networking tool for your business today.
However, like most social media platforms, there is some work required to gain significant traction and attention.
Here is an easy-to-follow guide to help you to set up a professional LinkedIn content management program which is sure to attract attention.
1. Understand the Lifespan of Your Content
There are two basic kinds of content – evergreen and time-sensitive. Evergreen content can be shared over the course of months and even years without losing its relevance. You may simply have to do some minor updating to keep it up to date.
Time-sensitive posts are those that have an expiration date, such as a product sale or special offer.
2. Decide How Often to Share Your Content
Many companies share evergreen content frequently in the first week it is published, and then settle into a less frequent rotation for several weeks or months. You may have a seasonal post that can be shared heavily for the month prior annually.
A time sensitive post may run frequently for several weeks until the event or sale is over.
3. Create a Content Calendar
You can schedule a post up to 6 months in advance, fine-tuned down to 15 minute increments. You’ll want to create distinct text for each post so that the text is varied, and to intersperse these posts with other content throughout the day, week or month.
4. Define Your Audience
LinkIn allows you to refine your audience, by region, job description, industry and more.
5. Check Your Formatting
Keep your text and link to under the “cut off” amount of characters, or you may lose part of your message in the preview.
Before scheduling 6 months worth of posts, make sure that the title of your post and the photo display properly when the link is added.
You can create posts that utilize the preview generated by the link, add another photo or photos, or decide against a visual altogether by clicking the “x” on the post preview.
6. Vary your Content Type
Video content is a powerful way to communicate your message, and is rapidly becoming many company’s favorite form of content. You can also share content as an article or publication rather than just a link to a post.
7. Publish Liberally
You can post the content to your personal page, your company page, or your group pages. We suggest doing all three, as audiences tend to vary in each area.
You can also decide to publish just to the page, or to your Twitter accounts as well, which can significantly magnify your reach.
Within each LinkedIn option, you can choose to publish to the greater LinkedIn community (Anyone) or only to those you are connected with or in a group with.
8. Message Your Contacts
Sending your content as a link in a direct message is a great way to get your post noticed by the right people. Search to filter contacts by industry or job description, or your 1st degree contacts.
You never want to spam your connections, so personalize the message – call them by name, and tell them why you are sending that particular plink to them. How does it benefit them?
If you want to augment your ability to communicate with those who are not yet connections, look into a Premium level membership.
9. Sponsor Your Post
If you really want to supercharge your post’s reach, you can pay to sponsor the post. You will be given the opportunity to fine tune your audience and budget, and to make sure the right decision makers and influencers are viewing your posts.
The campaign manager will keep track of your results, which will help you to refine your paid posts in the future based on real results.
LinkedIn is a potent tool to utilize when promoting content, but it is just one aspect of a comprehensive digital marketing plan.