Your Guide to Digital Marketing: Let’s Talk LinkedIn
As technology advances and people find more effective ways to keep in touch, promote their brands, and spread their messages, social media companies pivot their approach in order to stay relevant. In our new series, Your Guide to Digital Marketing, I’d like to explore the fluid nature of this industry and the best practices for each unique platform. Let’s kick it off by discussing a B2B professional’s best friend, LinkedIn!
Why LinkedIn Matters
As of 2021, there are 756 million individual users and 57 million companies on LinkedIn. This platform is an effective tool for establishing companies as thought leaders and experts in their field. Less formal platforms, such as Twitter and Instagram, are great for engaging with consumers in a fun, lighthearted way, but when you’re marketing to other businesses or searching for prospects, LinkedIn is your answer.
One of the best parts of LinkedIn is how user-friendly it is to create and run advertising campaigns. The creators of this platform are well aware that it’s oftentimes being used by businesses for B2B marketing and sales prospecting, so they’ve optimized their advertising solutions to make it as simple and effective as possible. All you need to do is create an account with Campaign Manager, LinkedIn’s all-in-one program for paid promotion, determine your objective (for example: lead generation, increase brand awareness, gain more followers), customize your advertising content, and choose your targeting.
As far as targeting goes, you can decide exactly who will see your content with pinpoint accuracy. The targeting capabilities are comprehensive and they allow you to identify individuals who will respond positively to your messaging. Here are just a few of the attributes you can select and deselect:
Country, state, and region
Fields of study
Age and gender
General interests (marketing, hospitality, art, medicine, finance, etc.)
Product interests (customer relationship management (CRM) software, cybersecurity programs, video conferencing software, etc.)
Members of specific groups and/or pages
In addition to typical campaign advertising solutions offered by LinkedIn, you can now boost your posts, similar to Facebook. Whether you notice a post isn’t getting as much attention as you’d like or you want to push a high-performing post over the line to viral, boosting is a highly effective, easy way to increase your audience reach. Once you identify a post to boost, simply click on the “Boost” button in the top right-hand corner of the post and enter your payment information. With the click of a button, you can specify your budget and marketing objective. Once boosted, LinkedIn will push your post out to a larger group of people which will ideally result in more likes, shares, and comments.
Types of Content to Post
Every social media platform is unique, so different types of content receive varying levels of attention from users. While creating a separate set of posts for each platform might not be financially viable for every business, if it’s in the budget, you should definitely do this. Sure, it takes more time and money to create content specifically designed for LinkedIn, Facebook, Instagram, Twitter, and Tik Tok, but this extra effort will pay off big time. Keep in mind that as the times change, certain types of posts will fall in and out of popularity. Here’s a breakdown of the types of posts that are currently getting the most attention on LinkedIn:
Posts with a call to action and a link: People like having a simple, easy way to communicate with your business, so make sure to include a call to action, such as “Learn More” or “Contact Us,” at the end of your post, along with a URL link to your company’s website.
Infographics: Beautiful graphics explaining complex subjects are incredibly popular on LinkedIn. Try pairing an infographic with a simple caption explaining the relevance to your company.
Captioned videos native to LinkedIn: Instead of including a link to a YouTube video in a post, people prefer for videos to be uploaded directly to LinkedIn, so they don’t have to access an outside site. Additionally, subtitles are a must-have. Many users want to be able to watch your content without disturbing others around them with the sound.
Posts without photos: Believe it or not, posts without photos are gaining in popularity on LinkedIn. Since most social posts these days include a photo, the text-only posts break through the clutter.
Native articles: Just as users don’t want to leave the site to watch a video, people also want to be able to read your articles directly on LinkedIn. If you have an article you’d like to promote on this platform, make sure to first publish it on LinkedIn by following these simple instructions: Publish Articles on LinkedIn.
Employee highlights: Since most of the active users on LinkedIn are using it for their professional communications, including employee shout-outs is a great way to increase engagement. Your employees will love seeing one another featured for their hard work and dedication on your company’s page.
If you’re interested in learning more about the nuances of LinkedIn and other social media platforms, contact us today. Parklife offers full-service social media management solutions, and our team has deep experience in social media for business-to-business, consumer, and even nonprofit marketing on these platforms.
Tune in next week for the second installment of this series, where we’ll dive into the world of Twitter.