7 Tips for a Content Strategy for LinkedIn
LinkedIn is one of many social media or networking platforms you can utilize to grow your business’s online presence. You can build authority for your business over time, which makes LinkedIn lead generation easier. Content is an effective way to build a wider brand for your business. There are good and bad methods for creating and posting LinkedIn content.
Content can include short posts about services or your industry. Posts may be written, or a short video. In other cases, you may find it helpful to post an infographic. Below are some tips to maximize benefits on any future LinkedIn content you publish.
Stay Relevant
Your LinkedIn content should reflect your business’s services or industry. LinkedIn is not Facebook. Save the political stuff for another platform, and keep your posts work-related. You risk losing followers, or worse, being posted somewhere else online and mocked.
The key is to produce high-quality, informative content that is helpful to your ideal customer profile (ICP). These are customers and clients who are most likely to form long-lasting, fruitful relationships. Irrelevant content is unlikely to be helpful, and at worst, could be harmful.
Don’t Be Repetitive
While you don’t want to post irrelevant content for the reasons above, you also should avoid posting only about your products and services. Sounding too self-serving, or repetitive, is unlikely to be helpful to anyone, most of all your ICP.
Being repetitive is another easy way to lose followers. Consider switching up your posts, and avoid over-posting. Instead of posting only about products or services, you could post about upcoming events or industry-related news. It can help to utilize a content calendar.
Consider Posting Third-Party Content
Posting third-party content that caters to your ICP is a helpful way to avoid appearing as too self-serving and repetitive.
For example, personal injury attorneys regularly meet (bi-anually) at the American Association for Justice conferences. If you’re an attorney, you could post about the conferences and whether you’re attending. Here’s another example – a digital marketing company who posts a Semrush blog on its LinkedIn account. Semrush is a digital marketing analytics software as a service company.
Start Small
You should avoid overwhelming your content calendar. Too much content can make it more difficult to execute a content marketing strategy. The goal is to get your business’s brand out on LinkedIn, but at a steady pace. Posting too much can not only turn off followers, but make it more likely that your strategy will fail.
Ensure Your LinkedIn Profile Is Optimized
There would be no point in sharing content on a LinkedIn profile that has not been properly optimized. You should make sure your profile is filled out with relevant details about your business. Prior blogs on the RevGrow LinkedIn profile cover detailed strategies on how to optimize a profile before beginning the outreach process.
People, especially other business owners and professionals who fall under your ICP, need to know what you can offer.
Target the Right Audiences
You should try to avoid publishing content in front of audiences that lack relevancy to your business or industry.
Although you will likely have connections outside of these areas, the goal is to keep the focus on your ICP. These are the connections who are most likely to make a long-lasting relationship with you and your business.
Remember to try to tailor your content to the connections you want and have obtained. Much like you should personalize connection requests, you should personalize content to your target audience, or ICP in this case.
Post Through Your Personal Profile and Company Page
Although you may have more connections on your personal profile, your company LinkedIn page should consist of followers who encompass your ICP. This is not always the case, but you want to make sure to post content to both profiles.
Don’t be afraid to switch up content for either profile. Posting the same thing to both profiles each time could become stale and boring, perhaps even turning off followers.
Remember, high-quality content can help set you apart from your competition, making you a thought leader in your industry. It’s worth it to take an organized, careful approach when creating and executing a content calendar for your LinkedIn content strategy.
