We know, we know. LinkedIn isn’t very sexy.
When clients approach us for a social media strategy, we often see bright-eyed excitement around Instagram and Snapchat, but LinkedIn elicits the same level of energy you might expect after popping a NyQuil.
So, why pay LinkedIn any heed? Because for the right brands—and with the right approach—the most buttoned-up of social platforms can prove to be an extremely effective marketing tool. Let us to explain.
Don't Compare It to Facebook
It’s crucial to understand that LinkedIn isn’t analogous to Facebook, Instagram, or Twitter just because it’s a social platform.
“It’s a platform for niche marketing,” says Katie Goldberg, a senior digital marketing manager at HZ. “Advertising on LinkedIn is right when your goal is to reach fewer people, of a specific ilk.”
Unlike Facebook, you won’t reach everyone and their mother on LinkedIn—you’ll reach active job seekers and those seeking professional advancement. It’s a smaller pool, so think carefully about whether a LinkedIn campaign will hit your goals. Is your goal to recruit job applicants? To assert your brand’s relevance by joining a conversation? To drive B2B sales leads or traffic to a B2B site? If yes, then LinkedIn’s two types of organic content can help you reach a professional usership that’s vocal and looking to engage.
These Facebook-esque posts appear in your followers’ feeds, and allow you to share links, photos and, as of recently, up to 10 seconds of native video. You can increase brand awareness, spark conversations, or route people to your blog, events page, or online store. With updates, remember these tips:
- Be concise
- Post no more than once a week
- Pose questions to your followers
- Include rich media, like photos and videos
- Sponsor your best-performing content to reach even more people
Originally, only companies could share long-form, blog-like posts, but recently LinkedIn opened them up to the individual—recasting itself as a go-to for industry content and a platform for anyone to espouse industry expertise. You can offer insights on trends or write to show that there are actual humans behind your brand. Humans also make errors, though, so remember:
- Share a draft first
- Write clearly, and don’t force cleverness
- Strike a balance between conversational and professional in your tone
- Attribute your facts and quotes to reliable sources—you risk losing credibility if you don’t