Recently, LinkedIn announced that all users can now publish content to the site. This makes the social network more than a place to connect with others. It makes it a viable platform for content marketing and gives you another channel to connect with your market and those that can help your business grow.
Even if your target market isn’t the people who use LinkedIn, publishing content here can help you connect with potential partners, influential people and others with whom you can build beneficial relationships.
Define Your Audience
First, define your audience, realising that it might be different than the market you usually target. LinkedIn attracts professionals and businesses and is designed to help people connect to others in terms of their careers. This audience is a very valuable one, but it is one that is different than many others, so it requires different marketing tactics.
Decide who your audience is and what kinds of messages you want to use. You might want to tell this audience about your business, your products, how other businesses can work with you or what kinds of employment opportunities you offer. Before you start creating content, be clear on who your audience is and what you want to tell people.
Have a Goal and Follow Through
All of the content you create for your business needs to have a goal. It can be anything from raising brand awareness to attracting potential customers and increasing sales. Set a goal, keeping your audience in mind, and determine how your content will help you reach that goal.
The content you create for LinkedIn should be designed around your goals and include any messaging, links or other information that will help you meet those goals. If you skip this step, you won’t see very many benefits when you post content on LinkedIn.
Use Links Strategically
LinkedIn allows you to include links in the content you publish, so use this feature strategically. Start by using keywords as anchor text and link back to your website as a way to drive traffic to it.
But, don’t stop there. Think about what pages on your site you want to send LinkedIn traffic to and use the right links. Product pages, email subscription forms, your blog and other content on your website are great pages to link to. The links you use will depend on what your goals are and what you want to accomplish with your LinkedIn content.
Interact with Others for Bigger Results
Lastly, don’t forget that LinkedIn is still a social networking site. To get the most out of it you need to interact with other people. Make connections, share content from others, join groups and participate in conversations. You’ll find that as you do this people will interact with your account and content more frequently, which will make it possible for you to reach the goals you set for your content.
The ability to publish content on LinkedIn opens up lots of opportunities for your business. Make sure your profile is complete and then define who your LinkedIn audience is. As you start to create content that is strategically crafted and interact with others on the site, you’ll see results that benefit your business.