Are you getting the results you want on LinkedIn? It can take time (and some patience) for your efforts on LinkedIn to pay off. I know, as it took me a while to build a presence on there.
Once I realised how valuable my network and content on LinkedIn could be for my business, I started focusing more on LinkedIn, and less on the other social media platforms.
My whole online marketing strategy shifted. And sales became easier.
Recently on the Linking in with Louise podcast, I interviewed Amanda Webb to discuss digital marketing strategy. We talked about how having a strategy with a plan that aligns with your goals, makes your online marketing so much easier.
Check out our podcast interview here
Having a strategy makes your work easier. When you know your goals, your targets and how you plan to reach them, then focusing on what to work on each day becomes clear.
If you want to make more sales on LinkedIn, you have to build your strategy around that.
For example, part of my strategy is to deliver more content on a consistent basis. This takes the form of a blog post, podcast and LinkedIn live each week. That may sound like a lot – but because I am being strategic each piece of content is connected.
So what pieces make up your strategy? And how does this impact your business growth?
Why are you using LinkedIn?
Firstly, why are you interested in using LinkedIn? You may have heard that it’s the new place to hang out online. That ‘user sessions’ on LinkedIn have increased by 26% in the first quarter of 2020 (Source – Social Media Today)
People are going to LinkedIn for different reasons. I love it for growing my business brand ,for connecting with like-minded people and yes, for finding ideal clients and making sales.
What are your reasons?
- To build your thought leadership?
- To win clients?
- To build your brand?
- To build your network?
- All of the above?
What are your goals?
Setting yourself short and long term goals will help you to move your business forward.
For example, if my goal is to get more listeners to my podcast, I set myself a number and a date to reach for.
Then break down the steps you are going to take to achieve this goal. Aim to work on this weekly or even daily. Do your daily tasks align with your goal for the month?
What type of content will work on LinkedIn that will attract new and existing podcast listeners?
Sometimes a visual reminder will help. Write your goal on a whiteboard or post-it note and stick it up behind your screen.
What type of content are you going to share?
On LinkedIn, you can share different types of content.
- links to blogs
- news articles
- slideshares or presentations
Articles are longer form pieces of content you post directly on LinkedIn. To read about how to write articles that engage your audience, check out this article I wrote for Social Media Examiner originally.
You can upload video directly onto LinkedIn. If you upload your video through the LinkedIn app, you can add stickers and overlay. (This is a pre-cursor for the incoming LinkedIn Stories)
Linkedin allow some users to livestream on the platform. In order to add LinkedIn live to your account you will have to apply via LinkedIn.
My LinkedIn Live strategy is based around promoting each week’s podcast and guest. If you wan to watch one, visit my profile or join me on my next live video which are scheduled on my calendar for each Friday at 12.30pm.
Consistency is another important part of your strategy. Some of my clients want to post on LinkedIn once a week, others have plans to post 3-4 times a week. We discuss this during our strategy sessions as there is no one-size-fits-all answer to the question ‘ how often will I post on LinkedIn’.
Identify themes in your business that you can focus on when you are creating your content.
Your content on LinkedIn should be aimed at helping your network or audience – I see this as a way of adding value. For example, I wrote a post about why you should always add a note with your LinkedIn connection requests.
Unlike other platforms, with LinkedIn, you don’t need to post every day. I recommend my clients create a content plan and strategy that involves posting a few times a week.
Measure your results
How do you know if your strategy is working? By measuring your results. LinkedIn will provide data on how many people are looking at your profile, your posts and you can see your engagement on each post. The key is to see if you are achieving your goals.
This image shows my personal LinkedIn account dashboard – how many people have viewed my profile
over the past 90 days, how many video views I have had in the last seven days, and how many times my profile has appeared in search results.
Each of these numbers can be clicked to find out more detail.
For example – under Search Appearances, I can see this detail”
Did you get more connections? Did more people reach out to work with you?
Are the types of people who are viewing your profile, at the level you want to connect?
Did your podcast listener numbers rise?
If you aren’t measuring the results, you won’t know what is working and what you need to improve.
If you have found this article helpful, please share it on LinkedIn.
I would love to help you to build your LinkedIn Strategy. Get in touch to book a session or in the meantime, you can download a copy of my LinkedIn Guide which has sections for brainstorming your topics and content ideas