As our LinkedIn series comes to an end, here are some of our final thoughts about how best to use the platform…
Consider your target audience when creating content – Regular readers will be tired of reading this but it is CRUCIAL to tailor your content to your audience. Audiences respond best to content that they relate to and find useful. It’s important to know who your audience is so you can create content that engages them.
Speaking of engagement…
Engage – Marketing on LinkedIn is a two-way street and the easiest way to build an engaged following is to interact with them first. Reply to questions and comments, ask questions that start conversations, share and comment on your followers’ posts and ask for feedback.
Be authentic – As we spend more and more of our lives online people are becoming adept at spotting when someone isn’t being genuine. Positively representing your business while also being genuine can be a bit of a balancing act but if you get that right it can foster a deeper connection with your followers and encourage brand loyalty.
Consistency – At the risk of repeating ourselves: CONSISTENCY IS KEY! Successful LinkedIn campaigns are built on consistency. Not only does consistent posting keep your content at the top of your audience’s feeds it also encourages trust and can help you position yourself as a key player.
Offer exclusive content – While we would absolutely recommend repurposing your content to be used across different platforms – Work smarter not harder! – it’s also important to offer exclusive content too. Not only does this give your audience a reason to follow you across multiple platforms, but allows you to see how different types of content perform on different platforms. LinkedIn for example lends itself to long reads and think pieces, while video content works better on platforms such as Instagram.
It’s worth noting that if you are planning to repurpose your content then it’s important to have a schedule so that you don’t end up flooding your audience’s feeds with duplicate content.
Finally…
Use metrics to adjust your schedule – We’ve spoken before about how easy it is to get disheartened when your metrics aren’t what you want them to be. And while metrics certainly aren’t everything, they are a useful tool. Once you know what isn’t working for your audience it becomes much easier to create content or a posting schedule that does work.
Struggling with your social media? At Charlie Puffin Digital, we create bespoke social media strategies and personalised content calendars. You retain full editorial control but can rest easy knowing that your content is being taken care of.
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