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You’ve heard that LinkedIn is a gold mine for engagement.

Maybe Gary Vee convinced you that it was a good idea, or you’ve heard too many people talking about how LinkedIn is their number one source for finding B2B customers.

LinkedIn is considered an underrated platform. Like TikTok, LinkedIn posts can go viral (take the Facebook and Instagram index). The point is, you don’t go viral on a platform with all types of users.

You go viral on a platform where everyone is there to talk about business. Hence the gold mine.

As a B2B business, we cannot ignore the potential of LinkedIn. DigitalMarketer’s Senior Social Media Manager Shannon Goodell developed and implemented strategies on LinkedIn. Recently she came across a serious hit.

Over two million impressions, nearly 100,000 engagements and 62,000 clicks on posts (!).

Shannon narrowed down our strategy to 3 effective ways to increase impressions, engagement and clicks on posts on LinkedIn. It’s time to go for some gold.

# 1: Find LinkedIn posts in previously posted content

The first step in creating LinkedIn content is realizing that you don’t need to create LinkedIn content. You already have content that can be used on LinkedIn. It just hasn’t been put into a LinkedIn-friendly format. As Shannon explains,

« Get tips and advice from your blog posts, Lead Magnets, podcasts, courses, playbooks, workshops, etc., and post text-only articles. Add the link to the resource (s) in comments and ask users to review the comments of the link (s) for more information. ”

This is how Shannon was able to create more DigitalMarketer content… without creating more DigitalMarketer content. That’s the beauty of bursting: Every piece of content you create for your brand can be turned into at least 10 other pieces of content for other platforms.

« It’s a super simple article to create, and it works! » If you don’t have a lot of content to tap into, post your own tips and advice and also ask your team members for theirs (depending on their areas of expertise). « 

Here are two of Shannon’s tips for breaking content into LinkedIn posts:

  1. You can use fewer characters on LinkedIn than on Facebook, so be sure to edit your copy so that the post can be read clearly and easily.
  2. If you don’t know how to make a post work with the number of characters listed, just post one tip at a time

Exploded content is a great strategy for LinkedIn… and all the other platforms you create content for. You don’t need to create a new post every time you switch platforms. You just need to make your content native to the platform you’re posting to.

This means you don’t want to post a long, fully text-based LinkedIn post on your Instagram Stories. People are on Instagram Stories to see the movement and interact with their phones (think GIFs and stickers). Your Instagram story content could be a team member breaking down the post with a talking-head selfie video or a graphic that explains what your LinkedIn post did, but more aesthetically for the «  gram.  »

Vivid content can turn a blog post into:

  1. A LinkedIn post
  2. A post on the Instagram feed
  3. Instagram story
  4. An Instagram IGTV
  5. Instagram reel
  6. Live Instagram
  7. A Twitter thread
  8. A TikTok
  9. YouTube video
  10. A podcast episode
  11. A Facebook post
  12. A live Facebook

The wild part of this list is that we can go on. We didn’t even mention the fleets or the YouTube stories.

Use your previously published content to create a LinkedIn post feed. Make your articles even more sophisticated by turning them into downloadable (free!) Documents, as Shannon explains below.

# 2: Create downloadable documents (not opt-in wire magnets)

The key is in parentheses. These are not lead magnets where users sign up for your mailing list to get the resource. You’re just going to give them the resource. We know it goes against your marketing brain, but the data doesn’t lie.

Two million impressions and over 62,000 link clicks tell us that this strategy is working. We build trust with our audience and show them the value we give away for free (no opt-ins required!).

As Ryan Deiss, co-founder and CEO of DigitalMarketer says, if you give your best stuff, people will be dying to know what you’re keeping behind the payment wall.

You don’t need a graphic design team to create these downloadable Google docs. All you have to do is “Copy and paste from a valuable resource (blog post, Playbooks, Lead Magnets, etc.) and add relevant links to the resource and calls to action in the document. Give it an appropriate title and you are good to go. « 

Our documents are super simple and straight to the point. They focus on creating value instead of taking the time of our graphic design team.

Here are Shannon’s tips for creating these documents:

  1. Grant viewer access
  2. Use Grammarly to check your spelling and grammar

“Once ready to publish, just press ‘document’ and choose ‘Google Drive.’ LinkedIn will prompt you for access, then you can choose this Google document to download as a PDF. Label the PDF in LinkedIn and add your text and post! I’m also directing people to links in the comments to learn more. « 

Save these documents for your content team to continue using them. You can use these materials to feature more articles in the future. It’s a document today, but in a few weeks you could turn that content into a LinkedIn text post, a blog post, a podcast episode, a TikTok … okay, we’re going to stop now. . You get the point.

These materials are great for showing your audience everything you’re willing to give away for free (a proven and tested strategy with the Customer Value Journey and Customer Avatar Worksheet). When Ryan and the team at DigitalMarketer first considered giving away our Customer Value Journey and Customer Avatar Worksheet for free, it was as if too much. We were handing out our secret sauce. What would people pay us for?

It turns out the opposite was true. We had given some of our best stuff, and in return, people wanted to pay us to find out more. If this is what we were giving away for free, they couldn’t imagine what was hiding on the other side of that payment wall.

Even though you might feel like you should at least request an opt-in via email, you’ll have to trust us and our karma on this one.

# 3: take a look at employee-generated content

Your LinkedIn content has been unlinked from other posts, but now you want to get as much engagement as possible. It’s time to lean on your team. If you’re not yet using employee-generated content, now is the time to start.

Employee-generated content drives higher engagement, tracking, and conversions than branded content. Brands like Morning Brew show us the importance of putting faces on your brand, creating a magnet that draws audiences acquired for $ 75 million.

The key to getting employees to share branded content is to ask them. Without the green light to create corporate content, employees will avoid stepping on their toes. They don’t want to get in trouble, and it’s safer not to take any chances. Leadership is an integral part of employee engagement.

Ask your business leaders to explain what employee-generated content is, how it can help the business, and what they would like to see from employees in the future. In our case, we want our DigitalMarketer team to share our LinkedIn posts so that we can get more impressions.

Here’s Matthew Douglas, our Content Manager for Sponsored Content, sharing a LinkedIn post highlighting an article from the DigitalMarketer blog:

To organize the process of sharing the message with your team, use Shannon’s strategy:

“Create a Google Docs with links to your company’s recent posts on LinkedIn and brand new text broken down into categories (sales, marketing, human resources, etc.). Include your company’s LinkedIn ID in all articles. Then share with your business.

Before asking your team to engage with your branded content online, we need to make sure that your goal is clear. As Shannon explains,

“The goal here is not web traffic (although that can be an added benefit). It’s about getting new people to your business page to explore and engage. The goal is to get them to share your previously published LinkedIn posts, as well as any new posts that mark all LinkedIn in your business. « 

Obviously, web traffic is a (massive) important part of your LinkedIn strategy. But the content generated by your employees is not necessarily there to attract massive traffic. Your employees might only have a few engaged friends and family on LinkedIn. So don’t be hard on them if you don’t go viral for their shares.

What you are doing is making your brand known to more LinkedIn users. This is the first step in the customer value journey, awareness. In order for someone to buy a product from you, they must first know that you exist. You don’t want to ask them to buy your products as soon as they find out about you. It’s like asking someone to marry you while they’re walking down the street. You need to let them warm up, ask for a first date, and then give them time to decide that you are the right fit for them.

Fortunately, business runs faster than relationships that lead to marriage, but it is still a relationship.

When your customer avatar finds out about your brand through a colleague, friend or family member, you enter that relationship with established trust. This will help move new tracks into your CVJ faster. and help people get to know you, even if they don’t need your services. How many times have you referred someone to a brand without ever purchasing their products because you’ve seen them online and it seems like the solution your friend is asking for?

The answer is all the time. Position your brand the same way using employee-generated content.

We won’t be stopping this LinkedIn strategy anytime soon. Shannon has figured out how to increase our impressions, engagement and clicks on posts, and we’re really excited about this strategy.

LinkedIn is a gold mine of engagement for B2B businesses. Instead of going through the noise of every customer avatar that exists on other social platforms, you can focus on business people on LinkedIn.

People don’t open LinkedIn to find recipes, view photos of luxury cars, or get interior design inspiration. They’re on LinkedIn with their hats on.

And this seems like the best time possible to show them what you have to offer their business.

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