LinkedIn is the odd cousin of social media platforms. It’s known for its sleazy cold sells, people telling stories about how they helped a homeless person, and lots of angry people annoyed it’s becoming more like Facebook. So why bother doing content marketing on LinkedIn?
Allow me to wow you with some very compelling reasons why LinkedIn is a cracking place to hang out online – even if you’re a big brand selling products – and share some content marketing tips with you for using on LinkedIn.
Why bother with LinkedIn?
I’m biased because I love LinkedIn. I’ve met clients there, followed some hugely entertaining people, and met other women who happen to be both vegan and heavy metal fans – much like myself.
Okay, so here’s why you should bother with LinkedIn:
1. There’s a truckload you can do on there
Polls, posts, videos, documents, articles, newsletters. If there’s a content format that you hate then you don’t need to bother with it and can focus on the bits you enjoy. And while it might seem overwhelming with all the options available, you can test and try them out without having to go learn a new platform.
2. LinkedIn drip feed changes
If there’s a change a-coming then some people will get it first. It’s not a massive free-for-all. And you can decide if that change is right for you.
A cracking example of this is their Creator Mode. This lets you access certain features like newsletters. But it’s not for everyone. So you get to decide whether or not to turn it on. It’s the same with live and audio. Not everyone has it so there is no over-riding urgency to start doing something that makes you a bit uncomfortable. I’m looking at you, Instagram.
3. You can showcase your best work
Featured posts are pretty much my favourite thing because when someone comes to check out your profile, you get to decide what you want them to look at first. It’s a bit like saying “hey, want to see how good I am? Then start here.”
You get to decide what they see when they find you. Use this wisely.
4. It’s totally searchable
The content you put on LinkedIn can turn up on Google. Or any other search engine. You do have to switch this option on but it’s another little way that your ideal client can find you. If you have the magic answer to their question then boom! New potential client who likes you.
5. The magic happens in the DMs
You will get a load of sales messages that you can quite happily ignore but the beauty of LinkedIn is that you get to hunt out the people who you know will benefit from what you’re selling and then befriend them. Not in a creepy way but in a helpful, building a rapport and relationship way.
You can also send voice notes in LinkedIn which helps make you sound more human. I know these are a bit Marmite but getting a voice note can get over that “what the hell do I say next?”
The best DMs I’ve got are where someone has gotten to know me and then asked if they can send their freebie. Or said I might like their newsletter do I want to get signed up?
It takes out the friction of signing people up and feels a lot less invasive than appearing on Messenger or WhatsApp.
6. You can find your people
You can totally find your people on LinkedIn. I like people who can crack a joke so I follow lots on LinkedIn and slowly get to know them. And here’s the good part, not all of these people are actually my ideal audience. I simply like connecting with them and talking about all the stuff we have in common. Usually a love of heavy metal or running or vegan food.
But then what happens, is my content gets seen by their network and the good work I do spreads outwards to reach more people. Without being pushy, salesy or trying to beat the algorithm.
Wait! What about products and brands?
Oh, so you reckon everything I’ve said so far only applies to service-based businesses? Yes, contractors love LinkedIn because they find clients on there but brands who do it well can really make a statement on the platform.
It helps if you are a founder that wants to front the brand. Think Dr Will of Dr Will’s sauces or Derek Sarno of Wicked Kitchen. But brands can absolutely run successful content campaigns on LinkedIn.
We are all people who buy products and if you’re marketing on there, then you’ve got less competition than say Instagram or TikTok. You simply need to do what you do for any content marketing – create content that your customers want to read/watch/listen to.
How do I create a content plan for LinkedIn?
Firstly, you need to decide if you’re going to use your personal page, your business page or both.
Then you need a plan for each page. What you do on your business page won’t always work on your personal page and vice versa.
Next, you need to get your head around what all the features are. Will you be using LinkedIn events? Or audio? Are you going to add documents to your posts? Add articles or a newsletter?
Yes, there is a lot going on over on LinkedIn. You can use some of it, all of it or just a couple of things. But you need to test and figure out which features work best for your audience.
Then plan how you can use these features to convey your message on a regular basis. This doesn’t mean a daily basis but if you’re posting consistently, you’ll see your reach build up.
This is all your broadcast content and that’s great but let’s not forget the other side of content marketing on LinkedIn.
Check out this blog for more help creating a content plan.
Engaging with others
You’re there to build a network and find new customers. This means using that excellent search function, hitting up the DMs and engaging with other content on the site.
It’s a conversation, not an announcement. So part of any LinkedIn content marketing plan needs to build in time to become part of the community. This means commenting on posts, connecting with folks, and generally being a good member of the platform.
Don’t be boring
Some of the best LinkedIn posts are people who share funny doodles, diagrams or share actual tips you can use. These are entertaining and informative. Sure, you can do a big rant post every now and again but if all you do is rant, then it will get wearisome before long.
Test with the content you enjoy creating and experiment further with the stuff that pushes you slightly out of your comfort zone. But always have a mind on how what you’re doing is going to bring people back to your business and what you sell. Otherwise, you can spend a lot of time getting little in return.