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LinkedIn is the most popular social network for professionals around the world. A place where you can easily build connections in your field and find potential clients for your company. But as we marketers know, our success on this platform depends greatly on the content we publish on LinkedIn.
Company pages in LinkedIn offer a wealth of opportunities to promote your business and engage your clients and followers. But if you do not maintain and update your page regularly, or if you are not sure what to post, you may miss key growth opportunities.
A general rule for driving engagement on LinkedIn is to offer people something valuable and useful. The key to success is to make sure that every word interests the user.
Write an article on LinkedIn
Wondering how to publish an article on LinkedIn? Start by opening your company page on LinkedIn and clicking the "Write Article" button. You can write a completely new article or republish content from your company blog. After you publish the article on LinkedIn, you will receive a unique URL.
You get 110,000 characters, which is much more than the 3,000 characters you get with a status update. What you must be sure of is that your LinkedIn content provides some value or benefit to the reader.
Present original data and statistics
If there is one thing you can never have „too much“ of, it is data. There is always room for more data.
Invest in research that creates original data. This gives others a reason to use and share your LinkedIn content. This type of research also positions you as a credible source on the topic.
Training example "Job Search on Social Networks"
Celebrate successful achievements
Do not be afraid to celebrate the achievements of the whole company or even individual employees on LinkedIn. Things like industry awards, company growth, and even anniversaries or personal milestones give people a great window into your company. The advantage of this type of content on LinkedIn is that it makes you and your company more authentic to people.
Example from online conferences held "Examples from practice"
Offer tips, tricks, secrets, and practical advice
This is about focusing on providing value for the reader on LinkedIn. You can make it as simple as a post that reveals a fresh new way to use a popular tool. Or you can create a very comprehensive guide on how to use complex software without any prior knowledge.
Example from simulations, examples, parts of trainings "Portfolio"
Introduce your team
Allow outsiders to look through an open window into your company by focusing on your people on LinkedIn. You can have content that shows what your employees do in the company (e.g. "a day in the life" posts). This gives potential job candidates and even clients an idea of who they would be working with if they engage with your company.
Learn how to have a successful employer brand with the training "Building an Employer Brand".
Hashtags on LinkedIn
With the help of hashtags, you can increase the reach of your posts and connect with a highly engaged audience. This is because members and pages can follow hashtags to see related content in the home feed with news and posts added.
How many hashtags should you include in LinkedIn content? There is no limit, but it is usually best to add three to five hashtags at the end of the post.
LinkedIn page tags
By mentioning another company page in your post, you can increase reach and give credit where it is due.
To mention another page, type the @ symbol and the organization name. A list of possible matches should appear automatically. Select the correct one to add a hyperlink mention of the company page to your post.
Publishing evergreen content on LinkedIn
Evergreen content is content that is always in style. It revolves around a topic that is always relevant to followers, regardless of the current news cycle or season. Its name comes from the evergreen plant - a plant that keeps its green leaves throughout the year.
If you publish time-sensitive information or breaking news on LinkedIn, usually a one-time publication is enough. But if you share a lot of evergreen content that continues to provide value, you may want to share it more than once. For example, you may want to repurpose a company page post every month or every quarter.
Conclusion
The main thing that unites our examples is providing value and benefit to the reader on LinkedIn.
At the end of the day, we all have limited time available. It is no secret that more and more people and brands post content on LinkedIn every hour, if not every minute. Why do they really do it?
The only way to rise above the crowd and make your voice heard so that it cuts through the noise is to give the reader tangible value. This can be providing a clear way to upskill, evidence or original insights, a window into how your team and company work, and more.
Corporate training courses: employee motivation, conflict resolution, negotiation, delegation, and more. See the trainings we offer in the Business Academy.
