Has your LinkedIn strategy fallen short?
How do your statistics stand up against these?
If they fall short, you’ve come to the right place.
If you’re looking for heaps of recommendations to boost your LinkedIn marketing strategy in 2019, you’ve come to the right place.
Throughout this article, we offer bite-size techniques. They’ll boost your connection to your audience and get you more leads. Take what’s new. Use what works for you.
If you’re ready to improve your stats to match those of the leading B2B marketers, read on.
Create Long Content
In 2017, BuzzSumo performed an analysis of LinkedIn articles. They found a few noteworthy items.
To start, articles posted on LinkedIn are on the rise. In 2014, users published 1,000 articles per month. In 2015, that number soared to 80,000. By 2016, it was up to 130,000.
And the number continues to rise.
How does that affect you? It should shape your LinkedIn Marketing Strategy in two way. First, the continued escalation of articles is a sign they’re working.
Nowadays marketers are quick to analyze their strategies. If it doesn’t work, they throw it out and hunt for something else. If it does, they double down on it.
LinkedIn articles are up because they doubled down.
Listen to the stats from the latest social media marketing report. 55% of respondents plan to increase their LinkedIn posting activities over the next year. 68% of B2B marketers and 48% of B2C marketers plan to increase their posting frequency.
So increase the number of your posts.
Next, BuzzSumo learned that the most shared posts were between 1,000 to 3,000 words long. Of those posts studied, 87% were less than 1,000 words.
Image Source: “LinkedIn: The Heavyweight of B2B Content Marketing” (BuzzSumo, 2015)
Stand out. Increate the likelihood your posts are among those most shared. Increase the length of your posts. Shoot for between 1,000 to 3,000 words.
The best-performing articles focused on one or more of the following. Practice, professional, personal, point (towards past experiences), portraying (a path for a change).
LinkedIn is the primary platform for these topics. It’s no wonder then that users desire that type of content. To skyrocket your scores, focus your long-form content on your specialties. Personalize it.
Focus your content on the 5 P’s.
We recommend you create at least 5-10 published posts that link back to your website. Commit to building at least 2 per month for your LinkedIn Marketing Strategy.
They say one conversion requires at least ten pieces of content. Ask yourself, how many more leads do you need? Now calculate how many articles you need to produce.
Buff up Your Website’s Blog
Another option to consider is your business website’s blog. In 2019, blogging is essential for your site. As you create incredible content, you’ll need to get it out to your audience.
It’s still worthwhile to focus on long-form content. Rather than posting something separate on LinkedIn, offer viewers brief bits of content.
You’re thinking, but you just said the opposite of that in the last section!
Yes, and no.
The trick is to link those brief bits of content back to the full articles on your blog. LinkedIn users will still share your content as often. They’ll be linking back to your business blog instead.
(Be sure to include catchy, SEO friendly headlines and eye-popping images. Don’t skimp out when you create your LinkedIn Marketing Strategy.)
Decide which strategy works best for you. Where do you want visitors to go? Your LinkedIn profile, or your website?
Post at the Right Time
Take a page from the book of master email marketers. Send out your emails and post your articles at times you’ll reach most readers. According to research by the Hootsuite social team, the best times to post content are:
Monday to Thursday at 7:45 a.m., 10:45 a.m., 12:45 p.m., and 5:45 p.m.
LinkedIn finally jumped on the bandwagon. In 2017, LinkedIn finally opened its platform up to video content.
A broad shift in how consumers ingest content has been happening since early 2000. Now it’s huge. In 2018, 73% of U.S. adults use YouTube. Only 68% use Facebook.
It’s the content medium of choice. Start including it as part of your LinkedIn Marketing Strategy.
In October 2017, LinkedIn released conference frames. You can use them to brand images and videos at your industry events.
Events attendees want to showcase their attendance on their social networks. It lets brands promote their functions to show people what’s happening, who’s attending, etc.
It’s an excellent opportunity to for you to connect yourself to a brand, or link your brand to conferences and attendees.
It’s worth noting that it isn’t open to all conference organizers yet, but the technology is improving. Jump on now, and be a guru before the tech is widely used.
If you’ve been at the marketing game for a while, you know the importance of concrete, reliable feedback. It’s critical. The only way you can know for sure which parts of your campaign work and which don’t is by looking at the results.
Metrics are also the means by which to fine-tune your website, your posts, and your ads.
In July of 2017, LinkedIn created a tool you may not be familiar with: LinkedIn Website Demographics.
The demographics offer you crucial insight into the types of professionals visiting your site. They use LinkedIn data to determine who is who.
Let’s assume that your LinkedIn Marketing Strategy focuses on reaching CEOs. This tool will show you whether you currently receive those visitors to your pages. Then you can improve and refine your tactics.
Another way to build connections is through LinkedIn Groups. It’s come a long way from the confusing jumble it used to be.
Now when you open your Groups page, you’ll find curated highlights. They give you a brief glimpse into whether your group is active. Join the conversations that are the most active.
The groups are a great way to connect and interact with like-minded people in your industry of choice. It’s especially useful if you need to perform market research on a particular group of professionals.
You can also use them to learn about the newest hot-button topics in your industry. Share ideas and insights, or ask questions to others in your industry.
Seek Out Individuals
To build long-term relationships, you need to connect. If your LinkedIn marketing strategy requires an association with a particular business (or type of business), focus on a specific person.
For instance, let’s say your company creates “video walk-throughs” for local real estate companies. You’re opening up a new branch in Austin, TX. When you go hunting for new connections on LinkedIn, spend some time playing around with your search filters.
First, look elsewhere online to find out which real estate companies operate in Austin.
Then narrow your focus in Austin by including those in your search criteria. Next, set your site on one specific individual at that company.
Next, learn as much as you can about that person. Try other social platforms as well as LinkedIn. You want to know as much about them as you can for the next step.
Reach out and introduce yourself to them through InMail.
Do not try to sell them on anything. Use your email to create a connection. You just performed all that research, so what did it tell you?
Do you share an interest in hairless cats? Does she hate the Celtics too? What piece of her personality, likes, or dislikes do you share?
Remember, you’re trying to start a conversation. Why would this person be interested in you?
Leverage that knowledge to create a connection. That’s what you want in your LinkedIn marketing strategy.
After you foster that relationship (for at least a few weeks, you anxious rascal!), you can begin probing to see if you can create a business connection.
Looking Beyond Your LinkedIn Marketing Strategy
Gathering interest by creating great content gives you the highest ROI. Unfortunately, you have significant competition in 2019. Businesses of all sizes are using similar strategies.
So how do you climb the ladder? Let’s recap how to take your LinkedIn marketing strategy to the next level:
- Create long content
- Improve your website’s blog
- Make sure to post at the right times
- Post videos
- Utilize Conference Frames
- Keep track of metrics
- Join relevant LinkedIn Groups
Implement these tips and your 2019 LinkedIn marketing strategy will be ready for take off!