Three strategies to get the most from your LinkedIn account

Did you know that the LinkedIn algorithm favours the top 1% of industry users when it comes to organic content?  This short article looks at some of the strategies you can implement straight away to help you get into the top tier and reap the benefits…

In general terms, at any given time only 3% of an audience are ready to act, whether that be signing up to a webinar, coaching, or any other service or purchase. 37% of them are on the lookout for solutions. They are spending time researching you and your competitors. The final 10% are blissfully unaware!

Your LinkedIn strategy needs to focus on the 37% to keep them interested and guide them. The aim is to impress and keep in contact with them enough times so they will, in time, turn into the percentage ready to act!  Here are some tips to help with your strategy…

1). Content Strategy

Like other social platforms, LinkedIn wants viewers to remain on the platform for as long as possible. One of the most common things people get wrong is adding external links to their posts. It is said that LinkedIn will penalise you for this so instead, pop your link in the comments or use LinkedIn events or newsletters.

To encourage engagement, ask a question at end of the post. Don’t ask questions that will make someone feel uncomfortable or are discriminatory.

Provide snippets of education, show your audience that you know how to solve a problem without giving away ALL of your techniques.

Keep videos to a max of 2 mins long, even better make them 1 minute or a little shorter.

2). Opt-in strategy

This is to get people from LinkedIn into your database. For example, using lead magnets for one week, or an irresistible offer will grab attention. Your aim is to get them to ‘sign-up’ for what it is you are offering. Things like quick and easy scorecards assessments are really useful to the user.

Or you could try mini-courses of 20 minutes each splitting it down into modules 1, 2, and 3 for example. Bootcamps are trendy at the moment.

3). Getting into the top tier
The first thing here is you will need to be paying LinkedIn for their premium package and its add-ons. But there are many benefits to joining.

The first is that you can ensure you are connecting with the right people! There’s not much point to an audience if they aren’t your ideal prospects or strategic partners. Using Sales Navigator is a great tool for this. It will allow you to filter down to the right people, and more importantly people who are actually active on LinkedIn.

Secondly, paid adverts through LinkedIn’s campaign manager will allow you to select specific regions, industries, or job titles amongst other things. For example, if you are looking to recruit for a specialist position such as a digital marketer, you can target people who work in that role and who are open to opportunities. You could also offer courses specifically to accountants if they are your ideal clients.

The more in-platform activity you do, the better! If it’s varied, insightful, and educational you will see your SSI score (which essentially tells you how successful you are at developing your brand) will increase. As it increases, LinkedIn will favour your organic content (meaning they’re more likely to prioritise and present your content to more people).

There’s so much more you can do with LinkedIn and there’s simply too much to include in this article. We have great relationships with Marketing Agencies in our local business community so keep an eye out for marketing webinars and workshops on our events page along with marketing advice on our monthly newsletter (sign up for it here if you would like to receive it).