Strategy

The Power of Posting Content on LinkedIn

I love thrift shopping. Sure, I might have to sift through heaps of warped records and stinky old sweaters in the process, but the prospect of finding something one-of-a-kind and amazing is what keeps me coming back.

LinkedIn is like a vintage store: It’s riddled with great content, but not everyone knows how to cut through the clutter to find what they’re looking for. And as a marketer, you should know by now that LinkedIn is one of the key places you should be posting content, with a direct traffic referral rate four times that of Facebook and Twitter. 

To use LinkedIn to its full potential as a powerful digital marketing tool, you’ll want to showcase your content in the best way possible though high-quality updates. Here’s how to make sure your company is found on LinkedIn. 

If you haven’t dug through your own social media content lately, it might be time to tidy up your online presence.

Post to Play

At its heart, LinkedIn is a social media platform, and one of its biggest draws is as a place for sharing content. If your company isn’t doing this, it should be: Not only can it increase website traffic and search ranking, but statistics say that publishing content on social media also has the potential to increase company revenue by 24 percent

While LinkedIn allows you up to 600 characters in your company page updates, it’s recommend to keep posts between 16 and 25 words. As another rule of thumb, avoid posting content on weeknights and weekends. Think about it — LinkedIn engages audiences when they’re in a professional mind-set, and most professionals aren’t in that mind-set on a Saturday.  

When you post company updates, they’ll show up in a few key places, including: 

  • News feeds. Your followers will be able to see and interact with your company’s updates directly on their news feeds. 
  • Your company page. Your published post will show up at the top of your company page, visible to anyone browsing your company for information.
  • Follower’s notifications. In addition to seeing your content on their feeds, a portion of your followers, determined by a handy-dandy LinkedIn algorithm, will get a notification (think mobile push notifications, desktop flags, etc.) that your company published a post.  

When it comes to what to post, original industry insights and company news are the most-demanded types of content among members on LinkedIn. Ideally, you’ll be linking these updates to content on your website to drive traffic from your LinkedIn company page to blogs, contact forms, or other landing pages that will provide more information about your company and help boost your top-of-mind marketing.

We’ve used LinkedIn as a forum for all kinds of posts, including:

  • Curated content from industry sources
  • Company news
  • Hiring and job announcements 
  • Company blog posts and thought leadership   

Keep Track of Your Score

You’ll want to test a variety of types of posts, frequencies, and times to get an idea of what works best and monitor the results. Every audience is different. As you test posting, you’ll see when you get the best results and learn what content drives the most traffic and conversions. 

So as with everything else, keep an eye on the analytics. Setting digital goals that align with business objectives and constantly monitoring to determine what is and isn’t working will help you improve your LinkedIn performance over time. 

Get Your Employees Involved

When it comes to promotion and amplification, LinkedIn offers a variety of paid options that we’ve tried and like, which we’ll cover in an upcoming blog. However, one of our favorite organic means of promotion is employee advocacy. 

Your team makes up one of your biggest assets in boosting social media reach and engagement. In fact, employees are 70 percent more likely to engage on an update than the average LinkedIn user, and that means valuable marketing for your business. Engagement is an important part of any social media profile, and your company’s LinkedIn page is no different. 

Here are a few tips for harnessing the power of employees on LinkedIn:

  • For employees who are already on LinkedIn, make sure their job information is up to date and their profiles are linked to the company. Encourage employees who don’t already have a profile to sign up for one.
  • Ask employees to share updates from your company’s page to their personal profiles or to write their own posts to promote content. 
  • Encourage employees to not only join but also participate in groups that are relevant to your company and industry. Posting company content in relevant LinkedIn groups can be a great way to expand your audience and reach. 

Many companies miss out on the opportunities LinkedIn can provide for their business because they only focus their marketing efforts on Facebook and Twitter. It may take a bit of work to develop a successful strategy and determine how to bring in the most traffic from LinkedIn. However, when you figure out where your target audience is spending their time and what they’re reading and engaging with, it will be worth the effort.  

Whether it’s LinkedIn, Facebook, Twitter, or Instagram, your social media is a key player in your company’s success. Follow us on our own channels, and learn more tips on our blog — we’ll help you gauge how you’re doing

LET OUR EXPERTS GRADE YOUR CONTENT MARKETING EFFORTS. For a free, personalized content marketing audit straight from us, click here.