How LinkedIn Links Into Your Social Marketing Strategy
LinkedIn should definitely be part of your digital marketing strategy. It’s a social media platform with 500 million users from over 200 countries, according to their May 2017 report. It’s estimated that around half that number is active monthly. That’s around one sixteenth of the number of active monthly users Facebook claims with its 2 billion reach - but it’s a different type of social network, one based around the business to business networking. That has its value - a value of $26.2 billion, which is how much Microsoft acquired LinkedIn for.
While Facebook is great for growing brand awareness and building your audience - LinkedIn is great for building your business. It’s not the kind of place where you want to share funny videos and pictures of your pets - it’s the kind of place where you want to meet other entrepreneurs and people in your industry. It’s where you want to share your knowledge and learn from others. It may even be a place where you recruit new people to your business.
How LinkedIn helps with SEO
LinkedIn can even help with SEO. Just like social signals on Facebook, Twitter and other social media platforms count as much as a backlink by some estimations of Google’s algorithm - so do the social signals on LinkedIn. If you are creating backlinks off the back of blogs, especially if they relate to business or business practices, then LinkedIn is a great way to share and promote them.
Not only does it help your own website and digital profile through SEO, it allows you to demonstrate what you know, what you can do and how you can help other businesses. Blogs promoted through LinkedIn are a great way to demonstrate your excellence.
Just as people respect recommendations more when they are given them by a friend over social media people will respect your business more when they see that it has been seen and recommended by other professionals.
Advertise for free with LinkedIn - for free!
By showing off what your brand can do on LinkedIn, you are doing a great job of promoting your brand without spending actual money. You will need to spend time and effort. If you produce a great piece of content, then you show your value. Remember, by selling yourself - you are also selling your brand because you’re demonstrating what you can do.
If you don’t spend the time, or farm the blog post out to a writing service, then people will be able to tell the difference between someone who has a genuine knowledge and someone who is trying to generate backlinks. LinkedIn can be a great source of free advertising, but it can also be a clear indicator of someone who is out of their depth.
If someone is interested in your company, then searching for you and finding a range of well-written blogs will make them more willing to work with or buy from you. Finding a series of badly written blogs is likely to have the opposite result.
Show your expertise, don’t tell
The important thing to remember when writing is to not sell your business, but to demonstrate your expertise. Provide useful information in an approachable and entertaining style that’s easy and enjoyable to read. Encourage others in your company to write blogs as well. They all have different skills, different areas of experience - and as they build their reputation - your brand and your company’s brand will also improve.
Whatever your social marketing strategy is, one of the important things is to keep active. People who build brands and reputations online are people who consistently post and participate. You are not necessarily going to be writing a blog every day, or even every week. There are other ways to participate on LinkedIn that have their own advantages.
Get your group on
You should look for relevant LinkedIn groups to your field and your personal interests. Think about what you would want from a group. If you’re reading this blog, you are interested in marketing. So you may join a marketing group. Not only are there people here who are like minded, and have their own experience - they will be willing to share that experience with you.
They may also be in the same place you are. If you read and comment on their blog, they may do the same with you. If you help to build their reputation, then they will help to build yours. Even though you are both interested in marketing, you may be experts in different areas - and you may be able to help each other grow. It’s a networking group that you can be part of on your smartphone - and every successful business knows the importance of networking.
Under the Influencers
Another section of people to think about on LinkedIn is influencers. Using influencers to boost brands and audience is one of the fastest growing areas of digital marketing. You can reach out to them on social media or through their own channels, but when they join LinkedIn, some of them do so because they are interested in monetizing their influence, but don’t know how. If you have marketing experience, you can offer them advice, and they can offer you their influence.
If you help them and build up a genuine relationship with them - they may help to grow your own personal brand. Being on good terms with influencers may also get you preferential rate or treatment when you attempt to employ them to influence a brand that you represent.
If you are not a stranger because of your LinkedIn engagement, then they are more likely to make a deal with you, just as you are more likely to want to deal with them if you have managed to build up a workable relationship.
LinkedIn - how it can grow more than your brand
LinkedIn is an important part of your digital marketing strategy, but it is something that needs to be dealt with differently. Talking to other people, and committing your own expertise to words can actually be hugely useful even as a personal exercise.
Writing down what you know can crystallize ideas you’ve had for years, and even help you move those ideas forward. Sharing those ideas with professionals can give you access to perspectives and experience you otherwise may never have experienced.
LinkedIn provides an opportunity to grow your knowledge base and expertise in a way that other social media platforms do not. Improving the clarity of your thought processes and even writing skills can also benefit all other areas of your social marketing strategy.
If you are facing a personal pain point, you now have access to people who have probably suffered the same thing before, and can offer you the benefit of their experience - just as you can help those who are suffering through problems that you have found solutions to. Just as you may be trying to help build strong social bonds with your client by solving their problems, solving other professionals problems can help build a strong professional bond.
Zachary Jarvis is a Digital Marketer with one thing on his mind: Results. Uninspired by the never ending talk of ‘vanity metrics’ in the world of digital marketing, Magnate was founded - the ‘Social-First’ marketing agency. On the very rare occasion, he isn’t watching Step Brothers in his spare time - you’ll find Zachary in the thick of social platforms, learning what makes us tick. This is driven by a fascination (perhaps a slight obsession...) with market trends and consumer behaviors.