The last couple of years cemented LinkedIn‘s legacy уas an essential business platform. It boasts of 560 million users and a record-setting $26,2 billion acquisition by Microsoft.
Both achievements hint at an exciting future for LinkedIn. But when it comes to content marketing? Many companies focus on Twitter or Facebook.
And it’s true that these websites have more active users. But what LinkedIn loses in quantity it more than makes up for in quality. So let’s look at some of the reasons why you should pay attention.
#1 LinkedIn helps you find your ideal customers
Studies show that LinkedIn is widespread within the professional business crowd. Managers, decision-makers, and industry thought leaders alike use LinkedIn on a daily basis. In fact, more than 61 million users on LinkedIn are senior-level influencers.
Which wouldn’t amount to much… Except that LinkedIn comes with robust tools to help you find just the right prospect.
The one feature to highlight is Advanced Search. It sorts people according to your preference. Specifically, you can instantly filter out prospects who fit your ideal customer profile.
(Advanced Search comes as a part of LinkedIn Premium. But it’s not hard to decide whether you need it or not.)
That data can be used in several key ways:
- Research the kind of content your ideal prospects engage with;
- Find out which LinkedIn groups they visit (more on that later);
- Interact with the articles and content they share;
- Engage them in a discussion and warm them up for your pitch;
- LinkedIn makes it exceptionally easy to access these essential insights. It answers who your audience is and what they are engaging with.
#2 LinkedIn groups help you become a thought leader in your industry
LinkedIn groups are one of the best features of the platform. There are over 2 million of them and tracking which ones your customers are visiting is very valuable.
Why? People who subscribe to LinkedIn groups are the most engaged part of the community. Manage to persuade them to share your content and you will significantly expand your reach.
Just don’t forget that people on LinkedIn prefer interacting with individuals rather than brands. Be active in the comments and discussions, and you will build a reputation for yourself, too.
And most importantly? Participating in LinkedIn groups doesn’t come with a price tag. Which means that you can target the most engaged part of the community without ads.
#3 It’s easy to publish content on LinkedIn in whatever form you want
When it comes to content marketing, LinkedIn is the social network with the most amount of options.
You can publish articles directly to your profile via LinkedIn Publisher. The toolset allows you to easily create eye-pleasing posts. Take advantage of it by either creating new in-depth articles. You can also repurpose older content you have to give it a second life on LinkedIn.
You can also share status updates, a la Facebook. This will come in handy when you need to quickly bring attention to a new article on your blog.
Prefer to dabble with presentations? LinkedIn’s SlideShare is a popular platform for creating presentations.
The social network is also heavily leaning towards video. You can upload native LinkedIn videos to your feed or into your articles. In LinkedIn’s own announcement it’s noted that 75% of business executives watch work-related video weekly.
Different ways of sharing your content will help you cover as much audience as possible. Some people prefer to watch a quick video, others are looking forward to an in-depth post. On LinkedIn, you can do both.
#4 LinkedIn is more successful at converting than Twitter of Facebook
You go on Twitter to read the news, look at cat GIFs and engage in heated political debates. You go on Facebook to look at family photos and status updates.
LinkedIn is different. It’s all about business and people visit it specifically to become better at their jobs. So it doesn’t come as a surprise that LinkedIn fares better at converting users via content than its competitors.
How much better? According to HubSpot, it’s a whopping 277%. Certainly worth paying attention to.
#5 LinkedIn is great for traffic
According to Foundation, LinkedIn makes up more than 50% of all social traffic to B2B blogs. Leverage high engagement of your LinkedIn audience to bring your website more visitors.
Make it a point to include call-to-actions into the articles you share. Ask your readers to visit your blog, subscribe to a newsletter or download a complimentary ebook.
Add links to your website throughout your post, too. Just pay attention that the links actually support the points you’re speaking on.
LinkedIn users are much more inclined to interact with long-form content. This approach will slowly transfer them to your website. And it’s something you wouldn’t be able to achieve with Twitter or Facebook, where your content drowns in noise.
#6 LinkedIn is a choice for small businesses on a budget
Last but not least. LinkedIn is great for small businesses on a budget that can’t allow themselves to buy all the tools in the world.
Publishing and networking on LinkedIn are free. We already mentioned that LinkedIn groups allow you to target most engaged parts of the audience without ads. And if you consider buying into a tool like Advanced Search, the subscription won’t hurt your budget.
LinkedIn will be a great addition to your content marketing strategy.
It helps you find and target best leads. It gives you a platform to become a thought leader in your industry. And it also brings more visitors to your website.
By leveraging LinkedIn the right way you can significantly expand your reach. If you haven’t tried it already, now is a great moment to start.
About the author:
Steven is the Head of Content at LeadGibbon, a one-click tool for sales teams to find email addresses and other data for their leads. When he’s not busy with research for his latest article, Steve is binge-watching 80s horror movies or playing pick-up basketball with friends.