Information in this blog post was obtained from Social Media Today, HubSpot, and Hootsuite.
How many people think of Facebook, Twitter, and Instagram when other people mention social media marketing and ignore LinkedIn, an important social media platform? Indeed, they are indeed the Big Three of social media. But what if a social media marketer ignores LinkedIn and excludes LinkedIn from his business? Then this kind of behavior will inevitably cause him to lose huge benefits in social media marketing. According to HubSpot (2022), "LinkedIn generates leads 227% more effectively than Facebook and Twitter."
About LinkedIn
LinkedIn is a professional social networking platform launched in 2003. It is designed to allow professionals to connect with each other, share industry news and insights, and explore job opportunities. LinkedIn is the largest professional network in the world, and it has more than 756 million members in more than 200 countries. Users create a profile that serves as a professional online resume, highlighting their skills, work experience, and education.
LinkedIn allows users to connect with others in their industry or field, join industry-specific groups, share content, and interact with other professionals through messages and comments. The platform also offers job Posting and recruitment tools, making it a popular destination for job seekers and recruiters.
In recent years, LinkedIn has expanded its range of products to include features like LinkedIn Learning, which offers online courses and certifications, and LinkedIn Sales Navigator, which helps sales professionals identify and connect with potential clients.
Overall, LinkedIn provides a platform for professionals to network, learn, and grow their careers, making it an invaluable tool for individuals and businesses. Here I will share some tips you should keep in mind if you want to perform well on LinkedIn.
Optimize Your LinkedIn Profile
Before social media marketers start marketing on LinkedIn, make sure the profile is complete and optimized for your target audience. LinkedIn profile is like an online resume, and it's often the first thing people will see when they search for you or your company. Here are some tips for optimizing your LinkedIn profile:
Use a professional profile photo: Choose a high-quality headshot that reflects your professional brand. Avoid using casual or overly personal photos.
Add a compelling headline: Your headline should describe who you are and what you do. Use keywords to make it easier for people to find you in LinkedIn search results.
Include a summary: A summary is a chance to showcase your skills and experience. Use it to highlight your achievements and tell your professional story.
Use keywords: Use relevant keywords throughout your profile to make it easier for people to find you in LinkedIn search results.
Add work experience: Include your current and past work experience, along with key achievements and responsibilities.
Best Time to Post on LinkedIn in 2023
Just like everything on the earth cannot escape the inherent laws of physical operation. In the same vein, if social media marketers want to perform well on LinkedIn, they cannot ignore LinkedIn's algorithms.
According to Hootsuite authors Nguyen and Riswick (2023), there are new best times to post on LinkedIn in 2023. The best time to post on LinkedIn on Monday is 11:00 a.m.; the best time to post on LinkedIn on Tuesday is between 6:00 to 8:00 a.m.; the best time to post on LinkedIn on Wednesday is 12:00 p.m.; the best time to post on LinkedIn on Thursday is 2:00 p.m.; the best time to post on LinkedIn on Friday is 8:00 a.m.; the best time to post on LinkedIn on Saturday is between 4:00 a.m. to 5:00 a.m.; the best time to post on LinkedIn on Sunday is 6:00 a.m. (Nguyen & Riswick, 2023).
By posting on LinkedIn at the optimal time, you can make your posts go viral and get seen by more people.
Use Hashtags Wisely
According to Hootsuite (2023), judicious use of labels is a top choice of LinkedIn marketing best practices. At the moment, more and more people are becoming aware of the importance of hashtags, but at the same time, there is another problem: people are starting to abuse hashtags. This is the wrong way to do it, and even worse. So this means that if you want to use hashtags wisely, you need to strike a balance between relevant hashtags and popular hashtags. In addition to not overusing hashtags, there are other tips for LinkedIn hashtags:
Use relevant subject tags: Make sure the subject tags you use are relevant to the content you are sharing. Don't use popular subject tags just because they have nothing to do with your post.
Use a mix of broad and specific topic tags: Include some broad topic tags (e.g. #marketing) and some more specific topic tags (e.g. #socialmediamarketing) that can help your content reach a wider audience while ensuring that it is seen by people interested in your specific topic.
Place subject tags strategically: You can include subject tags in or at the end of your post. Some people like to include them in the post itself, while others like to leave them at the end. Experiment and see what works best for you.
Research popular hashtags: Look for hashtags that are popular in your industry or target audience. This helps improve the visibility of the content.
Create your own brand tag: Consider creating your own brand tag that you can use throughout your content. This helps build your brand and makes it easier for people to find your content.
Monitor your hashtag usage: Pay close attention to the hashtags you use to see which ones get the most engagement. This can help you refine your labeling strategy over time.
Post Regularly
Consistency is key when it comes to social media marketing. Post regularly on LinkedIn to keep your audience engaged and build your brand. Post at least a few articles a week, but don't post so often that you overwhelm your audience. Here are some tips for Posting on LinkedIn:
Share relevant content: Share content that is relevant to your audience and industry. This may include industry news, insights, and tips.
Use visual content: Visual content such as images and videos often performs better on social media than mere words. Use high-quality visuals to make your posts stand out and grab your audience's attention.
Use hashtags: Use relevant hashtags in your posts to make it easier for people to find your content. Research popular topic tags in your industry and use them in your posts.
Engage with your audience: Social media is all about building relationships. Engage with your audience by responding to comments, liking and sharing others' content, and joining relevant LinkedIn groups.
Use LinkedIn Ads
LinkedIn Ads can be a powerful tool to reach your target audience. LinkedIn offers a range of targeting options, including job title, industry, location, and more. Here are some tips for using LinkedIn ads:
Define the target audience: Before creating a LinkedIn Ad campaign, define the target audience. Who do you want to contact? What is your target job, industry, and location?
Choose the right Ad format: LinkedIn offers several Ad formats, including sponsored content, sponsored InMail, and display ads. Choose the right format for your Ad series and target.
Set a budget: Set a budget for your campaign and choose your bidding strategy. LinkedIn offers multiple bidding options, including cost-per-click (CPC) and cost-per-display (CPM).
Track your results: Use LinkedIn's analytics tools to track the effectiveness of your ads. Monitor your click-through rate (CTR) and adjust your Ad series as needed.
Enticing CTAs
According to Social Media Today's author Walker-Ford (2022), enticing CTA is one of the five essential ingredients to create a perfect LinkedIn Post. CTAs are an important part of any marketing message, including those on LinkedIn. CTAs are prompts that encourage viewers to take specific actions, such as signing up for a newsletter or visiting a website. Here are some tips for creating attractive CTAs on LinkedIn:
Be clear and specific: Your CTAs should clearly communicate the actions you want your audience to take. Be specific about what they will get if they take that action. For example, instead of saying "download our ebook," say "download our free ebook on social media marketing."
Use action-oriented language: Use action-oriented language that encourages the audience to take action. For example, use words like "download," "sign up," "sign up," or "learn more."
Create a sense of urgency: Create a sense of urgency by including a limited time offer or availability. For example, "Limited time Offer - Sign up now!" "Or" Only 10 places left - register now!
Provide value: Make sure your CTAs provide value to the audience. This can be free resources, discounts, or exclusive content.
Use LinkedIn features: LinkedIn offers a variety of features that can help make your CTAs more attractive. For example, you can use LinkedIn's Lead Gen Forms to collect leads directly from your ads or posts without the viewer leaving LinkedIn.
Test and tune: Test different CTAs to see which ones perform best, and tune your messaging based on the results. Use LinkedIn's analytics tools to track the effectiveness of your posts and ads, and tailor your messaging as needed.
For more information about LinkedIn Stories, go read my colleague Kelsie's post about them here.
Resources
Nguyen, S., & Riswick, T. (2023, February 9). What’s the Best Time to Post on LinkedIn in 2023? Hootsuite. https://blog.hootsuite.com/best-time-to-post-on-linkedin/
Waker-Ford, M. (2022, 11). 5 Essential Ingredients to Create a Perfect LinkedIn Post. HubSpot. https://www.socialmediatoday.com/news/5-essential-ingredients-to-create-a-perfect-linkedin-post-infographic/621856/
Zantal-Wiener, A. (2022, June 7). The Beginner’s Guide to LinkedIn Marketing. SocialMediaToday. https://blog.hubspot.com/blog/tabid/6307/bid/23454/the-ultimate-cheat-sheet-for-mastering-linkedin.aspx
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