If you’re a B2B business, want to build your personal profile, or if you’re looking to connect with other professionals in your field then you need to be using LinkedIn, plain and simple. It might seem less exciting than Facebook or Twitter, and it certainly draws a much more niche audience, but what LinkedIn does it does very well.
So in case you’re new to the game, or if you know about as much about LinkedIn as your do black holes, we’ve put together a list of the top 5 things you need to know about LinkedIn in order to incorporate it into your digital marketing strategy:
LinkedIn has over 590 million users
A new member joins LinkedIn every 2 seconds
87 million millennials (aged 15-34) use LinkedIn
LinkedIn is the number 1 channel B2B businesses use to distribute content (94%)
Only 3 million users (out of 590 million) share content weekly
91% of marketing executives cite LinkedIn as the top place to find quality content
92% of B2B marketers include LinkedIn in their digital marketing strategies
45% of LinkedIn article readers are in upper level positions within their businesses
“How to” and list posts perform best on LinkedIn
Article titles with 40-49 characters perform best on LinkedIn
Articles without video perform better than those with video
80% of B2B leads come via LinkedIn (as opposed to 13% of Twitter and 7% of Facebook)
Best Organic Reach
If you’re new to the world of marketing this term “organic reach” might be a foreign one but basically, in social media marketing you have “paid reach” and “organic reach”. Paid reach is when your post appears on someone’s feed because you paid the site (LinkedIn, Facebook, Instagram) for it to be there; organic reach is when it appears due to connections, likes, follows, or searches.
On a lot of social media platforms getting high organic reach is getting harder and harder to achieve but it costs you nothing so, ideally, we want to find a way to maximise this, and in 2019 LinkedIn is proving to be the best way to do this. Now, to be fair we couldn’t find any ‘legit’ research from any of the platforms to back this up, so we’re going to preface this statement by saying this is our anecdotal observations from watching client accounts and chatting with loads of people using the platform.
Don't Sell - Engage
LinkedIn is a place for various professionals to connect, engage, and learn. Users aren’t looking for sales pitches, they’re looking for content that is valuable and businesses that are worth their time.
Don’t create content with the intention of selling your products, by all means you can highlight them inadvertently, but focus on creating content that is valuable, engaging and invites interaction and response.
Always Send A Connection Note
The way you connect with people on LinkedIn is via connection requests, but this works a little differently to other social media platforms. You don’t just send off a request with your name attached, you’re actually invited to send a “connection note” (i.e. a note explaining who you are and why you’re reaching out to said person) along with it.
A simple rule of thumb is always send a personalised connection note with every request, make it specific and do your research if necessary so that the person at the receiving end doesn't dismiss you without a thought.
Don't Share Links
LinkedIn’s algorithm does not like external links (e.g. links that lead to a site outside of the LinkedIn platform), and believe us they will penalise you for sharing them. Your post will be lucky to see the light of day and even if it does most of your connection won’t get to see it.
There are simple ways to get around this. One of the easiest ways is to paste the link into the comment section of the post, but there’s also some other tricks you can check out here.
So by now you should be equipped with the statistics of why you need to be using LinkedIn and you’ve got some tricks up your sleeve about how to use LinkedIn, so what are you waiting for? Get out there and start posting and making the most of your connections