Finding which content is best for LinkedIn marketing is different for every individual and company. The first thing you want to do before you even begin to create content on LinkedIn is to define your goals & objectives, and establish key performance indicators to measure the success of your content marketing efforts.
Everything you do in sales and marketing should be tied to achieving some sort of end result, even in LinkedIn. Decide what are the most important results you are looking to achieve with LinkedIn to guide your efforts. For example, if your goal is to drive 30% more website traffic from LinkedIn, you would create content around key website pages. If your goal is to drive more awareness, simply educating users with text, images, and carousel posts would suffice.
In conjunction with your high-level goals and objectives, it’s best to also establish KPIs that support the achievement of the overarching objectives. For example, if your goal is to drive 30% more website traffic from LinkedIn, KPIs may look something like this:
Once you establish these KPIs, you will have much more clarity around what you need to do next to achieve those goals.
It’s important to look at the entire customer journey to truly understand how your buyers become aware of the problems they face, how they search for a solution to those problems, and more importantly, how LinkedIn fits into that buyer’s journey. Doing so will help you better understand how LinkedIn fits into your marketing strategy as a whole in relation to other channels such as search.
Mapping the buyer’s journey can also help you understand key questions customers ask at various stages to guide your content efforts, which we will talk about shortly.
Developing key personas helps you truly understand who your customers are, what their challenges are, their goals and aspirations, and key messages that will resonate with their pain points. Creating buyer personas for LinkedIn marketing will help you gain more clarity around which types of content you should focus your efforts on creating.
You can use the personas and the buyer’s journey research to create content pillars, or primary topics to focus content around. In addition to those sources, you can also use sites like Answer The Public, and Google to find key questions that customers ask. This will ensure you are creating content that is guaranteed to be valuable and useful to your target audience instead of relying on your assumptions.
Creating a LinkedIn content calendar helps you organize your daily themes and topics so you know what to post and when to post it. Many content calendar platforms also let you schedule posts to be shared directly on LinkedIn, however in our experience, we get higher engagement and reach with posts shared natively as opposed to using 3rd party scheduling tools.
Don’t just create one type of content, share multiple formats to satisfy the needs of each type of potential customer. Text, image quotes, testimonials, infographics, articles, lead magnets, carousels, and videos are just a few ideas of different LinkedIn content formats you can use.
Never stop improving. LinkedIn has a great reporting feature that allows you to see profile views, post views, engagement, and click through rate on business pages. You can also connect 3rd party tools like Shield App to automatically aggregate data on your LinkedIn content marketing efforts.
Book a no obligation personalized LinkedIn content strategy session with our LinkedIn content experts. In this 30 minute consultation, you will get a personalized assessment of your LinkedIn profile and company page, along with recommendations for content that will drive more sales for your organization.