So many options to supercharge your LinkedIn marketing, so little time!
While there are many dozens of things you can do, here are the 7 most important things businesses can do to supercharge their marketing on LinkedIn now.
As you’re reading this, LinkedIn is the best platform to reach an audience with your content marketing if you run a B2B business. History is repeating itself as it did with Facebook 5 years ago giving business the opportunity to reach a large audience, for free! But for one reason or the other, some businesses are completely asleep at the wheel to this opportunity.
I do understand why it’s still a blind spot. LinkedIn was always a recruiting platform before it was a marketing platform. I used it as a recruiter and paid for a recruiter licence for many years. It was all about career and all about jobs. This is no longer the case, much to the chagrin of the LinkedIn police who seem to really hate anything remotely interesting in their feed and feel personally slated by a social network actually being social or anyone trying to actually market their business.
Putting them aside though, LinkedIn right now is where you need to be for marketing attention that’s free. Having paid many hundreds of thousands of dollars over the years in marketing, ads and other things to simply get in front of potential clients, this FREE audience is incredibly valuable. But a free audience is still an important audience, and you need to do the right things to make the most of the good fortune you have to get in front of them without paying.
So what are businesses messing up with their LinkedIn marketing, and how can they fix it?
Does your LinkedIn feed look boring? Does anyone actually enjoy scrolling down their feed?
Most of the marketing content that is put out on LinkedIn is not particularly exciting, hey?
It’s rehashed, lacks imagination and is generally sufficient to cure insomnia.
The reason marketing content is boring in B2B land is because of insecurity and a lack of imagination.
For a long time, I thought it was just insecurity, but now I believe it is also a lack of imagination. In the B2B world a lot of the time the business is the person making the content. So the content itself is forced through a filter that includes all their hang-ups and fears. This is an unhelpful filter if the intention of content is to stand out and bring people value. We are always our own harshest critics. We are always our own worst filter.
So what can you do about it?
Stop filtering your content. Or give it to an agency to do and get out of their way. Or just take a punt on making some video, doing some audio, making motion graphics or infographics.
Whatever it is, the form is important and the creative is as important as the content itself to boost your marketing efforts. It just is.
This will prove impossible for a lot of businesses, but those that can get out of their own way will get all the free attention LinkedIn has to offer.
So much marketing content is just advertising copy masquerading as content. That type of content gets next to no interest because everyone sees it for what it is. We openly resist engaging with marketing content we feel is trying to sell to us directly.
Your content is a lot more than a billboard or an ad. It is an opportunity to bring value and build a relationship.
Always talking about your expertise is self-focused. Always having a call to action to drive a sale is sales-focused.
The antidote to both is finding a balance between marketing content that brings value and content that drives interest in your brand. It’s definitely worth doing some content explaining what you do and who you are, but that can’t be all you do.
What has always stuck with me is the example of the person at a party who does nothing but talk about themselves. No one likes that person. That is exactly what making sales-focus and expertise-focused content is doing to your potential customers.
LinkedIn is great for organic reach, but not so great at being able to direct attention to your other assets. As a platform, this works for LinkedIn, but it doesn’t really help your business marketing nearly as much. Knowing this gives you an opportunity to do something about it.
Ultimately, your website is going to be a place that converts interest to leads, so you need to prioritise traffic to your website as much as you can with any marketing efforts.
So, how do you get around this?
Most of these are small things, but they can make a tangible difference to get traffic back to the primary place your marketing efforts are going to convert (your website).
As I said before, I’m constantly surprised at how little businesses actually take advantage of what is a completely free audience when leveraging their marketing efforts. Maybe it is just because I used to spend $10,000 a month on print ads to reach the same audience in my former business… now you literally only have to invest in the creative, and yet a lot of businesses can’t even be bothered to do that.
So what if you are willing to take the free audience, what should you be doing? The answer is consistency.
Making consistent, valuable marketing content is the best way to take advantage of the free audience.
But how much is enough?!
Literally there is no “enough”. The organic reach for a post on LinkedIn is still less than 10% of your potential audience. That means only a fraction of your potential audience are seeing each of your posts, at best. Most businesses could afford to 10X their content before reaching an “enough” point.
The right question is; given resources, what marketing should I prioritise? That question is for your business. That is a budget question, not a question about the effectiveness and need for consistency.
You lurking but not liking?
A big secret with social media is that engagement is the tip of the attention iceberg. There are scores of people who watch but don’t engage. While this is great news for growing a brand (because your actual reach is larger than you can measure), all of those people not engaging are missing a trick.
Social media is social. LinkedIn rewards people who engage in a valuable way with other people’s content. If you want to be seen and make the most of your LinkedIn presence, engaging is important.
The other thing with engagement is that it is a positive signal from you that you are engaging and that you are open to being engaged with. That’s important if you want to eliminate barriers between yourself and potential clients.
Oh no, someone used the “S” word!
For some reason, a lot of people think “sales” is a dirty word. It’s pretty funny, because we all engage in it all the time, just some people think they’re above it.
Whatever your view, I suggest letting go of your hangups about the word, or substituting something else in there like “business development” if you can’t. Either way, a lot of businesses have no strategy when it comes to converting attention into paying clients or customers.
That’s a big problem.
They do all the hard work with marketing to get the attention, they build trust, then they don’t convert any of it to grow the business.
There are a lot of strategies around BD and sales, but the key is to at least have some strategy and some process.
I always wonder why people just don’t share their own business content? The answer seems to be two-fold:
Both problems go together if your marketing is failing. If you are making better content that your team are proud to share, they will feel a lot better about sharing it. However, it has to be just part of what it means to work for your business. You need to develop a mindset where it is in everyone’s benefit to grow the business and grow the brand. That can be hard, but there are great benefits if you can get your team on board.
And that’s it!
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