LinkedIn Content Strategies

    LinkedIn is not like other social media platforms. It's a business-oriented platform for recruiting new employees, as well as putting their brand out there. LinkedIn has a specific target audience they are trying to reach. Businesses tend to overlook the potential employee target market when trying to get their brand out there. Potential employees can be a business's saving grace as a target market, as they have more knowledge of the company and brand than the typical consumer. For LinkedIn, there are certain content strategies one should be used to promote their business. These strategies include posting a variety of content, being creative, posting regularly and at optimal times, leveraging LinkedIn groups and leveraging executives and subject matter experts.

    According to LinkedIn, "B2B prospects engage with 7 pieces of content on average before making a purchase decision." Therefore, it's important to post a variety of content. Posting different types of content increases the chances of your business getting noticed. By only posting one particular type of content, you limit yourself on new audiences. Not only will posting a variety of content help a business to stand out, but also being creative on your platform. A brand can make posts more personal by asking thought-provoking questions or by calling out specific target audiences. This allows brands to drive up consumer engagement in their posts. While posting interesting content helps draw in audiences, businesses need to make sure they're also posting regularly and at optimal times. It's recommended for a business to post at least once a day on their LinkedIn platform. Due to LinkedIn's following, the most optimal time to post would be during the week, no later than 5 p.m. All of these strategies will help to enhance a business's platform. Another strategy would be to leverage the LinkedIn groups. LinkedIn groups are for professionals with similar interests to share content and answer questions. Utilizing this tool will allow businesses to create specific groups for specific target markets they're trying to reach. Not only utilizing the leveraging strategy for groups, but also leveraging executives and subject matter experts. With LinkedIn's platform, businesses can post longer blog-like content to keep their consumers well-informed on the business.

    While LinkedIn differs from most social media platforms, it shouldn't be forgotten. Having a strong social media presence on the business side is just as important as having one on the consumer side. LinkedIn is an underutilized platform businesses should investigate to create a presence. I hope this week's chapter helped in developing your brand! Stay tuned for next week!