If you are looking for a professional social media platform, LinkedIn might be the best option out there. Not only does it have 800 million + members across 200 countries but also continues to grow in popularity each year! If you are in a B2B business, it may be the most powerful marketing channel for you to leverage.
No one said it would be easy to stand out on any platform. But as more and more people are using the same tactics, knowing what you need for success in 2022 is important. The goal of 2022 is to be different and innovative. For those who are just starting out on LinkedIn or have been there for a while but want more engagement, we’ve got your back with these best practices that’ll help you get the most from posting regularly in 2022!
Understand who your audience is!
Before you even start to think about implementing a regular posting regime you should have a good understanding of who your target audience is. Looking up posts from your ideal target audience is a great way to understand their tone, what habits they have, how often they are posting, and when they are most likely to be active on LinkedIn.
Additionally, you can check your website metrics or use other demographic tools (LinkedIn has its own analytic features) to get an idea of the type of people visiting your website. Once you have completed your research and you know more about your target audience, then you can start creating content specific to them. You run the risk of missing the mark with your audience if you don’t do the right research so it’s always going to make it easier to come up with the right ideas, topics, and themes for your content when you know who you are talking to.
I’d also suggest you make the right connections and find “your” community. Follow influential thought leaders, industry leaders, join groups and experts in your field of expertise and join in with their conversations, comment on their posts, share content and increase your visibility with these people.
Types of Content
A lot of the time when I speak with people they tend to get bogged down in reading what everyone else is doing, they start to worry that they’re not going to get any traction or engagement on their content. Similar to the research I mentioned above for identifying your target audience, I’d highly recommend the same approach for your content, research who the top authorities and businesses in your industry, get a sense of who in your industry is driving higher engagement to their posts, and identify the trends on the platform. From there what you want to do is take what these successful businesses are doing and implement similar strategies and posts to your audience. It’s a great way to leverage the platform and it will ensure you are closer to the mark when it comes to what your audience will want to engage with.
Here are some examples of the types of posts you should be mixing into your content strategy in 2022:
- Blog Posts
- Text/Image Posts
- Native Video Posts
- LinkedIn Live
LinkedIn has many great examples of how to post, so a great way to learn the best practices is by being an active user.
How do you get people to engage with your content? You make sure that not all of it is self-promotional. This ensures the reader knows your company is built by humans and is not some faceless big corporation. Building trust and rapport among your audience will go a long way in improving engagement and interactions on your posts. Self-promotion is fine but keep it to small doses.
Catch your audience’s attention
Capture your audience’s attention with a catchy visual, a striking headline, or a video. You want to stop them from scrolling past your content so make it worth their while.
Engage your audience
Building relationships with your audience and customers is crucial to an effective content strategy. Reply to comments, and be sure that your tone is consistent throughout any post or interaction.
Ensure your content is easy to follow
Make your content easy to read. Bullet points or smaller, one-sentence paragraphs get people reading on so make sure it’s formatted in a way that will want people to click on the ‘read more’ button. By doing this, you can also create a little bit of suspense, but make sure it makes sense to do so.
Consistency is the most important practice. There is no point doing all of the research regarding target audiences, hashtags, content, etc. if you’re going to post once a month. Post 3-4 times a week during the hours that your customers and audience are online. Some businesses post every day, again it might work for you but make sure to post at least 3 days a week.
Create and publish quality content
Provide valuable content that people want to read. If there is no value, why should anyone waste their time on it? Make sure your content is professional and matches your brand and message across the board. Look to leverage and repurpose older content, you could share content from someone you follow or you can create your own content, make sure you’re keeping it consistent with a good mix of all of the different types of content available for best results.
To sum it all up I’d make sure you are being genuine, consistent, and authentic in everything you do. Make sure you do the research and settle on your audience from the get go and only then can you start building your community and targeting that community with the right content. Follow the best practice guide and get started today!
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