LinkedIn is a platform that we utilise often for our clients, especially those in B2B industries. With an audience of nearly 31.2 million users in the UK, 57% of which are between 25 and 24 years old, it’s hard to deny that there’s an opportunity here to PR your business. But how do you get the message right, and ensure that you’re using LinkedIn in the right way?
Adjusting Your Message For LinkedIn
LinkedIn is not your typical social media platform, it’s a professional networking site and though many argue that it’s becoming “more and more like Facebook” in recent years, the reality is, it hasn’t. From our perspective, LinkedIn is actually set very far apart from other popular social media channels such as Twitter, Instagram, TikTok and Facebook. Due to this, the content you post and the tone in which it is written ought to be considered. We wouldn’t recommend a ‘copy and paste job’ from one platform to another if you want to yield the best results. Instead, your message should be professional, informative and share all your best aspects as a company. Though a friendly and approachable voice is fine, think about how laid back you want to be, and keep in mind that LinkedIn is a professional channel at the end of the day.
What Should You Post On LinkedIn?
Referring back to the point made above, many would argue LinkedIn is becoming more like Facebook due to the content that sometimes goes out on the platform. So, what should you post on LinkedIn? We love seeing stories on business growth, and even personal development. But where to draw the line is perhaps leaving sharing what you had for dinner to other social media platforms. Instead, from experience, the content that tends to perform well includes…
- Corporate personnel updates such as new hires and internal promotions
- Positive things happening for your business such as profits and other good news
- Sharing what you’re up to; if you’ve just attended an industry event – let us know
- Any charity or CSR work that you or your business is doing
- Examples of good work from your business, we love a proud and positive post
- Updates for your stakeholders such as product launches and notable dates
And this is just a starter for ten! In reality, there’s lot’s that can be shared on LinkedIn, so long as the messaging is right. The best way to decide whether content belongs on LinkedIn, is to ask yourself if it will add value? If the answer is yes, then fire away.
Utilising Your Employees As Brand Ambassadors
LinkedIn is a really powerful tool, especially for individuals. Industry influencers such as Steven Bartlett (ex-Social Chain), and James Watt of Brewdog, often use LinkedIn as a way to communicate on behalf of their business. Any company can encourage this, no matter its size or industry. Your employees can act as ambassadors of your brand and share some of your messages so that not everything is being filtered through the company channel. This not only helps diversify content, but it also increases the chances of getting it seen by more people, which is always a good thing. To our clients, we often encourage their employees to get involved with LinkedIn where they can, and this starts with having consistent profiles (team headshots work well) and maintaining a certain level of integrity with the content that’s posted. Having some gentle guidelines isn’t a bad idea, and means that all members of a team are always putting their best selves forward on this platform.
How Often Should You Be Using LinkedIn?
Sometimes, companies get it wrong by posting too often or too little on LinkedIn. Using it as an effective tool to PR your business is achieved by getting the balance just right. Content can be either short-form or long-form (though LinkedIn has a very generous word count – make use of it where appropriate!) but should be posted moderately. We find that 1-2 posts a week work best for our clients; but don’t just post for posting’s sake – always make sure you have something important to say.
Making Use Of LinkedIn’s Content Tools
Another thing worth considering when using LinkedIn to PR your business is the tools and capabilities it has as a platform. The site has the functionality to host blogs that sit on your page, and can be shared on to the feed. Though this isn’t (unfortunately) yet a feature available for business pages, it’s something to consider for individual members of a team. Powered through LinkedIn Pulse, blogs are a great way to craft long-form content that can be easily accessed on the app or on desktop. Some might think that blogging is dead, but we have to disagree. Despite obvious SEO benefits when writing content for your own site, even blogging on LinkedIn has its benefits. Not only does this give you a chance to talk at length about your thoughts and opinions, but every month, an average of 409 million people view 20 million blog posts and 77% of people say they read them – numbers don’t lie!
Strike The Right Balance Between Sales & Exposure
It was found by Hubspot, that LinkedIn is around 277% more effective at generating leads than Facebook and Twitter – so don’t discount it as a marketing and sales tool. For B2B businesses in particular, there’s a big audience at your disposal. Thinking back to blogs and the power they can have, it was found that 60% of people are inspired to seek out a product after reading about it online. Reach those audiences with the right messages and you’ll not only grow your brand, but you may even pick up more business in the process. You can’t go wrong with that! We often talk about how PR isn’t about generating sales, and that social media activity should not all be about ROI. However, when it comes to LinkedIn, we are aware of its capabilities as a sales vessel, and do consider this in our strategies. Striking the correct balance is a good way to go. Keep most of your content informational to help build your brand’s exposure, but then also take advantage of the opportunity every now and again to help market a new product, or your services.
We use LinkedIn every day for our clients, and it’s an area we’re well versed in here at Source PR. If you’re looking for social media assistance for your brand, then get in touch with our friendly team.