LinkedIn sounds daunting because well, that where people go to serious, you know, update CV’s, share insider news, the unofficial official hangout of CEO’s and thought leaders. So you can imagine my excitement when i scrolled past a masterclass invite by Alternative who hosting John & Marius from TurnLeftMedia last week. Call it serendipity because I spent the better part of the morning watching some platform native webinars and as it turns out, this webinar pretty much covers most what you need to know to get started. But here’s the abridged version of it all with a few pointers i picked up from the shindig.
But since you want to expand this, follow these steps
- Identify thy Audience Mindset
Such as covered above, what is your audience looking for? What adds value to them? I think of this as following the path of least resistance, people go to social media for entertainment and education so there’s a time spent vs time invested trade-off,
Facebook/Instagram/ Youtube — for pictures/videos, they tend to be cute/funny and can sometimes be informative.
Twitter — for news/ conversations around trending topics, the wokeness lives here.
LinkedIn — primarily for more education and skill growth oriented, think knowledge mobility.
2. Know thy Knowledge Base
This I summarize as information categorization. LinkedIn groups information types into six major functions and I’ve married them into 4 complimentary mirrors for each;
Industry news & Expert advice
Profession learning & Peer insight
Influencer (thoughts) & Peer recommendations
Job posts/applications & Skill advancement (e-learning)
3. Pick thy Audience Guidelines
These are pretty much the lines people tend to color within, think career progression and keywords based on relevance. What/ how would people introduce themselves in a work- social setting?
Location, industry, company size, job titles & function are the most common groupings, however skill & skill sets, are like focused industry/ market based laser tags
i believe the words are the keys on this one, keywords, get it?
4. Understand thy Product Suite
Essentially, this answers what kinds on content/ ads exist on LinkedIn. The platform trades on trust and thought leadership. Tailor your content/ company personality based on these silent guides to remain relevant & ever-green.
Text links/ ads- they appear at text boxes on the right/ top-right on desktop with a 90 character limit.
Sponsored Posts- these show up in/on the newsfeed and can be customized to have a follow button as the the call to action.
Sponsored Videos- these act as native ads that can increase brand awareness and can include call to actions.
Sponsored InMail– these have a personalized and relevant (they are delivered when users are online) feel with an open rate of about 40%.
Lead Generation Forms– these are more focused/ offer based, Do you have a white paper/ a dope landing page to redirect traffic to? If yes, then this is what you use to find your people.
Carousel Images*- this is a new feature but it can be used to tell sequential stories such as the customer buyer journey/ infographics
Keep in mind that the normal buyer journey is hardly ever linear, especially when businesses are involved so think of this as a ‘longer’ courtship, coffee dates are the initial contact aka, Reach. Movie dates and picnics are the Nurturing bit and the Acquisition as the meet my friends/ parents stage.
5. Audience Matching Intergrations
Still with me ok, great. So we’ve covered who your audience is and how to find them, now onto what to do with all this information based off their skills, education, years of experience and location.
LinkedIn offers a data- matching integration that can reduce your cost per lead by up to 14% once embedded onto your website to track your conversion rates. In turn, your use website targeting to get user account/ email sign-ups for further re-targeting.
Finally, Running thy Campaign
- Set-up the business account & user account access
- Pick the context & content type and campaign length
- Write up/ set a content schedule ie. number of ads per campaign
- Monitor, review & adjust your ads per the length of each campaign
Find additional webinars here
Sign up for the course club here
And Read on how to position yourself to get a job from LinkedIn here