How to establish a LinkedIn marketing strategy?

26 Jun 2024

LinkedIn is one of the most popular social networks with millions of members worldwide. It therefore represents an interesting platform for promoting your content and enhancing the visibility of your business. Of course, this is provided you know how to make the most of it. So, how do you establish a LinkedIn marketing strategy?

Setting Marketing Goals

When discussing strategy, it is essential to start by clearly defining the objectives. And of course, the field of marketing is no exception. Indeed, you may have different types of goals. This could be generating more leads, increasing your company’s visibility, or promoting your products and services. It is also possible that you want to gain better visibility or build a community. In short, defining objectives is very important.

Nevertheless, it can be said that the objectives can be divided into three main groups:

For awareness. As we have just mentioned, you may want to make your products, services, or even your brand known. This will particularly help you generate many more impressions.
For consideration. In this category, your intention is to make your target interact with your campaign. Whether the lead engages with a reaction, be it a like, a comment, a click or others.
For conversions. This time, the aim is to push the target to take a conversion action. For example, you can encourage them to fill out a form, download a white paper, etc.

Choosing the Right Type of Content to Share

As a marketing manager, one of your primary goals is certainly to increase the visibility of your company. And on the LinkedIn network, the best technique is to publish and share content. Thus, users, especially your followers, will be able to interact with your posts and shares. This interaction can manifest in the form of likes, comments, or even shares. However, it is recommended to be very cautious about the content you consider sharing. Indeed, this represents a genuine commitment on your part.

For this, you have different options. Sharing can be done through your profile page or that of your company. It can also take place in groups or directly in messages, by email, or even in comments. You have the ability to share articles, texts, images, videos, and links. Regardless, ensure that the content is rich.

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Choosing the right topics to cover in your posts

As a professional, you should ensure that you only address relevant topics in your posts. Indeed, these should suit your audience. This demonstrates your professionalism, which can lead to dialogue. To ensure engagement, you can talk about several subjects and themes. This will also prevent your followers from getting bored with just one theme throughout the year.

And if you want to avoid a negative impact, think about using a less formal tone when you post. Sooner or later, writer's block can occur. To solve this problem, you can make tutorial posts, comparative articles, advice, etc. In any case, be cautious about the selection of topics you will address.

Create an editorial calendar for content publication

Today, social networks offer a content calendar. This allows for the planning and organization of your future content. While creating a calendar may be tiring at first, it is worth it. Indeed, the first step is always the hardest. The rest will only bring advantages.

The editorial calendar notably guarantees you a considerable time saving. Indeed, it will help you better plan your various activities and facilitate the publication of your content. With this system, you can be sure to have varied and well-regular posts. And of course, with good preparation, you significantly reduce the risks of mistakes and errors that can be unforgivable.

Prioritise native content

Social networks, including Linkedin, prefer native content. This refers to original content that exists on the platform and that you choose to promote your brand. For example, if you need to publish an article, a video, or other content, it is better to do it directly on Linkedin rather than uploading it via another website. In simpler terms, the publication must be its own source. The reason is very simple; by sharing content from other sources, you risk redirecting users away from the platform.

If you prioritise native content for your publications, the social network will give it more value. You will thus have a better chance of being promoted and highlighted. Don’t forget to publish content that is as diverse as possible. Also, make sure to take care of the quality of your profile.

Establishing a marketing strategy on Linkedin involves several steps. However, to achieve your goal, you need to adhere to them. In the field of marketing automation, My Name Is Bond is a leader. It can therefore assure you of an effective marketing strategy on Linkedin. You will thus put all the odds in your favour to increase your leads and convert them into customers.

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