You heard LinkedIn is an engagement gold mine.
Perhaps Gary Vee convinced you it was a good idea, or you heard too many people talk about how LinkedIn was their main resource for finding B2B customers.
LinkedIn is said to be an underrated platform. Like TikTok, LinkedIn posts can actually go viral (take the Facebook and Instagram hint). The thing is, you don’t go viral on a platform with all types of users.
They’re going viral on a platform where everyone can talk about business. Hence the gold mine.
As a B2B company, we cannot ignore the potential of LinkedIn. Shannon Goodell, Senior Social Media Manager at DigitalMarketer, developed and implemented strategies for LinkedIn. She recently stumbled upon some serious achievements.
Over two million impressions, almost 100,000 engagements and 62,000 post clicks (!).
Shannon narrowed our strategy down to three effective ways to drive impressions, engagement, and post-clicks on LinkedIn. Time to look for gold.
# 1: Find LinkedIn posts in previously published content
The first step in creating LinkedIn content is realizing that you don’t need to create LinkedIn content. You already have content that could be used on LinkedIn. It just wasn’t brought into a LinkedIn-friendly format. As Shannon explains
“Extract tips and advice from your blog posts, guides, podcasts, courses, game books, workshops, etc. and publish them as text-only posts. Add the link to the resource or resources in the comments and instruct users to read the comments for the links for more information. “
This enabled Shannon to create more DigitalMarketer content without creating more DigitalMarketer content. The nice thing about splitting is that any piece of content you create for your brand can be turned into at least 10 more pieces of content for other platforms.
“This is a super easy post that works! If you don’t have a lot of content, post your own tips and advice and ask your team members for theirs too (based on their areas of expertise). “
Here are two of Shannon’s tips for splitting content on LinkedIn posts:
- You can use fewer characters on LinkedIn than on Facebook. So edit your copy so that the post can be read clearly and easily
- If you can’t figure out how a post works with the specified number of characters, just enter one tip at a time
Content splitting is a great strategy for LinkedIn … and any other platform that you create content for. You don’t have to create a brand new post every time you switch platforms. All you have to do is make your content native to the platform you are posting to.
This means that you don’t want to post a long LinkedIn text with full text on your Instagram Stories. People are on Instagram stories to see movement and keep themselves busy with their phone (think GIFs and stickers). Your Instagram story content can be a team member breaking down the post with a selfie video with your head talking or a graphic explaining what your LinkedIn post did – but more aesthetic for the gram.
By splitting content, a blog post can become:
- A LinkedIn post
- An Instagram feed post
- An Instagram story
- An Instagram IGTV
- An Instagram role
- An Instagram Live
- A twitter thread
- A TikTok
- A YouTube video
- A podcast episode
- A Facebook post
- A Facebook Live
The wild thing about this list is that we can move on. We haven’t even mentioned fleets or YouTube stories yet.
Use your previously published content to create a stream of LinkedIn posts. Make your posts extra chic by turning them into (free!) Downloadable documents, as Shannon explains below.
# 2: create downloadable documents (no opt-in lead magnets)
The key is in the bracket. These are not lead magnets that users will sign up for your email list to get the resource. You will just give them the resource. We know this is against your marketing brain, but the data doesn’t lie.
Two million impressions and over 62,000 link clicks show that this strategy works. We create trust with our viewers and show them how much value we are giving away for free (no registration required!).
As DigitalMarketer Co-Founder and CEO Ryan Deiss says, when you’re giving away your best stuff, people are dying to want to know what you’re holding behind the paywall.
You don’t need a graphic design team to create these downloadable Google Docs. All you need to do is “Copy and paste from a valuable resource (blog post, playbooks, lead magnets, etc.) and add relevant links to the resource and calls to action in the document. Title it appropriately and you are ready to go. “
Our documents are super simple and straight to the point. You focus on delivering value rather than taking up our graphic design team’s time.
Here are Shannon’s tips for creating these documents:
- Give access to the viewer
- Use grammar to check your spelling and grammar
“Once you’re ready to post, just click on” Document “and select” Google Drive. “LinkedIn will ask for access. You can then select the Google document to upload as a PDF. Title the PDF on LinkedIn and add your copy of text and post! I also refer people to links in the comments to learn more. “
Save these documents so your content team can continue to use them. You can use these documents to outline additional posts in the future. You’re a document today, but in a couple of weeks you could turn that content into a LinkedIn text post, blog article, podcast episode, TikTok … okay, we’re going to stop now. You understand what it is about.
These documents are great for showing your audience how much you’re willing to give away for free (a strategy that worked well with the Customer Value Journey and Customer Avatar worksheet). When Ryan and the DigitalMarketer team first considered giving away our Customer Value Journey and Customer Avatar worksheet for free, it felt too much. We gave away our secret sauce. What would people pay us for?
It turns out the opposite was true. We’d given away some of our best things and people in return wanted to pay us to know more. If we gave this for free, they would have no idea what is hiding on the other side of that paywall.
As much as it feels like at the very least asking for an email subscription, you have to trust us and the karma on this one.
# 3: Lean in employee-generated content
Your LinkedIn content has been fragmented from other posts, but now you want to get into it as much as you can. It’s time to lean on your team. If you’re not already using employee-created content, now is the time to start.
Employee-generated content receives higher engagement, follow-up, and higher conversions than branded content. Brands like Morning Brew show us the importance of putting faces to your brand and creating a crowd puller that was acquired for $ 75 million.
The key to getting employees to share branded content is to ask them. Without the green light to create corporate content, employees avoid stepping on toes. You don’t want to get into trouble, and it’s safer not to take any chances. Leadership is a big part of employee engagement.
Have your company’s executives explain what employee-created content is, how they can help the company, and what they’d like to see employees in the future. In our case, we want our DigitalMarketer team to share our LinkedIn posts so that we get more impressions.
Here is Matthew Douglas, our Sponsored Content Content Manager, posting a LinkedIn post with an article posted on the DigitalMarketer blog:
Use Shannon’s strategy to organize the process of sharing the post with your team:
“Create a Google Doc with links to your last company’s LinkedIn posts and a brand new copy broken down into categories (sales, marketing, human resources, etc.). Include your company’s LinkedIn handle in all posts. Then share with your company.
Before asking your team to delve into your branded content online, we need to make sure that you clearly define the goal. As Shannon explains
“The target here is not web traffic (although this can be an added benefit). It’s about bringing new people to your company page to explore and get involved. The goal is to get them to share your previously published LinkedIn posts as well as brand new posts, all of which feature your company’s LinkedIn. “
Obviously, web traffic is an important (massive) part of your LinkedIn strategy. However, your employee-created content isn’t necessarily there to generate massive traffic. Your employees may have few dedicated friends and family on LinkedIn. So don’t be tough on them if their shares don’t make you go viral.
You will introduce your brand to more LinkedIn users. This is phase 1 of the customer value journey, awareness. In order for someone to buy a product from you, they must first know that you exist. You don’t want to ask them to buy your products as soon as they find out about you. It’s like asking someone to marry you while they’re walking down the street. You need to let her warm up, ask on a first date, and then give them some time to decide that you are the right person for them.
Fortunately, business works faster than relationships that lead to marriage, but it’s still a relationship.
When your customer avatar discovers your brand through a colleague, friend, or family member, you are entering that relationship with established trust. This will help get new leads through your CVJ faster and get people to get to know you even when they don’t need your services. How many times have you referred someone to a brand without ever buying their products because you’ve seen them online and it seems to fit the solution your friend is asking for?
The answer is all the time. Position your brand in the same way using employee-created content.
We’re not going to end this LinkedIn strategy anytime soon. Shannon has figured out how to increase our impressions, engagement, and post clicks, and we’re excited about this strategy.
LinkedIn is an engagement goldmine for B2B companies. Rather than suppressing the noise of every customer avatar present on other social platforms, you can focus on business-minded people on LinkedIn.
People don’t open LinkedIn to find recipes, see fancy car photos, or get inspiration from home decor. They are on LinkedIn with their business hat.
And it sure seems like the best possible time to show them what you have to offer their business.