Strategically establishing a LinkedIn presence is not as easy as it might seem. From defining your goals, to identifying the right audience, and keeping track of the ever-changing algorithm, there’s a lot to think about.
Feeling overwhelmed? We’ve broken it down for you. Whether you’re a beginner, intermediate or expert, we’re guiding you every step of the way.
Tip #1 – Ensure that your top executives are posting regularly.
We know that the LinkedIn algorithm prioritises personal accounts over corporate pages, so while building your company presence is valuable for creating awareness, it’s critical to position your key thought leaders front and centre.
Their reputation and network will boost your company’s credibility – if you’re creating quality content, of course. LinkedIn users value robust research and data, as well as concrete examples.
Don’t forget to track post performance to see which topics are most engaging and which ones aren’t. Adapt your content schedule accordingly (but without compromising on quality and substance).
Tip #2 – Build a relevant audience.
Once your key people are active, it’s time for them to connect with prospects, colleagues and (if appropriate) peers, so they’re not speaking into a void. Build a list of relevant contacts and invite them to connect with a thoughtful message.
Think about why you’d like to connect with them. Is it a shared interest? Something they spoke about or commented on recently? Or an impressive achievement on their profile? Personalizing your message is key. Check out Michael Stelzner’s blog for a deeper discussion on this.
Tip #3 – Engage with your network
Once your invitation is accepted, focus on nurturing the relationship by offering value that moves your new connection closer to a buying decision.
Share a genuinely helpful resource— think about building a piece of collateral or very short presentation highlighting the problem you can solve for them. It should serve as a high-quality lead magnet that highlights your expertise and builds trust.
If you or your team are struggling to fill that ‘Start a post’ box with interesting content, let’s brainstorm together and build an achievable posting schedule. Get in touch with us at info@thoughtsparkinternational.com.
