Using LinkedIn to Amplify Your Content
This is why many B2B marketers see little result in their efforts and give up.
Social media seems like an obvious place to go to for quick amplification of content, but oftentimes it’s done all wrong. For starters, the average lifecycle of a tweet is 18 minutes. This is hardly great if we’re looking for high impact.
For us B2B marketers, LinkedIn is the holy grail of distribution platforms. There are communities based around our target markets and we can get involved with them directly. Yet why do so many struggle to engage, especially when it comes to content?
Today I want to share a couple of techniques I use when amplifying content through LinkedIn, followed by the underlying principle that should be used when experimenting with the platform as a whole.
Technique #1: Pulse
Since LinkedIn Pulse was launched there have been an increase in notifications on the platform as a whole. I get daily nudges telling me when a contact has published a new article.
This platform is great for publishing original content, but it does have other uses.
For us, it’s a great platform for distributing content. The way we do this is by covering one piece of the topic, or creating a summary of the entire piece. It’s still valuable in itself, but the content we’re distributing is much more in-depth.
Then, we sprinkle in a couple of calls-to-action that lead back to the original article for readers if they want to learn more. It’s a great way of taking advantage of the platform and it’s fairly unconventional.
Technique #2: Build a LinkedIn Group
LinkedIn has a series of communities in the form of groups. Sure, you can amplify your content through these groups, but why not create your own?
Forming your own group has three benefits. The way it positions you and your organisation is the first. When you create a group around a certain industry (or even profession) it will put you directly in front of those who you’re targeting.
Secondly, you have total control of the content and discussion. If you want to highlight a certain topic or call-to-action, then you have the power to do so.
The final benefit, which is by far the best, is how you have instant access to your audiences’ inbox. Think about how many emails you get from groups with useful content on a weekly (or even daily) basis.
Some marketers have even begun purchasing groups with a large member base to speed the process up. There’s a lot of value in building an audience through LinkedIn groups, and these three are just some of the best.
These two techniques are ones that we’ve found to be incredibly effective. You can experiment even further by exploring other LinkedIn features and creating your own techniques.
If you want some more ideas, check out <a href=””>our LinkedIn marketing guide</a> to get inspired, but the underlying theme here is value.
Whatever you do on LinkedIn, make sure you’re always adding value first. You’re much more likely to build an engaged audience by being truly useful to them, and once you’ve built that authority it will be much easier to inspire action.