On LinkedIn, how do you write qualitative articles that catch the eye and second and third level contacts and connections? Because all content published on LinkedIn is far from equal in audience (that is to say in visits).
Here are the keys to creating publications that touch the right contacts to widen your relational network and facilitate connections to search for business, find a job, establish partnerships or to exchange, learn or sell (in “social selling” mode “, Social sale).
Here are 10 essential points to build quality content on LinkedIn and really make the difference:
1/ Send to the right audience
Before writing, clearly define what is your ideal target and do not compromise: write first for this target! You need a clear understanding of your target: why is she on LinkedIn? What is she looking for? How is she positioned?
This target needs you. So, how can you help him concretely and usefully? A good way to do this is to define a priority ideal target (and 2 secondary targets) and issue an identity card: who are they? What are they doing? What is their need? How do they inform each other? How do they decide? What is the key argument and the answer to the objection that you will gain their trust?
In marketing, the definition of this ideal target is called a persona and it is from this identity card of the ideal target that you must guide your publications.
If you already have information from this target (through sales or marketing, in-house), use this data as well as existing audience statistics from your site, blog or resume online.
Also do a mini-audit of your target by observing what your competition on LinkedIn and how it is active.
Also change your persona identity cards according to your targets and from the elements mentioned above that evolve over time.
2/ Produce optimized content for research and social networks
If it is true that you first write for your targets, you also publish for the search engines (Google, largely in the lead), for the internal search engine of LinkedIn (and other social networks) and also for social media where your content can be shared (Facebook, Twitter, Pinterest …).
Also, you have to pay attention to keywords that are really key, to be repeated in your writings (in the title and in the text of the various paragraphs), with short and striking titles that make you want to read the articles of your composition. Remember in your LinkedIn publications that your articles can be shared, “liked” and commented.
Of course, the image header is essential for each article LinkedIn: it is she who invites to read the title (and not the opposite). Choose a beautiful evocative visual that triggers the emotion and in landscape mode, this is needed … because sharing formats on social networks produce an optimized display for images in portrait mode.
With content optimized for search engines, images that touch your target, you will inevitably attract contacts and connections directly concerned by your publications and therefore your profile.
3/ Add value to your content
Each published article must bring added value:
-solve a problem,
-include 1 or 2 links to essential resources on the theme (including possibly 1 video and a visual created by you),
get involved by positioning yourself as an expert.
Nothing prevents us from using quotations … But argue that they are useful in your article in relation to the subject treated.
Do not use your publications as a direct means of advertising and promotion. It’s often badly perceived on LinkedIn.
4/ Tell a story
To get ideas, benefits, expertise, nothing better than a story (which always ends well, of course).
Better than a story, tell a story that involves you. It’s always personalized and human. Thus, your target reader can be directly and easily conquered by the context and meaning of your story. He feels concerned because he inevitably brings this story closer to what could happen to him.
Thinking that your readers on LinkedIn will not meet you all … Also, humanize the relationship is to build trust!
This can be called storytelling. The important thing: the story must be convincing and bring a real added value to your article.
5/ Informing is essential
Bring original and unpublished information on what your targets want to know in their field, compared to their sector of activity, it is a plus undeniable!
And your content should not be content with textual writings. Remember to vary your publications (to surprise) and to integrate (this is even more true when looking for jobs or customers in “social selling” mode – social selling) …
-case studies (or client cases),
-chronicles (books, magazines, programs),
-reports of events.
6/ Help to learn
Teach your targets what they want to understand and know.
Be pedagogical, didactic and understandable.
Explain how you can help them solve a problem.
Learning must be the watermarked word for all your content. If your reader has learned something from reading you, he will inevitably enjoy coming back to read you. This is the best way to convey that you are the right person to contact!
7/ Start a conversation
It’s not enough to have good content to make a difference. It is imperative to engage the conversation with readers and therefore LinkedIn users who like, comment and share your articles … First to thank them but also to see if your needs and theirs can match.
Also, do not hesitate to get in touch directly with them through a connection request (for 2nd and 3rd level contacts), ask questions, use a consistent tone in your content that addresses your priority targets.
It will be difficult sometimes to start the conversation with each person loving, commenting or sharing your content … But get in touch with these LinkedIn users who seem to you the most quick to exchange with you (by their profile, their need, their satisfaction expressed or their contribution of additional information).
8/ To persuade
You have to work with every published content on LinkedIn to persuade your readers to know more about you and your expertise and therefore contact you.
First, persuade them to take action: subscribe to your LinkedIn account, follow you, click on a link in your article; love, comment and share your content.
Persuade is convincing by your content and make you want to know more about you (and your offer if you are in business).
The power of joining your message is key. For this, do not generate stress in the reader or feeling of a priori “rejection” against you: no negative message, no negations used to everything goes in your content. And if the “no” is present, the “yes” must be very much majority in counterpoint.
Persuasion occurs at 2 stages of your content: at the beginning to trigger the consultation of the article and at the end of the publication to restart the conversation and invite to continue the exchange.
… With one essential message per article: what point do you want the reader to take away from your content?
9/Call to action
Each content published on LinkedIn must have a call to action that tells your readers concretely what you invite them to do next: read additional resources of your own, leave a comment, for a video encourage them to subscribe to the channel, subscribe to your newsletter …
A positive user experience should be encouraged: that of the reader.
This call to action must be distinguished with a font or font in bold or a clickable image with link.
Thinking that more than 60% of LinkedIn’s use is on mobile so clickable broad images or long links (URLs) are preferred.
10/ Distribute content at the right time
Last but not least: choose a suitable day and time of publication that correspond to the habits of your readership.
When are your targets on LinkedIn AND when are they ready to view your content?
There is no standard answer to this question. It depends on the pace of your professional life, your private life and your leisure time.
We simply know that for their professional time, the socionautes using LinkedIn consult the social network on weekdays, rather in the morning before 10am.
Depending on the timing of publication, your content may impact in a ratio of 1 to 6 … 6 times less or 6 times more visits for the same article, it is huge hence the interest of testing different days and hours of publication.
Do you have more tips to use well LinkedIn to grow the engagement of post ?