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LINKEDIN AS A TOOL FOR PR AND MARKETING

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Recently I attended a LinkedIn Master class and today i share with you my key takeaways.The professional network is ideal for branding. Marketing and PR specialists recognize LinkedIn as the premier B2B social media platform.

Data from LinkedIn indicates that 50 percent of its users are more likely to buy from companies once they have engaged with the company on their social media channels.

LinkedIn’s newsfeed shows updates that its algorithm calculates will most interest viewers based on their networks, demographics, behavior patterns, etc.
The algorithm determines how many people will view their updates. In short, LinkedIn offers a way for B2B marketing and PR to reach a more business-oriented audience.

Therefore, a better understanding of LinkedIn’s algorithm can help you promote content on the platform.
The LinkedIn algorithm sends content through several filters. First a computerized one then a human one. The initial filter weeds out spam and low-quality content. It then holds posts on the feed temporarily to measure engagement. Here, the quality of the post is reviewed, as well as the network, relevance and usefulness to the poster’s network. This is followed by a human review of the post’s quality.

Linked sign in page

Photo/Creative Commons

Here are these tips to get more eyeballs on your LinkedIn updates:

1. Relevance: LinkedIn members want career and business advice and industry-specific posts. Besides seeking the latest news, they want to know what it means to them. In addition to reporting industry news and trends, provide key insights, takeaways and your unique perspective. Offer a thought leadership/unique perspective.

2. Consistent Presence: The LinkedIn algorithm favors updated and active profiles and pages. More connections and followers in your business sector, participation in LinkedIn groups, and overall more LinkedIn activity all help boost your reach.

3. Try text- only posts. No doubt, images are supposed to draw attention and increase engagement. B2B marketing specialist John Espirian found that text-only posts without links, images or tags performed better and received on average three times more views than posts with links to external sites. This is because LinkedIn wants to keep viewers on its platform, it doesn’t favor posts containing links to third-party sites.

3. Mentions. When you use mentions, LinkedIn suggests members to mention from your contacts. The platform notifies them of your update, and if they share it with their contacts, your content/article receives wider reach.

4. Influencers. Engage LinkedIn influencers because they are credible users and most likely company leaders, whose articles and content is approved by LinkedIn editors. They are verified through a Small LinkedIn icon that appears next to their names when they post on the network. With their authority and huge following, your reach can soar if they share your content.

5. According to research, the best times to post updates are Tuesday, Wednesday and Thursday between 7 and 8 a.m. and from 5 to 6 p.m. Further research revealed that the best time to engage top-tier executives was 8 p.m.

Because for these company leaders, the work distractions, emails and meeting requests don’t stop coming at 5 p.m. They keep flowing, from all over the globe and different time zones. Gearoid Buckley, Group Marketing Manager at LinkedIn

6. Be discoverable through Hashtags. Including hashtags will increase your contents’ exposure and make your post discoverable by users seeking information on that topic via LinkedIn’s search bar. For the serious platform that LinkedIn is, don’t overdo the hashtags as they make your post seem like spam.

Sources have been acknowledged.

Sheila Mical A.

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