Are you using Linkedin to promote your business? Would you like to learn some scientific ways to get the most out of Linkedin?
Whether your target audience is other businesses or consumers directly, there's value to being active on Linkedin. The social network has over 467 million users and has a stronger visitor to lead conversion rate than Facebook and Twitter.
As you can see from the above graph, Hubspot conducted a study on 5,198 B2B and B2C businesses and found that Linkedin is almost 3x more effective than Facebook and Twitter. They also found that Linkedin's conversion rate was better than all social media put together.
Therefore, if you aren't active on Linkedin you're likely missing out on a lot of leads. I'm going to show you how to get the best out of the platform by sharing some data-backed tips below on how to run a stellar Linkedin marketing strategy...
1. The best time to post on Linkedin
On all social networks there are certain unique times at which users are more active. You need to make sure that all of your updates - or at least the most important ones - go out at these times if you want to get the best results.
On Linkedin this time is 8 AM to 5 PM. The best days are Monday to Friday. These are the average work hours and days. Schedule all your updates to go out at these times. For best results stick to the work hours of the exact region your target audience is located in.
Once you begin posting at these times your Linkedin profile and page will gather performance statistics.
You can then use your Linkedin analytics to find your unique best posting time and then schedule your most important updates at these times.
2. Post a minimum of 20 times a month
According to Linkedin, companies that post 20 times a month reach at least 60% of their audience. If you post one update a day from Monday to Friday (as these are the best days) and avoid posting on the weekends, you should be posting around 20 times a month.
You can try posting at different times on these days to see when your audience is most responsive. If you want to reach more than 60% of your audience, try posting more than once a day - but make sure there's a good time interval between these updates. Different people use Linkedin at different times of the day, therefore you'll reach more people when you spread your pins throughout the day.
3. Share more links
Linkedin found that company updates with links get up to 45% more follower engagement than updates without links.
This why you should post more links - these could be links to blog posts or landing pages or other forms of content. Given Linkedin's aforementioned high conversion rate, many of these visits are also likely to turn into leads.
Accompany the link with a curiosity generating description that will entice users to click.
The Content Marketing Institute writes some good descriptions along with the links they share on their Linkedin page - an example is the above update with a clearly written description and the striking red image.
Linkedin also found that posts which point people towards 'top' lists can get 40% more amplification (i.e. likes, shares and comments). Therefore, you should write more list posts and use numbers and words like 'top' in your headlines and share links to these posts on Linkedin.
4. Ask questions
If you want more comments, or even just some feedback from your followers, you should ask questions on your page as the above noted report from Linkedin also found that status updates with questions get almost 50% more comments.
Put yourself in your followers shoes and think about what makes them happy and what keeps them up at night, then ask relevant questions that'll trigger a response.
The comments you get can be highly valuable as they can help you understand your audience better. You can use the information to improve your marketing strategy.
5. Videos also do well on Linkedin
Linkedin also found that links to YouTube videos that play directly on Linkedin usually have a higher share rate of 75%.
A good idea would be to alternate those question posts and link posts with some video posts.
A company that shares good YouTube videos on their Linkedin page is UPS. As you can see from the above screenshot, these videos generate a good amount of engagement.
Other forms of visual media like images do well too. They have a 98% higher comment rate.
The Walt Disney Company certainly knows this, as they post a lot of images on their Linkedin page - and generate a good amount of comments and likes as a result.
6. Get employees involved
Employees are 70% more likely to interact with updates from your company on Linkedin. This is why you should take both online and offline steps to get them more involved. This can range from something simple, like asking them to add your company page to their Linkedin profile, to getting them to suggest content for your Linkedin company updates.
Building a strong culture will also encourage employees to get involved. If they feel that they're a part of your company they'll be more inclined to promote you online by telling everyone they know about you.
These are all the scientific ways to get the most out of Linkedin. Using these tips, you should be able to post updates that'll get you more likes, shares, comments and clicks. They'll also get your employees more involved, which will be useful for the growth of the company presence.