Long story short: LinkedIn wants you doing more business on the platform.
Ever since 2016's $26.2 billion acquisition by Microsoft, along with a rollout of new features and site improvements, LinkedIn has been making a concerted effort to train its users on using the platform to generate leads and win new business.
Along this line, LinkedIn's Marketing Solutions team recently shared its top tips and practices for marketing on LinkedIn.
In a new eBook called "The Secret Sauce: How LinkedIn uses LinkedIn for Marketing," LinkedIn revealed some interesting findings that you can take advantage of in your own marketing efforts on the the world's largest platform for professionals online.
Here's a summary of the key elements.
1. Content = Currency
The key to marketing on LinkedIn is using content, such as blog posts, as a way to engage and build business relationships with the target audiences you want to sell to.
LinkedIn encourages users to post and share content, and it's working - there are nine billion content impressions per week on the network's news feed, while over three million members contribute content to the platform every seven days.
2. The Numbers Don't Lie
LinkedIn says one secret to make your posts irresistible is to include statistics. Members of LinkedIn's Marketing Solutions team found that status updates where they mentioned a statistic when linking back to a piece of content got 162% more impressions and a 37% higher click-through rate (CTR)
When promoting your content on the LinkedIn news feed, look to utilize statistics in your copy to entice people to click on the link and read the full report, blog post, etc., over on your website.
3. Shorter = Better
The plethora of content being shared on LinkedIn right now also means that the busy professional simply cannot digest all the information available to them each day.
As a result, you need to keep your status updates short, sweet and intriguing.
LinkedIn shared that status updates with 150 characters or fewer saw 18% boost in engagement rate.
As you craft a LinkedIn status update, think about it similarly to a tweet on Twitter. Keep it short, concise, punchy and then link to more.
4. How Sales Funnels Work on LinkedIn
Creating free content that helps a target audience solve a specific professional need they have is how you "purchase" the time, attention and interest of potential customers on LinkedIn. It's also how you build the critical "Know, Like and Trust" elements that are key to every successful sale and business relationship.
As you earn the right to ask someone for their time and attention on LinkedIn through your free content, you should develop a lead magnet that enables them to opt in for more.
5. Words Matter
According to the LinkedIn's marketing team, the words you use for you lead magnets matter.
For example, they discovered that using the word "Guide" instead of "eBook" saw a 100% increase in click-through rate.
Even more important, you need to target niche audiences with your content.
Use LinkedIn's advanced search features to find the exact people you want to reach (searching by job title, industry type or similar filters), then connect with them and send them a free piece of content. Make sure the headline of your content uses their job title or industry name along with a benefit they want.
For example, if you were targeting Business Coaches, you could write a headline like this: "3 Ways Business Coaches Can Get New Clients Using LinkedIn."
Follow the lead of the LinkedIn Marketing Solutions team and use what they call "fist-bump" content to engage your ideal prospects in a way that moves them from stranger to raving fan as quickly as possible.