Is bothering with a LinkedIn content strategy even worth it? There are plenty of more popular social media platforms like Facebook, Instagram, and Twitter, and they work well for a lot of companies!
Well, let’s look at the numbers presented to us by Linked to Authority:
• 51% of companies get B2C clients from LinkedIn.
• 64% of corporate website visits are generated through LinkedIn.
• 50% of experts tend to buy products from companies that have a LinkedIn page.
So, don’t waste an opportunity to attract new customers!
Step 1: Analyze your audience
First, create a portrait of your client. It must consist of two elements: demographics and pain points.
There are plenty of questions you should consider while identifying a client’s demographics: age, gender, location, average income, family status, etc. That information will help you personalize your content and make it more appealing to your customers.
Next, seek the pain points. Imagine yourself in your client’s shoes and try to understand what is bothering them. Researching their main interests, values, and beliefs can help you with that.
Here are some #TempestaTips on how to find your audience’s main interests:
1. Turn your virtual private network to a region where your target audience is located.
2. Try searching for your audience’s main interests.
3. Write down the top 10 suggestions from the search engine.
Every post must be targeted at the client you create.
Step 2: Create a content plan
Before designing a content plan, you need to understand your position in the marketing funnel. This will help you choose your LinkedIn content plan objective. Let’s take a look at the three main marketing funnel phases:
If you don’t have any sales yet, you need to raise brand awareness and build demand for your product. Post about your product’s unique features and introduce potential customers to your brand.
Let’s pretend you are opening an English language school with an innovative teaching method. Tell everyone about how your teaching method is different from the others. Tell them why they didn’t succeed in other courses. Write about all the issues of learning new words, understanding grammar, recognizing pronunciation, etc.
A few sales
At this phase, you have a strong audience on LinkedIn and a few real customers. Now you need to add two other types of content: product offers and customer experiences.
By product offers, we just mean reminders to your customers. “Our English language school group starts November 25th, 2035. Apply now!”
And by customer experiences, we mean any successful cases from your clients.
“Our student Linda improved her English from A1 to B2 in six months!”
If you are at this point, some people have already bought your product, but you want to sell other products to them (or sell something again). In this case, your page needs to become a hub for your clients where they can list their achievements, talk, and consult with each other.
Your English language school students can share their experiences, take some tests, ask questions, and just discuss anything language-related.
Step 3: Create your LinkedIn content
There are a few principles from Mayer’s multimedia model that you need to remember when you are creating content:
The Coherence Principle
Exclude all unnecessary information. Read every sentence again (or look at the visual content) and ask yourself: Does 100% of this bring value?
The Signaling Principle
Help your reader focus on the main information (try to highlight it).
The Redundancy Principle
It is easier to understand information when we receive it in different forms. Add visual content to your post. Add audio narration to your video content.
The Segmenting Principle
Break your content into segments. We perceive information better when it is given to us in bite-sized chunks.
The Personalization Principle
Use simple language. We understand material faster when it is given to us in an informal language, rather than formal.
Step 4: Publish your content
You need a fixed schedule for your posts.
Do not post more than one post a day or less than three posts a week. HubSpot reported that your posts’ engagement significantly drops if you publish more than five posts a week.
According to the same HubSpot research, the best days to post are Tuesday, Wednesday, Thursday, and Friday (people are too busy on Mondays and prefer other social media platforms on the weekend).
The best time to post is 5 P.M. or later.
However, each audience has its own regime. After some time of experimenting with a posting schedule, you need to identify when your followers are in their most active phases and build a schedule according to this.
Last step: Improve
There are a lot of tools that can help you improve, analyze, and rebuild your content strategy in a way that will generate sales and create loyal customers.
If you want a group of experts to manage your content, contact Tempesta Media. We will offer the best opportunity to your business!