Maximizing LinkedIn: Mastering the Digital Marketing Frontier
In the ever-changing realm of digital marketing, professionals need to keep pace with the latest techniques and innovations. A standout from a recent Pubcon Las Vegas event brought to the forefront a marketing platform that many may underestimate: LinkedIn.
Sean Jackson, the Co-founder of Rainmaker Digital, shared some enlightening insights about LinkedIn Marketing, challenging the notion that LinkedIn is the less glamorous cousin of social media platforms. Instead, it should be seen as a wise, knowledgeable cousin with untapped potential. With a user base larger than Twitter at 380 million, and its top ranking as a referral source to businesses, LinkedIn is a goldmine for digital marketers looking to engage with a professional audience.
Sean introduced the '3 Ps' for LinkedIn success: Profile, Publishing, and Participation. For your Profile, think of it as your digital handshake. A high-quality profile picture, a compelling title snippet, and an optimized summary with the right keywords can significantly boost your LinkedIn SEO and visibility. When it comes to Publishing, the key is to do it often. Repurposing blog content onto LinkedIn can help expand your reach without the risk of duplicate content penalties. Linking your Twitter account, using high-quality images, and incorporating infographics can make your content stand out even more.
Participation on LinkedIn means maximizing your efficiency and visibility within its ecosystem. Sean suggests scrutinizing LinkedIn group stats to determine their value or taking control of a group to communicate directly with members, turning passive usage into an active lead-generating mechanism.
Jabez LeBret, CMO of GNGF, adds his expertise by advising to lead discussions on trending topics by adding value, not selling, to establish yourself as a thought leader. With group discussions on the decline, it's crucial to balance your activity between groups and publishing on your own Pulse.
The clear message from both speakers is to optimize your LinkedIn profile for conversion and maintain a high level of activity to attract traffic. LinkedIn is not just for job hunting or networking; it's a powerful tool for networking, lead generation, and content marketing.
LinkedIn's potential for B2B or B2C marketers is significant. It calls for a strategic approach to marketing that includes quality content and active engagement. It's about using digital marketing techniques to not only reach but also engage and convert your target audience in the professional context that LinkedIn provides.
After exploring these strategies, consider whether your LinkedIn profile is optimized to its full potential, if you are participating actively on the platform, and if your content strategy on LinkedIn is as strong as it could be. Success on LinkedIn, similar to other digital marketing platforms, relies on a well-thought-out strategy, quality content, and active engagement. It's about leveraging these techniques to connect and convert within LinkedIn's professional landscape.