December 7, 2016
LinkedIn is a fantastic place to publish content. In addition to being a highly visible platform, it’s also a highly professional one, where people come to gather and share relevant industry news and more.
Despite the fact that LinkedIn is so powerful, though, it can be difficult to track, and this commonly leaves people in the lurch when it comes to figuring out who is interacting with their content and who’s not.
Fortunately, there are many smart ways to use LinkedIn’s newest publishing features to discover who is interacting with your content and optimize your posts accordingly.
5 Smart Ways to Optimize Your LinkedIn Content
Whether you’re a busy enterprise-level company, or you’re working to get a small business off the ground, there are dozens of ways to improve the outcome of your LinkedIn content and ensure it’s reaching all of the right audiences. Here are five tips:
1. Include videos and images in your posts
Multimedia is a powerful way to enhance a LinkedIn post, and it can go a long way toward grabbing a reader’s attention and keeping it. Recently, LinkedIn updated its publishing interface to allow writers to feature content more prominently throughout a post.
These updates also allow users to have full control over the sizing, movement, and addition of visual material. Simply click the “add multimedia” icon in the top of the LinkedIn publishing platform to enjoy the benefits of 94 percent more page views.
2. Incorporate hashtags
While people commonly associate hashtags with Facebook or Twitter than they do with LinkedIn, the simple little social media tools can be very helpful on the LinkedIn platform. For best results, do your research and find out which hashtags are trending and relevant to your content. When you apply the right hashtags, it helps make your content easier for users to find, and groups your content in with material on similar topics, events, or industries.
3. Enjoy audience insights on mobile platforms
Recently, LinkedIn released an audience insights tool for mobile users. The tool, which allows users to get fast and clear insights into who is viewing their content and why, is easy to use, comprehensive, and ideal for on-the-go updates about how content is performing. With simple, easy-to-read displays and more, this tool allows users to determine who is viewing a post, where they work, where they live, and how they located the post. This tool is also ideal for anyone who wants to track the performance of their long-form content and help to build brand voice.
4. Write compelling LinkedIn headlines
Just like hashtags can help you get noticed on LinkedIn, compelling headlines can draw readers in and make them want to interact with your content. While many marketers are sick of hearing that they should craft stellar headlines, this is an essential part of getting noticed online and it will help your company and your brand stand out on LinkedIn.
For best results, include any keywords or phrases that you may be targeting in your headline. You should also include action words and seek to make the headline as unique as possible. Remember: LinkedIn is a place for professional connection, and it’s essential to tailor your headline according to the audience you’re hoping to target.
5. Alter your approach
Remember that LinkedIn, like all things social media, changes frequently and that it’s important to alter your approach accordingly. When you get stuck in a rut, it’s impossible to create compelling LinkedIn content that your readers will enjoy. And if you’re not doing that, it’s impossible to adequately track where, how, and when your readers are interacting with your content. With this in mind, don’t be afraid to alter your LinkedIn strategy according to changing needs and demographics. Your content will perform better and you’ll enjoy more accurate insights as a result.
5 Fast Tips for Your LinkedIn Profile
Once you’ve optimized your content, turn your attention to your profile to make sure everything is looking tip-top:
- Improve your headshot. Your headshot is one of the most critical pieces of your entire LinkedIn profile. Make sure it is professional, recent, and high-quality.
- Optimize your LinkedIn headline. Your headline should go deeper than just your job title. Dig in and get creative. It’s one of the first things people see and you want the impression offered to be a good one.
- Include past and current projects. Projects are like mini-resumes or reviews, and they can go a long way toward showcasing your skills and experience for your connections to endorse and share. With this in mind, include the details of a few past and current projects to build out your profile even more.
- Add your skills. Skills can be endorsed by other LinkedIn users, which makes them one of the most essential components of the entire platform. Add your skills accordingly for a more complete profile.
- Customize your URL. One small step that few people think to take is customizing your URL. In addition to making it easier for connections to find you, this small step will also personalize your profile and make it more attractive to would-be connections.
While many people overlook their LinkedIn profiles when it comes to optimizing content, these easy tips can help make your profile more visible and more attractive to new connections.
LinkedIn Marketing Just Got More Successful
When it comes to LinkedIn marketing, you want your efforts to be as fruitful as possible. Fortunately, these simple profile and content optimization tips can make it easier to attract connections and to track how people are locating, interacting with, and viewing your content.
These small changes make it easier than ever before to be more successful on LinkedIn and to enjoy the many benefits that poses for your company. They can also help you learn what it takes to optimize your LinkedIn content – a valuable skill that will take you far – both now and in the future.
Julia McCoy is a top 30 content marketer and has been named an industry thought leader by several publications. She enjoys making the gray areas of content marketing clear with practical training, teaching, and systems. Her career in content marketing was completely self-taught. In 2011, she dropped out of college to follow her passion in writing, and since then grew her content agency, Express Writers, to thousands of worldwide clients from scratch. Julia is the author of two bestselling books on content marketing and copywriting, and is the host of The Write Podcast. Julia writes as a columnist on leading publications and certifies content strategists in her training course, The Content Strategy & Marketing Course. Julia lives in Austin, Texas with her daughter, husband, and one fur baby.