Get the scoop on how LinkedIn uses content marketing to build its brand online–and apply it to your own efforts on the platform.
I had a chance recently to sit down with a bona fide, real-life LinkedIn insider–Alexandra Rynne, who serves as the “external voice” for the LinkedIn Marketing Solutions brand online.
And what she had to say during our conversation shed some serious light on how LinkedIn sees things from the inside out, especially in the areas of content marketing, online video use, and much, much more.
(Note: You can listen to our entire conversation here.)
Here are four key takeaways on improving your ability to generate sales leads, clients, and revenue with LinkedIn.
1. Create “fist-bump” content
If you’re not familiar with content marketing, here’s a simple analogy: When you go fishing for prospects online, you have to put some bait on your hook. The content you create is that bait.
To be clear, content marketing is not about tricking or deceiving people, but rather demonstrating expertise and giving value first, thus hooking people on the brand of “you”–your content, your tips, and then, later on, your products and services.
Rynne and the LinkedIn Marketing Solutions team are, in her words, “all in” on using content marketing to attract, engage, and eventually sell premium LinkedIn advertising and marketing services to prospects online.
“You want to create that fist-bump type content,” Rynne says of LinkedIn’s approach. “You want someone to be able to come to you and say, ‘Thank you! You solved my biggest problem this week!'”
The idea, Rynne says, is to create content aimed at solving key problems or alleviating the biggest pain points your target audience has.
“If you genuinely deliver valuable, helpful content that solves a key problem for your target audience, you can’t go wrong,” she says.
3. Get visual
“We believe visual is the new headline,” Rynne says. “When you’re scrolling through the news feed, we want to be a thumb-stopper. We want to use imagery that gets you to take notice, stop scrolling, and want to learn more.”
Stock photo is a “dirty word” to Rynne, and she strives to find eye-catching, original imagery to use whenever possible.
In a nod to personal branding, the LinkedIn Marketing Solutions team also mixes in photos of real team members within its content.
This is key, because in addition to demonstrating credibility and authority to your potential customers, you want your content to humanize you or your brand. Using personal photos, relevant analogies from real-life experiences, or similar “human” approaches helps build the “know, like, and trust” elements critical to any successful business transaction.