LinkedIn has been adapting and evolving over the years, and it’s important for businesses to keep up with these changes. In the past, LinkedIn was primarily used as a platform for job seekers and recruiters. However, with the rise of content marketing, LinkedIn has become an excellent platform for businesses to showcase their expertise.
1. Content Creation is Still King
LinkedIn actively tweaks its algorithms to ensure that users are seeing content grounded in knowledge and advice, being produced by the people they know, follow, and care about.
Companies can create their own content, including articles, videos, and infographics, to share with their followers in order to build brand awareness, generate leads, and build relationships with other professionals in your industry.
To adapt to the current climate, businesses should focus on creating high-quality, insightful content that is shareable and will resonate with their target audience. It’s important to keep in mind your target audience’s pain points, and how your expertise can help solve them.
2. Personal Branding is Important
CEOs and executives are no longer hidden behind the brand, but instead are the face of the modern company. As businesses look for ways to differentiate themselves from their competitors, leaders can play a critical role in showcasing the values and mission of their company.
Business leaders should have an active presence on LinkedIn, and share their own thoughts on industry news, post company updates, and engage with followers. This personal connection not only builds trust with your audience (both customers and employees), but also humanizes the company.
3. Video Content is Key
Whether live-streaming, posting pre-recorded videos, or sharing content created by others, video is becoming increasingly important for businesses looking to connect with their audience. It gives companies the opportunity to showcase their brand personality, share industry insights, and give behind-the-scenes glimpses into the company culture.
Consider creating videos like interviews with key industry leaders or a behind-the-scenes tour of their office. Alternatively, share existing videos from industry events and thought leaders. Ensure your content is in your core subject area, speaks to a distinct audience, and offers a unique perspective based on your experience and knowledge.
4. Groups are Back in Focus
LinkedIn Groups have been around for a long time, but in recent years, they have fallen out of focus. However, LinkedIn is now bringing Groups back to the forefront of the platform as a way to connect with other industry professionals.
Businesses can create their own LinkedIn Groups to foster discussion, answer questions, and share industry news. Additionally, businesses should consider participating in other relevant LinkedIn Groups to build relationships with other professionals and showcase their expertise.
In conclusion, LinkedIn is changing, and it’s up to businesses to adapt in order to take full advantage of this platform. By focusing on content creation, personal branding, video content, and Groups, businesses can stay ahead of the curve and engage more effectively with their audience.