In social media marketing, it’s very tempting (and sometimes correct) to write for the biggest possible audience. After all, why would you not want to make the most shareable, relatable content possible? However, narrowing your audience lets you address a more specific set of needs, and provide specialized information to meet those needs.
No platform necessitates this more than LinkedIn, which has a unique niche among social media platforms for its audience and intended use. Since it’s more of a tool than a platform that users lightly browse for fun, your audience enters it with a different mindset, and that’s why marketing to them requires a different approach.
But what is this mindset, and who is this audience, exactly? That depends on your business — but you can find out!
Who is YOUR audience?
LinkedIn has answered the demand of this question with analytic tools that help individual businesses. You can see the demographics of your following and determine what to post based on what would be useful to them.
In general, LinkedIn users lean older than average users of other social media, and as you may be able to guess, often look for content that will help them further their careers. Since another primary purpose is making connections, LinkedIn users are also good at self-selecting into groups with similar clusters of interests. Posting your content in these groups and tailoring it to their subjects will bring in readers that, if all goes well, are more likely to become conversions.
What’s the best medium?
Video continues to be the best performer for Gen X, but written content is also very viable. Videos should be 1-2 minutes and make sure to include captions, as the majority of social media videos are watched without sound.
As for written content, LinkedIn articles allow for over 125,000 characters. However, 2,000 words is best to provide a digestible experience without sacrificing retention time. Choose a headline that emphasizes the benefit of reading your article. How-to headlines do this effectively and succinctly.
How should I choose a topic?
Since LinkedIn users are typically there to learn and grow their skillsets, the best articles contain the most expertise. Ensure that high-quality information is available to you, either through research or your own credentials, and that you can corroborate this information with sources. Ideally, your topic will also connect to your brand’s service offerings, and you can end the article with a call-to-action encouraging the reader to engage with your company.
Thought leadership (establishing your brand as an expert voice in its industry) has gained a lot of value in the age of information, and can be a huge asset to your brand.