Content Marketing and Lead Generation Tools on LinkedIn
Think Bespoke
LinkedIn training to empower Australian professionals & the organisations they serve to create sustainable impact.
Our LinkedIn Marketing Mentoring online group program kicked off this week and we're excited to be guiding the participants through our proven approach to LinkedIn strategy, networking, sales, marketing and content rituals and measuring success.
LinkedIn Profile Strategy
While we can't share all of the insights we covered in our first module, LinkedIn Profile Strategy, we thought we'd dedicate this month's newsletter to some of the content marketing concepts and sales and networking principles we share with our participants in the live online training. We'd love to hear your thoughts on how you use content marketing in your business.
Please read on, and then tell us in the comments what your experience has been with this approach. Has it worked? Or are you a fan of a more transactional approach to generating leads on LinkedIn?
Content Marketing Concepts
Karen Hollenbach, Think Bespoke's Founder and our resident LinkedIn Marketing Mentor, kicked off the session by sharing what she believes in, which includes content marketing and profitable business for good. Karen's learnt over the 12+ years of training LinkedIn and the 8+ times she's run the LinkedIn Marketing Mentoring program, that it's unwise to make assumptions about people's comfort with and knowledge of content marketing.
Here's the concepts Karen covered, which created a healthy discussion about people's understanding of these concepts as they relate to their LinkedIn Profile strategy. It opened up consideration of the buyer journey, the role of authoritative content sources in LinkedIn posting plans and the exploration of how different types of content is relevant when considering raising awareness of our personal brand or organisational brand.
The Golden Ratio
Diving into this concept a little further, we considered the idea of the content mix when planning content for LinkedIn. While also a design principle, The Golden Ratio applies to the content mix in terms of the percentage of posts dedicated to 1st party or owned content, 3rd party or curated content and promotions and offers.
We'd like to stress that this ratio is a helpful guide and not a strict set of rules your content needs to adhere to. The main point is this.
It is better to be a strategic content curator than a prolific content creator.
The Golden Ratio is not a new concept. Canva provides detailed information on the application of the Golden Ratio here as it applies to design. And if you have a nagging feeling you've heard of this term in other fields, that's because it's also referenced in maths and music. To learn more about these other applications, please read this thought provoking article by Chris Budd, OBE, Professor of Applied Mathematics at the University of Bath.
Critical Business Tools for Networking & Sales on LinkedIn
While LinkedIn makes it dangerously appealing to put all of your online eggs in one basket, we also encourage our learners to consider the role of the following business tools (featured in the image below) as they prepare for being more active on LinkedIn via their profiles.
While we remain advocates of building owned digital assets (a website and email list), we also acknowledge the role that Creator Mode (specifically the LinkedIn newsletter publishing feature via LinkedIn profiles) can play as a lead generation tool. In some circumstances the LinkedIn newsletter feature may offer a viable alternative to Thought Leaders who have not yet built their own email lists.
领英推荐
If you'd like to learn more about the LinkedIn Newsletter feature, Karen is doing a deep dive into How to Create a LinkedIn Newsletter at her Lunch & Learn on 21st July, 2022. Register your interest via the LinkedIn event.
LinkedIn Marketing Mentoring
Here's an outline of the LinkedIn Marketing Mentoring program from an enrolled participant's perspective. You will note that most of the 'heavy lifting' is done in the first two modules, because if you fail to plan . . .
Enrolments for our next online group program in February 2023 will open up again later in the year. If you'd like to be on the waiting list, please contact [email protected] Karen also offers 1:1 and single module sessions, which are available from August.
Upcoming Professional Development Events
Join us at one of Karen's upcoming LinkedIn Lunch & Learns:
How Can We Help?
Think Bespoke is based in Melbourne and provides LinkedIn training and strategic marketing mentoring to individuals and organisations.