How to Use LinkedIn Effectively: LinkedIn Optimization vs. Content Marketing Strategy

When you build your page, the first thing you going to think about is that "What type of content I should be posting? So if you're looking for a viral reach and if you want people to share your content, try to create as Evergreen Content as possible.

Building a content marketing strategy in LinkedIn is very different than building a content marketing strategy in Instagram, Facebook and in other platform. When you are creating your company page that is different from your personal branding page, it's the main difference is like insights. In Linkedln personal page the insights are actually very minimal because it's used for the personal reasons. For a company pages, you can see actually your unique reach, the clicks, the impressions and every time you post something you can see;

What is your outreach to your audience as well...

So if you're trying to create a thought leadership within your company, try to create a company page rather than trying to post most of the things on your personal profile. Also remember;

Linkedln does not merge personal pages to company pages.

That is why, try to differentiate them as much as possible. Also remember, that there are four key brand awareness metrics and these are:

Page Followers, Page Clicks, Engagements&Like, Comments

In linkedln you have two options for lead generations. If you really need to build your lead generation and sales pipeline, you can actually use a lead generation format in the advertising options of Linkedln. But if you wanna do something organically, i highly recommend you every time you post something, do not post only a link.

Try to ask a question to your audience and create a call to action ( try to capture their attention within the platform).

If you are constantly taking people outside of the platform, none of the social media platforms are actually going to like that. The more they stay within the platform, the more impressions they can serve to the audience and this way their advertising options can get more eyeballs.

Remember: If you're creating any type of lead generation, try to encourage the people by liking, commenting and sharing by asking them a question and making a call to action. The more social actions that you will be generating from your posts, the more these platforms especially Linkedln is going to promote and surface your post to your audience.

But if your main goal in the lead generation to collect email, numbers or any other personal information, you can do it in advertising options of Linkedln.

Remember: Linkedln deletes data after you finished advertising within 90 days. So that's why you need to remember to download this data after you finished advertising within the 90 day period.

Also if you're doing some advertising for your thought leadership, trying to drive traffic to your posts, articles and lead generation, do your best to actually limit the characters of your post to 150. Because if you're writing a long form post and especially if you're advertising on Linkedln, it's just going to cut off the advertising and there will be a 'see more'. So that is why;

Keep it under the 150 characters; Make it very clear call to action; Encourge people to engage with your posts.