LinkedIn for Business Summer Edition

Summertime is the perfect time of the year to take a break and enjoy a holiday. How can you best combine your holiday break and your LinkedIn efforts? What does summer mean for advertising and how do you stay visible while enjoying a cocktail at the pool? In this summer edition of the LinkedIn for Business newsletter, I help you to enjoy your holiday and keep your lead flow active.

LinkedIn profile, how to stay visible during the summer

Let me start by mentioning that it is ok to take a break from LinkedIn. When you decide to put your phone away during your holiday and not schedule any LinkedIn content you aren't doing anything wrong. You just need some time after your holiday to get everything back up to speed such as reach and engagement. But, when you are like me, and you want to stay visible and continue to generate leads you might consider the following:

? I schedule content

? I re-use high-performing content

? I allow myself to spend time on LinkedIn

? I focus on commenting instead of writing new content

? I accept it's summer so lead generation will be slow anyway

One of the most important things I have planned? I will allow myself to use LinkedIn during moments when it fits our family time. For example when my youngest daughter is doing her afternoon nap or when the kids are in bed and my husband is doing a workout.

It's ok to take a break from LinkedIn during your holiday but when you can't,(because of several reasons, I hope positive reasons) focus on what really matters and what brings you energy. I might write a lot of posts because I'm inspired, or I write a lot of comments because that's what fits my holiday plans.

LinkedIn pages, keep your community engaged

LinkedIn pages are slightly different from profiles because a business is often 24/7 open. When people take a break we understand, but for LinkedIn pages/businesses this is different. That said, it is people who manage the page! Consistency is key for LinkedIn pages, so scheduling content and preparing before you take a break is key in my opinion.

The thing that you might want to change is the type of content you share to keep your audience engaged. During the summer the interest and the focus of LinkedIn members changes. Not surprising I guess when you look at your own LinkedIn behavior during your holiday. Members check LinkedIn less often but when they do, they spend more time reading or consuming content.

Within your content strategy, you might want to apply the following for your content:

? Share in-depth content such as e-books and white papers, your community has the time now to read this

? Keep your content light, you might want to include some summer vibes or humor. Remember, they might read it at the pool

? Don't be afraid to re-use content.

? Continue to engage with your community by commenting on comments, LinkedIn is a social network

? If you really want to switch off, you can ask a colleague or friend to check in every day and answer questions/ comment on comments

LinkedIn advertising, lead generation & campaigns during the summer

Should you stop advertising during the summer or increase do you increase investments?

Lenneke Speelman?(head of agencies Benelux?LinkedIn) recently posted an interesting post about this topic. She dived into the data of last summer regarding LinkedIn's ads performance for the Benelux market. Some interesting stats came up:

? CPC drops with ~11% and CPM drops with ~5.2%. This is because fewer advertisers are active during the summer. Which makes it cheaper to reach your target audiences during the summer months.

? CTR increases with ~6.5%. While your audience might engage less during some days, those who engage seem to have a longer interest span. Summer is a great time of the year to plan ahead.

? CPL drops with ~12.6%. Not all advertisers are actively running lead gen campaigns during the summer which leads to a lower auction price. When you have your teams set up for lead gen follow-up, summer is a great opportunity!

Going dark during the summer has a longer-term impact on your brand awareness & lead-gen efforts. This makes getting up and running after the summer more expensive and it will take time to rebuild your brand recognition which impacts your lead gen efforts.

Summer is a great time of the year to reach your audience with content that inspires and helps them to succeed for a lower price.

(Thanks to?Marc l'Amie?for these insights!)

Webinar Set up your first LinkedIn campaign

Do you want to get started with LinkedIn advertising but you need some help? Wednesday, August 23rd I'm hosting a webinar to learn you in 1,5 hours all you need to know about setting up your first campaign. For more information about the event, click here!

Do you need help generating leads and increasing brand awareness for your business? Reach out to me via DM or visit:

Enjoy your holidays!