Like many professionals, one of your key objectives when using LinkedIn, and creating LinkedIn content will be to build your professional brand.
One common reason why LinkedIn users don’t see results is that they fail to interact with prospective clients and connections. It’s a missed opportunity to show how they can help their ideal clients to solve their problems and challenges.
People want to work with experts who are an authority in their field. In order to be recognised as an expert, you need to share useful content on LinkedIn. By showcasing your expertise, helpfulness and likeability, prospective clients will see you as a thought leader. They may remember you when they need support.
In this article, I’m going to give you my top tips for creating LinkedIn content that will help you build engagement and visibility – and keep you top of mind with your ideal clients.
What questions do your clients ask you?
It can often be a challenge to come up with ideas for creating LinkedIn content – where do you start?
If you’re looking to show how you can help your ideal clients with their pain points, a great place to start is with the questions that your clients and prospective clients ask you most often. You can then use those questions to create content to share with your connections.
For example, one question people often ask me is how to add formatting to LinkedIn posts and profiles to make them stand out. It’s easy when you know how, but it’s not always obvious! I’ve used my answer to this question to create multiple pieces of content which I’ve then been able to share with my connections.
If you don’t do anything else other than creating LinkedIn content around your most frequently asked questions, you’ll be well on track to building engagement, visibility, and authority with your connections.
How do I use this approach to create content?
Let me show you some of the ways this approach has helped me when creating LinkedIn content:
- I recorded this video for my website which explains step by step how to use formatting tools (and lets people hear my voice too!).
- In this blog article, I talked about the use of formatting tools – and included a link to my video too.
- I included a link to my video on the use of formatting tools in this newsletter. This means my content can reach all of my newsletter subscribers – and they can share it too.
- I’ve created LinkedIn posts sharing my video, my blog article and my newsletter.
- I can use these resources to help answer questions that come to me via email or via LinkedIn DMs.
- And – last but not least – I’m talking about it in this blog article!
Having a repository of content that’s based around my frequently asked questions is hugely valuable. It helps me demonstrate my expertise and authority. That’s why I’ve created my Knowledge Base videos, which answer real questions I’ve been asked by my clients and connections.
Sharing this type of content via my website and LinkedIn posts has helped me with inbound lead generation. Inbound lead generation is where people come to you as a result of your content marketing activities. I’m reminded of the importance of this when prospects who have found me organically via Google Search contact me. This is all due to my website and LinkedIn profile being optimised for my keywords. It also happens as a result of the valuable content that I’ve created. This positions me as an authority and expert in my field as a LinkedIn marketing strategist.
What’s the aim of creating your content?
It’s critical to think about what the aim is when you’re creating LinkedIn content. Each post you make, and each piece of content you share should have a specific objective.
For example, I’ll share a link to this blog article as a LinkedIn post. The objective of my posting this link is to drive traffic to my website so that people will read my blog article.
On other occasions, I’ll share a helpful LinkedIn tip. This helps cement my authority and expertise in the minds of my connections, and importantly, my ideal clients.
I also share valuable resources from time to time. This might be a free Linkedin Masterclass – with the aim of encouraging people to register and benefit from my knowledge.
It’s also important to create content that drives engagement. If your connections interact with your Linkedin content, then the LinkedIn algorithm will mean they are much more likely to see your future activity in their LinkedIn feed, increasing your visibility.
Don’t forget about the Law of Reciprocity
Don’t forget about the Law of Reciprocity when it comes to engagement and visibility on LinkedIn. When one of your connections has taken the time to share content on LinkedIn, they will really appreciate it if you interact with that content by liking, commenting on, or sharing their posts. It’s a great way to build rapport, and they are much more likely to engage with YOUR posts by liking, commenting on and sharing in return.
Is content creation alone enough to generate business on LinkedIn?
For me, although creating LinkedIn content is really important as a way of building your professional credibility and establishing yourself as a thought leader, the main way that I’ve managed to convert prospects into clients is by using outbound lead generation – by using my ‘4C Method’ for Prospecting like a Pro.
My simple 4 step approach takes you from identifying prospects to your ultimate goal, to CONVERT, as follows:
Step 1. ‘Collect’ – finding and gathering the right people – your targeted prospects – on LinkedIn.
Step 2. ‘Connect’ – sending a personalised connection request, followed by a welcome message.
Step 3 – ‘Converse’ – engaging with prospects and providing value to build the relationship.
Step 4 – ‘Convert’ – adding more value and then moving the conversation offline when the time is right, through a series of relationship-building messages.
If you get the messaging right and build a relationship by nurturing your prospects until the time is right to move the conversation offline with a view to converting to a sale, you will have built rapport and trust – a professional relationship.
You should be adding content on LinkedIn to offer value. If they are encouraged to click on your LinkedIn profile, your network may be positively surprised to see you freely giving away information, advice, and expert opinion. It immediately shows that you are a valuable resource, particularly when that content has been written with your Ideal Client Profile in mind. And by building trust, prospective clients are more likely to buy from you.
Couple that with a proven approach to outbound lead generation, such as my ‘4C Method’ for Prospecting like a Pro, and you can pick and choose the cream of the crop when it comes to prospects, and grow your business rapidly. The ultimate proof is when your consistency and hard work pay off in terms of leads that convert to sales!