It doesn’t get as much attention as other platforms, but LinkedIn has been steadily growing over the past few years, both in terms of total users and active engagement.
Over the last five quarters, LinkedIn has reported record levels of engagement, each quarter, while the platform is now up to 740 million members. Which still feels like a bit of a cop out – ‘members’ is not the same as ‘active users’ – but even so, the stats show that LinkedIn usage is rising, along with its potential audience reach, and as more regions look to get back to normal in the wake of the pandemic, business activity will also increase, which will inevitably see even more users coming to LinkedIn more often.
Which is why it may well be worth re-examining your LinkedIn marketing approach. To help with this, LinkedIn has been sharing a range of case studies that highlight how to use its promotional tools and options, while today, it’s also provided some new tips on how to maximize your company presence, and grow your company page followers.
Here are LinkedIn’s key tips:
1. Get the Basics Right
First off, LinkedIn advises brands to ensure that they fill in all elements of their company page, and include content and descriptions that convey what their business does and who they’re looking to help.
“Be sure to include pertinent keywords in your business description, as LinkedIn Pages are crawled by search engines and can often rank highly.”
LinkedIn suggests that brands should also add a LinkedIn “Follow” button to their own blog, website, and/or newsletters to boost exposure, while company page admins should also encourage their first-degree connections on LinkedIn to follow their company Page by using the “Invite to Follow” function.
2. Publish Thought Leadership Content
This may be easier said than done, given the additional work it requires in research and creation, but LinkedIn’s next key point is that brands should look to publish thought leadership content.
“The best way to capture the attention of [LinkedIn’s] audience is to publish compelling content about industry news, trends, and other relevant topics. In fact, 88% of business decision-makers agree that thought leadership content plays a crucial role in uplifting their perception of an organization.”
Interestingly, LinkedIn also acknowledges the challenge here, by noting that only 17% of these same business decision-makers rate the quality of current thought leadership content available online as “very good” or “excellent”.
Creating content is easy, and there are now more avenues than ever before to put together a post or video and publish it to a broad audience. But creating great content remains as challenging as always, and while there are newer tools that can highlight key trends and data insights which can inform your approach, the key lies in providing your own insight, and interpreting these trends from the perspective of what your business offers.
That can take work, but the way to stand out on LinkedIn, according to LinkedIn’s advice, is to publish “well-researched, useful, and relevant content”. Which makes sense, and is a good tip. But it will take some time, and focus, and writing skill, to put together unique, valueable insights for your target audience.
LinkedIn also suggests that businesses look to use its page Content Suggestions feature to glean further insight into the topics resonating with your LinkedIn audience.
3. Join Conversations that Matter to Your Brand
LinkedIn also suggests that brands look to engage in relevant conversations on the platform to boost awareness of their presence, and expand their connections in the app.
One way to do this is through LinkedIn’s Community Hashtags feature, which enables LinkedIn company pages to choose up to three specific hashtags to associate with their Page.
You can then interact with these topics as your company page, which can help to boost exposure for your brand presence on the platform.
LinkedIn also suggests that company page admins find and host related events, which enables more opportunities for interaction and exposure to those within your niche.
4. Know and Grow Your Audience
LinkedIn also suggests that company pages tap into their page analytics tools to view data about the demographics and traits of their page audience, and how people are coming to their page.
“You’ll also be able to identify which of your posts and updates are driving the highest engagement. With these insights in hand, you’ll be able continually optimize for better audience alignment, providing the type of content they find most valuable.”
5. Activate Your People
Lastly, LinkedIn says that companies should encourage all of their employees to ensure that they’re linking to the company page from the work experience section of their LinkedIn profiles, again increasing potential exposure, while page admins should also look to re-share their employees’ best posts, notify employees of the most important Page posts to share (you can notify employees 1x per day of page posts to share), and recognize team moments or employees with a shout-out from your Page.
I mean, I’m not sure I would personally like to see too many of these internal news posts on LinkedIn, but maybe that’s another consideration to boost engagement and awareness.
LinkedIn also says that brands should look to foster internal engagement by building an employee-only community on LinkedIn via the My Company tab.
The My Company tab, which LinkedIn added in February, includes ‘Recommend’ and ‘Coworker content’ listings, which enables businesses to facilitate direct sharing of relevant posts, and increase internal engagement with such among employees.
That can help to amplify selected messages and updates, and boost engagement, which, in turn, can increase employee advocacy and help maximize your company presence.
There are some good tips here, and while they’re not all necessarily easy to implement, the guide notes and tips here should help in putting together a more effective plan of attack to grow the LinkedIn presence of your company.
You can check out LinkedIn’s company page growth tips here.
LinkedIn Shares New Insights into Maximize Response to Your InMail Messages
LinkedIn has published a new analysis of the best approaches to InMail, and maximizing DM opens in the app, based on ‘tens of millions of InMails’ sent between May 2021 and April 2022 in the app.
Which is primarily focused on recruiters – though really, a broad range of people use InMail to get in touch with people on LinkedIn, for different purpose, and many of the findings will apply in a more general sense.
But LinkedIn does make note of the option as a key recruitment tool.
As per LinkedIn:
“More responses mean recruiters get more bang for their buck from their InMail allotment. That’s because recruiters earn an InMail credit back if their message receives a response within 90 days (even if it’s a negative one). So, response rates not only reflect candidate engagement but also recruiter efficiency. But what kind of InMails actually drive higher response rates and how can recruiters improve their own InMail response rate?”
It’s worth checking out the full report if you’re looking to use LinkedIn mail within your digital marketing approach, but in summary, LinkedIn’s key findings are:
- Shorter InMails perform significantly better than longer ones
- Avoid sending InMails on Saturday (and probably Friday too)
- Personalized InMails perform about 15% better than ones sent in bulk
- Candidates who are “Recommended Matches” or “Open to Work” are about 35% more likely to respond than others
Which is much the same as what LinkedIn recommended in response to the same report last year, which underlines the value of these notes as guide points for your InMail approach.
Here’s a more in-depth overview of LinkedIn’s findings:
First off, on message length – LinkedIn says that InMails under 400 characters perform best.
As you can see here, there’s essentially a sliding scale of engagement with InMails, based on length.
“The response rate for the shortest InMails is 22% higher than the average response rate for all InMails. By the same measure, the response rate for the longest InMails is 11% below the average rate.”
Of course, this entirely depends on your message, and getting people to engage with what you’re trying to communicate. As such, there are no definitive rules, but the findings do provide some guidance as to how you can look to boost response to your in-app messages.
LinkedIn also provides an example of a great InMail under 400 characters.
Though LinkedIn also notes that its data may also be slightly skewed due to the scarcity of shorter InMails in its dataset.
As you can see here, only 10% of the messages sent on LinkedIn are under 400 characters, so while they do perform better, that may also be because they stand out more, due to most messages asking for more user attention.
Which would still suggest that it’s an effective approach, but it could be another element to consider.
LinkedIn also notes that sending InMails on a Friday or Saturday generally results in poorer response.
Every other day is pretty even on response rate, though LinkedIn says that Mondays are the best days to send your messages.
That said, plenty of InMails are being sent on Fridays.
As LinkedIn notes:
“If you’re about to send that InMail on a Friday afternoon, consider scheduling it for Monday morning instead.”
LinkedIn also provides some more specific stats on InMail performance, noting that messages that are sent individually see response rates roughly 15% higher than InMails sent in bulk.
Which makes sense – no one wants to get a generic ‘Hi ***, I noticed that you’re interested in ***’ template email, as they mostly feel untargeted and spammy. Even the slightest personal touch can add a lot to email engagement, and entice more interest.
LinkedIn also notes that the InMail response rate for candidates who indicate that they’re “Open to Work” is 37% higher than the rate for others, while candidates found in Recommended Matches are up to 35% more likely to accept InMails than candidates found in Recruiter search alone.
Which are obviously, again, more recruiter-specific data points, but it’s worth noting in the sense that you can glean from a user profile whether they’re looking to be contacted or not. That could also relate to freelance services listings, their career summary, their profile headline, etc.
Again, there’s a lot of good data here, and while it is based on analysis of recruiter InMails, it is worth noting the various trends for consideration in your LinkedIn messaging approaches.
You can read LinkedIn’s full InMail response report here.
LinkedIn Shares New Insights into Maximize Response to Your InMail Messages
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