Despite not being the biggest social media platform out there, LinkedIn has emerged as an indispensable tool that businesses use for lead generation, conversions and brand awareness. Are there ways to organically increase your LinkedIn reach?
In this article, we summarize how experts leverage LinkedIn to grow their online presence and build stronger relationships, from working the algorithm to optimizing your content. Let's get to it!
What is LinkedIn reach?
For a particular post on LinkedIn, the reach highlights the number of unique users who saw it. LinkedIn reach includes both organic as well as paid posts.
How does LinkedIn measure reach?
A wide range of metrics is analyzed to measure LinkedIn reach. Broadly, a brand’s impressions, clicks, engagement, likes, shares, reactions, and followers acquired are considered to ascertain reach on LinkedIn
Use these 12 effective tips to maximize your LinkedIn Reach
Even though LinkedIn is not the biggest social media out there (Facebook has a staggering 2000 million more users than LinkedIn), it is a powerhouse when it comes to generating leads for businesses. If you are looking to get more eyes on your brand and win over new prospects, LinkedIn may not seem like an alluring platform. But that’s a misconception you need to get over!
LinkedIn is used by professionals and brands across the globe. It has also emerged as the most trusted social network in the US according to Insider Intelligence’s annual “US Digital Trust Survey.” LinkedIn is not just a recruitment website but rather a platform where professionals keep up with the latest news and developments in their industry. No wonder the platform gets 15x more content impressions than job postings.
Whether you market B2B or B2C products and services, you cannot underestimate the potential LinkedIn holds for your brand. Are your current campaigns failing to drive engagement or generate leads? Let's look at some techniques that will help you improve.
1. Understand LinkedIn algorithm
Like many other social media and search engines, LinkedIn’s algorithm favors quality content. So if you’re creating irrelevant content just for the sake of creating, it’s time to stop.
LinkedIn looks at the likes, comments, and shares of a user and accordingly shows the most relevant content on their feed. If you want your content to be seen by more users, make sure it’s curated according to the algorithm.
2. Focus on creating high-quality content
Are you struggling to increase your reach on LinkedIn despite putting in the time? Take a look at your content. If you are not creating high-quality, all your hard work won’t amount to much.
You should focus on creating content that’s relevant, engaging, and showcases your brand’s unique voice. From attention-grabbing infographics to clickable headlines, include elements that make your content share-worthy.
3. Work on your profile
How would you feel about hiring someone with a sloppy or incomplete resume? This is exactly how your prospects will feel when they open your profile and find out you haven’t bothered updating important details.
If you want to establish yourself as an authority in your industry, it’s crucial to create a professional profile and LinkedIn page. Follow the best practices to complete your profile.
4. Optimize your content
Search engine optimization should be an innate part of your LinkedIn marketing strategy. You should include relevant keywords in your profile, business page, and content. The right keywords will help your profile and content rank higher on search results.
5. Be consistent
Do you check LinkedIn only a couple of times a week? The world of social media moves fast, and infrequently checking your Linkedin profile isn’t going to cut it. If you want to improve your online presence and organic research, it’s necessary to stay consistent.
Go to your LinkedIn page at least once a day. Take time to respond to messages, comments, and connection requests. Also, make sure you are regular with your LinkedIn prospecting efforts.
6. Find the right time
Sharing content at your own convenience is a blunder you need to fix immediately. Whether it’s real-life or social media, timing is important. Finding the right time to post your content is pivotal to ensure it reaches the maximum number of your audience.
Take a look at the days and times your target audience is most active on the platform. This simple change can significantly improve your overall engagement and reach.
7. Revamp your posting schedule
Just posting once a week is simply not enough to get your brand noticed. There’s plenty of content shared on LinkedIn on a daily basis, and your singular post will get lost in the crowd.
Start posting multiple times a day. Yes, you read that right. Posting multiple times a day can considerably increase engagement for your brand.
Understandably, it might not be feasible to create content so frequently. But who said you have to share new content every time? You can post the same content a few hours apart to make sure it reaches your target audience.
8. Create and share videos
Video is a visually appealing format that you should consider including in your LinkedIn marketing strategy. People can be reluctant to click on a link and go to another platform to watch a video. But that’s something you don’t have to worry about on LinkedIn. You can directly upload videos on LinkedIn. It is best to keep videos short, ideally less than 3 minutes, to ensure your audience doesn’t lose interest. For more video tips, check our short-video guide.
9. Don’t forget cross-promotion
The content you’re creating for LinkedIn doesn’t necessarily have to be shared only on LinkedIn. Make the most of well-researched content by cross-promoting it on your other social media channels. Sharing content links on other platforms will drive traffic to your LinkedIn page and encourage engagement.
10. Join groups
Joining groups relevant to your industry is a reliable way to connect with like-minded professionals as well as potential customers. Instead of joining groups and going radio silent, become an active member by posting frequently. However, keep in mind the posting guidelines and refrain from sharing irrelevant promotional content. Also, interact with other posts on groups by commenting, sharing, and liking.
11. Engage with your audience
When a user comments, likes or shares your content, make sure you acknowledge their effort. Even the simples of the LinkedIn reactions can lead to valuable connections in the industry.
12. Automation
Manually handling every aspect of LinkedIn marketing isn’t a sustainable option in the long run. To save time and ensure effectiveness, your business must embrace automation. You should automate LinkedIn analytics and reporting, so you don’t have to go through the process manually risking to miss important insights.
Wrapping Up
LinkedIn may feel overwhelming when you’re just starting out, but it doesn’t have to be. The time and effort you’re putting into LinkedIn ideally should result in better engagement and valuable leads. As long as you’re creating high-quality content and engaging with your audience, you should be able to effectively take your organic reach to the next level.
Also read: The human side of Social - a complete guide on Employer branding.
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