It’s no big secret that the worlds of content marketing and social media blend together in a big way. In fact, it’s safe to say that without the proper social presence, chances are you’re leaving a lot on the table in terms of the reach and impact of your blog and site content. However, what should be up for debate is which platform works best for your brand on this front.
While most brands default to Facebook, Twitter, or Google+, the truth of the matter is that LinkedIn offers up a position within your community that might be even more favorable than what’s available on these “Big Three” platforms. To uncover just how much hidden potential is still quietly waiting to be captured by brands like your own on this underutilized social network, let’s spend some time talking about the true value of LinkedIn and what it takes to make the most out of your time on this platform.
Gauging the True Value of LinkedIn Outreach
If you’re a little skeptical regarding this claim, that’s entirely understandable. After all, it’s not every day that someone goes against the grain when it comes to major industry players like Facebook and Twitter. Thankfully, there’s plenty of eye-popping data to lean on that helps tell the story of the rapidly growing LinkedIn community.
As Julia McCoy of Search Engine Journal notes, LinkedIn currently lays claim to over 184 million unique visitors each month, with a 172,000 new account sign ups to the network each day. Additionally, there are over two million thriving discussion groups that span virtually every industry, providing ready-made, segmented audiences with which to connect and share content.
Perhaps the most astounding fact garnered from McCoy’s research is the realization that LinkedIn helps push conversion rates of active members of the community to numbers three times higher than those generated by relevant activities on Facebook or Twitter. To put it simply, LinkedIn offers up quite an appealing situation for brands willing to make the most of this platform, and it’s only going to get better as the network continues to grow and evolve.
Seizing the Moment with Smart Tactics
So now you know why LinkedIn is worth your time when it comes to social media outreach and development, it’s time to turn the question toward how best to maximize your presence on this front. According to ClickZ’s Roger Katz, it all starts and ends with properly managing the newsfeed of your audience. By offering up engaging curated links from around the web and discussion-worthy topics to your followers – and not just spamming content from your site endlessly – your brand can serve as a hub for industry news and reactions.
If you’re having a little trouble getting the ball rolling, LinkedIn does provide a targeted update system that promotes your content to relevant audiences via industry segmentation, location, and a variety of other factors. Sure, this can put a bit of a strain on your marketing budget at first, but getting your content out in front of the highly interactive members of this audience can pay off dividends in terms of reach and awareness almost immediately.
Finally, don’t be scared to reach out and connect with other thought leaders on LinkedIn. This network is all about discussion and interaction, so why not join one of the many groups and offer up any advice or expertise to other players in your market. By standing tall as a vital member of these communities, in addition to the rest of what you’ve learned here about LinkedIn, it won’t take long for your social stock to go through the roof via shares, new followers, and extended exposure across the web. Regardless of what industry you call home, it’s hard not to see this as an opportunity that’s ripe for the picking for those willing to break the mold and make the most out of this emerging social network.