Building Brand Awareness on LinkedIn
Here’s an eye-opening statistic for you: 90% of your client’s journey is happening before they even talk with anyone in your company. Can you believe that? 90%. And during that time, they’ll typically consume at least 10 pieces of your content, which means your social media platforms are actually one of your most valuable assets when it comes to gaining new business. First on our list? LinkedIn. LinkedIn has a strong reputation for getting businesses in front of the right executive eyes, through both paid and organic marketing. Your brand awareness can thrive if you’re showing up. But what does that look like?
Consistency is Key.
We aren’t talking about the same consistency that you were given when you had to practice for your fourth-grade recorder concert (do we all have this same exact experience plaguing our memory or is that just me?). This type of consistency definitely feels more natural and should be an extension of what you are already doing in your business. Think of it like dating — how would you feel if your partner only took you out once every few months… you probably wouldn’t want to be with them anymore, right? Your clients feel the same way. Social media is all about building that connection. We strongly suggest posting at least 2-3 times a week to keep yourself at the top of their minds.
The tricky part about posting on LinkedIn is that there are millions of other people on the platform who are posting content, thousands of whom are in the same field. Instead of contributing to the white noise, you need to have scroll-stopping images and copy to get the attention your company deserves. To accomplish this, we suggest the following:
Curate strong thought-leadership pieces: Instead of just relaying ideas that have already been shared before, present a new perspective and push the limits with what you have to say.
Be timely: Keep things short, sweet and to the point for time-poor decision-makers.
Get in front of the camera: Try sharing your thoughts through video. Being able to see your face, hear your voice and connect with your mannerisms is a huge opportunity for your audience to meet you more deeply.
Distribute it all effectively: Turning top performing posts into ad campaigns is a great way to push out your best work to more eyes! We don’t have to reinvent the wheel… use what works!
LinkedIn Analytics: KPIs to Monitor
Great content is the big step to success, but if you are not monitoring your performance and taking action from that… you’re going to miss the mark. Looking at your analytics can be overwhelming, we know. Here is a quick vocabulary cheat sheet for what to look for:
- Reach: The total number of people who see your content.
- Frequency: The amount of times your ad has been seen by a unique user.
- Impressions: The amount of times the platform has exposed your content.
- Video views: The amount of times your video has been viewed.
- Engagement: The total number of likes, comments and shares of a piece of content.
Higher numbers = greater brand awareness, which then means a core group who are ready to enter the sales funnel and convert to clients/customers.
Keep in mind that this will take time, and it will take effort. If you’re running into constraints with either of these, give us a call — we offer several custom social media options to help you show up online consistently and as your business’ best self!
Curious to Learn More?
Looking for a little more insight in how you can capitalize on LinkedIn marketing opportunities? Let’s talk!