How To Create Content That Builds Your Brand On LinkedIn?
Creating content for LinkedIn is one of the most impactful ways to stand out from the crowd on this powerful business platform and to find leads on LinkedIn. Yet, many business owners are missing out. It may be that all they can think is, “I am not a writer!”
Well, you don’t need to mention that as a job title, but It is worth the effort to create compelling content. It builds credibility, establishes rapport with your prospects, and helps keep you top of mind with your most important audience. Doesn’t that sound like time well spent on lead gen? You can accomplish this without writing a 2,000-word blog post or reinventing the wheel. In fact, you are probably overlooking some key content right under your fingertips. Start practicing in your LinkedIn feed, or, if you are still shy, why not start in one of the LinkedIn Groups?
What is business-building content that will generate b2b leads?
Business-building content is any type of content that helps you achieve your business goals. Content could be your new lead generation tool! Use LinkedIn to create blog posts, infographics, ebooks, whitepapers, case studies, how-to guides, and more. The key is to create valuable content to your target audience, and that helps them move closer to becoming a paying customer. Not all content is created equal.
According to b2b marketers and lead generation experts, to be effective in generating leads, your content on LinkedIn needs to be:
Every piece of content for your LinkedIn you create should be tailored to your ideal audience. It is not one size fits all. You can not personalize it for one person, but you can on your niche. To know what will be a good proverbial fit for your specific customers, take inventory of what their key problems are that you can solve. What questions do your customers repeatedly ask? This is the starting point of your content, and it will sound like a personalized message for them.
This is LinkedIn, and a big part of the platform’s power is in its ability to help you build relationships. If LinkedIn users do not easily share your content, then it will not help you very much in this regard. Make sure that every piece of content you create has sharing buttons so that people can spread the word with just a few clicks.
To make sure your content stands out, focus on creating something unique. It could be a new way of looking at an old problem or a different spin on an industry trend. Whatever it is, make sure it’s fresh and different enough to get people’s attention.
Finally, your content needs to be relevant if you want it to generate leads. People will only bother reading and sharing something if it’s directly applicable to their lives or business. If it isn’t, then you might as well not bother creating it in the first place.
As a tip, you can now and then send your content in a LinkedIn outreach to a group of prospects in your 1st-degree network or prospects that are in the same LinkedIn group as you are. Content that is doing well in terms of engagement can be re-used in an ad campaign connected to a lead gen form.
Using polls to create content that generates more leads
Your LinkedIn profile can give you useful insights that can turn into content. Using the built-in polls feature on LinkedIn works well for gathering feedback because it takes little effort to participate. Make sure your question ties into a wider strategy; don’t waste this on frivolous nonsense.
Not only is a LinkedIn poll itself a piece of micro-content, but LinkedIn is a network where you can use the results as the foundation for an in-depth article, video, or podcast.
For example, a client of mine used this successfully to learn more about the top challenges their customers were experiencing. The business predicted one response but was surprised when reviewing the poll results. It gave them valuable insights into what customers’ top priorities were.
They published an in-depth article on their blog and then shared it on LinkedIn. It featured branded graphics and highlighted the key solutions to each of the biggest pain points, providing value to their audience.
Use the content resources you already have
If you are struggling to come up with content ideas, think of who you can reach out to in your business circle. This type of content can include:
- A success story about a current or past client.
- An interview with an expert or experts in your field or related fields.
- A detailed review from a client about the experience of working with you.
- An interview with a specific employee in your organization.
- A feature on a community effort with a nonprofit or other organization.
- Information about one of your new hires and what they bring to your company.
- Reviewing a complementary product or service from another business also serves your target market.
- An employee in your organization talks about their work and what it’s like to be a part of the company.
- A non-profit or other organization is featured in a community effort article.
- Information about a new hire and what they bring to your company is provided.
- A review of a complementary product or service from another business serving your target market is given.
The main idea here is that the content is predominantly created by drawing on the wisdom of others, either within or outside of your organization. This will save you time and build goodwill with your audience since you’re providing value.
Curated content to establish your authority on LinkedIn
If you’re looking to establish your authority on LinkedIn, one of the best ways to do so is by curating content on your LinkedIn profile. By sharing high-quality articles, blog posts, infographics, and other types of content that is relevant to your industry, you can position yourself as a thought leader and build up your credibility. Not only will this help you attract more connections and followers, but it will also make it more likely that prospects will engage with your content and see you as an expert in your field.
In today’s world, your clients are dealing with information overload daily. One of the most valuable things you can provide is your expertise. Sift through the information out there to find what is valuable and applicable to their specific business problems. This type of content is not only valuable for your target audience but also establishes you as the go-to person with the best resources. Content can include:
• A guide showing you the best podcasts or books that cover a particular topic.
• How-to guides for using various tools that can help businesses succeed.
• User reviews of different products or services to help others find out how they compare and contrast the features or functionality of different tools.
• How-to guides to help you use your tools effectively.
• Success stories from successful uses of the tool.
One of my clients in the hospitality industry used this method with great results. They were looking for a way to bring in leads as well as traffic to their website. The solution was to create a list of top podcasts in their industry. They included this list in a post with information about each podcast and shared that article both on their website and on LinkedIn. LinkedIn Sales Navigator was used to find a look-a-like audience in the LinkedIn groups.
It worked better than a LinkedIn Ad! Not only is this piece of content one of the top drivers of traffic to their website, but it got thousands of views and hundreds of comments on LinkedIn. People were sharing their own podcasts, commenting on how helpful the list was and even inviting the CEO to appear as a podcast guest. It also directly resulted in a new client reaching out to request a proposal. See how you can use this to create your own LinkedIn lead generation strategy.
How to start creating your LinkedIn content
If you’re looking to create your content on LinkedIn, there are a few things you need to keep in mind. First, ensure your content is relevant and interesting to your target audience. Secondly, keep it short and sweet – people are busy and don’t have time to read lengthy articles. Finally, use visuals where possible – photos, infographics, and videos can all help to make your content more engaging.
To summarize, when you are ready to start creating your own LinkedIn content, here are the steps to get started.
1. Make a list of pain points your clients/prospects have.
2. Brainstorm ways that you could help address those pain points: questions you can answer, resources you can provide, and ideas you can share from other clients, industry leaders, etc.
3. Take inventory of the content you already have by asking yourself: What polls can you create to get inside information? Who can you feature or interview? What information can you curate to demonstrate your industry expertise?
4. Create new content based on that information.
5. Track the engagement to see if you are reaching your ideal audience.
6. Improve and repeat.
Sharing relevant content can set you apart in the social media crowd and produce real and measurable results for your business. Use these ideas as a springboard to start your LinkedIn lead generation tool.
LinLeads gives your sales team a head start
LinkedIn gives your sales team a head start when it comes to meeting new customers. Lead Scoring will give you and your marketing team some really important opportunities to work with your competitors that still work with old information. Using LinkedIn Sales Navigator can help you understand your customers’ pain points and provide them with the right solutions to their challenges. It may seem like a waste of money to spend money on marketing items like buying company logos or buying calendars and hiring people to manage that data — but it is time to now consider adding LinkedIn to your sales and marketing strategy.
You have all the information you need, but now is the time to take action. Make an appointment to talk about how I can help you and your team be equipped with this great tool as efficiently as possible and give them a competitive edge.
About the author
My name is adrian van iersel, I help sales solopreneurs, business owners, and sales teams build their sales pipeline, shorten the sales cycle and generate more business. Our campaigns and programs have a major impact on the way professionals grow their businesses. You can read more about me on my LinkedIn profile.