LinkedIn Unlocked: Strategies for Small Biz Success
LinkedIn Unlocked: Strategies for Small Biz Success
Step 1: Stop posting the same piece of content to every social media platform
Have you ever seen those cringe-worthy LinkedIn posts like "I spilled coffee on my laptop, and here's what it taught me about B2B enterprise sales"? Yeah, we’ve all seen them. 😬 In fact, they’ve spawned satirical posts that have made it difficult at times to figure out who’s being serious.
LinkedIn is a unique beast in the social media jungle. While it's tempting to copy/paste your Instagram and Facebook content here, doing so is like blasting Chappell Roan in the middle of a serious business meeting—it just doesn’t fit.
Let’s dive into why it’s crucial to tailor your organic content for LinkedIn and how to do it without adding extra hours to your already jam-packed day.
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But first!
If you get quite overwhelmed at the thought of adding LinkedIn to your social media marketing strategy, don’t do it. You don’t have to be everywhere and everything to everyone. Do what works for your bandwidth and budget.
And if you are going to keep posting on LinkedIn or add it to your strategy, keep reading…
Why Tailor Content for Different Platforms?
Think of social media platforms as different venues. Instagram is like an art gallery where visuals steal the show, Facebook is your local community center for casual chats, and LinkedIn is a professional networking event where business cards and handshakes rule. Each platform has its own vibe and audience expectations.
Here’s how LinkedIn shakes out:
Professional Tone: LinkedIn users are looking for professional insights, industry news and meaningful connections.
Engagement Style: On LinkedIn, long-form posts and articles perform better than quick snapshots or memes.
Networking Goals: Users are more likely to engage with content that offers value, whether it's through thought leadership, tips or industry discussions.
Oh hey there! Thanks for reading this far. I just wanted to let you know that I have some openings in my schedule for a few more consultations and marketing services. It’s all geared toward solopreneurs, artists, makers and small biz owners. Book now!
Alright let’s find out how to do this LinkedIn stuff …
How to Create Stronger LinkedIn Content
Know Your Audience: If you run a small business or identify as a solopreneur or artist, your audience on LinkedIn is likely looking for professional growth, business tips and networking opportunities. Cater your content to these interests.
Share Your Expertise: Position yourself as an expert in your field. Share insights, tips and experiences that highlight your knowledge and help others in your industry.
Use LinkedIn Articles: Unlike quick posts, articles allow you to dive deeper into a topic. They can establish your authority and attract more engagement.
Engage with Others: Comment on posts in your industry, join LinkedIn groups and connect with like-minded professionals. Engagement is a two-way street.
Visuals and Videos: While LinkedIn is more text-focused, don’t shy away from using visuals and videos. Ensure they are high-quality and add value to your post.
Consistency is Key: Regularly posting valuable content helps keep you top-of-mind. Even if it’s once a week, consistency builds credibility.
Quick Posting Guide for LinkedIn
Start with a Hook: Grab attention with a compelling question or a bold statement.
Value-Packed Content: Provide actionable insights or a personal story with a lesson.
Call to Action: Encourage your audience to comment, share or connect with you. You could also include a relevant link to your website or blog.
Hashtags: Use relevant hashtags to increase your content’s visibility. Hit the sweet spot of using 3-5 hashtags.
VTL: Keep your brand’s voice, tone and language in tact. If you feel you need to sound a little more professional on LinkedIn, that’s alright. Just don’t stray too far and lose what makes you different.
Here are a couple of examples.
Example 1:
"Starting my own catering business has been a wild ride! From planning menus to managing events, I've learned so much along the way. One key lesson? Building strong relationships with local suppliers can make or break your business. Here are three tips to cultivate those connections and elevate your small business... [etc. etc.] #SmallBusiness #LinkedInTips #CateringSuccess"
Example 2:
"When I first launched my handmade jewelry shop, sales were slow and steady. But then I made a few strategic changes that tripled my revenue in six months! 💎 Here’s how focusing on customer feedback, optimizing my online store and leveraging social media made all the difference... [etc. etc.] #SmallBusiness #LinkedInTips #SalesGrowth"
Want my comprehensive guide to LinkedIn marketing?
Download the 11-page guide today. It expands upon this post with more examples and details on how to create a content calendar, improve engagement and more.
Posting as a LinkedIn Page vs. Personal Profile
LinkedIn offers two main ways to post. You can have a personal professional profile that details your work experience and career goals. And, you can create a LinkedIn Page, similar to a Facebook Page, to share company updates and job opportunities, industry news and more.
Personal Profile:
Human Connection: Posts from your personal profile can feel more personal and authentic, which can foster stronger connections.
Broader Reach: Your personal connections and followers might have a broader range of interests, increasing the chances of engagement.
Thought Leadership: It’s a great way to position yourself as a thought leader in your industry by sharing personal insights and experiences. (This is great if you’re looking to host events or secure speaking engagements.)
LinkedIn Page:
Brand Awareness: Posting from your company page helps build brand awareness and establishes your business’s presence on LinkedIn.
Content Variety: You can share a variety of content types such as company updates, industry news and employee highlights.
Analytics: LinkedIn pages provide analytics on post performance, which can help you understand what content resonates most with your audience.
Employee Advocacy: Encourage (but do not force) your employees to share company page posts to extend the reach and amplify the message. (Even if you have 1 employee. You never know who’s lurking in their network.)
Tips for Managing Both:
Balance Your Posts: Use your personal profile for more personal insights and stories, and your company page for brand-specific updates and news.
Cross-Promote: Share relevant posts from your company page on your personal profile to drive traffic and increase visibility.
Consistent Branding: Ensure that the tone, style and messaging are consistent across both your personal profile and company page to maintain a cohesive brand identity.
Remember, LinkedIn isn’t just another platform to broadcast your social media content. It’s a place to build relationships, showcase your expertise and grow your business.
How have you had success with LinkedIn? I’d love to hear. Comment on this Substack post or send me an email.
And don’t forget — download my comprehensive guide on LinkedIn marketing that will help you improve your organic marketing strategy and create specific content for this social media platform.
Take care, birdies! 💙