Blog posts serve as LinkedIn’s primary marketing tool, and can be used in more than one way. Not only can these posts be used to share company updates, you can also inform users about achievements and new products, and announce future collaborations and partnerships. You can inform your followers about developments in the industry or share ideas for increasing productivity. Essentially, you can distribute any kind of content you like, as long as you keep your focus on the business. Generate fresh ideas with a well-coordinated content curation strategy.
You can increase the impact of your content strategy by encouraging your employees to get involved using their personal profiles. Ask your employees if they would be interested in spreading your content or creating your own. If you do this, however, remember that everyone has their own profile to maintain, and it is not up to the company to dictate what goes on a personal profile. In addition to a company page, you can also create focus pages. In principle, these are structured like and generated in the same way as company pages. They serve the purpose of highlighting specific posts from you. In doing this, you can devote a separate page to your brand, a product, or a special service.
With LinkedIn Ads, you can extend your outreach even more. The platform provides three options for this:
- Sponsored content: if you advertise your posts, they will also appear to LinkedIn members outside of your immediate community, significantly expanding your outreach.
- Advertising: With LinkedIn, you have the possibility to use more traditional advertising methods. This will appear at the top or right of the website.
- Sponsored InMail: With this option, you can send your target audience updates that appear directly in their LinkedIn inboxes.