This is Part 2 in a 5-part series describing an effective LinkedIn strategy for selling high value products and services.
Part 2: LinkedIn Content Production
Content is what gets you attention and establishes your authority and credibility on LinkedIn. Solid content that provides excellent value and is relevant to your ideal customers will get read. Since you’re targeting decision-makers these are pretty high value reads!
The idea of content marketing on LinkedIn is that many potential prospects will read your Articles. A few prospects will invite you to connect and inquire about your product or service. This happens without much effort.
You’re not writing sales content, you’re writing authority content on LinkedIn. The key is creating content that helps the reader and is not just self-serving.
There are two types of content that you should produce and distribute regularly as part of this LinkedIn strategy:
#1 LinkedIn Articles
LinkedIn Articles are similar to blog posts on a website.
Articles should have 500-1500 words. They can include images, links, videos, etc. They should represent your highest and most valuable knowledge in a summarized format.
Articles give prospective customers an opportunity to read and learn about your in-depth expertise. The content must have enough detail to help the reader achieve something important.
Profiles with Articles also get pushed up in the LinkedIn search results. This means you get more profile views and your sales message gets in front of more people on LinkedIn.
LinkedIn’s engineers are now making a concentrated effort to automatically present relevant content to potential buyers. Expect this to continue with the application of artificial intelligence to the vast amount of content on LinkedIn.
How to Write Articles for LinkedIn
It may seem tedious to write Articles. One solution people use for this LinkedIn strategy is outsourcing Articles to a good copywriter.
For Articles you want:
- An engaging topic relevant to your business
- A catchy title
- An awesome image
- 500-1500 words
- 1 Article per week is ideal but 1 per month is a solid start
#2 LinkedIn Posts
LinkedIn Posts are short posts into the home page stream similar to a Facebook post.
You can link to outside articles, post an image or video, or just write text.
The main function of Posts is to keep you “front of mind” in your network by sharing relevant and helpful information.
Posts increase engagement with your first degree network. This means they are more likely to contact you when the timing is right to buy your product or service.
For Posts you want:
- 1-3 Posts per day (you can do this with LinkedIn marketing automation)
- Curated topical content with attention-getting images or videos
- One-third educational, one-third inspirational and one-third self-serving. If all you do is post about your company’s offerings people will turn off and view you as just another sales person.
- Make sure you provide value!
- KEEP IT BUSINESS! (It’s easy to ruin your credibility doing this. Make sure you increase your credibility by only posting helpful business-related information.)
FYI – Skipping content production will lead to much lower results.