How to establish a Linkedin marketing strategy?

Define marketing objectives

When it comes to strategy, the first step is always to define the objectives. And of course marketing is no exception. Indeed, you can have different kinds of goals. It could be generating more leads, increasing awareness of your company or promoting your products and services. It could also be that you want to get more visibility or build a community. In short, defining goals is very important.

Nevertheless, it can be said that the objectives can be divided into 3 main groups:

• For awareness. As we have just mentioned, you may want to make your products, services or brand known. This will allow you to generate many more impressions.
• For consideration. In this category, your intention is to get your target to interact with your campaign. That the lead engages with a reaction, whether it's a like, a comment, a click or something else.
• For conversions. This time, the aim is to encourage the target to take a conversion action. For example, you can encourage them to fill in a form, download a white paper, etc.

Choosing the right type of content to share

As a marketer, one of your main goals is certainly to increase the visibility of your company. And on the Linkedin network, the best technique is to publish and share content. This way, users, especially your followers, will be able to interact with your posts and shares. This can be in the form of likes, comments or even sharing. It is however recommended to be very careful with the content you plan to share. After all, this is a real commitment on your part.

There are several ways to do this. Sharing can be done through your profile page or your company page. It can also be done in groups or directly in messages, by e-mail or in comments. You can share articles, texts, images, videos and links. In any case, make sure that the content is rich.

Selecting the right topics for publications

As a professional, you should make sure that your publications only deal with relevant topics. They should be relevant to your audience. This demonstrates your professionalism, which can end in a dialogue. To ensure engagement, you can talk about several topics and themes. This will also prevent your followers from getting bored with a single topic throughout the year.

And if you want to avoid a negative impact, consider using a less formal tone when you publish. Sooner or later, white-page syndrome can set in. To solve this problem, you can publish tutorials, comparative articles, advice, etc. In any case, be careful about the topics you choose.

Create an editorial calendar for the publication of content

Today, social networks offer a content calendar. The latter allows you to plan and organise your future content. Although creating a calendar can be tiring at first, it is worth it. The first step is always the hardest. The rest will be all good.

The editorial calendar will save you a lot of time. Indeed, it will help you to better plan your various activities and to facilitate the publication of your content. Thanks to this system, you can be sure to have varied and regular publications. And of course, with good preparation, you can considerably reduce the risk of errors and mistakes that can be unforgivable.

Focus on native content

Social networks, including Linkedin, prefer native content. This is original content that is on the platform and that you choose to promote your brand. For example, if you need to publish an article, video or other content. It is better to do it directly on Linkedin rather than uploading it via another website. In more common language, the publication should be its own source. The reason is very simple, by sharing content from other sources, you risk redirecting users away from the platform.

If you use native content for your publications, the social network will give them more value. You'll have a better chance of being promoted and featured. Don't forget to publish as diverse a range of content as possible. And don't forget to take good care of the quality of your profile.

Establishing a marketing strategy on Linkedin involves a number of steps. But to achieve your goal, you need to follow them. In the field of marketing automation, My Name Is Bond is a leader. That's why we can provide you with an effective Linkedin marketing strategy. This will give you every chance of increasing your leads and converting them into customers.