NARROW DOWN YOUR AUDIENCE ON LINKEDIN
An underrated part of the “Year of Content” isn’t about creating content, but what you do with content you have. The idea here is to create less but promote more, and across the right social media platforms to maximize the impact of your content. What good is creating and spreading good content if it falls on deaf ears?
Each social network has its own unique ticks and nuances to understand. LinkedIn is no different. What began as the world’s largest resume search turned into a content creating machine for users, creating another channel for you to become a thought leader, influencer, and grow your brand. LinkedIn’s users are more educated, wealthy, and affluent when compared to Twitter or Facebook, with 33% having a graduate degree. Now that you know what you’re up against, let’s talk about how to get the most out of your experience:
FIND YOUR GROUP
Groups on LinkedIn are a professional version of Facebook groups, a meeting ground for like minded individuals to (pardon the pun) link up, discuss topics, post articles, and network. And like Facebook groups, you can either join one that’s previously created or curate your own.
Looking at group statistics is one detail in particular that separates LinkedIn groups from its Facebook counterpart. By analyzing numbers, you can determine how active or relevant a group is to the content or advertising you have to share. Statistics can pare down groups that cater towards entry level participants or CEOs. Growth and activity are also key components, as you’d want an active base (which, coming from the viewpoint of quality versus quantity, aim for the former). Instead of posting in the dark, see what each group has to offer to optimize the reach of your content.
LOCATE YOUR AUDIENCE
LinkedIn has over 300 million users. Your success in reaching an audience rests in whittling down the numbers until you reach a group of people who’ll find value in the content you provide (sidenote: on LinkedIn, content isn’t the only way to provide value – there’s references, networking, and a whole host of opportunities). You can hone down the people you want to reach down through a series of options, including location, companies, job titles, and skills.
What is the most effective way of using content to build an audience for the world’s largest professional database? By having already gained respect and exposure through the amount of time and input you’ve already spent on a LinkedIn group, developing relationships. In this way, LinkedIn mimics how business relationships unfold in a real life setting, and who you recommend, who you read, who you follow for analysis comes down to the people you trust.
The key to getting the most out of LinkedIn is, before you do anything, to narrow down who you want to connect with. Use metrics and options to find where you can provide the most value, and you’ll eventually have something more important than discussions or leads – you’ll have respect.