When I ask professionals if they use LinkedIn, the answer I get 9/10 is ‘I use it, but I don’t post’. And the main roadblock tends to be uncertainty around what content to share that will be relevant to their connections and audience.
First and foremost, it’s key that you take the time to understand who your target audience is and what matters to them. This will be the north star for any action you take online. With this in mind, let’s look at some actionable suggestions to help you create engaging content that elevates your presence on LinkedIn and most importantly that adds value to your network.
- Share industry insights and trends
And this doesn’t just have to be your own content, by the way. There are lots of renowned sources out there that constantly gather data on industries and markets. Start by resharing their content before producing your own, and add your perspective on it. This information will be relevant to fellow professionals operating in your sector and offering your own thoughts will help demonstrate your expertise. Market updates, emerging technologies, sustainable practices, regulatory changes and so on are all great angles you could take. Offering your unique perspective demonstrates your expertise and keeps your network informed.
- Highlight successful projects
Celebrate your accomplishments by showcasing successful projects you’ve been involved in. Sharing content posted by your company page is a great place to start. Talk about project highlights, key milestones, and challenges you and your team overcame. Visual content, such as before-and-after images or videos are great for engaging your audience while providing a glimpse into your capabilities.
- Spotlight industry events and conferences
Tell your network about upcoming industry events, conferences, or webinars – even better if you are joining these. Share your experiences and key takeaways from events you attend, providing valuable insights to those who couldn’t participate. By promoting relevant events, you position yourself as an engaged professional who stays up-to-date with the latest industry happenings.
- Engage in industry discussions
LinkedIn is a networking platform, so take advantage of it by engaging in meaningful conversations. Comment on posts from industry leaders, join relevant groups, and join in the discussion. Some great ways to get relevant content to engage with directly on your feed include following hashtags, joining industry groups and following thought leaders from your sector. Sharing your insights and perspectives will increase your visibility while also attracting like-minded professionals to connect with you.
- Utilise rich media
Don’t limit yourself to plain text. Experiment with rich media formats like images, videos, and infographics to make your content more visually appealing and engaging. Visual content tends to attract more attention, increasing the likelihood of your posts being shared and gaining visibility.
- Collaborate and network
Leverage the power of collaboration and networking on LinkedIn. Reach out to professionals in complementary fields for joint projects, guest blogging, or co-hosting webinars. By collaborating, you expand your reach and tap into new networks, benefiting both parties involved.
But don’t forget…
Step one is always understanding who your target audience is (i.e. who are you talking to?) and what messaging will be most relevant to them specifically. In the competitive and crowded digital world, personalisation is the biggest factor that will help you cut through the noise. So it’s worth taking the time to do the homework – it will be the foundation of your online success!
Written by: Beatrice Ronchetti, Marketing Consultant for the Property Industry