A lot of B2B marketers are aware of the power of LinkedIn. They know that this is the favorite platform where they can find their customers. LinkedIn is where they spend their time, connect, and read different content. This is probably the reason why over 90% of the B2B marketers are primarily using this platform as it is the primary professional platform as compared to other social media platforms. Even so, many marketers wonder whether or not they are doing LinkedIn right.
With the dominant publishing feature in LinkedIn, marketers are given a platform to reach prospects and even forge relationships with them. Creating these relationships would have been nearly impossible without it. However, publishing content here is half the journey. It is essential to know how to create mind-blowing and striking content that will cause your readers to take action. If you are not sure about where to start, relax! We have got you covered.
1.Create headlines that are optimized for LinkedIn
David Ogilvy said something very striking. He said that on the average, the people that read the headline of a post are five times as many as those that read the body. He also stated that one who spends 80 cents of every dollar bill just by writing the headline. This statement is powerful.
Now, it is easier to create headlines on LinkedIn that are performing excellently using an approach that is research-based. Ten thousand of the posts that were shared most on LinkedIn were analyzed by BuzzSumo, and there were terrific discoveries. For example, using the following keywords will automatically lead to the more exceptional performance of the headline.
- The word “habits” – including this word in the headline leads to an average of 1,196 shares.
- The word “mistakes” – this word drives shares. Including it in the headline generated 556 shares on the average.
- The word “successful” – this word fueled around 416 shares on average.
- The word “leader” or “leaders” – these words fueled around 483 shares on average.
When creating your headline, have the length at the back of your mind. For those headlines that performed excellently, they had an average of around 49 characters. Go an extra mile and study the publications from influencers in the industry. While at it, check out their headlines. Note the formats used and identify top performing headlines then implement the strategies to your captions.
2. Lower the level of reading
The LinkedIn contents that are powerful and popular are the ones that are straight to the point and easy to read. Ensuring that your content is equally as simple to understand is very easy. Always use the Flesch-Kincaid score.
This tool always scores content on a range of one to a hundred. A higher score means the article is elementary. Let us have a look at the breakdown.
• A score between 90 and 100: can be understood by 11-year old on average
• Score with 60 and 70: can be read by 13-15-year-old on average.
• A score between 0 and 30: can be understood by graduates
Typically, for prospects of B2B, there is an excellent chance that they are well educated and can easily understand things. However, this does not mean that they prefer reading complex content.
3,000 posts were chosen for a study. It was discovered that even though one may apply conventional wisdom required when writing for an audience that is knowledgeable, the posts that had a Flesch-Kincaid score of between 80-89 got the most views.
This tool uses a precise formula that accounts for the total words, sentences syllables. But worry not about understanding how it works. There is a built-in Microsoft word tool that can help you with this.
Open a word document and type anything on it and carry out spell checking. Once done, the tool will show you the “readability statistics.” Locate the “readability” subheading and check the Flesch-Kincaid score and grade level for the reading ease. The higher the score, the simpler the content.
3. Create an optimal length of the platform
As you plan to write a fantastic LinkedIn post, consider how much content your target audience wants to read. In the past, marketers lived under the belief that shorter content was better for the customers. However, the trend shave changed, and now, longer is better. When you write unusual and valuable content, your audience will read it regardless of the length.
An article that was published by Content Marketing Institute reported that shorter content that has a maximum of 1000 words were dominant on LinkedIn. What is striking about this is that this is not the content that many readers wanted. The posts with words ranging between 1,000 and 3,000 got most shares. Here is some data:
- Up to 1,000 words: 6,439 shares on average
- Between 1,000 to 2,000 words: 7,771 shares on average
- Between 2,000 to 3,000 words: 8,702 shares on average
Here is the bottom line, publish long and high-quality content on LinkedIn so that you can hook the readers. This will capture their attention and even move them to share the content with their circle of contact.
4. Use a strong CTA to establish the relationship firmly
Creating content that will draw the prospects in and give them information that they desire is the start. After reading the material and exclaiming how amazing the material was, they will want more from you. It is a sad thing that many LinkedIn articles o not provide the next step for the clients. They do not include a call to action.
Any effective CTA will start with establishing a goal. State precisely what you want your readers to do after reading the fantastic content. Your goal should be to entice them into reading more content. Therefore, include links to other fabulous and related content found on your blog.
If your goal is to get their email addresses so that you can kick-start a nurturing campaign, encourage them to download a guide that helps in solving their pain point as addresses in the content. For instance, you can say, “click here to get our free white paper. It has three of the most common mistakes that people make when they are doing X and solutions to these mistakes”.
The content that you publish on LinkedIn should be a significant part of an overarching strategy. Therefore, the CTA should be excellently designed to meet the set goals.
5. Keep the readers engaged with the perfect visual count
Let me share an exquisite secret about content to publish on LinkedIn; it is never about the word count. Images are vital for all content as studies show us. But it is most important on LinkedIn. LinkedIn posts’ research showed that content with images got massive numbers of shares, likes, comments, and views.
Content without images received 6,413 views on average. But with the inclusion of eight images; this number skyrocketed to 57,575 views. Fascinating, right?
From this, you learn that it is not all about the content. The visuals greatly support the content. The visuals will typically break long information into smaller parts, and this will help the reader to move through the article at a rate that is comfortable and with great interest.
Last words about LinkedIn content marketing
All products that are created will always start with a pain point. This is something that is giving a prospect a problematic time, and they are struggling with it. All they want is to have it fixed right away. On LinkedIn, there are so many prospects that are facing the same pain point that your product or service is resolving. It would be fantastic to meet these prospects, right? Now, this is the job description of a marketer. The marketer should ensure that they capture their attention.
With LinkedIn, you have the right medium to drive this agenda. It will help you get in front of prospects at the perfect time. Immediately you capture their attention, the next step for you should be to keep it. Use the strategies given to you to engage with more prospects. Establish genuine interactions that will encourage them to learn more about the brand and to trust it.
If you are publishing content on LinkedIn, let us know your best tips for getting readers hooked and captured another people’s attention.