Getting seen on LinkedIn can be a huge boost for B2B business owners but you have to post the good stuff !
LinkedIn users love content but make it good!
When I first started using LinkedIn it was, to be honest, not a welcoming place to visit.
It was very much the home of top executives and professionals while for SME owners and employees it just didn’t feel right.
That’s changed though in recent years and a big part of that has been the proliferation of creating and sharing content on the platform.
Whether you are using LinkedIn’s built-in content creation capabilities, or simply sharing links, photos, etc in your updates, it has become a place to find great B2B insights and thought leadership.
Some have gone too far down the route of some other social platforms. I do sometimes wince when I see a ‘joke’ or image of someone’s lunch (even if it’s a legit business lunch!), but generally it’s become a great place to share decent content.
But only the good stuff will work
In line with other social media platforms, LinkedIn wants to ensure that the user experience is the best it can be and to that end it has announced some tweaks.
While there are some good new additions – such as metric on how people have searched for you – there is also a cautionary note.
LinkedIn is giving users far more control over the content they are fed.
Central to this is the ability to ‘unfollow’ a connection direct from a notification. This means that you won’t see their content and they won’t know you unfollowed them.
And this also applies to you
As with every other platform that you are using for your media creation and content marketing, this update means that it is important that you post good quality content.
I tend to use LinkedIn sparingly and chose which content may be of interest to my followers there.
This is particularly important if you use Twitter and Facebook to promote your services because your LinkedIn audience is likely to be even less forgiving.
When posting on LinkedIn, really consider if it is appropriate for the audience. It’s a great place to display your expertise and share your insights, but that press release about a little-known award is not going to cut it.
Here’s a handy video guide to all the improvements made in LinkedIn’s latest update: