If you want to improve your LinkedIn organic engagement? If you want to see if LinkedIn Stories and Live are a good fit for you?
On the Social Media Marketing Podcast, I interview Michaela Alexis about organic LinkedIn marketing tactics that work today.
Michaela is a LinkedIn pioneer and an official LinkedIn Learning mentor, coach, and consultant who specializes in helping companies master their organic LinkedIn presence. Think Video: Smart Video Marketing and Influencing is a book she co-authored.
You’ll discover what types of content perform well in the LinkedIn feed, as well as how to use LinkedIn Stories and Live video to involve your network.
The importance of LinkedIn to practitioners, especially marketers, comes down to user intent. While most people use Facebook and Instagram to reconnect with friends and family or to unwind, Michaela points out that people use LinkedIn to evolve, communicate, learn, and meet new people. People are moving to LinkedIn to keep in contact and involved with their friends and teams as a result of the latest pandemic and an increase in remote working.
When you combine that strong user intent with the platform’s year-over-year growth, it’s clear that the platform has cemented its position as a global, technical networking venue. LinkedIn is used by over 700 million people, and 45 percent of internet users who earn more than $75,000 a year do so.
However, there’s another compelling statistic for marketers: four out of every five LinkedIn consumers are in charge of making strategic choices at their businesses. According to Michaela, 92 percent of LinkedIn users still use YouTube, so if you’re selling on YouTube, you could find success on LinkedIn with the same or related audience.
What Has Changed Recently on LinkedIn?
Michaela has seen a host of technological and cultural changes on LinkedIn over the last year.
On the website, there has been a trend toward more personal content. Although this change occurred before the pandemic, it became more noticeable as individuals were quarantined and started operating remotely.
They’re filling their LinkedIn feeds with more honest, vulnerable material focused on the workplace struggles they’re struggling to tackle, rather than posting about achievements they’ve earned or promotions they’ve got.
Michaela uses a narrative formula to write her long-form LinkedIn updates, and she often shares this style of material. What just happened, or what is the story behind it? What difference does it make to the reader of the story? What is the next step for the reader to take, or what is the call to action?
Since too many other individuals are grappling with the same problems, whether it’s an apprehension of disappointment, rejection, imposter syndrome, or anything else, the transition to this sort of content is working. People miss having constant human-to-human contact and want to feel they’re not alone in their struggles.
The next trend she’s seen is about how people are expanding their LinkedIn networks. People are engaging with people who can help them learn and develop, rather than interacting with people based on their job position or level of business clout.
On LinkedIn, she’s also found a more relaxed attitude toward video. People are using videos to express their beliefs and values, and they’re making their videos more humorous. This form of content is popular on TikTok, Facebook, and Instagram, but it’s relatively new to LinkedIn.
Finally, Michaela’s approach to using hashtags on LinkedIn has changed. She’s not only using hashtags to identify the content; she’s also using hashtags that her target audience is likely to search for. In the past, she would have used #LinkedInTrainer and #LinkedInExpert if she posted a LinkedIn tip as her company tab. She now tweets with the hashtags #LinkedInHelp, #LinkedInTips, and #LinkedInForBeginners. When you use a mix of hashtags with your content, you’re more likely to get noticed.
Making Use of LinkedIn Stories
Since LinkedIn Stories, a mobile-only feature accessible to personal accounts and business sites, is still in its early stages, the functionality isn’t as stable as it is on more mature channels like Instagram. On a laptop, for example, you can’t see LinkedIn Stories. The length of a story will be up to 20 seconds, and it will remain up for up to 24 hours.
On mobile, the stories of your contacts appear at the top of the Home screen, next to your profile shot. You can either capture video with the LinkedIn app or upload videos and images from your camera roll to make your post.
Michaela enjoys the filters and text choices available on Instagram Stories, so she makes one there and then saves it to her camera roll, rather than posting it, so she can use it on LinkedIn.
Note to follow the purpose of audiences browsing for Stories while making material for Stories—they don’t want to see a 5-minute video that’s been broken into 15 20-second parts. They want to learn more easily, be amused, or get something useful. Apps like Story Splitter will help you cut your longer videos into a single 20-second clip that’s suitable for Stories.
In your stories, what do you write about? Michaela says that selling by stories is well, but she advises creating material that goes beyond the information on your page. Your LinkedIn story is a fantastic way for you to crack the ice with new people. People will determine if you’re someone they can partner for or recommend a company to by asking how you take your coffee or which sports teams you support.
Only your LinkedIn links will react to your LinkedIn Stories material, which is something to bear in mind if you have a small network but a big following. If you mention a connection in your story, they’ll get a message the next time they open LinkedIn, whether on their phone or their computer.
Though not many people are using LinkedIn Stories right now, Michaela sees it as a valuable opportunity on two fronts.
The first is to keep in touch with her network and the relationships she’s cultivating. You’re basically at the top of the LinkedIn feed on the home screen when you post a story. Even if no one watches your story, they will notice your face.
The second step is to reach out to a new group of people. Everyone has their tastes when it comes to viewing material. Some people like to read posts, and others like to listen to audio or watch videos. Long-form content is preferred by others, while short-form content is preferred by others. Using LinkedIn Stories, she can reach out to those who appreciate short-form content in the most effective way possible.