LinkedIn is a great way to market your company’s key capabilities and spread brand awareness, but this isn’t the only way to efficiently utilize your presence on the platform. It’s just as important to make yourself a valuable resource to your audience as it is to market your own company’s offerings.
Your main goal should be providing your customers with quick, easy to digest content, outside of your own, that directly targets their interests and needs. Sharing educational information by linking to appropriate resources for your readers to consume and learn from will help you build a strong reputation as an important asset to your audience. By establishing credibility through linking industry-related content on your page, you will naturally generate more leads by fostering a community of those actively involved in your same area of expertise.
There are a number of different ways you can impart knowledge to your audience without linking directly to your own company’s content. Quick reads are a great way to start doing this. Set some time aside to research your industry and the current happenings within it. There are new and informative articles being published every day that you can share on your LinkedIn page for your followers to check out. Whether these articles are covering up-and-coming trends to look out for or step by step “how-to’s” within your industry, your shared content is sure to reach somebody who can benefit from it.
You can also provide information on scheduled events that your audience might be interested in attending but wouldn’t have known about otherwise, like workshops, programs, fairs, and expositions. Regardless of what you share, take some time to focus on your customers’ wants and needs, and make your company a valuable resource for them to rely on.