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Social Media Marketing

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Using LinkedIn to Engage an Audience

Digital Marketing Lessons

Social Media Marketing
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Digital Marketing - Study Notes:

Best practices

Now let’s talk about the best practices for posting content on LinkedIn.

  • Post daily: In terms of schedule, posting daily company updates is the most effective way to start a conversation, drive word of mouth, and directly engage with your target audience.
  • Post in the morning: Aim to post in the morning. Posts published in the morning usually have the highest engagement, with a slight increase occurring again after business hours.
  • Be professional: Remember, LinkedIn is a B2B professional-focused platform for building and developing professional connections, so your posts should always be professional and helpful in tone.
  • Encourage sharing: Finally, get your employees to share company posts to increase reach and credibility. In this way, they can act as brand ambassadors, and reinforce the mission and vision of your company.

How can marketers enhance sharing on LinkedIn?

Join groups

Consider focusing your content at LinkedIn users who aren't in your network but share an interest in a topic. You can do this by joining and posting content to Groups. The content will then be available for group members to read and share. This builds authority and puts your content front-and-center for group members to engage with. One key thing to avoid is posting overly self-promotional or irrelevant content into Groups. It must be useful and on-topic to make an impact.

Tag others

You can fan out the reach and engagement of your content on LinkedIn by tagging relevant companies and members of your professional network who might be interested in the content or directly involved in the content topic. This will also show your content to the tagged member's professional network. As well as tagging members of your professional network, you should also tag relevant employees and co-workers to increase the reach and engagement levels of your content with the tagged members and their professional networks.

Use hashtags

You could also add a number of hashtags below the main text of your LinkedIn post. If you press "enter" once or twice, it will drop your cursor down by a line or two, where you can add your hashtags to associate the content with these topics. When the LinkedIn user sees your post in their feed, the hashtags will be hidden. They are only visible when the user chooses to "see more" from your post. This is a great way to add hashtags without over-complicating how the post looks to your audience; this generally increases comprehension and engagement.

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Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.

Digital Marketing Resources:

Kristin Shine

Kristin Shine is Founder and General Manager of Shine Healthcare and Science Consulting. She advises clients in the healthcare space on digital strategy development, business development, strategic communications, and commercial partnerships.

Kristin Shine

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

ABOUT THIS DIGITAL MARKETING MODULE

Social Media Marketing
Kristin Shine Kristin Shine
Skills Expert

This module introduces the key social media platforms for digital marketing and demonstrates how to set up a social media experience for a business. It explains the techniques and best practices for growing and engaging a social media audience and demonstrates how to create effective paid advertising campaigns on the key social platforms. It also covers how to extract and report on data from the platforms’ native analytics tools to derive deeper audience and campaign insights.

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