LinkedIn, which debuted in 2003, boasts an impressive user base of 930 million members across 200 countries and regions globally. This vast network offers a prime opportunity for your PR endeavors. To maximize your impact, here are the top 7 tips to leverage LinkedIn effectively:
1. Develop a focused plan
According to Nick Wheywell, head of social at Whiteoaks International, effective use of LinkedIn for PR begins with a well-defined strategy. It’s crucial to establish clear objectives—whether it’s enhancing brand visibility, generating leads, or achieving other specific goals—and to set measurable KPIs to gauge success. Regardless of your goals, the key lies in the content you share. Providing valuable and relevant content not only adds social value but also humanizes your brand. Engaging with your audience goes beyond broadcasting company updates; it involves fostering meaningful connections, encouraging discussions, and nurturing relationships through active participation in conversations.
2. Foster a culture of sharing among your clients and team
Matthew Robinson, senior PR and digital strategist at Definition, highlights LinkedIn as a premier B2B publishing platform, offering unparalleled opportunities for PR professionals. Unlike traditional media, LinkedIn provides direct visibility into audience engagement, allowing you to pinpoint key decision-makers interacting with your content. Imagine identifying the CEO of your ideal client engaging with your company’s posts—this direct feedback signals that your PR strategies are resonating effectively!
Ensure your spokespeople’s profiles are SEO-optimized for maximum discoverability. Encourage them to regularly share insightful opinions and newsworthy updates, and to actively engage with content from journalists, customers, investors, and partners. LinkedIn thrives on building networks, which can significantly amplify your PR initiatives. Mobilize your entire team to participate actively on LinkedIn; having 100 employees engaged is a far more potent visibility enhancer than relying on just a few individuals.
3. Harness the power of analytics
Matthew Robinson emphasizes the importance of leveraging LinkedIn’s analytics for measuring and showcasing PR impact. Monitoring metrics such as impressions, engagement rates, and follower growth is essential for demonstrating the effectiveness of your efforts on the platform.
4. Avoid being overly promotional
According to Kerry Ganly, account manager at Penguin PR, LinkedIn offers exceptional opportunities for building brand awareness and cultivating professional connections. Drawing from their journalism background, they emphasize the effectiveness of human-interest stories on social platforms, including LinkedIn. When crafting content, prioritize engaging narratives over promotional messages, aiming for no more than one sales-focused post per week to maintain authenticity and audience engagement.
5. Utilize LinkedIn’s newsletter functionality
kerry Ganly recommends leveraging LinkedIn’s newsletter feature to empower employees to share their insights and expertise regularly. By publishing one blog post per week through this platform, you can effectively showcase your team’s talent and thought leadership.
6. Always remember, people connect with people
Hannah Monaghan from Viva PR underscores the strategic use of LinkedIn to highlight client achievements, impart industry insights, and offer a peek into the company’s culture and team dynamics.
“While LinkedIn has long served as a recruitment hub, its significance has grown. Today, it’s vital for employers to cultivate and amplify their brand to attract top talent. Our experience shows that sharing authentic photos and videos showcasing our team sparks meaningful engagement. Ultimately, it’s about fostering personal connections, which are foundational in building lasting relationships.”
7. Utilize LinkedIn’s News feature
Giles Shorthouse, head of business development and marketing at Octopus Group, highlights the influence of LinkedIn News as a significant media platform in its own right. Curated and written by LinkedIn’s editorial team, LinkedIn News often features breaking stories tailored by sector, each managed by dedicated editors.
From a PR perspective, engaging with LinkedIn News can provide opportunities to feature clients or spokespeople in the curated commentary beneath articles. Strategies include:
Creating your own post using relevant hashtags from LinkedIn News (if applicable).
Commenting directly on the original post that inspired the news piece.
Engaging with existing comments under the news article to contribute to the discussion.
These actions can effectively enhance visibility and engagement within LinkedIn’s influential news ecosystem.
