What’s the Best Content to Create for Attracting New Clients on LinkedIn?
Over the last few months I’ve had many clients ask me what type of content to create so they attract more clients and opportunities through LinkedIn. They know that there’s a lot of ‘noise’ on LinkedIn, and they want to be known for producing quality content.
The big problem we are seeing at the moment is the rubbish posts that are being uploaded and shared on LinkedIn. Poor quality posts are defined as weak in content, opinion and overall usefulness. They are re-worded, generic garbage that wastes the time, and almost insults the intelligence of the audience.
It’s better not to upload anything than to upload crappy content, as it will have a negative effect on your brand and positioning within your market.
I’d rather you post one good quality post a month than a poorly written post each week.
So I found some time this morning to create an infographic and write a few tips on what content you could create over the next 6 – 12 months to start attracting more leads and opportunities.
This is just a handful of ideas to get you going in the right direction. I hope you find it useful.
LinkedIn Marketing Content Piece # 1
1. Explainer / Welcome Video
If you’re confident and up to the task, get in front of a camera and record a short video (talking head style) so that your prospective clients and referral partners can get a feel for you and your company. This has been one of the best thing’s I’ve done in my first business to catapult above the thousands of competitors I had to stand out from.
LinkedIn Marketing Content Piece # 2
2. Your Top 10 Tips
Give the 10 top tips that you give out to your prospective and current clients as an article. You know the tips and ideas that you seem to share with almost every prospective client? Well, its these tips that are best placed in an article so that your wider audience can appreciate the value of your ideas and suggestions. It’s one of the fastest ways to boost the amount of enquiries you get into your business.
LinkedIn Marketing Content Piece # 3
3. Your Personal Story
Let your audience know why you got started in this business, and why you keep going. Remember how we are all wanting to develop a sense of whether we can trust the ones we work with…so sharing your journey thus far will give them a deeper insight into you. When writing about your current business, show passion for the way you work, and how you love helping your dearest clients to get great results. Your positive energy will spring off the screen, and win the hearts of your prospective clients.
LinkedIn Marketing Content Piece # 4
4. The top 5 Mistakes Buyers Make
Outline the typical mistakes your clients make when buying the type of products and services you offer. This could include the consequences for going for the ‘cheapest’ option, or not asking the right questions to the sales person, or not researching various aspects of the offer etc…..When you are the one to bring attention to the typical mistakes that people make when buying your type of product or service, you are more likely to become positioned as ‘the expert’ and ‘trusted advisor’ within your industry.
LinkedIn Marketing Content Piece # 5
5. The Perfect Solution – Top Criteria
Articulate 5 elements of your product or service that your competition find hard to replicate. This could be a white-paper/video or a simple article listing the key features of your product and why these features are so vitally important to your clients. This content piece will show them why your product or service stands head and shoulders above your competitors, so going with you is a ‘no-brainer’ option.
LinkedIn Marketing Content Piece # 6
6. Success Principles
Provide some insights into the core principles your prospective and current clients need to remember in order to generate a positive outcome. These elements may appear to you as common sense, but don’t assume that your target market has the same level of knowledge and industry insight that you do. They will be very grateful when they learn the ‘core principles’ they must apply to get results and overcome their key issues.
LinkedIn Marketing Content Piece # 7
7. Case Studies
Every business should have proof that they do a good job. Testimonials and recommendations on LinkedIn are a great idea, but your website and LinkedIn Company Page should also dive deeper into the success you’ve helped generate for your clients. Over the next 5 months, I’d aim to interview 5 clients who’ve achieved great results using your product and services. If you can capture their story via a ‘talking head’ video, that would be gold for your LinkedIn profile, and general online presence. The best way to do this is to hold an event like a VIP Client night, and offer an inspiring guest speaker (you can invite me to be your speaker 🙂 ) and then hire a videographer (I can recommend a couple good ones), and let them know you’ll be asking for a testimonial on the night. Most people are more than happy to do this for you, especially if they are happy with your services.
LinkedIn Marketing Content Piece # 8
8. Promote Your Values
Write a post based on a conversation you’ve had that underlies the importance of working with good values. This will help your prospective clients and referral partners see you have integrity (and the values your company works by). Which obviously is good for business. The best way to communicate that your company is a great company to work with, is by telling stories of situations you, or one of your staff members, were in that put them in a compromising position, for example. This may not be a regular post, but when a situation does arise, it makes good content to share.
LinkedIn Marketing Content Piece # 9
9. An Industry Issue
Write about how the current economic environment / industry changes are impacting your industry – and your take on how to overcome it. One of the best ways to show your audience that you have your finger on the pulse is to talk about what’s happening in the industry overall…..and then provide your best tips, strategies and recommendations for the wider community to deal with these issues. This is one of the fastest ways to be seen as a thought leader and person of influence within your sector, not to mention getting the attention of the press, which is always lovely!
LinkedIn Marketing Content Piece # 10
10. Share Wisdom
I’ve saved the best for last. When you’ve had a great conversation with a colleague or client, share the story and the key takeaways so your audience can learn from you. I’ve used this technique for years to create short videos that are full of energy, and tell a great story that will leave my audience feeling inspired. You can make a raw video from your phone or mobile device, or you can simply get onto your keyboard and create a post to capture the story. It’s a great way to create compelling content that positions you as one of the best and most interesting to follow in your industry.
What are your thoughts? I’d love to hear your feedback on these 10 ideas, and if you’ve got any more, please use the comments section below.