It’s harder EVERY DAY to get noticed on LinkedIn. There are 170 million users on LinkedIn in the US alone. Then 2 million new pieces of content are uploaded daily on LinkedIn. When you upload a post organically, your post only shows up in only 10% your #1 contacts.
So what is a little Orthopedic company with a fixed budget supposed to do?
I am going to share 8 proven techniques that we have used successfully.
#1 – Use Videos for Organic Posts AND Ads:
Videos are ranked higher by the LinkedIn algorithm. High quality videos that are DIFFERENT get noticed faster. This is straight from the LinkedIn staff themselves: “Be BOLD.”
#2 – Target Riiiiight Here. Use geo-targeting for Ads:
You can laser focus your ad spend into specific countries, states, and cities. When you do so, and in conjunction with other targeting that is set, you ensure that only people in those cities see your ads.
#3 – Target Job Title and Job Function Targeting for Paid Ads:
Go even further by targeting specific job titles and companies to really get the most bang for your buck. When setting up ad campaign audiences, use the built-in “Forecasted Results” tool on the right side of the page to see how your targeting effects spend, impressions, CTR, and total clicks expected for your campaign
# 4 – Just Post It.
Try to post fresh content at least twice a week – if you can post once per day, that’s great. Remember, LinkedIn prioritizes quality vs. quantity. If you have great content that gets lots of likes it will do better than a post that’s posted just because. Press release? Post it. New case study? Post and link to it. Have some quick tips to share? Post it. Lists are great.
#5 – Tag the right people. What’s in a Name? Everything.
Be sure to look someone up and find out how they spell or use their name on LinkedIn if you are mentioning them in a post. Use the “@” symbol to tag them. It will alert them that you are talking about them. Mentioning a company? Use the “@” symbol to mention them, as well. This spreads the word without having to do anything extra on your part.
#6 – Be Authentic. There’s a Reason it’s not Just a Buzz Word.
Authentic content always performs better than polished or stuffy promotional-style content. If a surgeon reads your content, chances are it’s because it came across as authentic vs. sales-y. If a surgeon passes by your content, check the post; it may come across as commercial. It’s all about intent.
#7 – Use Surgeon-to-Surgeon Content
Surgeons file suggestions from other surgeons high on the list of “oh wow, I should check that out.” Quick video content with surgeons telling other surgeons about a case or a device is content gold.
#8- Think about your Content: Quality vs. Quantity
We can’t say it enough – great content always wins the day. Great content can be quotes with a surgeon photo, a really great photo that speaks for itself, or video (again, videos rank higher, and engaging videos rank even higher than that). CONNECT with the reader and you’ll stop the scroll. Connect and offer quality content, and you’ll most likely see your engagement on the uptick.