LinkedIn has over 500 million members and counting, with 61 million of these members senior influencers and 40 million are decision makers. These are the people that you hope will be either establishing a business relationship with and or purchasing from you.
When you are creating your content you need to consider the questions and problems that they have, as well as your solution to those problems.
Content marketing is supposed to anticipate the needs of your audience and supply information for meeting those needs that you are the ideal company to help solve their problems. For you to do that, you need to research your target audience. Take some time to look at what your target audience is posting on their news feeds, consider the industries they work in, and look at what other products and services are available to them. Your target needs to be narrower than simply, everyone.
I can’t stress enough that your ideal target audience should be the people you want to
- establish a relationship with;
- network; and
- create a potential customer base
Otherwise, you will be wasting your time and marketing resources to people that you won’t be able to convert to paying customers. Not everyone is someone who will need or want your product or service.
Use your current connections to see what your target audience will want because these are usually your direct buyers or associates of your target audience. Generally, your target market is already aware of the type of product or service you are offering.
LinkedIn has a marketing tool called Web Demographics, that will allow you to track the kinds of people who are visiting your site by cataloging their profile information. This will allow you to see company names, seniority level, job title and other necessary information that will help you to tailor your content.
Need help creating your LinkedIn Content Strategy? Set up a complimentary 15-minute discovery session here!