Across LinkedIn, opportunities abound, and when it comes to deciding whether or not to invest in paid advertising, you may be unsure about the best approach. So, we’d like to share some of our best practices for enabling and supercharging your organic growth on LinkedIn. While paid ads may offer you immediate visibility, they come with significant costs and may not always yield the desired return on investment. Organic growth strategies cultivate genuine connections and can lead to sustainable engagement over time.
Understand your audience
The foundation of any successful organic growth strategy begins with a clear understanding of your target audience. Identify who you want to reach and what their needs and interests are. When you have a good grasp of who your target audience is, you can optimise your content generation and engagement strategies. To better understand your audience, consider creating audience personas. Develop detailed profiles of your ideal audience members. Think about their job titles, industries, pain points, and preferences. This information will guide your content development and ensure it resonates with your audience.
Set your goals
A strategy is an illusion if it doesn’t have goals. Set reasonable, measurable goals for your organic growth. Establish measurable goals, whether they be increasing followers, engagement rates, or directing people to your website. When you have well-defined goals, you can track your progress, and adjust your strategy as you move ahead.
Create your content
Your audience is ready and waiting for your compelling content. To stand out in the crowded space that is LinkedIn, your content must be engaging, relevant, and valuable. Here are three key ways you can make your content stand out:
- Diversify your content mix: Diversification is a key way to grow your investment portfolio, and it works for your LinkedIn content strategy too. Use a variety of formats including articles, videos, infographics, and polls to keep your audience engaged. This will help you cater to different types of audience preferences and enhance the likelihood of shares and interactions.
- Focus on your value: Your insights are valuable, and you must make them your focus. Create content that addresses the challenges faced by your audience. Think of ways to offer solutions and insights that keep people coming back for more. Don’t forget to throw in an element of entertainment or humour too, where appropriate. High-quality content helps you to establish yourself as a thought leader in your industry.
- Tell your story: Sharing authentic stories about your personal experiences and expertise helps you to create emotional connections with your audience. People are more likely to engage with content that resonates with them on a personal level.
Keep the conversation going
Posting excellent content is the starting point, but engaging with your audience is where the real growth begins. Here’s where you can start the conversation and keep it going. When you respond promptly to comments on your posts and engage in conversations, this interaction builds community and encourages further engagement from your followers. If you find yourself battling to think of a way to continue the conversation, ask your followers a question in the comments section. Moving on from your own content, you must keep the conversation going in other places too. Make a point of regularly participating in relevant industry discussions. Engage with posts from industry leaders and peers by commenting thoughtfully. This helps to increase your visibility and positions you as an active participant in your field. Don’t just look to your industry leaders though. Find relevant hashtags to follow, participate in discussions and interact with content that’s tagged with them. When you
participate in discussions within relevant hashtags or comment threads, you position yourself as an engaged member of the community. This can help you attract new followers who are interested in what you have to say.
Stay the course
Building an organic following requires a consistent presence on LinkedIn. That’s why we always recommend you set aside specific time slots in your diary, dedicated to your LinkedIn activity. Establish a regular posting schedule, and stick to it. Consistency helps to keep your name top-of-mind for your followers.
Let your data do the talking
Your LinkedIn analytics can tell you so much about your organic growth. Check in on your analytics dashboard to find when your audience is most active. Adjust your posting schedule accordingly to maximise your visibility and engagement. Use your LinkedIn analytics as a compass, to analyse and re-strategise around your LinkedIn presence. Regularly review which types of your content perform best in terms of likes, shares, comments, and overall engagement. Use these insights to refine your future posts. Stay open to experimentation too! Don’t hesitate to test new ideas or formats for content. What works for one audience may not work for another. A regular schedule of experimentation can lead to breakthroughs that enhance engagement with your audience.
While paid advertising can provide immediate results on LinkedIn, building an organic presence offers long-term benefits that build genuine connections and authentic community engagement. Focus on creating value for your audience and nurturing your relationships. Over time, these efforts will pay off in meaningful ways that enhance your LinkedIn presence and your personal brand.
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