Remember the Nirvana when your single Facebook post would organically reach hundreds and thousands of people?
Yes, those same days!
LinkedIn is repeating the same story now. Once a platform just for the recruiters and job-seekers, it is now a legible content platform that’s showing the same patterns that Facebook showed in 2013.
The organic reach on LinkedIn is very high at present. Engagement is thriving.
Even if you have very limited connections, you can expect your posts to reach hundreds of people here rather easily.
And if your communication is contextualized to the unique needs and preferences of people on this platform, you can build brand and drive conversion on LinkedIn on the back of consistent efforts. This is true for both B2B and B2C.
So, if you’re looking to build an email list, LinkedIn is now a viable option to do that.
LinkedIn dominated 2019 for marketers as the hottest digital channel. 2020 expects the same.
Here are 13 tips to build an email list on this platform:
1. Outline a buyer persona
Trying to target everyone is one of today’s most fatal marketing mistakes.
Don’t try to woo everybody.
Instead, find unique segments that are relevant to you and then target only them for maximum conversion.
Create a buyer persona of people you’re going to target on LinkedIn.
Unless you know your ‘who’, you’ll never know your ‘what’ – what kind of content should you be posting on the platform.
So, above everything, know your audience thoroughly.
2. Create an editorial calendar
It isn’t about posting anything that comes to your mind.
Your LinkedIn content must be well-thought through, intended with a unique purpose.
So, have an editorial calendar created specifically for LinkedIn that covers what you’re going to be posting here, when you’re going to post, and how many times a day.
3. Connect with relevant people
Don’t blindly send ‘Connect’ request to everyone you come across. Remember, the number of connections is secondary. What matters the most is engagement.
If you have irrelevant people in your circle, they are unlikely to engage with your posts. Meaning, your conversion would remain poor.
Once you have a buyer persona ready, find and connect only with them.
4. Explore different types and forms of content
It’s much more than just text-based content.
On LinkedIn, you can post even images, videos, and documents – all of which have better organic reach.
Furthermore, there are many different types of visuals – from whiteboard videos to cartoons to self-images.
So, avoid posting the same kind of content that it becomes stale. Try different types and formats to keep things interesting for your audience.
5. Talk to people in their comment section
LinkedIn isn’t a content distribution platform. Not at least if you’re looking to maximize the return here.
It should be treated as a content sharing platform that’s meant for engagement.
One of the ways to engage with people is to comment on their posts. Leave thoughtful and valuable comments, which will add to your brand recognition.
When you’re engaging with people, it will subsequently bolster your posts’ organic reach too.
6. Post content in large quantity
Today, the quantity of content is just as important as quality.
So, don’t just post once a day on LinkedIn and be done with it. Post multiple times a day; as many times as you can.
Higher visibility, on the back of helpful content, will bring you higher engagement and conversion.
7. Leverage LinkedIn Pulse for long-form content
On LinkedIn Pulse, you can publish long-form content.
Not many people leverage on this. Don’t be one of them!
Regularly publish blog posts on Pulse to bring more value to your target audience. The CTA of these posts, depending on who you’re targeting, can ask people to give their email address.
8. Avoid posting (too many) links
Just like any other social media website, even LinkedIn doesn’t want its users to leave its platform. So, posts that include links have a limited organic reach.
If you’re regularly posting links, it will hurt your aggregate reach and engagement, hence affecting your profile’s visibility.
So, avoid posting too many links. Stop pressing people to “go here and subscribe”.
If you bring them high value, they would subscribe automatically without even you asking for it.
9. Have a unique squeeze page for LinkedIn users
People going from LinkedIn to your landing page have different psychology vs. those coming from other channels.
So, sending them all to the same landing page is a bad idea.
Your landing page must be contextualized to the unique demography of individual social platforms.
Have a unique squeeze page on your site for LinkedIn users. Furthermore, for even better conversion, have multiple squeeze pages for individual segments of LinkedIn users that you target.
The more targeted and personalized your landing pages, the higher will be your conversion.
10.Offer multiple lead magnets
One of the benefits of having multiple squeeze pages is that it allows you to offer multiple lead magnets.
For example, if you’re in fitness, you can have separate subscription offers for students, working professionals, and elder lies who are interested in fitness.
Then you can funnel down these individual segments to relevant landing pages where they are more likely to give you their email addresses than bounce out.
11.Slide in people’s inbox
This doesn’t mean you send a robot-like, copy-pasted message to each of your new connections – something that so many people do.
In inbox, your foremost priority is to build rapport, drive engagement and bring value to the recipient; NOT send your sales pitch and hope someone would accidentally convert.
Yes, reaching out individually through personalized messages is a time-consuming task.
But, outside building your email list, it also packs plenty of other benefits, including brand building.
12.Invest in paid ads
If you have an adequate marketing budget, LinkedIn ads are worth trying.
If done right, they almost guarantee high conversion.
13.Analyze, learn and improve
You won’t get it right from the go. A lot of what you would post will be “not good enough”.
Many of your posts will go without a single like and comment. For weeks, you might not see even a single conversion.
And that’s okay! It’s a part of the process.
The key is to learn from your mistakes and then make improvements. This requires you to analyze your LinkedIn strategy often.
LinkedIn made the biggest noise in 2019. And it’s going to dominate even in 2020. Make the most of its high organic power.
The way to build an email list on this platform is to not desperately try it.
Bring more value to your connections. And then some more! When you’re genuinely helping people, most of them would love to be a part of your email list without you even asking for it five times a day.
Follow the above-mentioned tips to get the first stage of email marketing right.
Once you have people’s email, it is then things get more challenging. You must keep them engaged through relevant messages so as to turn them into life-long customers. This requires you to leverage the best email marketing service for business that offers much more than just the best bulk email service – that offers automation, intensive reports and plenty of other powerful features.
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