LinkedIn Best Practices
LinkedIn best practices that help companies in the Outdoor industry in the United States to stay relevant, grab attention, and bring in more business are: Use of high-quality visuals, creation of video content, and posting consistently between 1-3 times every week.
Wonder's research team started to work on this request by looking for precompiled best practices for LinkedIn, focusing on the businesses in the Outdoor industry of United States. We searched through industry publications like Revenue Rivers, LinkedIn news and articles, and other business sources like Money and Forbes. From this search, the team was able to locate one example of best practices for the mentioned types of companies but there was little development of the topic. Also, with LinkedIn being a global social platform, we noticed that most of the best practices that we found from these articles referred to all countries in the world, including the US.
With the limited usefulness of our first search, we broaden our research to include all articles but limiting them to those that only focus on the United States. Thus, our focus was on articles about best practices for companies in the United States and comparing these with the companies recommended in the research criteria, i.e. National Geographic, Vice, and Discovery. The research was again broadened to include best practices for all B2B and B2C companies like National Geographic, in order to derive and determine the best practices for businesses as repeated across multiple sources. From this, we were able to obtain 3 best practices for LinkedIn for businesses that appeared in every list of best practices: Use of attractive quality visuals, creation and use of videos, and constant publications. Our research team was able to determine that these practices applied to Outdoor companies like the National Geographic, Vice, and Discovery as we cross-referenced and confirmed the use of the said practices on all their LinkedIn profiles.
We confirmed that these were the most repeated best practices and tips for companies, including B2C Outdoor companies, and that these best practices were faithfully followed by the 3 given examples of Outdoor companies. From this confirmation, we were able to conclude that the ones that we found are the 3 valid best practices that large companies in the Outdoor industry in the United States can use in LinkedIn in order to stay relevant, grab attention, and bring in more business.
LinkedIn hosts over 467 million users and 92 percent of the B2B businesses in this platform market themselves through the network. B2B companies use LinkedIn to market themselves and attract people. Also, B2C companies use this social platform for the same purpose.
1. INCLUDE QUALITY VISUALS
Humans are naturally attracted to images, and according to studies, the human brain can process visuals 60,000 times faster than text information. From marketing analysis, it has been observed that users get more attracted to visual content as this reach 94 percent more views than the posts without images. More people, about 65 percent, are capable of learning faster using images than just texts. In this regard, one of LinkedIn's best practices through which companies are able to engage and attract audience
When you choose to use charts, articles that have attractive images, slide shares and info-graphics among others, viewers will find it easy understand, digest, and remember the content faster. Companies must know the importance of using visuals that are appealing to the eye and which have been properly created and positioned correctly within the article. When using LinkedIn, companies need to include visuals and they should also do so in their profile thus replacing long text descriptions with images that are attractive to readers. B2B companies highly use images in their LinkedIn feed as a marketing strategy. It is recommended that B2C companies in the Outdoor industry should encourage customers to visit their profile using images, personal stories, how-to links, etc. In conformance to this practice, National Geographic includes high quality visual content in all articles and publications that they post on their LinkedIn feed. Discovery and Vice are also involved in this practice.
2. CREATE VIDEOS
Besides images, videos have grown in relevance and thus they have become their own separate strategy. Through LinkedIn, companies use videos to keep their audience engaged as they also stay relevant by not boring the viewers with content. Creating a video for the purposes of creating a company's story helps connect with the audience by giving the company a human touch. Another great technique is using videos to address questions that are typically asked by clients. Companies can also use videos to familiarize their clients with figures within the company such as leaders, other clients and testimonials by creating videos with tips based on the brand's expertise and more.
Outdoor companies and others can also use video editing tools in order to offer quality content.
Dennis Koutoudis, LinkedIn's public speaker and expert, has indicated that the use of videos can be good strategy for elevating a company's strengths to the audience. Revenue River also confirms the importance of using videos in LinkedIn as it explains that this is the reason why LinkedIn developed Pulse, the LinkedIn video tool that makes it easier for businesses to publish video content. Viveka von Rosen, the LinkedIn expert in the best practices of LinkedIn for Outdoors companies publication shared an opinion that content with videos gets shared 20 times more than other content and this drives more audience to attention. Although not all their content includes videos, National Geographic alternates between images and videos in every post. Discovery and Vice also applies the same strategy.
3. POST CONSISTENTLY
One of the most important practices to keep the audience engaged is by keeping the content of the LinkedIn page fresh. Audience will get drawn away faster with content that doesn't move or show any change. It is recommended to keep the attention of the audience by publishing at least 1 or 2 times per week. In this way, you will keep the content fresh as you provide posts with the company's perspective regarding new developments within the industry. Another important strategy on posting consistently is to share relevant content from other people or companies that match the interest of your audience and the company's vision. This allow the audience to see which companies are up to date in the industry. LinkedIn has more than 100,000 articles posted weekly.
As part of the tips for Outdoors company's using LinkedIn, Revenue River recommended that they should post constantly because it helps the company's page and newly published content to always stay in front when people log into the platform and access their timelines. Also, this constant new content is helpful in attracting new audience based on trending suggestions and answering questions about the company.
National Geographic stays relevant by making a minimum of 1-3 posts per week. Discovery posts content around 4-5 times per week and Vice posts 1-3 times per week.