These are uncertain times for all of us. It’s easy — and very understandable — to experience anxiety over the impact these chaotic events might have on your business, yet there are still opportunities to be found as your free time increases. Although you may find yourself with a lighter schedule, you’ll also find an unprecedented chance to invest in the future success of your business through targeted content building.

Now is the moment to foster your digital presence across multiple communication channels (such as LinkedIn and your website’s blog), and position yourself as a leader in your industry.

Build or Expand a Digital Presence on LinkedIn

During times like this, people are not only looking for answers but also some reminder of normalcy and leadership. You should expect to see an increase in social media usage, with LinkedIn key among them as more people turn to LinkedIn to boost their professional profiles and learn more from industry leaders.

LinkedIn can be an excellent way to position yourself in front of your core audience and help build your brand organically through well-developed content. As people look to industry leaders for advice, you can build out content that reveals your deep knowledge of your industry and offers some hope for those looking for how your industry can continue to operate and provide services people want or need.

Why market content on LinkedIn?

One fact about LinkedIn that often gets ignored is its size. Facebook is certainly the undisputed king of user numbers, but LinkedIn’s numbers are nothing to be shy about, either. The site has over 675 million users, compared to Twitter’s 330 million users.

LinkedIn’s audience also uses the site in vastly different ways compared to other social media platforms. In fact, around 60% of LinkedIn’s users turn to the site to find industry insights.

What’s more, LinkedIn is a superior option for lead generation. A Hubspot study found LinkedIn generates 277% more leads than either Facebook or Twitter. Again, this comes down to how individuals use the platform. You’ll find LinkedIn’s users are not there for leisure. They want information, something you can skillfully provide.

As nobody knows your business better than you do, you can use these numbers to both develop strong leadership in your field with great content, and more easily get that content into the hands of your target audience.

Develop a strong LinkedIn content strategy

There are multiple avenues you will want to explore when developing content on LinkedIn. However, there are a few key channels that LinkedIn provides for more effective marketing.

You can promote content on LinkedIn by:

Writing articles created and shared directly on LinkedIn
Making posts created on your business website or blog and shared on LinkedIn
Sending Sponsored InMail advertisements (which have more than a 57% open rate)

You can also share links to your website’s landing pages on your profile or in your summary.

Remember that the quality of the content matters, especially for InMail advertisements. Produce high-quality, well-researched and engaging content with a clear call to action that helps generate clicks back to your site.

Are you unfamiliar with LinkedIn marketing strategies? Contact Madison Ave Media today for a free consultation.

SEO on LinkedIn still matters

Your SEO considerations vary, depending on the method you’re using to promote content. InMail advertisements, for example, don’t require SEO in the ad itself as those go directly through LinkedIn’s messaging system and therefore aren’t scraped by search engines. On the other hand, posts you create on LinkedIn or on your company blog that you share on LinkedIn do need to be optimized for search engines for better pick-up.

Don’t forget that your LinkedIn profile and summary are also searchable. As you work to position yourself as a leader, you should expect more people to search for your name. That makes it critical for you to promote your most valuable landing pages in your profile and summary.

Expand Content on Your Blog or Website

Your company’s website is a huge avenue for growth during this time. As more people find themselves at home, you may experience increased traffic to your site. Your customers or clients may be researching to see if they can continue using your services from home.

There are a few key strategies to employ here.

1. Determine what your audience wants most right now

Your clients or customers will likely want to know if it’s still possible to use your services as they self-quarantine, and what steps your business is taking to ensure their safety.

Among the first and most important content you can create right now will touch on those immediate concerns. Offer some confidence regarding the continuation of your services, and comfort that you’re taking health and safety concerns seriously.

2. Develop content to promote your innovation

Your content strategy should ultimately focus on business growth, both during these times and after. That will include the type of services you can provide right now and the kind of services you plan to offer once normalcy returns.

Use this time to vastly expand content regarding the services you can still offer or the new services you’ve created just for the situation. For example, you’ll find many restaurants are already innovating and producing social media content to help promote the changes in their services, such as offering drive-through features they never offered in the past or introducing delivery options with family-focused meals.

Update your services in a way that fits the current economic situation, then produce content to that effect. For many businesses, that could include a ramp-up or even the creation of digital offerings that can see your business continue to operate even at a social distance. You may even want to offer webinars or host web-based coaching or tutorials that can help your core audience learn directly from you. Depending on your industry, you could even monetize your online materials and guides.

3. Don’t ignore your key services

Although many of your services may change during times like these, those changes won’t last forever. Continue to refine your landing page content, to include search engine optimization and content refreshes. Make sure your pages stay relevant so that they continue to rank high and draw traffic.

What to Expect in the Coming Year

There are no perfect predictions as to the economic impacts we’ll see in the coming year. You’ll find plenty of agreement that we’re headed toward a fairly steep economic recession. The one thing that’s true about all recessions, however, is that they eventually come to an end.

There’s currently plenty of debate regarding what type of recession the US will experience. But what you won’t find reported as much is that many macroeconomists suggest regardless of the type of recession we’re headed for, the recovery could be heavily robust.

If that prediction holds true, it means business owners may experience heavy declines, but then zoom right back to business. The question is how to properly use that downtime to help experience growth once the economy rapidly rebounds.

If you’re ready to take the lead and grow your business, Madison Ave Media can help. With proven experience in content marketing on social media platforms like LinkedIn and more, we can help you develop great content and market that content in the most effective way possible. Once you’re ready to begin your journey as an industry leader, contact Madison Ave Media for a complimentary consultation.

How to Establish Industry Authority through Content Building