What to post on LinkedIn is the right question to ask yourself when you're getting started. But logically, if you have followed this guide well, you have found that you cannot answer it in 5 minutes, in your head.
Identifying what to post on LinkedIn will require additional work. Especially if you want to achieve lasting results. With this in mind, you need to work on 3 things:
-Your Buyer’s Journey
1. Work on your Persona
Before thinking about what to post on LinkedIn, did you seriously ask yourself if your clients were there?
Maybe they have an account, that's (almost) sure. But are they using it? How often do they are connected to the internet?
If you have no idea, you haven't worked on your Persona. This work consists in defining very precisely the expectations and behaviors of your ideal client.
This is the “sine qua none” condition for publishing content that interests your client. On LinkedIn and elsewhere.
2. Map your Buyer’s Journey
Once you have worked on your Persona, you will have a good idea of the topics to be covered. You will now need to integrate them into an editorial calendar. You have probably already read or heard that to communicate well on the Internet, you have to “send the right message to the right person at the right time”. It's overused. Too many so-called experts have misused it. But in fact, it really has a meaning: that of the Buyer’s Journey. We will just draw your attention to the fact that you will have to spend a long time before you have understood in every detail. And so, before achieving optimal results.
3. Define your vision
Communicating on social networks, especially if you are the manager of your business, will require a lot of patience and knowing how to keep your cool in all circumstances.
Getting views on LinkedIn will already be a good challenge. But once you have done it, you will have to face other problems: Haters, the pressure of results, etc…
To last over time, because ultimately this is also the challenge if you want to make LinkedIn a sustainable business development lever, you will need an unfailing source of motivation.