June 1st, 2017

LinkedIn is a unique social network and stands alone among its peers as the platform specifically designed for business and professionals. Users of LinkedIn leverage the platform to showcase their job experience and professional insights in their particular fields. For that reason, it is the go-to social network for those seeking meaningful B2B connections, leads, prospects, and sales. 

Keeping with how LinkedIn separates itself from its social media peers, it is important for users to focus their posting efforts accordingly. LinkedIn members aren't on the network to kill time, but rather to grow professionally.

Before beginning your LinkedIn marketing strategy, consider who your target audience actually is. LinkedIn suggests asking yourself the following questions to help you create the kind of content that speaks to your ideal customers:

• What are the common attributes that define my target audience?
• What common concerns does my target audience face; what do they worry about?
• What are the common goals and aspirations of my target audience?
• How can we provide value to our target audience in advance of them becoming a customer?
• What does my target audience look for online before they would know to look for my company or my solution?

Once you've truly defined your target audience on LinkedIn, consider these top five reasons that users engage with content on LinkedIn:

As you can see from the infographic above, the majority of LinkedIn users engagement with content because it's educational or informative, relevant, insightful to trends, inspiring, and helpful to skill development. Notice there is no mention of entertaining, humorous, political, or other types of content.

View the full Motivating LinkedIn members to engage in your content infographic here.