Harnessing the Potential of LinkedIn to Build Organic Reach

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With 810 million registered users worldwide, including 17 million in the DACH region alone, LinkedIn has become an essential component of online marketing strategies over the past few years.
For your company or as an individual, it's important to effectively harness the potential of the career network to build a significant organic reach. Key content, LinkedIn's tools, and personal relationships can be interesting options that are relevant for building reach.

Learn more about the potentials of LinkedIn.

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LinkedIn marketing as part of corporate strategy

To increase the awareness of a company, website, shop, or individual, there are different marketing tools. SEO as a free channel is particularly in focus, as is SEA as part of an online marketing strategy. LinkedIn as a career portal has gained significant relevance in recent years. The numbers speak for themselves.

With 810 million registered users worldwide, there is a vast portfolio of potential interested parties for companies and individuals operating internationally. Focusing on the DACH region, companies can theoretically captivate 17 million users if all possibilities of the career network are fully utilized.

Even if LinkedIn's reach is initially theoretical because not all users interact with your company due to few touchpoints, awareness and impact can be significantly increased.

Basics of a successful LinkedIn strategy

First, it's crucial to establish the basics to succeed on LinkedIn. The following steps are necessary to start your success story on the platform:

• Personal account: The personal account serves as the gateway to LinkedIn, initially necessary to operate within the network.

• Create a company page: Using your account, you have the option to set up a company page if the focus isn't solely on yourself. There are three options: listing your company as a small, medium, or large business, setting up a showcase page, or alternatively identifying as an educational institution if applicable.

• Logo & Slogan: This is where the adventure of "increasing reach" begins. The logo is self-explanatory, but a fitting slogan can already spark interest. For instance, "The global leader in social media management" by Hootsuite indicates competence and authority and also specifies the company's sphere of influence.

• Optimization of the company page: Use the tools that LinkedIn provides effectively on the company page. With the help of translations, you can set up your company page in up to 20 different languages. Allow relevant keywords related to your company to flow into the description and assign important hashtags. An appealing banner image and the implementation of buttons like "Contact Us", "Visit Website", or "Learn More" support the contact process.

What does organic reach mean on LinkedIn?

This article frequently mentions "organic reach" that should be built on LinkedIn. Essentially, "organic" is synonymous with "free" reach because, similar to SEO, different strategies and measures help increase awareness without using financial resources. Just as with the search engine Google or the social media giant Facebook, LinkedIn also offers the opportunity to increase your company’s reach through paid advertisements, for example.

LinkedIn strategy for your company

Before starting to experiment on LinkedIn without a plan, you should familiarize yourself with appropriate strategies and develop your own, tailored approach for your company.

The basis of a strategy is the formulation of goals and, deriving from that, the appropriate target audience. LinkedIn is suitable for several potential business objectives:

• Brand Awareness: The career network can sustainably increase brand awareness. LinkedIn is especially well-suited for building B2B connections.

• Expansion of organic reach: With the network, you can reach a large number of users by creating relevant content, maintaining contacts, and using tools effectively.

• Generation of qualified leads: Ideally, highly qualified leads can be generated via LinkedIn if your company page is oriented towards this.

• Improvement of communication: LinkedIn offers the possibility of open and transparent communication with potential partners, positively influencing the company's perception.

• Recruitment of employees: The more positive and attractive your company is perceived on the platform, the easier it is to attract competent employees.

Content is King – also on LinkedIn

The colloquial phrase "Content is King" has been and continues to be a foundation for a successful SEO strategy. It can be applied directly to LinkedIn, as only with high-quality content can organic reach be increased in the network.

With content that offers real value, you create interest in yourself or your company. Misleading headlines that generate high click rates are not sustainable and may lead to user irritation. Use the opportunity within the content to present theses that may evoke different perspectives and are, therefore, gladly discussed. LinkedIn rewards interaction with more organic reach.

The content can vary in nature. From a simple status update to images to relevant posts within groups or the LinkedIn network, you can rely on different types of content. LinkedIn's text publisher provides valuable support when it comes to publishing content. Video content holds a special place in the career network since it can positively regulate time-on-site.

LinkedIn Tools: Groups, Hashtags & Mentions

As in any network, it can be used as a multiplier. Utilizing hashtags supports the discovery of your posts. Hashtags categorize content, and interested parties can subscribe to them. Using three to five hashtags is advisable. Fewer reduce organic reach, and more increase the risk of being considered spam.

It's worthwhile to mention other people and companies within your content to capture their attention, establish a position, or leverage their reach for your own dissemination.

Groups are a helpful multiplier if they are thematically appropriate. Here, you can encourage discussions or offer support.

It pays to comment with a link on existing discussions or posts. This way, you generate attention for your content.

Interaction and communication with your community

As reach grows, so too do attention and workload. As interest in yourself or your company increases, interaction and communication with your community require significantly more attention. If you fail to respond to comments or engage, the benefits of increased reach can be quickly lost.

Use increased reach to highlight your services, offerings, or products with call-to-actions or lead buttons. Ideally, bookings or orders may result.

Posting rhythm and monitoring your own activities

Regularity is key to success, along with quality. Establish a posting rhythm for publishing content.

Ultimately, monitoring your activities is necessary to draw the right conclusions. When is the best time for publications? Who or what serves as an excellent multiplier for my content? How many people have I reached? How many comments and likes were generated?

These success KPIs support a well-founded analysis of your activities.

If you have further questions about LinkedIn, you can get more information here.
Internetwarriors are happy to advise you on all matters concerning LinkedIn.