The marketer's information to LinkedIn tales
LinkedIn Stories are here, and the first thing you might think is, "How can I use them to grow my business?"
We all see how powerful stories are for brands on platforms like Instagram. Over 500 million people use stories every day. How can you use this social strategy to improve your professional reputation on LinkedIn?
In this guide, I'll show you how to use LinkedIn Stories and share strategies that you can start implementing today.
What are LinkedIn Stories?
If you've ever written a story on Instagram, Facebook, or Snapchat, LinkedIn stories work much the same way. You create a short video up to 20 seconds in duration. Once you upload it, you can see it for 24 hours. Then it disappears.
Users can post as many stories as they want. So you can get in quickly, record a quick update of your activity, then allow your connections to check it out.
So why stories? Why do I think LinkedIn is starting to introduce something so casual on a platform geared towards networking and digital resumes?
Because we live in the "Age of Sharing" and the more you share, the bigger your brand becomes. Stories are a great way to share all of those imperfect moments in your professional life and I think this is what Senior Director of Product Management Pete Davies is aiming for.
The format helps start conversations and nurture the relationships that are central to everything that happens on LinkedIn.
Why should your company create LinkedIn Stories?
Now let's go over some of the reasons you should consider implementing a LinkedIn Stories strategy in your company. If you've been using Instagram or Facebook Stories for a long time, you can probably make a plan pretty quickly. If not, there are a few reasons to be aware.
Pull back the curtain
One of the best ways to get your business noticed is by showing people what's going on behind the scenes.
Show your network that there is a personality behind the company. This adds to a more personal experience. When people see that you are more than a "brand," you build the trust so necessary in trying to get someone into doing business with you.
If you take this further, you can use this strategy to give your connections some insight into your process.
For example, if you run a print-on-demand shirt shop, use LinkedIn Stories to show others how you make your shirts and why they should choose you over someone else.
Here is a great opportunity to stand out from the competition without having to sell anyone hard.
Document the hectic pace
In the past few years we have concentrated so much on making everything perfect. We had to buy the best equipment and do everything we can to make sure no one ever saw us make a mistake.
Those days are long gone.
We live in a world of constant connection and cannot be afraid to document what we are going through. For those of you who already do, this is excellent news. If not, now is the time to get started.
Don't be afraid to show your connections that you are a real person with flaws. If something goes wrong, make a story and explain to your co-workers what happened and how to keep the same thing from happening to them.
This shows authenticity and people don't hire a brand. They hire people.
On the other hand, share your triumphs and achievements as well. If you've just got a big deal with a big client, create a story that explains how it went and what you think you did well.
You don't have to reveal any confidential information. Just let your network know what you're gaining. This could motivate them to get in touch with you.
Increase engagement with LinkedIn Stories
Stories on LinkedIn are the number one engagement opportunity. Up to 25% of users swipe brand stories on Instagram. Now we're picking up the same thought process, but moving it to a platform that's entirely dedicated to business networking.
There is a lot of power here.
Remember that while your stories may not result in a direct sale, you are creating awareness of you and your brand.
With LinkedIn, you can connect with the people you need to speak to directly to gain access to new opportunities.
For example, let's say a company's marketing director publishes a story about their SEO strategy and you are interested in working with them. Here is your chance to respond directly to this story with some tips and ideas that you have used in your own business.
Keep in mind that you might get a general answer about this, but it does increase the chances of the person checking your profile to see what you are doing. If you're active on LinkedIn and your profile is well optimized, you might find a message in your inbox.
How do I create LinkedIn Stories?
Creating LinkedIn Stories is easy. It works just like any other platform.
You go to your LinkedIn app and click the "Post" button below. Once you've done that, you'll see a new button titled "Share a Story".
When you click on it, you can record a video or take a picture and customize it to your liking.
The story is uploaded. Once she's done, you'll find her upstairs in your LinkedIn house with all of the stories from your connections. This is a fantastic way to get your name at the top of every page.
Note that LinkedIn Stories are only available in the mobile app. You cannot create or view them from your desktop.
What Makes a Successful LinkedIn Story?
When you are sitting there asking yourself, "What steps should I take to create the best story?" Selling with LinkedIn Stories is easy and I'll walk you through the story.
Using the example of Instagram, 50% of companies worldwide create an average of one story per month. So you can see where the low hanging fruit lies here. You have an excellent opportunity to generate lots of free attention for your company – with the right strategy.
Here are the top metrics you need to consider in order to determine the success of your LinkedIn story.
Grab their attention
The first thing you'll notice about LinkedIn Stories is that they don't offer previews at the top of the screen like Facebook and Instagram do. This makes it a little harder to get the first click.
You can't create a clickbait thumbnail to get people to click your story. So your LinkedIn profile picture needs to grab your audience's attention.
Remember that LinkedIn is a professional network. So use a professional headshot on your profile. This is not the place for a picture of your cat or your car; You need to get dressed and look the part.
Think about your target audience and dress to get their attention. An agency owner setting up farms might not look like a boutique advertising business, right?
The average person only sees 40 to 60% of your story, so you need to get their attention right away. If you start with a boring message, they'll likely swipe it away assuming your stories aren't worth watching.
Start your story with the most exciting part of the video. While you only have 15 to 20 seconds, take the first five seconds to speak directly to the camera and call your audience.
If you're trying to reach agency owners who are making more than $ 100,000, give them a call right away. Fix a pain point or problem they may have within the first five seconds and increase the chances of keeping it for the next 15 seconds.
Keep your attention
In about 10 seconds, you will start losing people. You swipe to your next story or switch to another profile. You need to get their attention by keeping them as interesting as possible.
Consider using props, engaging other people, and using stats that will attract and speak to your audience directly. Every company should have a customer avatar. If you don't, now is the time to start!
Find out exactly who your ideal customer is and bring them to life with personality traits, demographic information, vulnerabilities and aspirations.
You should know exactly who they are, what to hear, and what to say to make them stay.
While stories are meant to be informal, they don't mean you can't have a goal in mind. You should always look for ways to convert the people who see your stories.
These are great ways to get free attention. So make the most of it.
Keep in mind that by the time you hit your last five seconds, a lot of people will likely have been wiped away. This means that these people are very interested in what you are saying and may want to learn more.
For example, you can turn a recently published blog post into a story. Take the three most important points from the post and mark them in a story. At the end, tell viewers where to find the blog post and invite them to check it out.
There are a million different options, but you want some kind of call to action at the end of your story.
You don't have to ask someone to buy something outright, but you should always tell them what to do next.
Tips for converting LinkedIn story viewers into customers
When you're on LinkedIn, you can bet you're there to get customers. Why else would you use the platform? Network and interconnect connections are great, but the end goal of this effort is to add more clients to the database.
Here are some quick tips to help you get the most out of your LinkedIn story viewer.
Stay on fire
On Facebook, users move 41% faster on mobile devices than on desktop. While we don't have any data from LinkedIn yet, we can assume the numbers are similar. You need to get your brand up and running quickly and properly.
When someone taps your story, they should be hit immediately by something that will make your brand stand out for them to remember.
Even if you're just quickly tapping a story about a run before going to the office, talk about how it is affecting your company's performance.
The best way to convert traffic is to give something away for free. You don't have to overcomplicate this. Provide free information, offer a brief guide, or show them how to solve a critical problem.
Please visit your customer avatar again here and come up with something that might be on the to-do list. What does your ideal customer hate? Maybe that's exactly what you do and offer to take care of if you do.
Always have a plan
Just because LinkedIn Stories are casual doesn't mean you have to keep improvising. Never fill the story with something that has no purpose.
Once you do this, your brand will be breached and people might brush past you believing you have nothing to offer.
Every time you present something to your audience, you should have a plan to create value. Take your time to plan ahead and even consider developing a content calendar for your LinkedIn articles.
LinkedIn Stories are an exciting addition to the network platform. Based on what the Senior Director of Product Management said, they're trying to make LinkedIn seem less intimidating and informal.
Have you ever had the chance to stand out and become an early adopter? Maybe you have, maybe you haven't. In any case, LinkedIn Stories offer a unique opportunity to stay one step ahead of the competition and introduce your content to your target audience first.
Why wait? Create your first LinkedIn story now and get involved!
Have you tried LinkedIn Stories?