LinkedIn Groups for Marketers - 4 Useful Tips

Over 80% of lead conversions come from LinkedIn— blowing Twitter, Facebook and Google+ out of the water. So what’s the secret? As marketers, we know to treat LinkedIn differently than any other social media platform when it comes to sharing content. This goes beyond etiquette of what and how to post, but where to post in LinkedIn. 
It’s impressive enough that posts on LinkedIn company pages produce just over 10% in conversions, but did you know that posts in discussion groups produce over 86%? This is where we should be posting our content. After spending some time perusing through LinkedIn discussion groups of various industries, I’ve pulled together four trends you should take advantage of while sharing your company’s content in these groups.
 
1. Post from a personal profile.
 
The best way to share your company’s content in a group is from either your personal LinkedIn account, or a high profile executive in your company. Whether you’re sharing a new blog post, eBook, or even job posting, members in these discussion groups typically want to network with people, not companies. They may very well find and follow your company’s page if they see an employee is sharing valuable information to them, but they don’t want to be sold, or pushed content from a company in these groups. 
 
2. Join active groups with engaged members.
 

To avoid sharing to a lamppost, look for groups within your field and expertise that have a “Very Active” or “Active” title in the description. This is the first indicator of a group that is worth your time and will show you results. The second indicator is the number of members in the group. You should look at this second to how active the group is in order to avoid making the mistake of seeding content into a group of 3,000 members that has virtually been abandoned. 
 
You can go even further and look at the group’s statistics by clicking the “i” or Information & Settings button on the group’s page then following the “Group statistics” link under the group’s “About” category. This window allows you to see each group’s overall demographics, growth and activity. From here you will be able to identify if this is the best place for your company’s content to be shared based on members’ seniority, location, industry and more.
 
3. Pose questions.
 
Now it’s time to start posting. Professionals who join these discussion groups are there for just that, a discussion of current topics, trends or news in their industry. It’s no wonder then that posts that pose a question in the subject line invite more participation and even conversion. In fact, 1 out of every 3 converted posts on LinkedIn come from a question in the subject line.
 
This tip goes for any type of content you are sharing. Instead of sharing your newest blog post into a discussion group with the title as the subject line, ask a question to group members that your blog post addresses. Instead of announcing that you are looking to fill an open job position, ask your members if they are looking for a job with that title, with a link to the job description. Essentially you are asking relevant and important questions, and answering them with your company’s content. This is proving that your company is pushing out valuable information that will lead to conversions.
 
4. Utilize subgroups.
 
Subgroups are more focused areas for members of a larger LinkedIn discussion group. For example, Social Media Marketing is a “Very Active” group on LinkedIn with 939,805 members. One of its subgroups, Email Marketing & Social Media is also considered a “Very Active” group with 5,691 members. Posting within subgroups on LinkedIn is a great way to reach target verticals, especially when using groups to spread a job post. 
 
The one disclaimer to participation in subgroups is paying close attention to the content you are sharing – is it directly relevant to the niche audience in this group? Professionals join these subgroups as sort of filter method to receive information specific to their field of interest. Because most of these subgroups are private and members can only join upon request, it is very possible that you could be kicked out of the group for sharing unrelated information.
 
I hope these tips got you excited to start sharing your content in discussion groups and upping those conversions. Although LinkedIn can be known as a fairly touchy and sensitive platform, it is not one to fear. There are thousands of qualified leads out there who are just waiting to receive the content your company is producing. All you have to do is give it to them
 

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