Leverage Content on LinkedIn to Attract a Quality Audience and Grow Your Influence

LinkedIn is a powerful platform for building your audience, but the quality is often underestimated.

Many people think it is all about the number of followers, or the number of people that read a post, or the size of the network.
That’s not how LinkedIn works.
Seeking out bigger networks, more followers, friend connections, and a higher number of likes is not what drives results, more leads, a better network, or growing an influential platform.

It is about how you influence others.

Ultimately, you’d rather have five followers who fit your target market than five hundred who are not your ideal customer. Those five are far more likely to convert to sales than irrelevant followers.
The key is to expand your reach to quality people who are most interested in your offer. In the end, this leads you to have a greater influence.

How Do You Expand Your Reach?

To expand your reach, prioritize the quality of followers you generate. When you start to focus on the quality of people who read (or view) your content, you create content that matters to them. Instead of worrying only about the size of the network, focus on the quality of your network and the influence you possess within the network.

But how exactly do you assess the quality of your network? And how can you attract more quality people to grow your voice?

Well, here is where you need to step back and focus on building the right foundation.

Target Customer Persona

First, you have to pin down exactly who you are trying to attract. You need to understand your target customer Persona – demographics and psychographics. Who are you trying to reach?

Defining your target customer persona may be more difficult than you realize. When it comes to this, you must be specific. Of course, the basic demographics like age, gender, etc., all matter. But your target persona is more than a list of generic demographics. Who exactly are you selling to? In addition to the basic information, you should dive deeper into your target customers:

  • Motivation
  • Motivation
  • Challenges/obstacles
  • Interests
  • Personality
  • Goals
  • Frustrations
  • Struggles

Create Relevant Content

Once you’ve figured out who exactly you want to attract to your network, it’s time to create content that attracts them. You want to publish relevant content that resonates with your target market and audience.

Use your content to address topics they find important. Prioritize providing value to your market and audience. Think about how you can add depth and quality to their professional and personal lives. How do you present yourself as an authority figure on a topic?

There is a wide variety of content you can create; it does not all have to be long-form articles. Consider your current content and content strategy and seek out opportunities to repurpose the content for LinkedIn. Furthermore, some of your posts can be content shared from another source. Add value by giving your perspective or explaining why the content is helpful for your audience.

Focus on Generating Engagement

Even with a clear understanding of your target audience and content tailored to them, building a quality audience takes effort. Post and publish with intention, focusing on generating engagement.
Engagement includes views, shares, and comments. LinkedIn recognizes posts that generate good engagement early on. The platform is more likely to push this content out to more similar audiences, helping you expand your reach.

Along with your content strategy, you need a game plan of how to increase engagement. Providing value is a huge part of this plan. Focus on what matters to your audience and listen to them. Respond to comments and questions and create more relevant content based on your audience’s response.

Engage 2 Engage is Here to Help!

LinkedIn is an incredibly helpful tool for driving your online business, but you need to produce quality content to grow your voice and authority with this platform. Ultimately, generating success on LinkedIn requires a clear roadmap of defining, attracting, and engaging your target customer.


Engage 2 Engage is here to help you do just that.

Our team of experts is dedicated to helping small businesses and entrepreneurs design and implement effective marketing strategies from start to finish. We provide an array of done-with-you services to give your team access to proven marketing expertise. Let us help you grow your voice and authority on LinkedIn with quality content today. Learn more about how our programs can help you!

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