No other social medium promises as many high-quality leads as LinkedIn. The platform with 830 million users worldwide can strengthen credibility and increase visibility. For B2B companies in particular, LinkedIn is the platform with the greatest chance of achieving results. Yet many companies shy away from taking the step of using LinkedIn as a marketing tool. Why is that?
LinkedIn's algorithm loves consistency. It sends content from companies that post regularly to the pole position of user feeds. Regularity is the signal for LinkedIn that the brand is engaged and active.
But it's not just frequency that determines whether you can cross the finish line ahead of the competition on LinkedIn, but also the relevance of the content. The more interesting the posts are for the users, the more the expert status and trust in the brand is cemented.
Many companies, especially smaller ones, think it is too costly to constantly produce new, high-quality content. With our storytelling method, we show how you can produce numerous relevant content and thus achieve not only credibility but also an emotional connection to the brand.
In storytelling, the customer, on LinkedIn the user, is the hero of the story. Before a brand sends its users on the hero's journey, it should get to know its heroes, aka users, in detail. In other words, define the target group.
To do this:
Once you have identified your hero (group), be clear about what problem you are solving for your target audience. Consider the problem on three levels:
Your customer's problem can be a source of LinkedIn content in many ways.
Your role in storytelling is to be the mentor. Be Yoda from Star Wars, who spent centuries as a Jedi Master, passing on his knowledge and wisdom to students.
Show how you solve your client's problem. Your attitude in doing so is comparable to Yoda's:
Your role as a guide can be translated into LinkedIn content in the following ways:
As a mentor, it is your job to show exactly how you can solve a problem. Only you have the key to the problem: the plan. In the same way, Yoda realised Luke Skywalker could save the Empire and developed a plan: he took him under his wing and trained him in the Jedi arts.
Your job now is to give your clients a plan.
How can you translate your plan into LinkedIn content?
The main essence of storytelling is transformation, the engine of it all. Luke Skywalker evolved from a simple farm boy to a Jedi Knight who saved the Galaxy. Tony Stark went from a rich arms dealer to a man who uses his technology to fight crime in Iron Man. Erin Brockovich begins her journey as a chaotic, troubled single mother and ends as a confident and successful fighter against an energy company. The list could go on indefinitely because, without transformation, there is no story. But how can brands showcase their customers' (positive) transformation in LinkedIn posts?
Storytelling offers you a variety of content opportunities with the advantage that you always stick to your "red thread". Through storytelling, you can create an emotional connection with your target group, impressively present the benefits of your brand and increase your credibility. Stringent storytelling can also clearly differentiate you from your competitors.
At Demodia, we have been combining storytelling with technology for decades. For example, we link your storytelling strategy to Hubspot so you spend less time on content creation, posting and evaluation. Do you have questions about how you too can use storytelling efficiently? Book an appointment here, because your story can become a bestseller on LinkedIn.