The Pareto Principle also popularly known as the 80-20 Rule states that, for many events, roughly 80% of the effects come from 20% of the causes.
What I am going to tell you is not about the 80% effect from 20% of the cause but how the 80-20 Rule applies to brand content during promotional activities on LinkedIn.
There are many ways of lead generation on LinkedIn. It could be by posting quality discussions in the groups that you are part of and messaging relevant people to promote your brand. But the first and arguably the most effective way for good marketing is appropriate content.
It is very important to give your potential customers a feel of what your brand is all about rather than hard selling it to them.
When you are putting the content for your brand in place on LinkedIn there are a couple of things you need to keep in mind.
- While posting discussions, keep them clean (extremely little promotional content). Once you receive some comments, go ahead and post promotional content as one of the comments on the discussion. By doing this you are getting the right kind of people involved in your discussion and selling your brand to them
- While sending out messages to relevant people in groups that you are a part of, do keep in mind that the less promotional you sound, the more people will respond to your messages. What you also need to keep in mind is that every brand works differently. Try creating 2 to 3 versions of your message, one completely promotional, one completely non-promotional and one that’s a little bit of both. Send them out and see what gets the most responses. The one with the maximum responses is the kind of content that your target audience is actually looking for
Don’t be in a hurry to get clicks to your website. You need to keep a track of how promotional you seem in your communication. There are a lot of people watching your activity constantly and the last thing you want is to be SWAM'd.
Try to keep most of your content clean, 80% of it should seem like you are on LinkedIn to exchange knowledge and experiences. Only 20% of your content should be to get business. Add some links to your website, your YouTube channel, your Facebook page or your Twitter handle.
If heavy promotions are the need of the hour, you should feel free to post your content in the Promotions Tab.
Keep it clean, Keep it simple!