Perhaps one of the most underutilized, yet most powerful, tools on LinkedIn is the group function. Imagine that you’ve created a place where all of your connections can gather and exchange ideas.
That’s what you can build with a LinkedIn group: a hub where your business prospects, clients, colleagues and your peers can digest and interact with your content.
It’s important to note, that a LinkedIn group should not serve as a replication of your blog or content site. The goal is to spark conversation within your LinkedIn group, so it’s wise to frame your group content as an interesting question or a controversial statistic, rather than as a traditional blog or social media post, to draw opinions from your group audience.
Check out a group built by Modern Marketing Today, here.
Here’s some advice on creating LinkedIn groups from industry expert, Jenna Sindle, Director at Strategic Communications Group.
“Creating a group for a target audience can be a great marketing tool. The key thing to remember is that while you might be using the intelligence generated in group discussions to help shape campaigns and connect with customers, you shouldn’t be marketing actively to your group members.”
“The group should be a place where people can find best practices, learn something, and share ideas with others. Most importantly, however, make sure you’re not just broadcasting content, make sure you’re engaging with group members by commenting and adding to discussions.”
Download “3 (Unexpected) Ways to Use LinkedIn for Business Success” here to check out other effective ways to interact with your business prospects on LinkedIn.