A product launch on LinkedIn? The main idea is to treat LinkedIn like Twitter. But, that’s not necessarily self-explanatory.
Here are the details:
- A lot of marketers complain about the big amount of whacky content on LinkedIn. That’s an advantage! It means it’s easier to stand out.
- Be bold: Everyone is bold on Twitter because it’s the culture. On LinkedIn everybody stays formal because they worry about their boss and the site naturally has a more professional be-on-your-best-behavior ethic to it. This means that if you can be mildly polarizing, you’ll stick out like a black stallion in a flock of white sheep.
- Be consistent and patient: Try posting every day for 30 days before the launch. This helps build an audience.
- Use your profile effectively: Use the “featured section” of your profile to add CTAs.
- Prepare your one-shot: The day of the launch, publish a post promoting your new product early in the morning (7-9 AM). Immediately after, ask people on your other social channels (e.g., Twitter, Discord, Facebook) to support it on LinkedIn. This engagement boosts the reach of the post. But don’t abuse this practice.
- Engage as much as possible: On launch day, spend as much time as you can answering comments, DMs, and emails.
- Hit your email list: One hour after the 7-9 AM post, follow up with your email list.
- Collect social proof in real-time: Take all the positive comments on the LinkedIn post and add them to the sales page in real-time. The more comments you add, the higher the conversion rate should go.
LinkedIn is definitely under-used. And this underutilization may be a good thing for those considering product launches on the social network.