In fact, even Megan Golden, LinkedIn’s group manager of global content marketing, has discussed the importance of visual content, and the power it can have. After all, it doesn’t matter if you are a professional at work, a customer, or a professional in your free time, visual content speaks to all of us, much more so than text alone.
In this post, I am going to share some key tips and tools for developing a winning LinkedIn visual content strategy, and maximising your on-platform performance.
#1: Start with your profile
The first thing you need to update is your LinkedIn personal or company profile. Great imagery is important, as it not only attracts people’s attention, but it will also enable you to convey your message more clearly:
- Profile Image – For your personal profile, use a clear picture of you. For your company page, use your logo – this is the easiest part of the process.
- The LinkedIn Banner – Your LinkedIn banner is one of the most visible elements of your profile, especially at first glance. As a company, its important to leverage this part of your profile in order to promote your website or blog, to explain who you are and what you do, or simply to compel people to explore more of your page. For example, Hays, the staffing and recruiting company, uses its LinkedIn banner to promote their expert insights blog. Hays Journal:
- Throughout the rest of your profile – Whether you are using a personal profile or a company page, its important to populate it with imagery throughout. From the updates you share to the “What We Do” tab, try to incorporate visual elements in each section.
#2: Build your Visual Content Strategy
What do you want to achieve with LinkedIn marketing? Your visual content strategy for LinkedIn should support your broader goals, with a view to helping you achieve them:
- Want to maximise brand awareness and generate more engagement? Share more educational content that brings value to your target audience.
- Want to promote your business and boost conversions and sales? Then promote your best products, services and features – for example, here’s how LinkedIn promotes its referral feature with a video:
- Want to become a thought leader in your niche? Then share amazing curated content, as well as useful tips and educational content.
First, start by writing down what you want to achieve with LinkedIn, and only then start planning the content that you will need to create in order to achieve the results you want. These are several types of visual content that you can publish on LinkedIn:
Plus, whenever you share any text updates, its worth including some form of visual content to make it stand out and make people want to stop and read your message.
#3: Using Tools to Help you Implement your LinkedIn Visual Content Strategy
To better plan your LinkedIn social media calendar, you can use a social media management tool like Agorapulse.
This will enable you to create drafts of your content ideas and place them in your calendar to gain a better idea of what your publishing schedule should look like. You can also collaborate with your team on this process, and ensure that you only publish or schedule content that has been previously approved by a relevant editor or manager.
But what is really cool here is that you can schedule and publish all of your visual content, including videos, directly to your LinkedIn Company Page. What is more, you can actually publish up to 10 different images per post, both on your LinkedIn Profile and customer page.
Another type of tool you need if one to create the visual content, such as Canva, one of the leaders in the biz. You can use Canva to create numerous types of designs for LinkedIn, including banners, infographics, images, eBook covers and many more.
Its very easy to get the hang of Canva, even if you are not a designer, and the app has numerous templates to choose from, for any type of design you want. And last but not least, it’s also a good idea to leverage more videos on your LinkedIn page. In order to do so, and be able to produce video content easily and quickly, you can use a tool like Adobe Spark.
Creating videos in Spark is actually quite simple – you just need to combine video clips and photos, add text overlay and other elements, and voila – its ready to download and publish. And as you can see in the screenshot below, you can either start completely from scratch or if you aren’t sure where to begin, you can use one of their existing templates.