As LinkedIn unveils its latest campaign, "Know-How That Sticks," aimed at enhancing user skills and promoting LinkedIn as a platform for professional growth, small businesses have a unique opportunity to benefit from this new wave of engagement. This campaign reflects LinkedIn’s commitment to being more than just a networking tool; it's positioning itself as a knowledge hub, a move that aligns perfectly with the needs of businesses looking to build expertise and credibility. Small businesses can leverage this by making LinkedIn a central part of their strategy to connect with a professional audience, showcase expertise, and gain more visibility.

Let’s take a closer look at LinkedIn’s new initiatives and how your small business can capitalize on this campaign to engage your audience and build lasting relationships.

What is LinkedIn’s “Know-How That Sticks” Campaign?

LinkedIn’s new campaign focuses on making valuable professional knowledge more accessible. Through short, engaging content that covers a wide range of professional and industry topics, LinkedIn aims to keep its audience informed and inspired. This campaign supports LinkedIn’s objective to empower its users to acquire practical knowledge, elevate their skillsets, and grow professionally. As LinkedIn prioritizes knowledge-sharing, users are encouraged to turn to the platform not only for connections but also for learning opportunities.

Why This Matters for Small Businesses

For small businesses, LinkedIn’s emphasis on knowledge-sharing presents a perfect opportunity to:

1. Establish credibility and showcase expertise in your industry.

2. Increase engagement by sharing valuable content that resonates with a professional audience.

3. Drive brand awareness by participating in discussions, joining relevant groups, and publishing insights.

With this campaign, LinkedIn users are increasingly looking for expertise and actionable knowledge, so small businesses that provide authentic, useful content can stand out and attract new followers.

Tips to Make the Most of LinkedIn’s New Campaign

Here are some actionable strategies for small businesses to capitalize on LinkedIn’s focus on knowledge-sharing and engagement:

1. Share Industry Insights and Thought Leadership Content

   • Post regularly about trending topics and insights in your industry. The “Know-How That Sticks” campaign encourages businesses to post more educational content, so offer tips, share case studies, or publish how-to guides.

   • Use LinkedIn articles to dive deeper into industry topics, showcasing your brand’s expertise and positioning yourself as a thought leader. By educating your audience, you’ll build credibility and attract professionals who are interested in your field.

2. Engage with LinkedIn’s Knowledge Features

   • LinkedIn has introduced Knowledge Hubs where users can explore curated content. You can contribute by sharing your content in relevant categories, using the “#LinkedInLearning” hashtag, and participating in discussions on these hubs.

   • Hosting LinkedIn Live sessions to discuss industry trends or answer common questions is another powerful way to interact with your audience in real time. This feature boosts engagement and offers a personal touch that helps your audience connect with your brand on a deeper level.

3. Utilize LinkedIn Groups for Deeper Engagement

   • Find and join groups related to your industry and actively participate. LinkedIn groups are a great way to connect with like-minded professionals and gain exposure for your business. Share insights, answer questions, and interact with others to build a loyal following.

   • If you don’t find a relevant group, consider starting your own. By creating a group, you not only build a community around your brand but also establish a space where your business can be recognized as a go-to resource for industry knowledge.

4. Publish Short-Form Content Consistently

   • Keep content concise and engaging, and aim to post regularly to stay visible. LinkedIn’s new campaign favors short, impactful content that “sticks,” so make sure your posts are insightful yet brief.

   • Experiment with infographics, tips, and quick updates to keep your audience engaged. According to the article, LinkedIn is focusing on user engagement through easily digestible content, so keeping things brief yet valuable can help your posts gain traction.

5. Leverage LinkedIn Ads to Reach a Broader Audience

   • Take advantage of LinkedIn’s advertising features to target specific audiences that may be interested in your industry. For instance, you can create ads that promote your educational content or highlight any LinkedIn Live events you plan to host.

   • Consider using the “Lead Gen Forms” feature to collect contact information from those interested in learning more about your offerings. These ads are great for small businesses looking to build a professional network and nurture leads.

Why Now is the Time to Invest in LinkedIn

With LinkedIn’s renewed focus on knowledge and engagement, small businesses have a unique opportunity to grow their brand on a platform that supports professional relationships and learning. Here at Beacon Digital, we understand the impact that tailored, strategic social media campaigns can have on brand growth, particularly for small to medium-sized businesses​​. LinkedIn is investing heavily in making professional knowledge more accessible, which means that businesses can leverage these changes to reach new audiences and build a credible brand.

How Beacon Digital Can Help

Beacon Digital offers comprehensive social media marketing and content strategies specifically tailored for small businesses. Our LinkedIn services include:

• Content Strategy and Management: We create engaging posts that align with your business goals.

• Reputation Management and Engagement: We respond to and monitor reviews, engage with followers, and ensure your brand remains active and relevant on LinkedIn.

• Lead Generation: Through targeted advertising on LinkedIn, we help you reach professionals who are likely to convert into leads or clients​​.

If you’re ready to maximize your LinkedIn presence and benefit from the platform’s new features, get in touch with Beacon Digital. Together, we can create a strategy that leverages LinkedIn’s evolving tools to grow your brand and connect with your ideal audience.