How can Your Orthopedic Device Company get More Exposure on LinkedIn?
It’s harder every day to get noticed on LinkedIn. Just check out some of these recent stats on content and users on the platform:
There are 170 million users on LinkedIn just in the US.
There are 2 million new pieces of content every day on LinkedIn.
When you post organically, your post only shows up in only 10% of your top list of contacts.
So, what is a little orthopedic company with a fixed budget supposed to do?
Check out these 8 battle-tested techniques that we apply here at TOC to give our clients more exposure on LinkedIn:
#1 – Use Videos for Organic Posts AND Ads
Videos are ranked higher by the LinkedIn algorithm. High-quality videos that are DIFFERENT get noticed faster. This is straight from the LinkedIn staff themselves: “Be BOLD.”
#2 – Target Riiiiight Here. Use Geo-Targeting for Ads
You can laser focus your ad spend on specific countries, states, and cities. When you do so, and in conjunction with other targeting elements that are set, you ensure that only people in those cities see your ads.
#3 – Target Job Title and Job Function Targeting for Paid Ads
Go even further by targeting specific job titles and companies to really get the most bang for your buck. When setting up ad campaign audiences, use the built-in “Forecasted Results” tool on the right side of the page to see how your targeting effects spend, impressions, CTR, and total clicks expected for your campaign
# 4 – Just Post It.
Try to post fresh content at least twice a week – if you can post once per day, that’s great. Remember, LinkedIn prioritizes quality vs. quantity. If you have great content that gets lots of likes it will do better than a post that’s posted just because. Press release? Post it. New case study? Post and link to it. Have some quick tips to share? Post it. Lists are great.
#5 – Tag. What’s in a Name? Everything.
Be sure to look someone up and find out how they spell or use their name on LinkedIn if you are mentioning them in a post. Use the “@” symbol to tag them. It will alert them that you are talking about them. Mentioning a company? Use the “@” symbol to mention them, as well. This spreads the word without having to do anything extra on your part.
#6 – Be Authentic. There’s a Reason it’s not Just a Buzz Word.
Authentic content always performs better than polished or stuffy promotional-style content. If a surgeon reads your content, chances are it’s because it came across as authentic vs. sales-y. If a surgeon passes by your content, check the post; it may come across as commercial. It’s all about intent.
#7 – Use Surgeon-to-Surgeon Content
Surgeons file suggestions from other surgeons high on the list of “oh wow, I should check that out.” Quick video content with surgeons telling other surgeons about a case or a device is content gold.
#8- Think about your Content: Quality vs. Quantity
We can’t say it enough – great content always wins the day. Great content can be quoted with a surgeon photo, a really great photo that speaks for itself, or video (again, videos rank higher, and engaging videos rank even higher than that). CONNECT with the reader and you’ll stop the scroll. Connect and offer quality content, and you’ll most likely see your engagement on the uptick.
Ready to Take Your LinkedIn Company Page to the Next Level?
The experts at TOC have over 10 years of experience helping clients with their digital marketing and over 30 years of experience in the orthopedic industry.
We can show you how and provide even more insight and tips to help expand on these eight techniques and become more effective with your LinkedIn paid and organic strategy. Because when paid and organic work together, your messaging reaches your surgeon customers online.
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