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Julius Bieliauskas: On How to Strike the Right Note on LinkedIn

Julius Bieliauskas is a content specialist with 5 years of experience in the e-commerce and entertainment industry, mainly working with platforms such as LinkedIn, Facebook, TikTok, Instagram, and Youtube. He is currently working as a project manager and lecturer at Linkedist, which helps other businesses grow with the power of LinkedIn marketing, advertising and sales. His videos for different e-commerce brands have generated ~13,1 million in views & ~1,5$ million in revenue. Julius is also an active content creator on LinkedIn, where he talks about leadership, marketing, communication & business. For the last half of the year, Julius delivered +15 LinkedIn workshops for different companies and brands. Additionally, he has helped +12 brands with their LinkedIn strategies, performance tactics, and the overall development of their brand image on LinkedIn.

Similarly to other platforms, there’s the question on whether to use LinkedIn for organic content creation or for advertising. However, paid advertising on LinkedIn is very expensive and unlike Facebook, organic reach is still quite decent. What’s your view on that?

Organic content on LinkedIn is very powerful and there’s great variation in topics and strategies one can implement. Nevertheless, the paid part of LinkedIn offers superb tools and insight if you need to drive additional results. But you do need to have a bigger budget and a very good knowhow on how to use those tools wisely. All in all, I would start from organic content and move to paid advertising once the skillset and budget is there.

Speaking of organic strategies, many experts recommend engaging with the content of potential business interests. Leaving a short comment or a like might not do the trick and it’s very time consuming to come up with meaningful feedback that doesn’t look artificial.

The comment section is one of the most crucial parts of LinkedIn growth and community building. There are actually good templates for commenting that cover the rules and structure of a good comment. Start from your own opinion on the topic, challenge the points presented - not the person - the points. Allocate 15 minutes each day to engage in relevant posts and try to keep to the correct structure.

If you'd like to learn more about B2B growth on Linkedin, join us on November 29th at Workland Gedimino.

How to keep it original? You see so many cliches circling around LinkedIn and people do react to them. It puzzles me every time.

Cliches are not necessarily bad. It depends on the target audience you are trying to reach. People react because they find it relatable and it doesn’t take much concentration to grasp the idea behind the post. It’s hard to keep up with more difficult or specific content, hence it attracts less attention and engagement. There’s a delicate balance here and a good strategy will help with hitting the right notes.

What about language? Should all posts stick to a single language or is it alright to mix English with your native language for example?

You should assess it based on the industry you’re working in. I know people who post in up to four languages because they have a global reach and it makes sense for their target audience. It’s quite alright to mix it up. The same goes for comments – LinkedIn’s translation tool allows everyone to engage in the conversation. So if you have a friend posting in Lithuanian, you can easily leave a comment in English.

Many people also post about their personal life or personal opinions around politics. Is LinkedIn a suitable medium for cat and baby pictures?

I think it’s good to have personal stories mixed in with the more serious business content. People like to see real moments, the challenges and joys of life because vulnerability is inspiring and emotional. Your content needs to be diversified and why not share moments that are maybe less business oriented but nevertheless, very much part of your journey.

The CEO of an online marketing firm was shredded on social media after he posted a “cringeworthy” selfie on LinkedIn that showed him crying as he announced layoffs. Picture credit: NY Post

The common knowledge is that people prefer personal profiles to company profiles. Does it apply on LinkedIn?

Personal profiles are more powerful than company pages. LinkedIn’s algorithm prioritises personal profiles. However, you shouldn’t forget about the company page and try to keep up with basic hygiene because it brings additional leads.

Influencer marketing on Instagram and TikTok has been rising exponentially during the last years. It’s natural for businesses working in food, travel or fashion, but what about B2B, and B2B influencer marketing on LinkedIn specifically?

Surprisingly, it does work on LinkedIn as well. The nature is a bit different in the sense that it’s not so much about great content creators, but influential people with a big following. It might be a better idea to look at them as company ambassadors. You can find suitable business influencers with solid follower bases across most sectors.


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