5 steps to create and manage a LinkedIn group
Do you want to get in touch with your ideal clients & prospects on LinkedIn?
Have you ever thought about creating and managing a LinkedIn group?
Throughout this article, I’ll explain how to create and manage an engaged group on the professional social network.
Why should you host your own Linkedin group?
Starting your own group can be a great way to increase your leadership on a specific topic and attract highly targeted contact profiles if you follow certain steps.
Here are the benefits of having your own LinkedIn group:
- significantly increase the size of your contact network by making it easier to be found by your target market
- send up to 15 private messages to group members each month (with which you are not logged in)
- appear in more places on LinkedIn namely the news feed and in group conversations
- create a perfect environment to interact with your prospects and clients
- position yourself as an expert or authority on the subject of the group
The most popular LinkedIn groups have a permanent desire to maintain a certain quality in the exchanges, while bringing useful value to their members.
1) Create a new LinkedIn group
Creating a LinkedIn group is easy. To get started, click on “Products” at the top right of your home screen, then click on “Groups”:
This will open a list of all the LinkedIn groups you belong to. Click on “Create a new group” at the top right of this screen:
You will then be asked to enter:
- the cover strip
- the description of the group (about)
- the rules of the group (objectives and expectations of the group)
- confidentiality (“Standard” visible in search results or “Not listed” not visible in search, and only administrators can invite members)
Name your LinkedIn group strategically
Your group name should include keywords that are essential for your target audience. The more specific your niche, the more interesting your group could be to people detecting it.
It is important to note that the name of a group cannot exceed 100 characters, and that two groups cannot have the same name.
A common mistake is to name the group after your business and use it to relay your branded content.
People joining LinkedIn groups don’t want to be bombarded with your business news. LinkedIn pages are more suitable for this.
They prefer to feel part of a community of like-minded people, where they can have conversations about topics that are important to them.
Insert visual branding elements in your LinkedIn group
Creating a personalized logo & cover banner for your group helps make it more professional and credible, which will reassure future members.
The size of the logo is 60 x 60 pixels and the recommended size for the banner is 1776 x 444 pixels, in PNG or JPEG formats.
If you want to add or edit a logo or cover for an existing group, click on the three dots located just below the banner on the right side, then on “Edit group information”.
Optimize the group’s relevance for SEO in LinkedIn search
The “About” section of a group is the place where you can define the culture and purpose of the group. Be sure to use the 2000 character limit correctly.
Keep in mind that you will be trying to entice potential members to join your group, so use the language of your target audience. Explain why you created this group and who it is for.
You could also give ideas for content disseminated within the group.
The first 200 characters of the topic will be displayed when searching for groups, so pay special attention to these first words:
Define the rules for your LinkedIn group
It is important to highlight the rules that members must follow to maintain the integrity of conversations, and not allow spammers to interfere with exchanges.
This gives you the legitimacy to remove members who do not come to exchange authentically in your chat room.
2) Feed your group with content
Before you start promoting your group by inviting people to join, post some content.
This one should be chosen with care, regardless of whether you produced it or from your curation, and should be of interest to your target audience.
Start by creating 3 or 4 posts. Here are some ideas:
- solve an important problem for your future members
- discuss the latest trends
- choose topics to cover in the future
To ensure that new or existing members regularly receive fresh content, try posting at least once a week.
3) Invite people to join your LinkedIn group
Once you’ve posted a bit of content to your group, you’re in a good position to invite the first people to join your chat room.
If you’ve chosen not to list your group in LinkedIn search results, only people you invite will be able to access your group.
If your group is of the “Standard” type, you can encourage you to join it in 3 ways:
- you can invite members of your LinkedIn address book based on their interests
- other group members can invite their contacts
- LinkedIn users come across your group by typing the right keywords in the search
You have room for the maximum number of members because the limit is of 20,000 people.
4) Promote your LinkedIn group
Here are some great ways to promote your LinkedIn group:
- encourage group members to invite their contacts to join it
- share your group link to your LinkedIn contacts
- fill in the existence of your group on your LinkedIn profile
- add your group link in your email signature or in your newsletter
5) Manage your LinkedIn group
As the administrator of a LinkedIn group, you will need to perform multiple actions to manage it.
Two main tasks will be to review the list of group members’ publications to ensure that they are consistent with your rules of use as well as the validation / refusal of group integration requests. from LinkedIn users.
Each time you visit your group, scroll through all of the posted content and delete any posts that have no added value for members.
From time to time, you may wish to add a new manager who will help you administer your group.
To do this, click on “Manage group” at the top left of the group’s home screen, then on “Members”. Then click on the three small dots and then on “Appoint as administrator”. You can of course remove this power whenever you want by clicking on “Administrators”.
To go further:
Trainer & social-media consultant, I am the author of the “Toolkit of Community Manager ”published by Editions Dunod. I have trained several thousand employees in the professional use of social networks since 2011.
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