In the past, many marketers have undervalued LinkedIn but in recent years it has grown exponentially, making it a key component of B2B marketing. Did you know that LinkedIn is currently the second most popular platform for B2B marketing, only behind Facebook. A whopping 80% of all B2B social media leads stem from LinkedIn. If you aren’t implementing some sort of LinkedIn-focused marketing strategy you and your business are missing out. Consider the following tips for effective LinkedIn B2B marketing.
Perfect Your Company Page
The most important place to start on LinkedIn is your company page. A company page is similar to a Facebook business page in that it’s dedicated to an individual organization or company. LinkedIn users can discover a page and choose to follow it to stay up to date on company posts, announcements, and job opportunities. Your first step should be to create a company page for your business on LinkedIn if you don’t already have one. Make sure it contains accurate information about your company and a profile picture that adequately represents your brand. The more professional your business page looks the more credible your business will look to LinkedIn users.
Share Relevant Content
LinkedIn gives you the option to share content on your profile or your business page. One of the most consumed types of posts on Linkedin is text posts. However, it’s important to keep in mind that sharing content (whitepapers, guides, and reports) and videos arethe best types of content to spark B2B lead generation. Creating videos explaining what product or services you offer or sharing documents that display your company’s expertise can build your brand’s credibility and win over prospective customers.
Encourage Employee Engagement
Encourage your employees to actively participate in your LinkedIn development by sharing your posts without own networks. Did you know that if your post experiences high engagement within the first 30 to 60 minutes of posting it, LinkedIn will more aggressively push your post to be viewed by 1st, 2nd, and 3rd-degree connections of anyone who interacts with the post? If your engagement is weak within the all too important first hour, the post will be limited to 1st-degree connections. Another thing to keep in mind is that employee-shared content generally sees up to 2x higher engagement versus posts shared by the company itself. If your business is a B2B brand, it becomes even more essential to have your team promoting your product or service to grow your business.
The Final Word
LinkedIn is much different from Instagram, Facebook, and every other social media platform. On LinkedIn, the quality of content you share is most important – not your follower count. When you are creating content for your LinkedIn B2B marketing strategy, ensure you consistently post relevant, useful information about the services or products you offer and keep in mind that LinkedIn’s more professional nature..
When done right, LinkedIn marketing can increase your sales, brand awareness, and customer loyalty. If your social media goals seem daunting or too time-consuming, let us help! We are a digital marketing agency located in Burlington, Ontario, and we specialize in working with passionate small-to-medium-sized business owners! Give us a call at 1-855-656-5262. You can also follow us on Instagram. Get in touch with us to learn how we can help your business grow using social media.