Social media marketing is one of the most leveraged digital platforms for growing a business today. LinkedIn, launched in 2003, has been a continuously growing source for professional networking. In fact, the platform is accessed by more than 260 million active users monthly with nearly 40% accessing it daily. A recent survey conducted by HubSpot found that LinkedIn is 277% more effective at generating leads than Facebook and Twitter, simply because it allows for deeper targeting and better connections with businesses. Perhaps your business already has a LinkedIn profile, but you’re not sure how to integrate this within your content strategy in a way that will capture attention and garner real results. Here are some ways LinkedIn works to expand your content reach and better position your company for lead generation.
LinkedIn Allows For Content Leverage
With such a vast number of social media users, including many B2B companies just like yours, how do you compete? The great thing about LinkedIn is although user growth is constant, the content is not covered up with pictures of a co-worker’s kid’s soccer game or the latest viral dog video. Less clutter creates more opportunities for your content to be seen by the right target groups.
Most every B2B company realizes the importance of digital marketing including email marketing and blogging, but oftentimes that is where it stops. In order for your content to generate leads it must be shared across multiple channels. LinkedIn provides not only a means to share your content but an avenue to connect with others in the industries you serve. More specifically, LinkedIn Groups offer a personalized way for you to really hone in on your company’s target market by sharing insights directly with those you consider prospects. In this way, you are creating better opportunities for referrals and further sharing of your content that will drive leads at a much higher rate.
LinkedIn Creates Expert Positioning
Just like any social media business profile, consistency in your messaging is key, as long as it’s providing value to those consuming it. Whether you’re sharing industry advice or discussing the latest high-profile court case, successful thought leadership should focus not only on the creation of great content but also content curation.
LinkedIn is the breeding ground for industry news and whitepapers that your business can easily repurpose and share. Providing information that helps to solve a problem for clients and prospects gives your company credibility and will work to increase trust with your core audience.
LinkedIn Connects Your B2B Company With Its People
It’s definitely important that your business has a presence on the right social channels, but it’s even more important that your team members do as well. When clients are seeking industry advice, they don’t typically seek out the business first; instead, they’re trying to find the individuals who can provide the particular service they desire. Therefore, the best way to highlight your company’s credentials is to highlight your people.
In order for LinkedIn to become a successful part of your content strategy, your leadership team may require a little extra training to ensure their profiles are up-to-date and active. If necessary, host a lunch-and-learn to teach key members of your team how to create a LinkedIn profile and distribute not only their own content but also that of the business. The quickest way to lose business is for your content to link to a team member’s profile that hasn’t been touched in months.
In that same session, help your team learn how to best share the content on your company’s LinkedIn page. Consider sending an email, Slack or message on your Intranet system to remind them there is a new post on the business page to like, share and comment on. However, a recent feature on LinkedIn now allows you to immediately share your live post with every employee connected to your business if you really want to alert the masses. Once you post your content, click the three dots at the top right of your post and choose the option to “notify employees”.
LinkedIn Gives Your B2B Company a Voice
Due to the professional nature of LinkedIn, this social platform is highly trusted. Therefore, your B2B company has a great opportunity to have a voice and prove its expertise. So what do you say? Here are some post ideas that can help you share the right message and be found by clients and prospects.
- Long-Form Content
What separates LinkedIn posts from other social media sites is that you have much more space to post engaging content that will work to increase your influence. With 700 characters, hashtags, emojis (command, demand, space bar) and @mentions you can share key takeaways from a recent conference you attended or dive into a hot topic that you want to share your expertise on.
- Native Documents
Once you’ve posted a new blog to your website don’t just let it sit in one place. Take advantage of LinkedIn to expand the reach of your content and establish your presence. LinkedIn algorithms like when you post .pdf or .doc files directly to your profile because it means you’re keeping readers on the platform. Therefore, it’s important to steer away from outward links when possible because your content is more likely to be found when uploaded directly. - Native Video
Just like any social media, if your content involves professional photography or video your post has a higher probability of capturing the attention of a scroller. Video, specifically, keeps people engaged with your company and puts a face to the name. Did you attend a recent conference and have some high points to share? How about a recent presentation that you think clients might like to learn more about in a quick tips video. Throwing in a few quick videos here and there will do wonders for building your audience. Don’t forget the subtitles. Studies have shown people are much more likely to finish a video with subtitles. - Share Industry Content
A great feature on LinkedIn is content suggestions. Take a look at what’s happening in the industries you serve and when something seems relevant share it. When you share varied content between your original content it makes your company appear more credible and less salesy.
Again, the most important thing is to just keep your profile active and flowing with content your target audience will find valuable. Don’t forget to @mention your business and any team members if necessary so that your content stays connected.
