In a recent blog post, we discussed just how crucial LinkedIn can be to your B2B social media marketing success. Because of an ideal audience overlap, as well as the business mindset in which professional users find themselves as they spend time on the platform, LinkedIn is widely considered the best social media network for generating B2B leads.
But how hard is to get to that point?
As a b2b marketing agency, we understand better than most what it takes for our global marketing partners to achieve succses on Linkedin.
Without a consistent strategy on the network, your results will likely not be as positive as they could be. An effective business presence on LinkedIn involves plenty of attention and optimization, but can be boiled down to three categories: your company page, using the network’s groups, and long-form publishing.
1) The Company Page
As is the case with any social media business presence, your company page should be the hub of your B2B efforts. This is where you can share updates about your product and industry, highlight recent company developments, and engage with followers who choose to comment on your updates.
The rules of content marketing apply to your LinkedIn company page as well: above all, you should aim to provide helpful and engaging content, in a visual format if possible. Videos and images will outperform simple links and text, and content that your audience will find valuable will always perform better than simple promotions of your product.
Organic updates allow you to reach your current followers without any cost attached, while sponsored updates (at a cost of $5 to $9 per click) will reach a more targeted audience.
2) Understanding Groups
If you are familiar with social media and especially Facebook for business, LinkedIn company pages will likely seem familiar to you. The same cannot be said for groups, which offer a truly unique opportunity for businesses looking to network with decision makers at customer companies.
The network is home to more than 2 million groups, covering all industries and audiences. In these groups, members discuss common interests and professional needs; a higher education group may have a lengthy discussion on current admissions trends, while HR professionals discuss the impacts of healthcare law. Inserting your voice into these discussions can play a crucial part in establishing you and your company as credible thought leaders.
The key to success in LinkedIn groups is simple: personality. Because you are interacting with professionals in their fields, group members will easily see through even thinly veiled sales pitches. Instead, offer your expertise to gain goodwill and gain contacts. If you are a higher education marketing consultant, offer actionable admissions tips. As a healthcare provider, share your insights into the law that may not be obvious for everyone.
3) Long-Form Publishing
Finally, LinkedIn offers a third type of content that you should consider using for your business. On its Pulse platform, the network enables any user to publish long-form content akin to a blog post.
Here, more than 1 million publishers share their industry insights, trend overviews, and more.
For a business looking to grow its credibility and brand exposure, LinkedIn Pulse offers an invaluable opportunity. Publishers can tag their posts with industry keywords, at which point they will appear in news feeds and daily content updates for users in those industries. The more discussion a post generates, the more likely it is to appear in other user’s digital field of vision.
That means you can write posts about your customers’ industry and address their specific needs. Both of which will help you gain exposure and credibility.
Like groups, the personal aspect matters: you can only post from your own account, not from a company account. But as long as you visibly connect your profile with your company and its page, you will shine a positive light on your brand and make it easier for potential customers to connect.
LinkedIn’s potential for reaching business audiences is well-established. By taking a three-pronged approach, engaging with decision makers on your company page, in industry groups, and through long-form publishing, you can make sure you get the most out of the network and gain success.
For more help on getting your LinkedIn presence off to a good start, contact us.