As per an e-book published by LinkedIn, 82% of B2B marketing leads from social media come through LinkedIn. Almost 97% of B2B marketers use the platform for content marketing efforts. Unarguably, LinkedIn is a goldmine for B2B companies. From influencers to experienced decision-makers, everyone you would ever want to target is on LinkedIn. It is also the most-used platform by Fortune 500 companies.
We all agree that LinkedIn truly offers vast potential. More than 30 million companies use it to network, connect, and sell. But, is your company able to make the most of it in this competitive B2B world?
Let us share 5 best practices for B2B companies to make the most of LinkedIn.
- Consistency is the key
Being consistent is very important for any company to find success on social media channels. LinkedIn’s feed algorithm promotes those posts/pages which publish relevant posts regularly. Moreover, posting regularly also keeps your users engaged, but it’s important not to overdo it. One post a day on LinkedIn is sufficient for a B2B brand while ensuring the maximum weekly posting frequency shouldn’t exceed 5-6 posts. Here are a few things to keep in mind:
- Keep a healthy mix of educational, informational, topical, and workplace culture-related posts
- Use the content suggestions tab on your company page to create relevant and vital posts on trending ideas
- Keep a close watch on the posts’ engagement in the LinkedIn analytics tab and increase or reduce the frequency based on the monthly results
- A monthly social media calendar for help in streamlining the process, helping you ensure a steady stream of posts, to have a continuous engagement with your connections
- Do your research on the preferred day and time, depending upon your company’s target geography
- Quality over Quantity
While consistency is necessary, posting good and relevant content is equally important. As per a LinkedIn report, 62 % of LinkedIn members said they engaged with content because it is educational or informative. And almost as many (61%) said they engaged with content because they found it to be relevant. Unarguably, the quality of content plays a significant role in establishing a brand’s reputation online.The audience creates a perception of your brand basis the kind of content the page shares.
- Create content & articles that are useful, relevant, and resonate with your target audience
- Ensure that the content isn’t too sales-oriented or promotional
- Appealing content formats such as carousels, GIFs, and short videos help in getting the right traction and enhance engagement
It is imperative to grab the audience’s interest and build their trust before discussing your products and services.
- On LinkedIn, video WORKS
As predictable as it can be, videos are the most engaging content format on social media platforms and LinkedIn is no exception. As per a study on video consumption on LinkedIn, Posts with videos attract 3 times more inbound links than text-only posts. Moreover, LinkedIn reports that users spent more time watching videos than viewing static content.Thus, videos are the most effective type of content format that a B2B company must have in their LinkedIn strategy to promote products or services online.
- You may put different kinds of videos such as an industry best practice, where you publish one practice video every week or a teaser video for a longer-form case study or even a 30-seconds recap of the last week
- You can also utilise softer content showcasing your workplace culture. Shorter videos, somewhere between 30-60 seconds hit the sweet spot on LinkedIn
- Use LinkedIn’s content aggregator platform – Pulse
The pulse is LinkedIn’s own online news aggregation feed, which generates blog posts, insights, and news from businesses and industry professionals. As it tailors content suggestions according to an individual’s interest or past interactions, your content will only reach people who are genuinely interested in the topic.Pulse articles are an effective way to increase organic reach and engagement and establish thought-leadership in the industry, especially for business leaders and B2B companies. So, to start leveraging this unique feature to make the most of LinkedIn:
- Identify members of your organization with a writing disposition
- Create a publishing calendar and review process
- Publish consistently to build up a momentum
- Use relevant Hashtags
Rolled out in 2016, the hashtag feature has now become essential in today’s Linkedin strategy, promoting engagement and professional connections. They help LinkedIn identify topics that are important and relevant to users. They also help the LinkedIn algorithm to better categorize, organize and filter content. Hashtags also contribute to improving search engine optimization, which means it will also help your posts appear in Google search results.Hashtags are also a great way to understand the trends in the market and the pulse of the target audience. While developing hashtags, take a note of the below:
- Use of relevant hashtags in your posts makes it easier for the audience searching for the same topic to find your content
- Two or three hashtags is the perfect recipe for any LinkedIn post. They should be short, easy, and relevant
Are you ready to make the most of your B2B LinkedIn marketing strategy? We hope these best practices & quick tips will help. Let us know in the comments section.