While more than 90 percent of marketers report LinkedIn as a leading source of quality content, only 1 million users claim they’ve published an article and just 3 million actively share content on the channel each week.
For B2B companies, there is a substantial opportunity to leverage the platform to connect with influencers, potential clients and employees, and boost their lead gen efforts and drive traffic to their site.
Here are a few simple ways to do so effectively:
Establish your strategy with an emphasis on the “why”
A solid objective is the cornerstone of successful businesses and is the single most influential element when adapting strategies over time. The more you know about the ultimate goal of your brand publishing content on LinkedIn, the better you’ll be able to inform your approach and overall content strategy.
One example may include tapping into mid-level staff to demonstrate capabilities to potential clients or partners, highlighting expertise and certain products or services through promoting landing pages to your website. Alternatively, you may consider tapping into senior-level executives for a thought-leadership approach that points to more high-level objectives of your business and drives more engagement from their network via their personal profiles.
Find a balance between company pages and personal profiles
Compared to Twitter or Facebook, defining a singular “voice” on LinkedIn is significantly more complex as it can come from one or more combinations of personal profiles, company pages, and groups.
Content strategies that strive for an interplay between all three typically result in enhanced conversation and engagement by blending personal and profile networks meaningfully. As a recap, personal pages focus on an individual’s experience, certifications, and skills and are the only type of pages that are able to publish articles. Going back to the thought-leadership point, this would be the ideal way to share the voice of your CEO or CMO.
Company pages on the other hand, are an optimal way to share important updates, announcements and display basic information for those looking to hear more about who you are and what you stand for. Lastly, groups are a conversational way to continue the conversations around your business including key topics and areas of interest, serving as a shared forum where they can collaborate, provide feedback and ask questions.
Again, leading B2B companies will find ways to tap at least two if not all three of the above for a mix of tone and depth that results in more authentic interaction and traffic.
Prioritize your audience and don’t forget the posting basics
In the same vein of interplaying various profiles, don’t overlook how you can bring your other channels into the equation. Demonstrate the value of your LinkedIn presence by dropping copy and a link to your page, utilize tags to bring others into the dialogue and mix it up with photos and videos when you can. These visual stories often result in more engagement and people personally relating to the content you share. Avoiding link previews can also have the same effect and allow readers the chance to stop and read versus opt-out after glancing at the preview.
Indeed LinkedIn requires strategy and careful consideration in terms of how you approach it, but when you find your sweet spot it can prove extremely lucrative and instrumental marketing tool. By the numbers, the channel boasts 630 million users in total, 87 million of which are millennials, and 303 million active monthly users. A whopping 153 million are either senior-level influencers or in decision-making positions.
Consistency is and will remain key both across cadence and engagement. In addition, keeping a finger on the pulse of industry trends and how these impact your audience will remain imperative in adapting your approach and style. Finally — you’re not alone. Use your social connections to help amplify your narrative.
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