Of all the social media platforms, there’s one key player that often gets overlooked: LinkedIn. This network-building tool isn’t as flashy as Instagram or as candid as Facebook, but it’s actually a powerful marketing platform in its own right. After all, 63 million decision makers have LinkedIn accounts and, on average, 46 per cent of websites’ social media traffic comes from LinkedIn.
If you’ve been overlooking the opportunities available on LinkedIn for your B2B, it’s never too late to start leveraging your brand on the platform. Keep reading to find out how!
1. Make industry-specific content
When it comes to lead generation, 42 per cent of US B2B marketers say LinkedIn is a major asset.
That’s a pretty powerful stat, and one that you’ve got to use wisely in your strategy. To convert LinkedIn audiences, ensure your content truly applies to your industry. LinkedIn is a hyper-focused platform; ultimately, people use it to improve their professional lives. Make sure what you’re posting is relevant and of use to your target audience – relevance is a major factor in LinkedIn’s algorithm.
Also, don’t forget to include an image with every post to boost your engagement even more!
2. Stay on schedule
With most social platforms, content overload is a big issue. It takes no time at all for your thoughtfully-crafted posts to drown in a sea of content. That’s one of the great things about LinkedIn – Forbes reports that on LinkedIn, “roughly 3 million users share content every week, less than 2 per cent of monthly users”.
People post less on LinkedIn, which means your posts stand a better chance of actually being seen. In order to make the most of the available exposure, make sure to post at least once a day (weekdays between 8 a.m. and 3 p.m. are ideal).
3. Set up your company page correctly
LinkedIn reports that “companies with complete information get 30 per cent more weekly views.” But don’t just fill in your profile and call it a day. Remember, this is your opportunity to “pitch” your brand. How? Update your banner and profile images, and make sure your “About” section is compelling and memorable – you’ll stand a better chance of making meaningful organizational connections.
4. Invest in ads
Like other social platforms, you can get measurable, game-changing results from running a few ads on LinkedIn. In our experience, lead generation ads tend to perform the best. However, if you want to experiment with promotional ads on LinkedIn to boost your brand’s reputation and following, remember these tips:
- Write ads for your target audience – what do they want/need?
- Use eye-catching images or videos.
- Include numbers that back up your points – people are more likely to pay attention to your ads when they include stats!
- Keep it short, snappy and don’t forget a call-to-action.
5. Try advanced search options
LinkedIn isn’t just about incoming traffic – a little outreach is always a good idea too. With LinkedIn’s advanced search options, you can narrow down exactly the kind of people you’re looking for, including:
- Current and past companies
Once you find the people you’d like to reach out to, send them a message to let them know why you should connect! Bonus points if you share mutual connections – you could even reach out to those connections and ask for a referral.
6. Take the pressure off HR
LinkedIn is, ultimately, a powerful HR tool for both employers and job seekers – a hire is made off of LinkedIn every 10 seconds. The next time you need a new recruit, try posting the position on LinkedIn – people who are looking for similar jobs in your area will be notified. LinkedIn even provides recommended matches! Plus, it’s easy to track and compare candidates so you can find the best new hire for your organization.
It’s time to stop overlooking LinkedIn – incorporate it into your social media strategy and start connecting with people who could help your organization meet its key objectives!