LinkedIn is a great platform through which to attract and engage with potential customers by distributing high-quality content.
It is the social site favored by B2B companies, who generally struggle with using other social networks like Twitter and Instagram effectively.
But while 94 percent of B2B companies use LinkedIn as their go-to content distribution channel, many are unsure how to optimize their content for increased traffic, engagement, and lead generation.
Below, we’ve listed four tips that B2B companies can incorporate into their LinkedIn content strategy to maximize their results.
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Start With Your Company Page
Your LinkedIn company page not only hosts the content that you distribute to your audience, the page itself is comprised of content that you can optimize for lead generation. Check out your LinkedIn company page and make sure it includes the following elements:
- Your company description and logo
- Contact information and website URL
- Product and service information, including pictures and videos, and CTAs that take viewers to gated content.
- “Follow us” button
Including this information on your LinkedIn company page will enable you to convert visitors directly from the platform.
Use LinkedIn Pulse to Build Thought Leadership
The content LinkedIn users are most interested in seeing and engaging with on the site are industry insights (followed by company news and new products and services), and they want the author to be an expert in their field who knows what they’re talking about and has actionable advice to give. Your company’s executives can become thought leaders in the LinkedIn community by publishing original long-form content through LinkedIn Pulse, where posts can get upwards of 25,000 views.
We recommend using the following best practices when publishing content through LinkedIn Pulse to maximize it for audience engagement, and consider, too, that you can also incorporate these tips into your regular company updates:
- Keep your voice authentic. As we mentioned, LinkedIn users are looking for content from experts, but that doesn’t mean that you need to present your company as flawless. Writing about the realities of your business and industry will humanize your brand to readers.
- Include media in your post. Yes, LinkedIn is a network for professionals, but that doesn’t mean you can’t have a little fun with your posts. Including high-quality visuals, such as images, videos, charts, and infographics will increase audience engagement with the content you post through LinkedIn Pulse.
- Consider when you’re posting. Since LinkedIn users are business professionals, you should publish your content when they’re most likely to be using the platform. Monday mornings and Friday afternoons are generally the times when your audience is least likely to read a LinkedIn post, so avoid publishing then.
- Respond to comments. This may seem like an obvious best practice, but many LinkedIn thought leaders can actually be a little thoughtless when it comes to responding to commenters. If someone takes the time to engage with your post, makes sure you engage them back, which will promote a positive public perception of your brand.
Establishing your executives’ and company’s expert authority through LinkedIn Pulse with these best practices will help increase traffic and engagement rates on any content your company posts.
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Extend the Reach of Your Content using Sponsored Updates
You can extend the reach of your company’s content to a specific audience using LinkedIn sponsored updates. Sponsored updates provide a number of comprehensive features that allow you to target the audience of your choosing based on such characteristics as:
- Company name, size, and industry
- Job title and seniority
- Level of education
- Associated LinkedIn groups
These targeting features help ensure that your content will reach the LinkedIn users most likely to see its value and engage with it. And even better, your company’s sponsored post will appear in your target audience’s newsfeeds just like a regular update, which will make your offer seem less intrusive than if it were a banner or pop-up ad.
Assess Your Analytics
Marketers know that all strategy improvements should begin with analyzing past results, and content optimization is no different. You can measure the efficacy of your LinkedIn content distribution efforts through the analytics tab on your company page, which is divided into three sections:
- Updates: Shows you the number of clicks, impressions, and followers gained from each update you post
- Reach: Shows the reach of your content on a daily basis, both organically and through paid advertising
- Engagement: Shows audience engagement with your content filtered by date range
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Analyzing this data will help you assess what your most successful content types are and provide you and your team with best practices that you can incorporate into future LinkedIn content marketing efforts.
So B2B marketers, with these tips in mind, you can start creating the LinkedIn content that will drive audience engagement and conversion, and improve your brand’s thought leadership.