Content marketing strategy
March 2022
The rise of LinkedIn is not to be sniffed at, particularly given that 93% of B2B marketers consider the platform to be the most effective for lead generation content.
Here are our five tips to help you make the most of LinkedIn.
Make sure that your company page isn’t filled with boring, cold facts about your organisation.
Your company page is the core of your LinkedIn presence, and should be used as a device for conversion.
So, using the top two lines of your profile description to their full potential is vital.
If you can squeeze in your target audience, value proposition, and the product/service you provide, you’re off to a good start.
Adding a header image that represents your company brand and values will also help to set the tone from the offset.
Showcase pages allows businesses to go beyond its company page, and promote specific projects or campaigns it is affiliated with.
This could be sub-brands, partners, events or company initiatives you support.
In short, LinkedIn Showcase pages help you talk to individual groups of customers directly by tailoring the content to them.
This means that you can be more detailed in the information you're sharing and they'll get a deeper understanding of your offering.
Browsing LinkedIn for sales leads can sometimes feel like an awkward dance, not knowing whether or not you’re making the right moves.
Thanks to LinkedIn’s advanced search capabilities, you can ‘salsa’ with the decision makers you wish to target.
LinkedIn’s advanced search feature can be used to cluster together several potential targets.
For example, if you are a manufacturer of office furniture in Manchester, advanced search can help you formulate a list of decision makers in the workplace sector.
Leaving you with a tidy list of targets for more personalised marketing.
Unlike most social media platforms, LinkedIn is populated with designated professional ‘groups’, some with over 2 million members.
These groups could be anything from ‘B2B Content Marketing’ (what we do) to whatever your company’s specialism is.
These groups are filled with industry experts and therefore produce a large pool of people to target with your content.
LinkedIn only allows you to be a member of 50 groups, however, so choose wisely.
More importantly, share useful information – don’t sell before you’ve made strong connections.
Nobody likes churned out content in corporate-speak that lacks substance. People want to feel connected on a human level.
Finding the perfect recipe for engaging content requires some trial and error.
Experiment with your posts and use LinkedIn analytics to work out which type generate the best engagement.
It might be that you need a mix of content; from thought leadership articles, blogs, videos, motivational posts, team news etc.
Once you’ve found the winning formula, you can build an engaged LinkedIn community, serving them the content they enjoy the most.
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