LinkedIn: The Number One Platform For B2B Content Marketing
Social media isn’t just transforming relationships with people—it’s revolutionizing the business landscape.
And as modern day-marketers strengthen their understanding of how to utilize platforms such as Facebook, Twitter and YouTube, one such site dominates online B2B (Business-to-Business) communication—LinkedIn.
If you have a business, LinkedIn can be used as a powerfully versatile tool for attracting (target) audience engagement and awareness. That’s because LinkedIn presents the invaluable opportunity to personify a company and breakthrough the Digital Barrier; in other words, LinkedIn helps to close the gap between a brand’s online identity and its audience.
LinkedIn is also incredibly resourceful. Not just because it’s a source of free (earned) media or lead generation, but as a platform to be of influence, credibility and value to your “followers.”
With 180 million members, 2 million companies and 1/3 of all business professionals, LinkedIn has evolved into a universe of corporate discussion.
Falling behind in LinkedIn-status is a surefire way to establish irrelevance within your industry. Passive or inconsistent use of LinkedIn’s many benefits is a missed opportunity—and that’s putting it very kindly.
Now is the time to gain an edge over your competitors. Now is the time to produce content that inspires your “followers.” Now is the time to become a leader in your industry.
If you’re struggling to propel your brand on LinkedIn, here is the top inside information to run a successful LinkedIn B2B account campaign:
Leverage Lead Generation
Publishing engaging content on company posts and/or Recent Updates isn’t the only way to generate leads. People have short attention spans, so intriguing them early
gives you the best opportunity for a successful “call-to-action” strategy.
Structure your company page as a hotbed for lead generation. Simply filling out basic information and facts about your business is not enough—especially in today’s ultracompetitive online environment.
prospective businesses to visit your other social media platforms, blogs, landing pages and company website. Utilize your LinkedIn company page as a pipeline for attaining click-through interest, and motivate prospective businesses to explore deeper into key web pages, links, and ultimately, achieve conversion.
The LinkedIn company page is a snap shot of your entire business. Implement content that inspires, amazes, amuses and promotes value. Here is what your top 3 focuses should be:
- Attention-grabbing header photo
—Remember, businesses are individuals too, and individuals like to “judge a book by its cover.” Create a compelling header photo that provokes curiosity and carefully balances ingenuity, uniqueness and influence all in one photo.
- Clear and concise, convincing two-sentence pitch on company description
—You only get two sentences before a user is interested enough to click and open the rest of your company description, so make sure to get their upmost attention within the first few words.
- Consistently post content
—Make sure your Recent Updates isn’t only intriguing, but also hyperlinked and conversion-focused. Publish content that is intended (and tailored) to your target demographic.
Encourage Employees to Complete their Personal LinkedIn Page
When prospective businesses visit your company page, they have access to staff members’ profiles. Users can delve deeper into your company and gain a better understanding of the
individual accomplishments that work within your business. This presents you with a challenging obstacle, as you don’t have control over personal profiles. But by encouraging employees to complete their profiles, you strengthen layers upon layers of your LinkedIn-status.
Furthermore, employees can present you with constructive opportunities to gain conversion, influence and value to a broader demographic; for example, when you publish content on your Recent Updates, and add incentive with employees to share and/or comment on different posts, this creates a domino effect of awareness that ripples thru the many profiles that work within your company.
Promote your LinkedIn Company Profile
Just as you would nurture leads acquired from your LinkedIn company page, utilizing the opposite tactic is just as important. Maximize your marketing efforts by providing a link to your LinkedIn page on your company website, blogs, YouTube videos, white pages, emails and other social media platforms.
Take Advantage of Advanced Search
One the most efficient and simplest strategies for establishing leads on LinkedIn is using the Advanced Search feature. It may sound obvious to some, but surprisingly, many company administrators don’t seem to fully grasp this incredibly accessible tool for nurturing leads.
LinkedIn’s Advance Search allows you to identify the exact individual(s) you’re trying to target. By filtering location, current company, industry, education, interest, language, etc., you seamlessly weave through the millions of LinkedIn accounts, determine the most relevant and/or constructive user(s), and establish a two-way relationship.