Approximately 93% of B2B marketers use social media, making it the most common B2B marketing tool. When a group of marketers invested 6 hours per week in social media marketing, they saw a 78% increase in traffic.
Facebook and Twitter are great tools for keeping in touch with friends and family, but LinkedIn is gaining major traction in the B2B world.
LinkedIn is unique and very tailored to the business world. LinkedIn users are loyal. In fact, 64% of your followers will follow your company as long as they keep their profile.
With LinkedIn being the third most popular social networking site and boasting over 380 million members each providng such in-depth, detailed data on their careers, professional skills, location, experience, seniority, company size, sector and more, it's no wonder that more and more content marketers are turning to Linkedin as a key distribution channel.
When it comes to your B2B social media strategy for your LinkedIn company page, there are certain tips that can help your company get leads.
1. Be Yourself
Being authentic can help your company gain trust from your followers. Think about what you do best and share your knowledge with others. Be conversational and steer clear of jargon. Encourage employees to share content and stay involved. Remember, you have 15 seconds to capture your reader's attention (if only!)
Don't just talk about your products, include related topics that will be of interest to your audience. In this post addressing the evolving demographic of the workplace I highlight how that affects organisational decision making processes and the way we consume and perceive information. It is more personal because it comes from me as opposed to from the company.
2. Engage Your Audience
People are naturally drawn to content that sparks interest and encourages discussion. Ready to get even more bang for your social media buck? LinkedIn lets you target your updates to reach companies and users of a certain size, industry, geography or function.
Add a quote or interesting statistic to engage readers immediately - 15 seconds now seems on the generous side. In a social network feed, you have 1 second to buy the next 15 of your reader's attention... It really is that competitive!
3. Really Think About What and When You’ll Post
You want your followers to understand just what makes your company amazing. Be a thought leader and post information that’s relevant to the consumers you are trying to reach. LinkedIn lets users publish content through their platform that can be easily found by anyone looking for information on the topic. The “when” is also important. According to research, the peak time for engagement on LinkedIn is Monday from 2-4pm, however as your post receives more and more engagement, you will see a snowball effect as it reappear in people's feeds for weeks and even months to come.
4. Keep Track of Analytics
It’s hard to adjust a strategy if you don’t know what’s working and what’s not. LinkedIn allows companies to track user, follower and engagement metrics. Since 45% of B2B marketers have gained a customer from LinkedIn, you have a pretty good shot of improving your sales if you know where you stand on this social media site and what content is resonating with your followers.
5. Participate in LinkedIn Groups
LinkedIn groups let you post content to people who share certain interests. By joining and posting to groups that your target customer might frequent, you can reach a whole new audience. There are groups from Nano-Materials and Medical Device Manufacturers to Digital Marketing and Specialist Recruitment sites.
Don’t Forget LinkedIn
LinkedIn often gets overlooked, which is a shame because the platform really has some great tools for companies who are trying to make a name for themselves. If you want to improve your B2B social media strategy, LinkedIn needs to be a part of it.
When you want to learn more about your digital content and strategy, reach out and we will talk about ways to get your company out there.