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What it Takes to Succeed on LinkedIn for B2B Companies

posted July 12th 2019, 1:25 pm by Maddy Strange

This quote from Jonathan Crossfield is vital to remember when marketing in B2B circles:

"B2B customers are people too. On entering the office, we don’t stuff our B2C brains into the desk drawer, replacing them with pin-striped B2B versions allocated to us by HR."

This basic concept previews what we'll look into today. On LinkedIn, B2B companies, like other companies, need to focus on connection with other people.

Linked in has been steadily growing into a social media platform that not only connects potential employees to employers (and vice versa) but also connects consumers to content. LinkedIn content is usually trusted by viewers, as it tends to be less focused on shock value and click-bait than, say, Snapchat or YouTube can be. LinkedIn calls itself the host of the "world's largest professional audience." According to a LinkedIn study referenced in this article, there are 9 billion impressions of content on LinkedIn every week.

So . . . so far we've found that B2B marketing should focus on people and that LinkedIn is a platform for professional connections and content. This adds up to a really good opportunity for B2B companies to use LinkedIn. This blog will cover tips and tricks for what it takes to succeed on LinkedIn for B2B companies.

What it Takes to Succeed on LinkedIn for B2B Companies

Optimize your page.

Before you do anything else on LinkedIn, review your company page. Check to see if your profile aligns with your company's brand. This is important to create a strong connection between your LinkedIn and your other social media platforms and company website. High quality profile pictures improves your credibility. Writing a strong bio and "About" description will represent your company well. The text that you put on your page should be clear, well-written, and attractive to your target audience. Building off of that, communicate your message in a human way (remember, you're writing to humans, not faceless companies).

Connecting with others on the platform can also be done from a personal profile (to emphasize person-to-person connection). If you're planning on using your personal profile, update your profile. Specifically, check to make sure that your profile clearly connects with your role in your B2B company.

Post consistently.

Potential customers view a significant amount of content before they make their buying decisions. They'll use the information gathered (both consciously and subconsciously) from your website and social media pages to decide who they'll do business with. If your pages are dry and empty as a desert, visitors won't have any information to use. It follows that if you post content consistently, your customers will have plenty about your company to look at. Posting once a day is usually suggested. However, if you can't swing once a day, just choose a posting schedule and stick to it. Consistency is key.

Post high-quality content.

On LinkedIn, your content will show up on CEOs' feeds as well as interns'. This means that your content should be high-quality, as you are presenting your company to decision-makers (and potential employees). To create high-quality content, make sure it is well-written. Checking for basics of spelling, grammar, and syntax is vital. In addition, ensure that your photos and videos aren't grainy or choppy. You don't need Hollywood levels of production, but clear pictures and visuals are still important.

It's found that long-form content is shared the most across the site. Including information and thoughts on your posts will attract attention. Previewing blog posts or links with your own thoughts is a way to include a nod to this longer-form content. A sentence or two that infuses a bit of company personality or industry knowledge improves your content.

Utilize connections.

LinkedIn is a prime place to create connections within your industry. You can use your existing connections to expand your network. When choosing who to connect with, be intentional with your decisions. Check industry, location, and job roles of potential contacts. Connect with people in your target audience. This way, your network will be helpful to your company instead of just a big group of uninterested people. The same principle applies to what groups you might join. Join groups that are applicable to your company.

Use the audience analytics provided by LinkedIn to further enhance LinkedIn's potential for your B2B company. By using the information collected about the people viewing your page, you can improve your marketing campaigns and content you're posting. Seeing what people's interests are can help you focus your content for the people already visiting your page.

When using these tips, you can turn your LinkedIn to a lead-generating page, versus just a copy of your website. LinkedIn forms connections and provides content and information to interested people. B2B companies, make use of this platform.

Please contact RedMoxy Communications to further discuss marketing strategies and website optimization. We'd love to talk!