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LinkedIn can be an incredibly effective marketing channel, especially for B2B. It has 303 million active users, with 40% of them logging in every day. But, setting up a company page and hoping for the best won’t deliver results for your business. The good news is that LinkedIn is probably the most straightforward social channel for generating social engagement, so perhaps it’s time to start showing it a little bit of love?
Here are our nine tips to help you start generating some engagement on your company page and achieve your marketing goals.
1. Pull together a core LinkedIn team
LinkedIn is all about connections, and the reality is that your personal network on LinkedIn may well be much more powerful than your company’s network right now. To generate reach and engagement you’re going to do things on an individual and company level, so you’ll need a team of LinkedIn power users to help you. Ideally don’t force this on your colleagues; you want to recruit employees who are already familiar with LinkedIn and using it regularly.
2. Create content!
91% of marketing execs go to LinkedIn to find quality content. Your content should be in that mix, but for so many companies, LinkedIn is an afterthought. This is a shame as – unlike Twitter and Facebook – you can generate organic (i.e. unpaid) reach on LinkedIn. Here are a few pointers:
3. Curate content
Constant content creation can be time consuming and challenging. One way to boost your content calendar is to curate content from other sources. This might be sharing a relevant news article, or posts from partner organisations. As long as the content adds value, don’t worry that it wasn’t originally created by you. Make sure you add your own comment or ask a question when you share the content, so your company’s voice is part of the conversation.
4. Use hashtags wisely
LinkedIn introduced hashtags in 2018, and we haven’t looked back. Used well, they can genuinely increase the reach of your content. Adding 2-3 hashtags to an individual or company post ensures it appears immediately in any search for those hashtags. When choosing a hashtag, research is key. You need to find the sweet spot between volume and relevance. For example, #marketing will probably be far too popular to gain cut through, but #b2bmarketingtips would generate more engagement.
5. Empower your employees to share content
This is one way individual profiles come into their own. If you have 100 people working in your company, and each person has 500 contacts (a very conservative estimate) that’s a potential audience of 50,000 people you could reach with your content. You need to make sure that firstly anyone in your business has their profile linked up to your company page. Then, encourage them to share content you post, ideally with some commentary, or even tagging one of their connections if relevant. To make this even easier, LinkedIn has added this option to notify all your employees of any post you share.
6. Explore paid targeting
We need to talk budget. Sharing content organically will only go so far, so you should consider post promotion and advertising as part of your plan. The benefits are many; advertising on LinkedIn will allow you to reach your core audience very effectively. You can target people down to the business they work at, or the specific role they have. You can spend as little as £50 and still see results.
7. Use InMail
This is where your power users need to step up. If you have a killer piece of content, consider using InMail to share it with key prospects that you’re not connected to. According to LinkedIn, InMails get a 25% response rate, 3x higher than email. This does require a paid subscription, but the cost is relatively small. If you’re hesitant, do the maths. How much does it usually cost to directly reach a prospect, and does InMail stack up?
8. Make sure your sales team ‘get it’
If 1-1 sales are part of your funnel, then you need to ensure your sales team are using LinkedIn effectively. Their input at the right moment in a customer’s interactions with your company cannot be underestimated. They need to have strong individual profiles, an understanding of your marketing comms and the tools to approach leads in the right way. We could write thousands of words on this topic, but the best way to learn is in person; if you’re interested, we have run countless LinkedIn training sessions with sales teams, so please get in touch.
9. Join groups
98% of LinkedIn members are in a group. Are you? The wrong groups can be overcrowded and time consuming. But, join the right groups and you can: