Let us preface this by saying: LinkedIn is the main weapon in your B2B marketing artillery. While you might use Instagram and Facebook to spread brand awareness across the general public, LinkedIn is where you can generate leads and engage in industry-specific conversations. Not to mention, asserting your brand as a trustworthy authority is impossible without LinkedIn marketing.
LinkedIn executives are aware of their platform’s growing power in every B2B marketing strategy, so they upgrade it every once in a while to make it more personalized and user-friendly. While there are things users complain about, you should utilize already available tools and resources that LinkedIn offers. The first step in our quest to create the best strategy for your business is to explore the newest LinkedIn updates.
We are mainly talking about post-scheduling, content analytics and audience demographics, and automatically-generated captions on videos. Additionally, adding a product page is an important tool for companies that offer products. However, this option is still in its early stages of development, and there is little to no customization during the product search. Be sure to keep an eye on that one in the future.
On the other hand, post-scheduling and content analytics will be of enormous help to all social media managers and copywriters. You can now write days’ worth of content in a few hours and schedule posts accordingly. Once the posts are published, all that is left to do is respond to comments and DMs and track the progress of your KPIs.
Tracking KPIs is now more straightforward due to the updates in the creator analytics dashboard. Namely, you can now examine your audience’s demographics and track your top-performing content.
Additionally, LinkedIn upgraded its video content options. Your videos are now automatically captioned if they are in English. They provide an option of customizing the captions before publishing so that other language speakers can also use them.
Just posting content regularly is often not enough when you try to increase conversions, especially in B2B marketing. LinkedIn is a handy platform for covering interesting subjects in comment sections. However, creating a community that engages with your content – besides your employees – takes hard work and efficient utilization of LinkedIn tools.
Fun fact: around 30% of engagement on all business posts comes from the company’s employees. So, in this sea of content, how do you attract people to your company’s LinkedIn?
In marketing, we are all about targeting. If you show your content to the right people, there is a higher chance that the content will lead to conversions. You can use three things to ensure your content reaches the intended audience: targeted ads, LinkedIn groups, and niche-specific influencers.
The targeted ads option is a tool you can use as a playground for experimenting with the audience. This might sound counterintuitive, as you probably have an established target audience in your business plan. However, besides choosing a specific company size, education, skills, job title, and seniority, you can use audience expansion and let the algorithm show your ads to a similar audience. We never know what lies around the corner of our set ways.
LinkedIn groups are helpful only if you are joining the right ones. If your goal is to establish authority, join groups where you can be a resource to other members. Provide information and solutions that others ask for, and start conversations around topics others might be interested in. This presence will benefit all objective fronts: awareness (your brand’s name will be visible to all group members), engagement (more people will consume your content if they deem you as an authority), and conversions (regarding both potential clients and employees).
Last but not least, there is such a thing as LinkedIn influencer marketing. Reach out to people who are trusted in the community, have a following, and know the industry inside and out. This is useful when trying to reach a niche you cannot find elsewhere.
Pro tip: your present-day and ex-employees are the best marketing tool on LinkedIn. If you have a group of people that know your products or service and are willing to talk about your brand on their personal pages – it speaks volumes about your company as a business partner for anyone interested in working with you.
Any marketing strategy isn’t complete without clear goals and ways to measure them. It’s no different when it comes to LinkedIn marketing. Let’s assume your B2B marketing strategy is oriented toward generating leads and increasing website conversions.
Pro tip: Although we are focusing on conversions, it’s not to say engagement and awareness are not valid and important goals. However, once you have used the aforementioned tools – awareness and engagement will skyrocket, and then it will be the time to utilize them.
Setting clear goals is not always as easy as it sounds. When it comes to LinkedIn marketing, you want to be realistic and specific.
If you have just started with LinkedIn marketing, the ‘’x’’ in your goal should be smaller, and you should focus on reach and engagement. However, if you have an established presence, you can go as high as you like. It is important not to feel like you’ve overly underachieved your goals, as it can create a lack of motivation for marketers.
Tracking your goals is possible with pre-planned KPIs. If you want to measure how many of your leads and clients have reached you through your LinkedIn company page, there are a few things to do. First, your LinkedIn page should be connected to your website. Secondly, you should make lead generation forms for LinkedIn users. And lastly, ask your clients where did they learn about your brand.
By connecting your LinkedIn and website, you can track web traffic and monitor the number of website visits from LinkedIn to measure the success of your campaigns. Use forms such as PDF downloads that give users valuable information, event registration formats, or newsletter sign-ups. Post them on your LinkedIn and collect leads.
Going the extra mile would be to analyze those leads and create a list of prospective clients who have been analyzed by the marketing team and meets the requirements for being forwarded to the sales team. Measuring the number of these marketing-qualified leads is the perfect KPI for your LinkedIn marketing strategy.,
Of course, measuring closed deals that came from LinkedIn is a valid KPI. However, if many leads come your way from LinkedIn but you have no closed deals – there might be a problem in your sales department. Either that or your LinkedIn content offers a different product/service than what you actually provide.
Content is the thing that gives your strategy substance. With goals and objectives, you are making a core – a base on which progress should be made. If you were to use the metaphor of building a house, if strategy is the foundation, then content is the bricks. But you don’t need metaphors to understand the importance that content bears. It should be calculated enough to make sense in the grand scheme of things, but creative and authentic enough to attract the attention of users.
Your content calendar for LinkedIn should be a separate entity from your other social platforms. This is where you communicate with the people in the professional discourse. You are offering industry-specific solutions and insights. And while other platforms insist on short copies and short videos, LinkedIn’s algorithm and its users love long-form content, just like in the olden days of the Internet.
Of course, that’s not to say that short equals bad; LinkedIn users love quick, funny, and relatable insights. While long-form is often more commented, short-form is much rather shared. The point is – people are reading if your content adds value.
Fun fact: People seem to dedicate much less time to LinkedIn than other social media. However, they pay more attention to LinkedIn content than Instagram. For example, it takes a user 10 minutes on LinkedIn to see around 8 posts, while on Instagram, a user can consume more than 50 posts.
LinkedIn is not shying away from native video format. These posts are beloved by the algorithm. In fact, LinkedIn is trying to motivate you to post as many native videos as possible by decreasing the engagement on your posts with linked videos (from YouTube or Instagram).
It is important to stay relevant, and you can do that by giving value to what your users are consuming on your page – is it humor, news, tips&trics, or resources – that’s for you and your team to decide.
Focus your content on lead generation forms. For example, organize LinkedIn events and webinars, and promote your newsletter or an eBook. Additionally, tease your blog posts and refer your audience to your website.
We have to come clean about one thing – you must invest a lot of time and creative energy when creating a marketing strategy for your LinkedIn page. We have a solution – delegate!
Here at Play Media, we offer advanced solutions for companies in different industries. We know how valuable LinkedIn marketing is and that not many marketers know the ins and outs of this resourceful platform. Contact us today, and we’ll create the ultimate marketing strategy for your brand’s LinkedIn page.
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