LinkedIn is responsible for 80% of all B2B social media leads. It should be an integral part of your marketing strategy and it can clearly have a sizable return if you put the time and effort into it. Keep these tips in mind as you develop, implement, and refine your strategy, and let me know what tips you would add to this list!
1. Have a Plan:
Clearly define your brand, guiding principles for content and topics to focus on, roles and responsibilities for managing social activity, and measurable goals and KPIs. How do you want your company to be perceived on LinkedIn? Who are you trying to connect with? What messages are most important to consistently communicate? It’s important to avoid a haphazard approach and agree internally on a plan that guides all activity going forward.
2. Post Short Form Updates Regularly:
Company and showcase pages allow admins to share content on behalf of the company. It’s a great opportunity to shape a point-of-view for your organization. Balance types of content between owned content (such as company news) and third-party content that your customers and prospects will find valuable. This can also help encourage people to actually follow the page so they continue to see your updates. Unfortunately long-form Publisher posts are still reserved for individuals, but hopefully the leaders at LinkedIn will read this post and decide to implement that functionality for company pages. Fingers crossed!
3. Comment in Groups:
Identify the leaders and subject matter experts within your organization who you want to build a public presence in the industry and have them post in relevant LinkedIn groups. Groups are very specific, so it’s important to pick a select few to prioritize and be very active in. All groups now require that users request to join and then get approved. Once you’re in, take a look at the other members and make sure the title of the group truly aligns to the people in it.
4. Create a Group:
When the time is right and you have a strong following of active users, create a group on behalf of your company and truly commit to managing it. Keep it focused on a specific topic within a specific industry. The topic should absolutely not be about your company and your products/services—it should be about a challenge area for your customers and prospects that is relevant to your services. Managing this group is an opportunity for you to bring value, educate customers, and gain trust.
5. Drive Traffic to Your Website and Blog Channel:
Integrate plenty of strategic links back to high-priority platforms from your company LinkedIn page.
6. Spy on Your Competition:
Take a look at your direct competitors on LinkedIn and assess their followers and their activity. What can you learn from them? Whether you gather ideas around what to do, or what not to do, this is a good exercise. You can use tools and dashboards like HootSuite to monitor their activity on an ongoing basis in one place.
7. Invest in Paid Advertising:
Whether your short term goal is to increase followers, boost engagement, or get more mileage out of a new piece of content you’ve developed, paid social advertising can be an amazing tool. Since we’re talking specifically about LinkedIn, there are some great targeting methods you can use and test including members of LinkedIn groups, industries, titles, company sizes, ages, job seniority and functions, countries, and more. LinkedIn has more than 414M members, and these filters essentially let you access, pick, and choose who sees your ads and sponsored content pretty specifically. I love it. You can also advertise on other social platforms with different targeting methods to drive people to your LinkedIn page or directly to your website.
8. Analyze Your Success:
After setting your KPIs (up in tip #1), make sure to follow through on measuring growth and success. If you’re not hitting your KPIs, evaluate why. Is your content resonating with people? Are your ads getting the clicks you hoped they would? If not, think about different approaches you can test.
I could nerd-out about LinkedIn and social media marketing in general for a very long time, but the bottom line is it can be a fantastic way to connect and build relationships with customers and prospects on behalf of your company. Please reach out if you have any questions.