LinkedIn Marketing B2B

As the summer prompts lazier days in the office spent staring out the window, why not use the extra time on your hands to optimise your LinkedIn page, and make your social marketing strategy more effective?

Though thins in the office can get a little slower in summer, it can be the perfect time for things in your social media strategies to start picking up, so use your downtime wisely. Here, we’ll give you a few simple tips to make your company page more popular, to entice engagement from other businesses and clients.

1.     Mix up your Content Strategy

Content is an essential element of getting attention online. After all, if you want your customers to come to you, you need to give them something of value. However, that doesn’t mean that you need to post the same old blogs Day-in, day out. People get bored pretty quickly, so try spicing things up with a range of content – from promotional articles to industry news. Here are a few suggestions to get you started:

  • Curated articles that your industry would appreciate
  • Visuals, infographics, videos, and images
  • Links to blog posts and articles on your website
  • Exclusive news and insights into your company
  • Industry updates

2.     Make Sure You Stand Out from the Crowd

Okay, so you know you need to mix your content up to have an impact – but how do you stand out from the existing stream of content that’s already available online? Well, here are a few ideas:

  • Sum your content up with a clear introduction, a compelling headline, and some sort of interesting quote that helps to propel your readers down the page.
  • Include an engaging call to action with a link or button. This will help to deliver those all-important leads your company craves.
  • Use a range of visual content like infographics, images, and videos. Images produce a 98% higher comment rate and help to keep your customers on your page for longer.
  • Post videos directly from YouTube, since links play directly in the feed, these videos are easy to consume and great for making your content more shareable.

3.     Timing is Everything

While posting a LinkedIn update after you get home from the gym at 10 pm might be convenient for you, it’s not necessarily ideal for your audience. Data suggests that the best times to post updates on LinkedIn are the mid-week days of Tuesday, Wednesday, and Thursday. Who knows – maybe people just don’t like reading about business on the weekend?

The best times to post are between 7-8am or, 5-6pm. In other words, people like to check their LinkedIn profiles at either the beginning or end of an average workday. However, the posts with the most clicks are the ones that are introduced around 10-11am on a Tuesday morning.

4.     Consider Sponsoring the Important Things

Like many other platforms for social media, such as Twitter and Facebook, you don’t have to rely solely on organic traffic with your LinkedIn profile. There’s also the option to advertise updates and expand your reach.

Sponsored updates give your company the opportunity to reach the targeted audience members that aren’t a part of your existing following. In other words, you get your message out to more of the right people, at the right times.

5.     Try “Showcase” Pages

An often-under-utilised part of LinkedIn marketing, showcase pages are ways to build upon your company profile. They shine a spotlight in your business unit, brand, or industry, and offer plenty of fantastic ways to improve engagement.

Since each of your showcase pages will link back to your company page, you’ll create more of a network of social pages that clients and customers can explore when they want to learn about your company.

6.     Get your Image Right

People still judge a book by its cover – even in the B2B space, so make sure you get it right. Like with your other social media pages, your banner image and logo will help to bring life to your LinkedIn profile.

Make sure your logo is the right size, and in high-quality so that it portrays a professional image of your company. At the same time, make sure that your banner image is compelling enough to show a visual representation of your business.

7.     Analyse and Monitor your Progress

With any social media strategy, it’s important to make sure that you know how much progress you’re making. Make the most of analytics to track your level of engagement on different posts to see what your customers enjoy the most, and be sure to follow important metrics and key performance indicators.

8.     Link your Personal and Business Profiles

Finally, make sure you link your personal and business profiles to develop more awareness for your company. Simply go into “Experience”, click on the name of your business, and “change company”, then begin typing the name to create the link. Easy peasy.

Rob is a Content Marketer, Publisher and Entrepreneur based in the North West of England.

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