LinkedIn has come a long way since its inception. From a professional networking site or a job board until a few years ago, it has emerged as a leading social media platform for businesses. With millions of professionals using it daily, recent acquisitions and product enhancements, it has turned into a crucial tool for B2B companies.
The importance of LinkedIn for B2B companies can be gauged from some of its highly impressive statistics:
- 80%+ of all B2B leads generated through social media are from LinkedIn
- LinkedIn is 277% more effective at lead generation than Facebook and Twitter
- Among Fortune 500 companies, LinkedIn is the most-used social media platform
- About 45% of LinkedIn article readers are in upper-level positions, including managers, VPs, Directors, and C-level positions
Clearly, LinkedIn’s potential to generate quality leads is unmatched. No wonder, LinkedIn is considered imperative for B2B marketing success. The question is how to make the most this platform for lead generation and achieving business growth.
The answer lies in devising a LinkedIn-focused content strategy aimed at generating quality leads.
How to arrive at a LinkedIn marketing strategy that works
Choose native content over external content
Just like any other social media platform, LinkedIn prioritizes the native content, resulting in its better performance in comparison to external content. So native content is your first step to a great LinkedIn content strategy.
Maintain a good content ratio
The distribution of various content categories for B2B brands should be ideally as follows:
- 10%–20% promotional
- 80%–90% high-quality content
- A content mix of all native content types with a focus on videos
LinkedIn Content Types
- Blog Posts
B2B brands should share quality on LinkedIn to boost reach, build brand awareness and fuel engagement. While doing so, brands must introduce the post with a personal comment, use a bit.ly or similar link, and make sure that the thumbnail is relevant and visually appealing.
- Quick Tips
Being a professional network, tips that help encourage productivity, professional success and leadership always work well on LinkedIn.
- Industry News and Case Studies
As LinkedIn is a business-to-business platform, marketers are always looking for content related to their industry. In line with this, sharing research-based case studies, reports, and whitepapers, and along with your brand’s take on it boosts the engagement.
- Photo Updates
Show your brands personality by sharing compelling photos taken at business events or your office premises. They get a lot of attention and build a favourable image of the company.
- Company Updates
Company news that is visually appealing should be posted on Linkedin. For instance, a photo gallery of the product launch event will be an apt company update for a B2B brand, as it will break the monotony of the page.
- In-Depth How-To and List-Style Posts
Publishing how-to and list-style posts directly on LinkedIn offers more visibility on the social channel. According to a recent study, such posts receive the most attention. Marketing guru Neil Patel who publishes B2B how-to style posts on LinkedIn extensively and his posts generate a fantastic response.
- Infographics
At times, due to lack of time, even professionals don't like to go through a lengthy case study or research report. Create an infographic to present the information attractively and share on LinkedIn to see the engagement levels soaring.
In a nutshell, a well-planned content marketing strategy for LinkedIn can go a long way in generating better quality leads in significant numbers and boosting brand awareness and recall.
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