Effective LinkedIn Marketing in 5 Steps

Did you know there are over 500 million professionals on LinkedIn who visit the site to network, grow their careers and stay informed on industry news? 80% of B2B leads come from LinkedIn so it’s no wonder B2B businesses consider it a very powerful tool.

But how can you, a business owner or marketing professional in the B2B industry, ensure you catch the attention of these LinkedIn users? In this post we will review five tips to optimize your LinkedIn profile and increase engagement.


Set a Content Strategy

Sharing content on social media is a great tactic to establish your brand as a thought leader in your industry. But, first you need a content strategy that outlines what content you will write (blog posts, press releases, videos, etc.), where you will share it (website, social media) and why (the strategy for each distribution channel).

To begin formulating a strategy, ask yourself, who is your audience? What is your message? What kind of content can you share that will resonate with your audience and portray your message?

60 – 70% of B2B content goes unread. That’s because a lot of B2B content marketers begin with content – writing, producing – then formulate a strategy for how to share the content. Don’t write any content until you have a strategy so that your content isn’t part of this statistic!


Beef Up Your Profile

You want to make sure your profile has all of the pertinent information allowed.

Anyone who visits your business page should immediately be able to identify what you do and what makes you different.

The first thing visitors see is your banner photo – make it visually appealing. Something that draws the viewer in. Add compelling text like a call to action or highlight what sets you apart from your competition.

Your ‘About Us’ section should detail in the first few lines your best attributes so you can hook the reader and entice them to learn more about you. Quick tip – make your ‘About Us’ more about your brand story than bullet points of what you do. Add products and services if applicable and add any open career opportunities.


Think of LinkedIn as a Lead Generator

…Not an extension of your website. If all your company is doing is using LinkedIn to recruit employees and post product updates, then you’re not seeing the bigger picture. Position your business as a thought leader so you can increase engagement and generate leads through the network.

LinkedIn should be a place for engagement and building connections. Your status updates should include thought leadership content – like a new technology in your industry or a new product’s release date. Other forms of thought leadership content you can share are external articles, your company blog posts or infographics. Add additional value by including your point-of-view on the content you are sharing.


Pay Attention to What Your Audience Wants on LinkedIn

Just posting thought leadership content will not help you be successful on LinkedIn. You need to figure out what your audience wants to see.

Users are on LinkedIn because they care about growing their careers and/or their businesses. They are looking for educational content that provides solutions and gives them actionable things to do to achieve their goals.

Pay attention to what your audience engages with the most, which posts got the most shares and comments? On LinkedIn you can even see how many people clicked through to the link. When you see high engagement rates on content, you can create similar content. For example, if your audience engaged with an infographic you post, you can create other infographics with different valuable information.


Mention Key Clients in Posts

When sharing your content on LinkedIn, if appropriate, tag any clients or key company partners you mention.

For example, if you wrote a case study about one of your clients, tag them so the reader can learn more. Your client will be notified that you wrote about them and they may share it (and that increases your reach!).

LinkedIn is essential for successful B2B marketing. There is an opportunity to position your brand as a thought leader by posting thought leadership content to generate leads and build your LinkedIn presence. But you need to start with a strategy and then begin creating content. Don’t forget to pay attention to what your audience wants and what they engage with the most, and continue providing it.