Social media quickly became a vehicle to market products and services to the everyday consumer and other businesses. In fact, if you still haven’t committed to boarding the social media train with your business, it is undeniable that you are missing out on some of your market.
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One of the reasons for social media’s marketing success is because it is human. While other forms of marketing can be cold or distant, social media is the human connection between business and consumers.
If you are seeking an effective way to B2B market with social media, not all platforms are equal. LinkedIn is the platform to engage other businesses and generate new B2B sales leads. Below you can find out why that is, how to use LinkedIn for B2B marketing and the secrets behind its algorithms.
But Why LinkedIn?
Unlike Facebook and Twitter which are predominantly used by businesses to interact with everyday consumers, the makeup of LinkedIn allows it to be the right social media for B2B marketing. LinkedIn is made up of business owners, CEOs, professionals and entrepreneurs, all using it to network and make decisions. It is the social media wearing a suit and tie – and that’s what makes it perfect for marketing to other businesses.
Naturally, LinkedIn should only be one piece of your B2B lead generation pie. Another way of uncovering more leads is by outsourcing your B2B lead generation to companies who have enhanced tools to do it for you, such as implementing appointment setting campaigns. Some of these teams will even run your LinkedIn campaigns as well, helping you to produce winning LinkedIn marketing content.
How to Generate B2B Leads on LinkedIn
The best way to attract businesses to your products and services on LinkedIn is by being an active member of the community. It means publishing your own articles on topics within your industry that other users will interact with. Few business owners have the time or motivation to click through and read others’ profiles, but they do spend time scrolling through their feed looking for interesting content that can benefit them.
The articles and videos you create should send a clear message with a solution to your market’s problems. The content must also include links to your company website, products, YouTube explainer videos and even other social media channels. The overarching goal is to engage with the other business and send them outside of LinkedIn into your sales funnel.
When creating content for your LinkedIn B2B marketing campaigns, most users make the same mistakes. They create or outsource the content blind without understanding how LinkedIn ranks what you produce – and thus its overall effectiveness. To enable your LinkedIn content to receive more traffic by the right people, you need to understand how LinkedIn algorithms work today.
Understanding LinkedIn Algorithms
LinkedIn tweaks their algorithms ever so often, so it is important that you are creating content that plays up to their latest developments. 2019 saw new changes and you need to know about them to make the most of your Linkedin marketing.
The first thing you should know about their algorithm is that it is not based on recency (unless users change their setting, which is rare). This is good news because it means you do not have to publish daily to stay on top of other users’ feeds. Yet, it doesn’t get you out of posting semi-frequently – but you should prioritize quality over quantity.
- Timing Your Linkedin Content
The timing of your posts is crucial and posting at the same time can even be detrimental to your visibility because LinkedIn penalizes it. Mix up your posting times while also adhering to the best times to post. Social media platforms have different golden periods that can engage people instantly. Although recency isn’t key, as mentioned above, acquiring an audience to your post swiftly can help you attract more readers and score better, somewhat like a snowballing effect.
On LinkedIn, you should be posting on Tuesdays, Wednesdays and Thursdays before work, at lunchtime or just after the 5pm dart out the office. This is suggested to be because decision-makers are scrolling through their mobiles on their way to work or when the office has cleared.
- Optimizing Your Posts
Optimizing your content is one of the most important ways to get traction. Most users know about SEO keywords and use them well, but they are not the only thing to consider. Here are five ways to optimize your posts in light of LinkedIn algorithms:
- Keep your language professional but remember it is still social media. Striking the balance between a professional tone with humor and personality is key. Don’t stray into twitter talk.
- Tailor your posts to mobile users. Around 60% of LinkedIn interaction is with a smartphone so include images and shorter paragraphs to prevent quick bounce rates.
- Mix up the type of content you produce. You should aim to develop opinion pieces, explainers, tutorials, discussions and long-form posts.
- Utilize keywords and hashtags appropriately. Make sure your content still reads like a human when peppering it with keywords – and save the funny hashtags for Facebook.
- Probably the most important is the value of your content and its relevancy. Remember you are communicating with industry experts, so you need to provide them with information that they do not already know and remains relevant today.
- LinkedIn Has Bias
The Linkedin algorithm also has an element of bias and tends to favor pieces which are long-form because they are more likely to provide detailed content, as well as organic videos, conference frames and profiles with high engagement. One tip is to encourage your employees to follow the company profile and engage with it, as well as making a profile that is active and engaging with other content.
LinkedIn is a valuable tool for businesses wanting to market to other businesses, yet, most users are not aware of its algorithm to make the most of their efforts.