Over the last five years, we’ve seen an evolution in the way B2B marketers are talking about and using social media. We’ve evolved from asking “Should we be doing it?” to “Is what we are doing worth it?” to now “How do I make this really effective channel even more effective?”.
According to a recent study from Oktopost, 79% of B2B marketers believe social media is an effective marketing channel (Oktopost). And for many B2B marketers, LinkedIn is THE social media channel. In fact 43% of marketers say they’ve sourced a customer from LinkedIn (Hubspot).
But could we be doing better? Can we use LinkedIn more effectively?
To help answer that question, Alex Rynne, Content Marketing Manager at LinkedIn Marketing Solutions and Chris Wilson, Inbound Consultant from Hubspot, provided B2B marketers with an actionable, detailed plan to drive bigger, better performance from LinkedIn tools at last week’s B2B Marketing Forum in Boston.
LinkedIn Company and Showcase pages are great opportunities to establish and build your company’s identity. It’s a completely free tool that allows your brand to connect professionals with your employees and your brand to share knowledge with your community.
LinkedIn Showcase pages allow you to create dedicated pages for individual brands and are another opportunity to build individual brand identity.
What to Share:
LinkedIn Company and Showcase Page Action Items:
According to Alex, over 1 million unique publishers publish more than 130,000 posts a week on LinkedIn and 45% of LinkedIn readers are in the upper ranks of their industries (i.e. managers, VPs, CEOs, etc.). So publishing content is a great way to connect with key people in your industry and further establish your professional identity.
What to Share:
Although there is no silver bullet for exactly what and how often you should publish. Alex and Chris shares examples of what tends to work best.
LinkedIn Sponsored content allow you to reach a target audience of people who are not already following you.
What to Share:
Always be Testing:
With the amount of content clutter, testing is a great way to find out what is most likely to work with your audience and make the most out of what you are publishing. Alex and Chris recommend testing anything from word choice (i.e. eBook versus guide), content (inclusion of a stat or benefit), and images (photo or graphic).
LinkedIn InMail allows you to send personalized messages to the people who matter most to your business. InMail can work even better than email at reaching certain audiences.
What to Share:
Bonus Opportunity: Linkedin Conversion Tracking:
Obviously, tracking is so critical to reporting the results of your campaigns, but also to optimize and iterate for the go forward.
Chris outlines the steps for setting up LinkedIn conversion tracking:
Using a tactical plan like the one Alex and Chris shared will allow you to really harness the power of LinkedIn. Once this happen, you can truly integrate social into all of your campaigns in order to engagement with your audience and accelerate the impact of your content.
Interested in other LinkedIn related tactics? Find out everything you need to know about LinkedIn’s new native video feature.
Disclosure: LinkedIn is a TopRank Marketing client.
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