LinkedIn, like the others, is a social media network, but its primary purpose is fundamentally different from that of Facebook or TikTok. LinkedIn began as a way for professionals to network. It has grown into a true powerhouse since its acquisition by Microsoft and now presents marketers with an incredible B2B marketing opportunity.
LinkedIn is more than just a job search engine. While it’s still a great place to look for open positions and reach out to recruiters, it’s also where thought leaders and industry veterans share their perspectives and where companies present their vision. B2B organizations must now have a presence on this professional social network. It will provide excellent networking and business opportunities for them.
LinkedIn is also great for content marketing, but what works on other social networks may not work here. Marketers must take a slightly different approach to their LinkedIn content marketing ideas.
Here are a few that will help you succeed in 2022.
1. Give thought leadership content top priority
Thought leadership content performs exceptionally well on LinkedIn because the audience is highly receptive to the opinions and perspectives of industry leaders. Businesses can use this trend to share content such as research, whitepapers, case studies, and more to lead the conversation on industry-related topics.
It cannot be easy because some people may disagree with your opinions or conclusions. However, this is just a part of the process, and it ultimately leads to higher engagement on posts, which is always a good thing when it comes to social media posts.
2. Capitalize on Poll Posts
LinkedIn polls are performing exceptionally well, and the social network is heavily promoting them. These posts do precisely what the name implies: they allow you to create a poll in which others can vote.
The post is then widely shared and appears prominently in the LinkedIn Feed. Companies can use LinkedIn Poll Posts to learn about customer sentiment toward their products and services. They can also use them to get feedback and ideas on improving their products and services.
3. Utilize employee engagement to generate posts
The engagement rate of a post determines its reach across all social networks. If a post receives a lot of engagement, the algorithm interprets it as a signal to show it to more people. That is also how it works on LinkedIn.
To increase engagement, organizations can rely on their employees to engage with their B2B content posts on LinkedIn. This increases the reach of the posts while also making them appear more credible and trustworthy to readers.
4. Use a company page for lead generation
LinkedIn can be a great source of leads for your company. You can generate more leads by using your official company page to generate leads. Instead of maintaining a page that provides some information about the company, design the page as a pipeline for leads to filter through.
This would necessitate structuring the page so people would click through to your website. The best way to do this is to use header images that promote your main offerings, write a great pitch as your company description, and make sure that all of your page’s recent updates are optimized for conversion action.
5. Create groups for more effective networking
LinkedIn groups are a great way to connect with other businesses that might need your products or services. Creating a LinkedIn group is one of the simplest and most effective ways to take advantage of this. Being the owner or moderator of a popular group makes you well-known in your field.
The key is to ensure that all of the content and conversations posted by the organization in the group that it owns are informative and do not attempt to sell too hard. The content should be genuinely beneficial and solve problems that other businesses are experiencing. Only then would the group’s leads begin to pour in.
6. Promote your business using a Showcase page
You can use a LinkedIn Showcase page to promote your company’s multiple brands. They are a great way to categorize the traffic on your LinkedIn page because they ensure that only the most relevant information is shown to visitors, even if your organization has multiple brands.
Every Showcase page has a header image, recent posts above the fold, and numerous opportunities to link to your website. These characteristics contribute significantly to the conversion actions that visitors can take.
7. Post engaging video content
LinkedIn is no exception when it comes to video content. On the professional social network, posts with videos receive more engagement. It’s an excellent medium for discussing the company, sharing its vision and goals, and informing viewers about how your products and services can benefit them.
The script for these videos can be written in such a way that it increases conversions to your website, ensuring that traffic that consumes this content has a much higher chance of clicking through.
Why you should not disregard LinkedIn for B2B marketing
LinkedIn is frequently overlooked because most businesses would rather focus their efforts on behemoths like Facebook and Instagram. However, you may not find the same caliber of leads as you would on LinkedIn. It attracts a highly qualified and engaged audience seeking content from organizations in industries in which they are involved.
This traffic is primed for conversion, and it only takes a small effort to provide them with the information they need to convert those leads. LinkedIn’s success formula may differ from other social networks, but it is well worth the effort.