As the leaders of the social media world battle it out, LinkedIn is rising to the top when it comes to B2B brands and their marketing needs. If you’re considering your options for your brand approach to B2B, LinkedIn should be at the top of your list. Surprised? Many people think of LinkedIn as a job recruiter service, connecting employers with their potential hires. At first glance, the resume-based profiles and professionally-based “connections” may give that impression, especially if LinkedIn digital marketing is something you’re unfamiliar with.
However, the LinkedIn platform has grown and evolved into a versatile social network, with a whole host of options for B2B marketers in search of smart ways to connect with fellow professionals in their field, discover potential clients and establish valuable business connections. Especially in recent years, the growing popularity and evolved interface of LinkedIn is proving a valuable method for small and large companies regarding B2B marketing.
You may be wondering how to use LinkedIn B2B methods that make sense for your company, tactics that will get you the results you need. At V Digital Services, our professional team has helped some clients find success with B2B marketing on LinkedIn, which has been growing in popularity in the world of digital marketing.
So, we’re pulling from our marketing toolbox to provide you with our top tips for B2B, LinkedIn-style:
Understand what type of content leads to conversions
It’s relatively simple to pose content, but it’s an entirely different story to create targeted content that not only connects with your target market but also turns those valuable connections into conversions. Have a clear understanding of what your audience is interested in consuming, as well as the right moment for driving them off their social media feed and onto your webpage.
Create a plan that accounts for the nature of social media consumption
In a marketer’s perfect world, a reader would read a single piece of content and then immediately click on the brand’s webpage, resulting in a conversion that takes just a few minutes. However, that’s not the way most people consume social media, and understanding that will help you create a plan that’s more feasible. Typically, people will read between three and four pieces of content before deciding to click and engage with a brand. So, your content will need to maintain consistency and high level of interest to keep the connection going until it can be taken to the next level.
Have an “always on” mentality
In the world of social media, all eyes are on you and your brand – or at least, that should be your goal. On average, a B2B buyer will consume about ten separate pieces of content before deciding which brand to connect with. If you want to be the winner, you have first to make sure that your horse is in the race, to begin with. Your brand should be visible at all times; disappearing from social media for a couple of days is akin to shutting the doors of a brick-and-mortar for weeks.
Create and post content that your employees will want to share
Taking advantage of LinkedIn’s full potential means utilizing one of your greatest resources: your past and current employees that regularly see your content in their feed. They can essentially serve as a free, “boots on the ground” marketing force simply by sharing your posts to their connections. Consider what kind of content your employees might find interesting enough to share with their network, to maximize this massive opportunity.
Establishing a well-rounded online presence using smart social media tactics is critical when you’re developing your B2B marketing plan, but with so many social networks to choose from, it can be tough to know where to start. LinkedIn is one of your best options, providing a professional platform and large pool of potential connections in your specific industry. From there, you can organically grow your brand’s footprint across the wide variety of social media applications.
The team at V Digital Services has extensive experience bringing together the worlds of B2B marketing and social media, and we have the expertise and creativity to help you create a targeted plan for establishing your brand’s online presence, creating and sharing relevant content, and monitoring your company’s reputation. Contact V Digital Services to learn more about our social media and other digital marketing services and take your first step towards B2B success today.
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