If your B2B business is struggling to maintain a presence across every social channel, it’s time to streamline your efforts. While on average, B2B marketers use 6 different social networking platforms, your target audience is likely concentrated on only one or two sites. By focusing your efforts, you’ll be better positioned to engage potential customers.
In this post, we’ll recap 6 ways to leverage the platform that reigns supreme for B2B, LinkedIn.
OPTIMIZE PERSONAL PAGES
Encourage anyone in your organization who is focused on business development sales or other client facing positions to optimize their personal LinkedIn page. There are a lot of bells and whistles, but since text fields are searchable, the key is to optimize the headline, summary, current employer, and work experience.
Provide consistent company language to your employees and you’ll make it that much easier for the right people to find your business. And don’t forget to encourage employees to like/comment/share your company posts. To learn more about employee advocacy, click here.
DEVELOP A COMPANY PAGE
Establishing a LinkedIn page for your company is not only worthwhile, it’s mandatory for B2B businesses to enhance your company’s presence online and to support your digital reputation and SEO strategy.
To ensure your company page can be found beyond simple name searches, it’s important to incorporate strong keywords in your company description. Google displays up to 156 characters of your company page in search results, so we advice clients to lead with the most essential information to clearly communicate who you are and what you do.
Once the page is developed, remember to promote your LinkedIn company page by including links in your email signature, newsletter, and blogs.
JOIN A GROUP
What’s the advantage of being a member of groups where your target market or audience regularly visit? In a word, access. You can message group members without an email address and without being 1st connections.
Another benefit of joining a group is sharing your knowledge and expertise by publishing content (see next tip), and while it’s not a new concept, it is more important than ever before.
PUBLISH CONTENT
A proven way to build and strengthen your relationship with your connections is by providing value first – which you can do with thought leadership content. When your connections like/comment/share your posts, they become visible to their connections. Engagement is a powerful endorsement as it broadens your reach and gives you automatic validation by association. Posting valuable content on your company page, personal page and in groups consistently also creates trust with your connections and elevates you as an expert.
USE ADS TO GROW YOUR NETWORK
You can grow your database by nurturing prospects, leads, and contacts with targeted ads on LinkedIn. And you can achieve a very precise reach because LinkedIn allows you to target by job title, function, industry, interests, and more. Whether opting for sponsored content, text ads, or sponsored InMail, LinkedIn offers a simple and cost-effective way to generate leads, build brand awareness, and drive credibility for your business.
Let us know how you’re leveraging LinkedIn to grow your business – and click here to keep the conversation going.
