10 things you are not doing on LinkedIn (that you should be).
LinkedIn for B2B:
10 things you are not doing on
LinkedIn (that you should be).
Social media plays a pivotal role in the digital marketing
landscape but not all platforms are created equal,
especially for B2B companies. LinkedIn has really proved
its value for many B2Bs because it is a platform that
focuses on business professionals.
LinkedIn has an audience made up of 6.8 million C-Level
executives and 40 million business decision makers.
LinkedIn has also proven to be a great lead generation
tool for social media marketers in the B2B space.
Whether you are already a pro on LinkedIn or just
getting started, here are a few tips to that can help
build your presence.
1. Optimize Your Content
ANATOMY OF YOUR POST:
So aim for a
image renders best
across all desktop
and mobile devices.
Avoid placing text
or logos on edges of
image due to mobile
cropping. Ensure that
focal points are in
title safe area of
PRO TIP: Include your link in the body of your post so that the
reader has two opportunities to click on your link.
2. Learn From Your Analytics Tab
Make sure to visit your analytics tab within the
LinkedIn dashboard at least a few times a week. This
allows you to garner different insights from your
audience and the engagements that you are getting
on a daily basis. Here are a few key areas to focus on:
Visitor Demographics: Measure the breakdown of
the people who visit your site.
Followers: You want to make sure that this matches
up to your company’s target market. If your focus
is CMOs with a company size of 201-500, then you
want to make sure you see that reflected in the
Followers tab. If it’s not, then you may want to tailor
your content and messaging in hopes that your
audience will shift.
Engagement: How many times visitors clicked,
liked, commented on, or shared your content in
both organic and paid campaigns.
3. Leverage Sponsored
• Images have a large impact on your CTR.
Ensure image and title represent the content well
• Personalize the message to the audience
• Pause the lowest performing posts to boost CTR
and add new content
Sponsored content is a great way to gain visibility and land more
leads. When creating your campaigns you want to make sure
you map your content and targeting parameters back to your
personas. Once you’ve created your campaigns you want to
make sure that you understand key metrics. Here are a few to
commit to memory.
Impressions: Number of times people saw your ad
Click: When someone clicks on your company name, your
headline, or your link, that’s counted as a click
Click-through rate (CTR): This is the number of clicks divided by
the number of impressions served (i.e., how many people could
have seen your ad). The average CTR on LinkedIn is .34%
Engagement: Engagement rates on your platform are
calculated by the sum total of clicks, follows, likes, shares, and
comments / impressions served
4. Get Comfortable With
This presents a great opportunity for B2B companies
to position themselves as industry thought leaders by
consistently posting high quality content on topics of interest
to your target audience. Drive engagement by referencing
any content you’ve shared in the past and drive traffic to your
website by including links to it in each post. Furthermore, since
LinkedIn Publisher posts can be discovered via searches, be
sure to use your selected keywords in your posts.
PRO TIP: Need help picking topics for
these long-form posts? Think about
recurring queries in the groups you
participate in and use your posts to
5. Optimize Company
Page for Keywords
You can add keywords to your LinkedIn
Company Page in the “Specialties” section
when you choose to edit the page. Since there
is a 256-character limit on this section, pick the
keywords that most closely match what you can
PRO TIP: Just as you have an SEO
strategy for your website, extend
it and adapt it for LinkedIn. Choose
keywords that relate to your business,
and use them across your updates,
posts, and pages. Over time they’ll
be discovered by search engine traffic
from outside of LinkedIn too.
6. Use Google Analytics to Find
Google Analytics is a really helpful tool when you are trying to
understand which content is performing best on LinkedIn. You
want to make sure that what LinkedIn is telling you matches
with what Google Analytics is telling you. You can go to
Google Analytics and see which content is performing best on
LinkedIn under the Social tab.
7. Join Groups
Find groups that are relevant to your industry and
join them. Do an audit and see what groups your
competitors have joined and how they engage.
Get to know each audience and come up with the
1. Identify Groups
2. Scope out the group behaviors (what do they
talk about, how often do people post, etc.)
3. Spark a conversation (ask questions, share
best practices, etc.)
4. Test out which groups work best for you.
8. LinkedIn for LeadGen
According to one Oktopost study, LinkedIn is responsible
for for driving over 80% of leads generated through social
media for B2B companies. The majority of decision makers
have a LinkedIn profile. Make sure you are using trackable links
that can then be attributed back to social.
of business decision makers
find social channels important
when researching and
evaluating technologies and
9. Test, and Then
It can take time to see which pieces of content
work best. What works on Twitter may not work
on LinkedIn. Play with your messaging, images
and CTAs. See what resonates best with your
LinkedIn audience – and do more of it.
As an example, we tested the ads to the right.
We found the ad with the image with no text
over it outperformed the one with the image that
did have text over it. The top ad had double the
engagement of the lower ad.
When creating your posts, whether paid or
organic, test different images and copy to see
which perform best.
10. Build an Employee
Last but not least, you must have an army of ambassadors
behind you to spread the word across LinkedIn and other social
channels. First in command are your employees. An employee’s
voice is important and it can carry a long way. In order to engage
with your employees networks in a more authentic way, you
can create an advocacy program that encourages employees to
build their social presence and help spread the word about your
awesome company. Not to worry, this doesn’t require a new
tool. Here are a few ways to get started without adopting a
WHERE DO I START?
• Identify your most social employees, start there
• Create a list
• Explain the importance of social and share of voice
• Provide employees with a digest of posts to
share/ engage with
• Send your digest to the list and voila!
You have advocates
LinkedIn is the land of
opportunity for B2B
companies, there are
plenty of leads to land and
connections to make.
With these ten tips you can
master LinkedIn in no time!