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10 things you are not doing on LinkedIn (that you should be).


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LinkedIn has proved it's value to many B2Bs. Discover how your business can benefit. Whether you are already a pro or just getting started, here are a few tips that can help.

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10 things you are not doing on LinkedIn (that you should be).

  1. 1. LinkedIn for B2B: 10 things you are not doing on LinkedIn (that you should be).
  2. 2. Why LinkedIn? 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.
  3. 3. 1. Optimize Your Content ANATOMY OF YOUR POST: On mobile devices, a headline can truncate around 30-36 characters. So aim for a shorter title. Image: 1200x627 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 1000x586 PRO TIP: Include your link in the body of your post so that the reader has two opportunities to click on your link.
  4. 4. 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.
  5. 5. 3. Leverage Sponsored Content PRO TIPS: • 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
  6. 6. 4. 4. Get Comfortable With LinkedIn Pulse 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 address them.
  7. 7. 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 offer customers. 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.
  8. 8. 6. Use Google Analytics to Find Best-Performing Content 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.
  9. 9. 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 best approach. BEGINNER’S CHECKLIST: 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.
  10. 10. 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. 85% of business decision makers find social channels important when researching and evaluating technologies and services purchased.
  11. 11. 9. Test, and Then Test Again 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. vs.
  12. 12. 10. Build an Employee Advocacy Program 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 new technology. 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!