tips to optimize LinkedIn content for B2B Marketing

LinkedIn has been around for over 20 years. LinkedIn began as a resume posting tool, but has evolved into a social media network that boasts more than 900 millions users.

Marketers may be wondering if LinkedIn still has a good ROI. Like other marketing tools you will get out of LinkedIn what you put in.

Use the following questions as a guide to help you determine if your B2B Marketing is maximizing its potential.

Takeaways from

• LinkedIn is a business-oriented platform, but your content needs to be engaging and build a community.
• LinkedIn is a great tool for building credibility and linking your website and content.
• Visual appeal is important. Use images that stop the scrolling and videos that grab attention.
• LinkedIn can be used to refine and test your ideas, and get feedback from the audience.

Dig deep: SEO guide for optimizing your LinkedIn profile to get more leads and connections

Do you focus on the community?

LinkedIn is a professional site, but your LinkedIn profile shouldn’t just be about business. Incorporate personality into your company and personal pages, just as you would in your other marketing campaigns.

No one wants a bland, faceless company to partner with. One marketing expert suggested that you create “high five content.”

Before you post an article, comment or video, ask yourself: Will it make someone smile or give them a head nod with a firm hand?

The concern for social responsibility and community is the driving force behind all decisions regarding purchasing, partnerships and investments. Do not be afraid to show your social views or warm the hearts of others.

People are primarily interested in solving problems. Talk about them in a manner that demonstrates your empathy for the challenges of your audience.

You’ll be the first person that comes to mind when your audience is looking for someone who can solve their problem.

Are you consistent in your visual content?

There are many people trying to get noticed on LinkedIn. In our own research, we found that a consistent effort was needed to get people’s attention.

Use visuals to make your readers stop and read for an extra second. Visualizations and infographics are still more powerful than a thousand words.

Images and videos of your staff can help you to connect with prospects. Show them what they can do for clients similar to those in your target market.

Other powerful tools include testimonials and case studies. These endorsements will make you and your company look like a partner that other companies want to have in their corner.

Use tech tools to keep a consistent posting schedule. Regular posts will help you establish professionalism. Sporadic messages do not.

Do you know who your target audience is?

LinkedIn’s unique positioning allows you to tailor your message for better-qualified prospects.

Use the Campaign Manager to learn how your content is performing with different groups. You might learn that your content is not reaching the right audience, or you aren’t focusing enough on them.

When you analyze your results, you should determine the reason for your current level engagement and focus on high-quality prospects.

Do you have a thought leadership strategy?

Content Marketing is more effective than traditional advertising in the long run because it increases credibility. Content marketing is a great way to build credibility and establish yourself as a leader in the industry.

These likes and comments are a great way to demonstrate that others approve of you. These responses provide public social proof, which is harder to show on your website.

Information that motivates your prospects to engage, such as a click, like or comment, should be designed. You want people to visit your website, so link to your content to improve your SEO.

Your team’s valuable comments and articles will make you more credible. You will be perceived as a group of professionals who are highly skilled and trustworthy by your ideal prospects.

Do you experiment with your content and improve it?

Your goal should not be to go viral. Focus on your niche in order to create a loyal fan base.

Expect to make some mistakes when you are experimenting. Social media is the best way to test smaller posts and ideas.

It is important to stay active on the platform. Create a plan of action, implement your ideas and measure ROI. Then refine your strategy.

Do you use Linkedin to help your B2B Marketing?

LinkedIn is not the only part of your B2B Marketing, but it shouldn’t be ignored either. When you are developing or refining your LinkedIn Marketing Strategy, consider how you could incorporate these suggestions.

The original post MarTech: 6 tips to optimize LinkedIn content for B2B Marketing.