B2B Social Media #1: LinkedIn
To all the B2B marketers who are working on their social media strategy for 2017, it’s time to decide on which social media platform be active and focus. In B2B, there’s one that immediately comes to mind: LinkedIn.
With 106 million users at the end of 2016, the social network for professionals, acquired by Microsoft, is undoubtedly the number 1 platform whose dominance on the market leaves almost no place to competitors.
Regarding lead generation, LinkedIn amounted for a total of 80% of B2B leads generated on social media in 2015, with a conversion rate visitor-lead three times higher than Facebook or Twitter’s.
The features of the social media offer concrete advantages for B2B marketers:
- Precise targeting available according to the education, experience, job, industry, etc. This is a key element to address posts or advertisements to the right audience.
- Higher brand awareness with quality content. LinkedIn is more and more becoming a content platform and you can easily vary your posts: share articles, infographics, videos, write about your topics on the now open-to-all Pulse (here’s a guide to getting started) or use SlideShare, the presentation sharing platform that will allow you to gain visibility and trust without even talking about your product… The possibilities are wide: take advantage of it!
- Precise targeting also helps prospection. As a social media, the ease with which you can reach out to someone is perfect for the sales team.
- LinkedIn can also be a great tool to keep an eye on the competition. You can follow the trends of your industry and see on which subjects your competitors are intervening. What’s great is that you can easily see the trends of the different industries you’re targeting and you can then adapt your message!
To be effective on LinkedIn, here are a couple of tips:
- Fill out your company’s info on your profile: the more info, the better. Even though people won’t necessarily read all of them, a company’s profile that’s too empty will look less professional.
- Be active: share content, like, comment, discuss… you’ll have more visibility, credibility and knowledge all at the same time.
- According to a recent study, the best converting length for a post is 248 characters… It needs to be tested but it should get you get started.
- LinkedIn isn’t Facebook. If you feel light and humorous, go on Facebook. On LinkedIn, your content must remain professional and talk about real questions that your audience could ask themselves.
So here you have some tips about LinkedIn usage in B2B. Next week I will talk about Twitter in B2B.
In the meantime don’t hesitate to comment or share the article!
And here’s our LinkedIn if you’re interested!