There’s no doubt about it, LinkedIn is essential in the B2B marketing world. And yet so many B2B companies are stuck following the old-school method of only pushing promotional content.
We were guilty of that in the early days too, but we changed up our approach and haven’t looked back since.
Mark Huber, Head of Brand & Product Marketing, and Justin Simon, Senior Content Marketing Manager at Metadata, join this episode to explain where Metadata’s LinkedIn strategy started out and how they transformed it over the last year.
- Why B2B companies struggle to gain traction
- How to be proactive on LinkedIn
- Why LinkedIn is really a publishing platform, not just a promotional one
Tune in to the full episode to learn how to grow your LinkedIn page’s reach and impact in your target market or keep reading to see the top three takeaways from this episode.
Watch the full episode
Three top takeaways:
Takeaway 1: Make engagement a two-way street
Creating LinkedIn posts that get comments and shares is a clear sign that you’re on to something good. But if you leave it at that, you could be missing a trick.
One of the biggest things you should focus on is engagement within the posts themselves. So, if someone takes the time to comment on your post, don’t leave them hanging. Take some time to write out a quick, thoughtful response.
Not only does the original poster feel appreciated and recognized, but it also gets your name out there, popping up on other people’s feeds.
It’s a super simple way to widen your reach with each post you make.
Takeaway 2: Prioritize helpful over promotional content
By posting constant messages like “look at our new eBook,” or “join our new webinar,” or “get a quote today,” you’re wasting your time. 99% of that type of content is going to get ignored.
Some promotional content is fine, even expected. But if your LinkedIn page is only this type of content, don’t expect to see the growth you want.
Remember, promotion is not a social strategy that works anymore.
We’ve experimented with different types of content and posting styles but now focus more on creating native value for our audience. People want information that’s helpful to them, and they don’t want to leave the platform to get that value.
Try prioritizing genuinely helpful content that you know your audience will love, and then take a look at the results.
Takeaway 3: Focus on one or two social channels (not all of them)
In the earlier days of social media, not having a Facebook profile meant you were missing out. Nowadays, Facebook is totally optional.
Depending on your industry and audience, you don’t have to be on every social channel. With so many out there today, you’d need a huge team to create content good enough for every channel out there anyway.
Instead, focus on one or two and really get to know those channels.
We decided to zero in on LinkedIn for our audience. As our marketing team grew, we experimented with different types of content, media formats, and posting times to find what worked.
And that testing and experimentation is still something that we do today as audiences, expectations, and platforms change.