Why we are loving LinkedIn in 2017
2017 has only just begun, but we've already seen some positive signs from using LinkedIn for B2B marketing.
Here are a few of the things we've noticed - and how they could help you with your own marketing efforts.
LinkedIn is an outstanding platform for reaching your target audience - and the key part here is the way they self-select themselves. As a professional platform, LinkedIn encourages its users to share important demographics like their job title, interests, and work history - and that's information you can use to make extremely well-targeted advertisements.
Take a look at your buyer personas and figure out which of LinkedIn's segments match it the best. You might be surprised at how effectively LinkedIn can target a well-made persona.
Note: Buyer Personas are important even when you're in the B2B field - you may think that "companies in this particular area" are your customers, but you still need to convince the decision-makers at those companies to buy what you're selling. You're selling to humans, not corporations.
LinkedIn is first and foremost a business platform - you are a business talking to other businesses, not a company sorting through clutter to try and find your target audience.
With so much less noise to sort through, your message can be clearer and delivered on a level that speaks directly to other businesses.
This part of using LinkedIn for B2B is absolutely vital - the better you present yourself as a help for their business, the more likely they are to pay attention to you. Most of the people you're trying to sell to are looking for ways to accomplish their goals, and the more you focus on that, the more successful you're going to be.
This ties in to the previous part - LinkedIn is a great place to work on lead generation because it's so focused on business. Remember, when using LinkedIn for B2B, you're talking to your peers - you can use industry terms and spend less time on consumer-based marketing.
In fact, this may well be more effective. Using your industry's jargon is part of demonstrating that you know the subject matter. You never want to cram it in where it's not appropriate, but talking with potential customers at an advanced level can help convince them you're the expert they're looking for.
Finally, like other popular platforms, LinkedIn allows you to track the overall success of your advertisements. Use this tool. You can tweak and modify your ads, your shares, and almost every other part of your campaign. You probably won't be reaching as many people as you could with Google ads, but chances are the hits you do get will be more valuable and can lead to higher conversion rates and more leads later on.
Tracking your performance is often considered the true heart of content marketing, and in remains true when you're using LinkedIn for B2B strategies. Find what works and do more of that, while setting aside any strategies (and keywords, and even buyer personas) that aren't working out for you.
To get the most use out of LinkedIn, consider using marketing automation to schedule posts and alert you to comments and replies. Be sure to find out when your target audience actually uses the platform - it does no good to have your content show up the first thing in the morning if they don't actually check their accounts until after lunch.
By that point, there's likely to be plenty of other content drawing their attention, and you want them focused on your material for as long as possible.
You'll also need to have a solid plan for social media advertising. As a professional platform, LinkedIn leans towards longer, serious material that wouldn't be appropriate for most other platforms. The ideal length for content and ads on LinkedIn is simple - just as long as it needs to be to adequately cover the subject.
Don't make it longer just for the sake of reaching a predefined word count, and don't trim things off if they take away from what you're saying.
Thanks for stopping by,