If you’re a small-medium sized business owner, you may be wondering how you can better engage your target audience on LinkedIn. After all, LinkedIn is a powerful platform with over 830 million users which is why content marketing for LinkedIn should be one of your top marketing priorities.
Thankfully, you probably don’t need to be in front of 830 million people.
However, the beauty of LinkedIn lies in that it makes it super easy to find and connect with the people you need to be in front of, with search options that allow you to filter by job title, company size, industry and more.
And once you’re connected with potential customers on LinkedIn, content marketing is a great way to nurture those relationships and build trust.
But what is content marketing? And how can you use it effectively on LinkedIn?
Content marketing is a great way to connect with your target audience on LinkedIn.
However, it’s important to note that B2B content marketing is different from other types of content marketing.
In this blog post, we’ll take a closer look at what makes B2B content marketing unique and how you can use it to achieve your business goals.
What Is B2B Content Marketing?
B2B content marketing is a type of content marketing that focuses on creating and distributing valuable content to attract and retain customers. Unlike other forms of marketing (e.g., PPC or email marketing), B2B content marketing doesn’t aim to sell products or services directly. Instead, its goal is to build relationships and trust between an organisation and its target audience.
Why Is B2B Content Marketing Important?
There are several reasons why B2B content marketing is so important.
First and foremost, it’s an effective way to reach out to potential customers and build relationships with them.
Additionally, B2B content marketing can help you positioning your company as an expert in your industry, which can lead to more business opportunities down the road.
Finally, B2B content marketing can generate leads and sales without coming across as too salesy or pushy.
How Can I Use B2B Content Marketing On LinkedIn?
Now that we’ve answered the question “what is B2B content marketing?“, let’s take a look at how you can use it on LinkedIn. There are several ways to do this, but some of the most effective include writing articles, posting infographics, and sharing videos.
When creating B2B content for LinkedIn, it’s important to keep two things in mind: first, that your target audience is composed of other businesses, and second, that LinkedIn is a professional platform.
With those factors in mind, here are some tips for creating effective B2B content for LinkedIn:
- Post written and visual (infographics, videos) about topics that are relevant to your target audience’s business goals
- Use data and statistics to back up your claims
- Keep your language professional
- Optimise your headlines for SEO
- Post regularly (but don’t spam your followers!)
—
Determine Your Objectives & Ideal Customer
Before creating any content, it is important to know who your target audience is and what objectives you hope to achieve through your content marketing strategy. By understanding your target audience, you can produce content that appeals to their interests while also addressing their specific needs.
What you want to think about is who on LinkedIn can refer you to their clients and customers, and how does your solution make the life of the referrer easier.
Additionally, when you know what objectives you want to achieve—such as increased brand awareness or higher conversion rates—you can better measure the success of your efforts.
Without a clear understanding of whom you are targeting and what you want to achieve, your chances of success are slim.
Post Relevant & High-Quality Content
Once you have determined your objectives and ideal customer base, it is time to start creating relevant and high-quality content. Before hitting “publish” ask yourself: Is this article helpful? Is it informative? Is it well written? If the answer to all three questions is “no” then chances are your audience will not find value in what you have written either and will quickly move on.
Quality content has a few key components: reads well, contains accurate information, appeals to its target audience, and provides value by teaching the reader something new or helping them solve a problem.
If you produce quality content on a regular basis, people will begin to view your business as an authority in your industry and will be more likely to consider using your products or services.
Bonus tip: Add Images!
People are visual creatures and tend to engage more with articles that contain eye-catching photos or infographics. Adding an image along with your well-written article will make it even more likely to stop passersby in their scrolls!
Be Consistent
Finally, once you have started posting quality content on LinkedIn, be sure to keep at it!
It takes time to build up an engaged following but if you are consistent with both the frequency and quality of your posts eventually people will take notice.
Set a posting schedule: whether that means once a week or once a day and stick to it! And don’t forget to mix things up; while sharing articles written by others is perfectly fine (and encouraged!).
Try mixing in some personal posts too: Sharing company news or humanising your brand through employee spotlights are just a couple of examples of the type of personal posts that can help set your business apart from others in your industry.
Being consistent with the quantity and quality of your posts will show potential customers that they can rely on you for timely information and helpful resources—two things that are invaluable in the business world.
Content marketing is a great way to connect with potential customers on LinkedIn.
However, it’s important to keep in mind that B2B content marketing is different from other types of content marketing.
When creating B2B content for LinkedIn, be sure to write about topics that are relevant to your target audience’s business goals, use data and statistics to prove your points, keep your language professional, and optimise your headlines for SEO.
By following these tips, you can successfully engage with other businesses on this powerful social media platform.
Need help with your LinkedIn marketing? Contact us today!
Recent Comments