Over the past decade, social media has undoubtedly changed the PR and marketing game. With visual and casual formats, channels like Facebook, Instagram and Snapchat are ideal for consumer brands. However, social media for B2B companies is a tougher nut to crack.
Recently, Lisa Goldsberry wrote that B2B companies should stop using Facebook. “For B2B companies,” Lisa argued, “there are better ways to attract business, increase visibility and grow your company, and PR can help.” Lisa provided some alternative options for stronger B2B marketing, including LinkedIn.
I couldn’t agree more about the use of LinkedIn for B2B marketing. LinkedIn offers a platform to connect with millions of business-minded people. There is tremendous marketing potential on LinkedIn, but, as with all matters of PR and marketing, strategy is crucial. Here are three ways to leverage LinkedIn to set your business up for success.
1. Spruce up your company page.
When was the last time you checked in with your company LinkedIn page? Your business offerings or priorities may have changed since your last update. Make sure you’re revisiting the main page and sub-page content a few times a year.
2. Create a content strategy.
Yes, content creation may be easier when you’re selling products, but it’s equally important for B2B efforts on LinkedIn. Create a content plan for your page that showcases content related to your industry or company. Your content plan may include articles featuring your company or highlighting industry news. You can also share blog posts and video clips. Remember to keep it professional, but don’t forget to a have little fun too! Show off your company’s culture through photos that are whimsical and remain appropriate.
3. Engage and enable staff.
When you’re trying to garner a LinkedIn following, your company’s employees are a great starting point. Encourage employees to add the company to their personal profiles. Next, identify opportunities to enable staff to share their expertise. For instance, provide LinkedIn training with your smartest staff. The training can encourage them to contribute meaningful and thought-provoking content, which will help establish them and your company as industry leaders.
There’s a fine line between spamming LinkedIn groups and providing genuine, relevant and helpful content, so make sure the staff you’re encouraging is social media savvy and excited about the opportunity.
How to get it done
Content marketing and social media engagement shouldn’t be left up to the interns. Those days are behind us. When you’re working with engaging other business professionals on LinkedIn, leave it up to the PR professionals. Axia Public Relations can show you the best ways to reach your target audience through social media. Download our e-book The Essential Social Media Management Guide to get started on your social media strategy today.
Julie Miller is a marketing and communications professional with more than seven years of experience in the industry. She primarily works in the technology and education sectors and specializes in digital marketing and communications.
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