Optimizing LinkedIn Content for B2B Marketers [5 Tips]

October 15, 2015 Rachel Riley

linkedin-marketingWith over 380 million members, LinkedIn is a powerful content distribution channel for B2B marketers looking to target a large professional network. Out of 2,000 B2B marketers surveyed, 94 percent use LinkedIn to distribute content. But what can a marketer do to make sure they’re getting the most out of that content?  We’ve listed five tips below that will help B2B marketers optimize their LinkedIn content to drive traffic and follower engagement, and increase lead generation.

Tip #1: Share Relevant Content When It Will Be Seen Most

Optimize your LinkedIn content for engagement by ensuring that you’re posting what your target audience wants to see. LinkedIn says that 60 percent of its members are interested in industry insights, 53 percent are interested in company news, and 43 percent want information about new products and services, so start there when figuring out what types of content your company should post. Note that LinkedIn content published early in the week tends to get more shares, with the busiest hours being morning and midday.

Tip #2:  Target High Quality Leads Using Sponsored Updates

With LinkedIn’s Sponsored Updates B2B marketers can extend the reach of company updates to a specific audience using its comprehensive targeting options. Your company’s sponsored updates will show up in the newsfeeds of your target audience as would any regular update, and feel less intrusive compared to banner ads and pop ups. Incorporate sponsored updates into your overall LinkedIn content marketing strategy to help drive quality traffic to your content by targeting your audience based on the following criteria: job title/function, company name/industry, location, education, and more.

Tip #3:  Publish Long-Form Content through LinkedIn Pulse

Company employees can establish credibility as thought leaders within their industry by publishing original long-form content through LinkedIn Pulse, where posts can receive upwards of 25,000 views. Though only available for members in some geographic locations, your posts will be searchable on and off LinkedIn, allowing you to reach audiences even beyond the site’s vast network.

Tip #4:  Optimize Your Company Page Content for Lead Generation

Your LinkedIn company page doesn’t just host content, it’s an extension of your content, and should be analyzed and optimized as such. You can generate leads straight from your company page by making sure it features the following elements:

  • Company description, logo, and contact information
  • Information about your products and services, which can include high quality product pictures and demo videos
  • Links to product pages on your website
  • CTAs that direct viewers to your website and gated premium content

Tip #5: View Your Analytics

Measure the effectiveness of your LinkedIn content through the analytics tab on your company page. The company update analytics are divided into three sections: Updates (which shows you the number of impressions, clicks, and followers acquired from a post), Reach (both organically and through paid campaigns on a daily basis), and Engagement (filtered by date range). Use this data to determine best practices and lessons learned that you can incorporate into an improved LinkedIn content marketing strategy for your business.

We hope you can incorporate these tips into your B2B content marketing strategy to optimize your LinkedIn posts for increased traffic, engagement, and lead generation.

Image source: Sheila Scarborough

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