The BASICS: LinkedIn Company Page and Content Strategy
The Fact: We’re all on LinkedIn because it works for B2B.
- Data shows that the typical buyer consumes 7 to 10 pieces of content before making their choice; LinkedIn is home to more than 575 million professionals, including 2.8 million decision-makers and 260,000 C-suite executives (source).
- Further, 45% of business decision-makers and 49% of C-suite execs say that thought leadership content has directly led them to do business with a company (source).
So, generating engaging content on LinkedIn is essential for a B2B company. Let’s dig into how to generate engagement for B2B posts on LinkedIn:
I. First, it’s crucial that you have the basics of your LinkedIn company page set up. If your profile and company page don’t sing – start here – setting goals.
II. Second, your content strategy must be solid. If you aren’t there yet, start here.
1. Turn your LI company page into a lead gen page: Don’t let your page become an extension of your website; turn it into a lead generating page.
- The banner image is the first thing prospects see—so it shouldn’t only be aesthetically pleasing; it should add value through compelling text, too (e.g. have a certain call-to-action, highlight something that makes yours different from similar products, promote exciting events, celebrate a recent accomplishment, etc.).
- The company description also serves as a pitch. That’s why the first 2–3 lines should cut right to the chase, talking directly to your audience and getting them hooked so they want to click to “see more.”
2. Create showcase pages for better advocacy. LinkedIn offers this feature to help B2B companies generate leads by presenting their brand, initiative, or business unit to specific customer segments. Showcase pages basically help you target the right customers with the right information, so you can build long-term relationships with them.
3. Use all LI company page features available: To make sure your LinkedIn page is as welcoming and engaging as possible, use LinkedIn’s page completion meter to uncover missing fields or new features for you to take advantage of—similar to the completion meter you see on your personal profile. Complete LinkedIn company pages generate 30% more page views per week compared to incomplete ones, meaning that you can use this tool to create a more visible, highly visited and engaging page for your audience to visit and follow (source).
III. Third, roll out a content strategy to ensure that your LinkedIn marketing efforts get the most engagement:
Build your company’s thought leadership status in the industry by distributing and sharing relevant content, such as blog posts, infographics, webinars, or other thought leaders’ content.
- Don’t Forget the Goals: Make sure that you add minor and major goals or calls-to-action to the posts—you want your visitors to do something either minor—e.g. sign up for a newsletter, attend a webinar, download an ebook—or major—e.g. contact your sales team, book a call.
- Update Your Feed: Make sure to constantly update your feed with engaging content to show potential customers that you’re more than a profile page with a link to your website.
- Share Consumable Social Content: The challenge in front of B2B marketers is how to take a sometimes-complex topic and turn it into creative, consumable social content. Not only will this approach make your content more engaging but it will also help to build brand loyalty and trust in your company as a formidable expert in your space.
- Your Content is there to Make People Take an Action: To inspire action, you have to make people feel something. Your company’s LinkedIn page isn’t a storefront; yet, too many B2B marketers make the mistake of focusing on straightforward product content and customer testimonials, forgetting about creating the entertaining, engaging content that their buyers are looking for. That’s not to say that product and customer content can’t be entertaining—it absolutely can, and people do love to window-shop—but you need to shift your content creation mindset from informational to entertaining, inspiring, and educational.