If you have been around since the beginning of the digital age, you might be surprised to realize that LinkedIn is in its 21st year of operation. A lot has changed since 2002 and your B2B marketing could get a boost by taking a fresh look at how you’re utilizing LinkedIn.
There was a time when B2B marketing content on LinkedIn was delivered in a rather dry, business-only tone – almost void of personality. Despite the fact that LinkedIn is largely a business-focused site, your content can still be crafted in a more engaging manner.
Visual Stimuli
LinkedIn is definitely not Instagram, where visuals rank #1 in importance, but visual elements in your LinkedIn content are still vital. The visuals that seem to make the most impact with users on this site include the following:
- Infographics
Posting snippets of your infographics seems to work best, especially in 1200×626 pixels. This easy-to-view information is also convenient to share with others by your followers. - Memes
The goal here is to only use memes that are timely and speak to a topic that’s generating a lot of discussion in your industry. - Slides
Prove to your audience that you have a deep knowledge base with a SlideShare that illustrates what you do and what you know. - Portraits
Put a face to a name and a personality to your brand with portraits that feature the people in your organization.
The goal is to get more people to stay on your page longer and visuals can be the conduit for that.
Audience Targeting
While your audience on LinkedIn won’t be as expansive as it is in other social media circles, you can get more out of your efforts if you target the right audience using specific types of content.
LinkedIn assists you in this department with Campaign Manager, the tool that helps you understand how your efforts are paying off (or not paying off) with the audiences you target.
Simply analyze the results of your content reach in Campaign Manager and make the appropriate changes for attracting more quality leads.
As always, get creative with your outreach and experiment with different types of content to see what lands. If you need assistance, reach out to us at SJC Marketing. We specialize in helping clients with their B2B marketing. Contact us and learn more about our approach.