B2B Companies: How to Get the Most Out of Your LinkedIn Presence

Are you struggling to get engagement or reach on LinkedIn?  Social media strategies aren’t what they once were. The formula for success is no longer simply “post more often,” or “interact with your content,” which we’re sure you’ve heard countless times. Especially for B2B companies, social media is a different animal—it doesn’t play by the same rules as its B2C counterparts. Not to worry, though. With a well-planned LinkedIn strategy, you can increase your following, engagement, brand awareness, and even encourage teamwork among your employees.   Here’s what you’ll need to get the most out of your LinkedIn presence: 
  1. A current and engaging business page
  2. Digestible content that speaks to your audience’s pain points
  3. Diligent and proactive engagement with your audience
  4. An employee-centric content and engagement strategy
  5. A budget for strategic paid ads

How to Get the Most Out of Your LinkedIn Presence

1. A Current and Engaging Business Page
When was the last time you revisited your LinkedIn business page? Chances are, a lot has happened in your business since you first created the page. On top of that, standards for what makes a good business page have changed. Review your page to ensure that all your information is up to date.  You may also consider switching up your “About” content to speak directly to your audience. Rather than a simple description of what your business does, capture your audience’s attention by telling them how you can solve their problem specifically. Tell them who you help, what you do, and what your differentiators are. This allows your audience to quickly identify that you’re the right fit. Tip: LinkedIn only shows the first two lines of your description without the user having to click to read more. Make those two sentences count!
2. Digestible Content that Speaks to Your Audience’s Pain Points
This is always the tricky one, right? Engaging your audience through eye-catching content. You must find a way to speak to your audience’s needs, while also giving them content that they can quickly digest. That may include graphics, original blog content, thoughtful insights, or shared content from other reputable sources. Try to create (or find and share) content that your audience can learn something from very quickly as they scroll through their feed.  Tip: Always tag any relevant people or businesses in your posts. Also, make good use of your hashtags to help users find your content.
3. Diligent and Proactive Engagement with Your Audience
We know you’re busy and have very little time to watch over your social accounts. But, engagement is one of the most important elements of your LinkedIn strategy. Ensure that you always answer comments or proactively engage your audience in conversation by asking a question in the first comment on your post. To further encourage engagement, you may also consider tagging someone in the comment who you feel may have particularly good insight on the subject.   Tip: Set a calendar reminder to help you remember to check your LinkedIn and engage at least twice per day. 
4. An Employee-Centric Content and Engagement Strategy
Involving your employees is a great way to build teamwork, making your team feel more connected to your audience and to each other. Here are a few of the ways you can encourage your team’s help with your LinkedIn strategy
  • Request that each team member spends ten minutes per day engaging on LinkedIn
  • Tag team members in content they helped create or contributed to
  • Create branded cover photos for your team’s profiles 
  • Share content congratulating team members on their accomplishments
  • Tag team members to ask insightful questions 
Tip: Ask team members to create content of their own that they would be proud to share with their LinkedIn connections. 
5. A Budget for Strategic Paid Ads
Organic reach is always the goal, but in today’s social media environment, you often have to pay to play. Consider your business’s primary goals, and set a budget for each that you can use for paid LinkedIn ads. If that’s hiring, for example, you may boost a job advertisement. If it’s brand awareness, you may put your money behind case studies. Whatever you choose, make sure that your ad spend correlates with your team’s goals. Tip: To get the most out of your ad spend, you may prefer to hire someone to help you with this area of your strategy.

Ready to Build a Lead-Generating LinkedIn Strategy? 

Your LinkedIn content has the power to paint a picture for your clients, prospective employees, and anyone coming in contact with your brand. Let’s make it count. Contact Green Apple Strategy today to schedule a consultation. Our team is happy to sit down with you to discuss your goals and how we can help you achieve each and every one of them.

B2B Marketers: Is Facebook Worth Your Time?

Are you ever disappointed by your Facebook reach?  You’re not alone. Brand pages often see dips in engagement for a variety of reasons, but one in particular: Facebook wants you to pay to play. It’s unfortunate, but it’s true. 98% of Facebook’s revenue is generated by ads. And, unsurprisingly, the average reach of an organic post (without paying for an ad) is a sad 5.2%. It’s quite simple: the more you see the need for a Facebook ad—because you’re not getting satisfactory reach—the more money Facebook makes.  So, should you quit Facebook? Not necessarily. But, you do want to be sure that you’re using your marketing dollars effectively. Here are a few ways to make sure that Facebook is worth your time. 

Consider Whether Your Decision Makers are On Facebook

First and foremost, you want your Facebook presence to be noticed by not only your target audience, but the decision makers in that audience. Often, for B2B marketers, their audiences are more present on LinkedIn than they are on Facebook; however, this will be specific to you. After all, no one knows your business and your customers better than you. 

Strategically Think About the Content Your Facebook Audience Wants 

Here’s a thought: perhaps Facebook isn’t where you make the sale. Rather, this could be a place where you plant the seed, promoting brand awareness and developing other parts of your business. What we mean, is that instead of a post about your services, you might instead promote your business’s podcast, newsletter, or other helpful tools. If you choose to use Facebook as a marketing tool, it’s vital that you use it strategically. 

Make Sure that You Have Time to Engage

Facebook, like any social media, is a “get what you give” kind of platform. The more (well-planned) content you place on your newsfeed, and the more you interact with your audience and promote your Facebook page, the more likely it is that your reach will grow. A set-it-and-forget-it approach will likely leave you feeling like you’re creating content for no one to see.

If It Isn’t Working, Try Something New

Did anyone ever tell you to not be a “quitter”? We won’t be those people. If a tactic isn’t working for you, there is a very good chance that the platform may not be for you. The last thing you want is a drain that sucks your energy and time without giving you the return on investment you need. Try connecting with a marketing partner to discuss your social media strategy. There is a chance that other platforms will better serve you. Or, you might have new options for the direction of your Facebook page. 

It’s Not Just You

Facebook is difficult for other B2B companies, too. We can help. Are you looking to boost your online presence? Contact Green Apple Strategy today to schedule a consultation.