LinkedIn is an essential platform for many B2B companies, and there are several reasons why:
- 4 out of 5 people on LinkedIn “drive business decisions.” (Source)
- 33% of B2B decision makers use LinkedIn to research purchases. (Source)
- 80% of B2B social media leads come from LinkedIn. (Source)
The Challenge: Testing Ideas to Transform Our StrategiesWe often help clients use LinkedIn as a marketing tool and find effective ways to optimize B2B LinkedIn pages for business. We also believe to serve our clients effectively, we should always be looking for ways to test ideas and strategies ourselves. Understanding the ways brands use LinkedIn gives us insight into how we can integrate new approaches into the social marketing strategy we create for clients. In May 2021, we sat down to develop a year-long plan that would help us learn new tactics and achieve specific growth, interactions, and engagement goals. We started with a little more than 100 followers on our LinkedIn page.
Our Approach: Collaboration & Content to Accelerate Connection & GrowthTo test ideas and strategies, we worked through the same strategic marketing process we use with our clients:
- We identified a goal and created a feasible strategy — We started by setting a goal to have 1,000 followers by May 2022. This seemed like an audacious but achievable goal. We also wanted to develop a strategy that would be reasonable for our team to execute. We know our team is primarily focused on client goals, so we collaborated on a feasible strategy that was highly achievable.
- We used our team strengths to devise a plan — The strategy we created was built to maximize our team’s unique strengths and gifts. One of the things that makes Green Apple unique is that our team is diverse in experience and expertise. We wanted to highlight this by encouraging team members to be present on LinkedIn. We also wanted to give our insights into the marketing industry, share what our team members are learning, and highlight the milestones our team reaches.
- We created a team-oriented approach — We knew that collective buy-in would be essential for achieving our goal. From the very beginning, we rallied the team behind the goal and provided ways to engage with our content, share their own content, and grow our network. We also wanted to share content highlighting the “everyday” aspects of our team — including behind-the-scenes photos and personnel updates from the Green Apple Orchard.
- We evaluated and re-evaluated our content each month — It’s important to constantly measure your efforts and tweak your strategy based on what you’re learning. Each month, our team would spend time reviewing the content we posted. The insights we discovered based on the performance of the various topics or types of posts allowed us to adjust our strategy along the way.