LinkedIn posts to drive B2B engagement in 2022
How to post on LinkedIn in 2022 to Increase B2B Engagement?
LinkedIn is rapidly expanding, with more content being published every day. For example, the amount of content shared on LinkedIn between July and September 2020 was 50% higher than the amount shared between April and June of the same year.
Learning how to post on LinkedIn is therefore critical if you want to stand out and drive engagement.
Fortunately, this guide is here to teach you just that. By the end, you’ll understand how to use this social network with over 740 million active users.
Let’s get started.
Understanding The Basic Concepts
To help you understand LinkedIn, here’s a quick overview of its demographics and dominant content type.
LinkedIn’s user base is growing as it adds new features and evolves. Despite the fact that the social network’s industries and interests have broadened, its users continue to be career-focused professionals.
Here are some LinkedIn demographic insights.
- 57% of all LinkedIn users are Male
- 44% of 25-30-year-olds and 37% of 30-49-year-olds use LinkedIn
- 49% of LinkedIn users make over $75,000 per year (26% are in the $30,000 to 74,999 range)
- 51% of users have a college degree or higher
- 80% of members are to some degree decision-makers in their workplace
- 30% of members live in urban areas
Content that is dominant
LinkedIn is more about professional posts and industry-specific news than funny cat videos. While the platform is not immune to distractions, users are primarily concerned with business matters.
Thus, dominant contents include links, images, articles, or videos depicting ‘interesting’ aspects of a particular business or industry.
Why Should You Post on LinkedIn in the First Place?
Posting allows you to get the most out of LinkedIn. Every bit of high-quality content you share on the platform raises your visibility among your target audience. As a result, the more active you are, the more noticeable you are. (The LinkedIn algorithm favors consistency.)
Creating and sharing content also contributes to the growth of your brand. It allows you to discuss your job goals, interests, and potential future endeavors.
Okay But why Linked In???
The platform is the most popular among B2-B businesses.
It’s also the second most popular medium for posting business-related content. (The email comes in second.)
As previously stated, 80% of members are decision-makers in their own right. (You literally have individuals at your fingertips who can authorize the purchase of your goods or service.)
The platform excels in generating warm leads. LinkedIn accounts for more than half of all social traffic to B2B websites.
LinkedIn has three times the conversion rate on Google Ads and other platforms.
Alright! Posting on LinkedIn is advantageous. Do I use my personal profile or my company page now?
LinkedIn for Business: Personal or Company Profile?
There are advantages and disadvantages to using a personal profile over a company page and vice versa.
Let’s go deeper.
Your LinkedIn business page
Company websites exist to give prospects a sense of your company culture and to educate them about your products/services and the latest developments.
They are functionally constrained. The business page does not allow you to like, comment on, or share material. It only supports one-way communication.
Furthermore, revisions to the company page are only visible to:
- Followers of your company
- Followers for the hashtags included
- Some user connections who interact with your company’s updates
Why do you need a company website with all of these constraints?
Despite its limited functionality, the company page is useful:
- Distribute content of your company, such as newsletters, articles, and press announcements.
- Promote and advertise your business on the platform.
- Create a common content repository for staff to use.
Now let’s get to your personal profile.
On the platform, social networking is critical for connecting and creating relationships. That implies you must be able to engage your relationships and following.
Fortunately, your profile includes all of these features and more.
A personal profile is also more lively and humanlike, which increases the possibilities of social networking success. After all, people buy people.
Personal Profile Vs. Corporate Page: Which is better?
Because being active and involved on LinkedIn is crucial, using your profile is the way to go here.
Furthermore, due to its faceless nature, a corporation page has low participation rates. Only approximately 10% of people interact with a LinkedIn business profile. It’s not uncommon for personal profile content to have a 1-5-2x greater reach than company profile updates.
It’s quite personal. What should I post?
What Qualifies as Good LinkedIn Content?
In general, post-professional material that is relevant to your target audience. Your overarching goal should be to deliver as much value to the readers as possible. To accomplish so, you must master the following elements:
The intended audience
- It is vital to understand your target audience in order to engage with them. To do so,
- Determine the companies for which they work.
- Their current location
- Their abilities
- Their job descriptions,
- As well as such other demographics
Before you begin the process of identifying your target audience, take a step back and establish your precise aim for publishing online.
(Your publication aim will assist in identifying your target audience, who will then assist in the refinement of your material.)
For instance, if you’re publishing to create leads, your target audience should be CEOs or decision-makers. Keeping this in mind, you can determine the type of content that piques their interest and utilize the results to steer your LinkedIn publishing strategy.
Choosing a Topic
According to BuzzSumo, the most shared content on LinkedIn is how-to articles and industry trends. As a result, consider the two as your starting point. Consider the following phrases:
- In the world of
- Of the year
- The future of
- How to make
- How to get, and
- X ways to
Keep in mind that LinkedIn users are looking for instructional and helpful information.
LinkedIn recommends being helpful in addition to being informative.
“Because individuals spend time on LinkedIn, a tried-and-true strategy is to help your audience perform better at their professions, answer questions, and solve pain points.”
While you’re at it, avoid being aggressive.
“While it may be tempting to sell the benefits of your product or service to your audience, “hard – sell” material does not generally perform well on LinkedIn.”
“One of the most effective strategies to expand your LinkedIn following is to offer thought leadership content on your Company Page.”
LinkedIn proposes themes such as:
- Personal opinions on current events and trends
- Content inherent in your company’s ethos and vision
- You are being the best solution for the target customers
Target Word Count
A LinkedIn post can be up to 3000 characters long – 500-600 words. Regardless of the higher word count, it’s ideal to communicate your point in fewer words.
After all, you’re working with time-pressed professionals.
Long-form material (about 2000 words) performs best in terms of articles.
Overall, utilize these figures as a starting point and experiment with them. Continue to explore and iterate on your publishing approach until you find what works best for your brand.
B2B LinkedIn: How to Engage and Convert Prospects
To summarize, posting on LinkedIn on a regular basis is critical for increasing your exposure among your target demographic.
However, don’t skimp on quality. Begin by identifying and comprehending your target audience to ensure relevant content. Then, when they are online or available to interact with the information, curate and post it.
If the entire procedure feels overwhelming, you may escape the day-to-day chaos by using a scheduling tool. Or, for a more personalized touch, use LinkedIn marketing services.
With the right mindset and the right information, anything can be accomplished. If you’d like to add more to this article, share your thoughts below in the comments section.
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