LinkedIn reigned supreme in 2013. According to Holger Schulze, a B2B content marketing executive, LinkedIn surpassed YouTube as the most influential social media platform. It also saw the highest adoption rate among content marketers this year according to the Content Marketing Institute.
Two factors leading to this development include LinkedIn’s new layout: the site’s professional audience and atmosphere, and targeted advertising options. Company pages are not only a great place to consolidate your company’s information, but a company profile with many followers helps expand the reach of your B2B content.
If your business is thinking about jumping on the LinkedIn bandwagon, follow these steps to create a comprehensive company page:
- Company information: Add your company’s description, address and specialties. This section also functions like keyword tags for search purposes.
- Cover photo: A cover photo that represents your company is an opportunity to grab your audience’s attention and get more clicks to your page.
- Products and services tab: This section gives viewers a snapshot of your company’s offerings. You can also gather recommendations for your products or services to help establish trust and build a strong brand reputation.
- Page updates: Create an editorial calendar for updates about your company, industry news, customer testimonials, and other relevant material. Post content on a regular basis to stay top of mind with your followers.
- Customer engagement: As with other social media profiles, the key to LinkedIn is to build relationships. Be sure to foster two-way communication with your followers.
If your company has a budget for social media campaigns, LinkedIn offers a compelling advertising program. You can target ads based on job function, which Hewlett Packard used to encourage followers to recommend the company’s products. In the first two weeks of the campaign, HP gained 2,000 recommendations and later became the first company to reach 1 million followers on the platform.
What B2B marketing strategies have you found successful on LinkedIn?