With nearly 700 million active users in 2020, LinkedIn has expanded from a networking site for professionals around the globe to taking the top spot on the social media platform ladder. The platform was also voted as the most trusted network by Business Insider and its lead conversion rates are 3x higher than other major ad platforms, including Google Ads. There is no denying that it is an effective platform for B2B marketing, however many organisations and individuals struggle to harness the platform for optimal success. The most common mistakes that we identify are:
1. Not having a clear strategy
Many B2B organisations endeavour upon social media journeys without a clearly defined social media strategy. Many may argue that doing something is better than nothing – and in some cases, this can hold true but, when it comes to social media posting, we always recommend having a strategy in place. For more information on Social Media Marketing, check out our blog on: Social Media Marketing for B2B Business.
2. Inactivity and inconsistency
It is counterproductive for your B2B business to be inactive and inconsistent on LinkedIn. Today’s digital world means social media platforms, like LinkedIn, can be an effective channel for brand awareness and lead generation. However, they have to be used consistently. If not, you may be missing out on opportunities with new customers or prospects as well as losing touch with those organisations or customers who are already part of your network.
By maintaining a consistent presence through posting and engaging with other industry relevant content, your B2B organisation can boost its profile organically. It is important to research the ideal time and frequency of posting to ensure your success in engaging you audience or attracting leads. Data shows that the most engaging LinkedIn posts are published on Wednesdays between 8 am to 10 am and noon, Thursday at 9 am and between 1 pm and 2 pm, and Friday at 9 am.
3. Don’t optimise your pages
Optimising your corporate profile page on LinkedIn is crucial to the success of your social strategy. Without optimisation, customers or prospects may not be able to find your business, product or service. If users are unable to find your page quickly or don’t understand what you do, it is almost guaranteed that they will leave your page to find the information elsewhere. Start by conducting some keyword research and incorporating those identified terms throughout your page. Finally, ensure your page conveys what your organisation does and articulates your value proposition.
4. Posting long content
While historically Google acknowledges and prefers content where readers spend more time reading, long blog posts do not cater to ‘skim readers’ or those decision makers who may be time poor. To ensure you are catering to your entire audience, leverage a variety of different assets and subsequent messaging when establishing your content calendar for LinkedIn. Where possible, incorporate video content or infographics to keep users engaged and interested.
5. Being too salesy
One of the biggest mistakes that B2B organisations or sales individuals make is reaching out to prospects with an aggressive sales pitch. Ironically, while the senders of the message are looking to open the door for collaboration, often the message has the opposite effect. The same holds true for organic posting. Try to take a step back and put yourself in the shoes of the person that is reading your content – would you resonate with the messaging?
Of course, we are harnessing LinkedIn for brand awareness and ideally, lead generation. However, it is important to mix up your content calendar to include a variety of shared articles or whitepapers from industry leaders, video content in addition to your corporate sales content. This will build trust and credibility with your audience and ensure they don’t feel like they are being sold to. For more information on how to engage your audience in content marketing, check out our blog: Standing Out with B2B Content Marketing.
LinkedIn, when used correctly, can be a highly effective tool for building brand awareness and generating qualified leads. By avoiding the above mistakes, you can position your business as a credible industry leader and begin to reap the benefits of the platform.
For more information on the article or assistance with developing a B2B social media strategy, reach out to one of our digital experts! Most importantly, on behalf of The Lead Agency, we hope you are staying safe and well during these tough times.