LinkedIn has solidified its position as a cornerstone of B2B social media strategy, boasting over a billion members and 67 million companies.
However, many B2B marketers are currently grappling with how to effectively leverage this platform. Despite its vast potential, 95% of LinkedIn users experienced decreased reach, engagement, and follower growth in 2023.
This decline has left many questioning whether doubling down on LinkedIn is still a viable strategy. The answer? It depends.
Leadtail co-founder Karri Carlson and veteran marketer Robyn Hannah discuss what’s changed, what works, and what B2B marketers should focus on for LinkedIn success.
The Importance of Quality Content
Karri emphasizes that doing more of what has stopped working isn’t a great strategy. “On the organic side, should you post more? For most people and brands, probably. But it really comes down to what you’re posting.”
The key is to focus on quality over quantity.
For instance, Karri highlights that posts featuring team photos, even if they are not professionally staged, often drive the highest engagement. “The data shows that posts with pictures of people drive engagement. You can’t make your entire strategy about posting team photos, but it works well with the algorithm.”
Shifting the Engagement Paradigm
In today’s LinkedIn landscape, engagement is more about meaningful interactions than mere vanity metrics like likes and shares. Comments, especially those with 15 words or more, significantly boost a post’s reach and effectiveness.
As Robyn notes, “Engagement is now more about comments than likes or reactions. Comments boost a post’s reach significantly more than likes or shares. Longer comments, especially those with 15 words or more, show the algorithm that this is generating real conversation.”
To fuel such conversations, Karri suggests that brands need to go beyond traditional posts. Instead of merely sharing a webinar link, companies should encourage employees to add their perspectives.
“Instead of just sharing a webinar post, notify employees and let them add their spin. This helps the content reach people who aren’t already in your network and gives them a reason to care.”
Embracing Authenticity and Video Content
Authenticity has become a buzzword in social media, but for a good reason. Authentic, human-centric content tends to resonate more with audiences.
Karri advises, “Authenticity matters more than high production values. Share valuable information. Quick, authentic videos can be very effective. Don’t worry about perfection. Focus on delivering value.”
Video content, in particular, has proven to be a powerful tool. It humanizes the brand, making it more relatable and engaging.
Simple, quick videos sharing customer visits, industry trends, or employee experiences can significantly boost engagement.
As Robyn points out, the rise of platforms like TikTok demonstrates that low-budget, authentic content can perform exceptionally well, even in a B2B context.
Leveraging LinkedIn’s Full Potential
While building a robust video practice is crucial, there are other lighter lifts that can also drive engagement.
LinkedIn newsletters and employee advocacy are two powerful yet underutilized tools.
LinkedIn newsletters offer a durable connection with your audience, allowing you to maintain visibility and engagement over time.
Meanwhile, empowering employees to participate in advocacy can amplify your content reach.
“Empowering employees to participate in advocacy can be challenging but rewarding. Training and trust are key. Highlight the benefits for them personally and for the company,” advises Robyn.
Using LinkedIn as a central hub, while extending reach through other platforms, can create a cohesive strategy. Content can be repurposed across different platforms, driving traffic back to LinkedIn.
“Use LinkedIn as the central hub and other platforms to extend your reach. Monitor analytics to understand what works and adjust your strategies accordingly,” suggests Karri.
Integrating Efforts Across Platforms
Doubling down on LinkedIn doesn’t mean ignoring other platforms. Instead, it’s about creating an integrated strategy that leverages LinkedIn’s strengths while utilizing other platforms to support and enhance your efforts.
For instance, a LinkedIn Live session can be repurposed as a YouTube video, a blog post, or a series of social media updates. This approach ensures that you maximize the impact of your content across different channels.
LinkedIn remains a vital tool for B2B marketers, but success on the platform requires a strategic and thoughtful approach.
Focus on creating quality, engaging content that resonates with your audience. Embrace authenticity and leverage video to humanize your brand.
Utilize LinkedIn’s features like newsletters and employee advocacy to maintain a strong presence.
Finally, integrate your efforts across platforms to maximize your reach and impact.
By following these strategies, B2B marketers can navigate LinkedIn’s evolving landscape and achieve lasting success.
Ready to get started with B2B social media? Let’s talk!