Effective Ideas for Content Promotion on LinkedIn
Nowadays, marketing of the B2B products and services contemplates using content to interest prospects and provide value. If done right, it is likely to drive leads, strengthen your brand and improve the trust of potential buyers.
In this regard, many marketers would use social media, particularly LinkedIn, the primary platform for professionals and experts. Yet, you need to handle content promotion to succeed there, which is not an easy task. Why?
Read on to know more about the concepts of value, expertise, and networking in developing a worthy LinkedIn content strategy and learn why promoted posts may not be enough.
Promoting on LinkedIn: Why and How?
To begin with, the majority of B2B marketers use LinkedIn as a channel for brand content distribution. The reasons are vivid. Their target audience hangs out there, while the platform has multiple functions for the content possibility.
For instance, various reports underline that there are more than 46 million B2B and 6 million IT decision-makers in this social media platform, not to mention the executives of small companies. With the posts, video pieces, events, and outreach, marketers can create a community ensuring sales.
In terms of marketing in LinkedIn communities, an array of practical and flexible options allows the sales teams to pick different options. What are they?
- Essential social media functions (posting and communication)
- Networking and access to profile pages
- LinkedIn promoted posts
- Advanced targeting features.
Thus, if you want to start a LinkedIn content strategy, be aware that everything depends on the value you present and the content you produce. Simultaneously, the sponsored content on LinkedIn will give you a boost leading to greater visibility.
What is LinkedIn Sponsored Content?
Before considering the general tips on content promotion on LinkedIn, let’s see why the special features may significantly contribute to the strategy.
First of all, LinkedIn promoted posts are the commercial messages that you distribute within the newsfeed of your prospects in a native way. Importantly, they can be in the form of video, news, events, carousel, and posts. That way, it works great to raise awareness about your events or operations, attract leads, and share opinions.
You, as a B2B marketer and LinkedIn user, can use this feature via:
- Pre-existing Company Page updates: With this option, if you have a company page, you can make your written content or post visible to a larger audience other than your followers. Each update you post on the page may be promoted among the prospects under the configuration set by the admin or editor of the page.
- Direct Sponsored Content: The particular option works as a targeting message made in the specific manager. Thus, it will not appear as a post on your page. Instead, it can be a separate message, InMail, post, or ad that you will use to attract leads, raise awareness about the product, promote an event or lead to a specific post.
As a result, LinkedIn promoted posts can be very effective if used as additional means to a worthy LinkedIn content strategy. You can attract new leads to your content or even direct interested audiences to the blog with them. To do so, leave a link at the end of the message and produce the content that will make them click it.
Tips on How to Promote an Article on LinkedIn?
Source: https://unsplash.com/photos/3V8xo5Gbusk
Yet, if you use only sponsored content on LinkedIn, you are destined to fail. Why? It costs a lot, while the audience prefers insights and consistency. In this regard, sponsored posts are great for getting attention and offering new insights but only when you have quality content on your page.
Let’s consider important pieces of advice that will add to your content promotion and marketing in the LinkedIn space:
Follow LinkedIn marketing principles
B2B marketers on Linkedin have specific unspoken rules to adhere to. What are they? You should provide value and expertise, and don’t be pushy. Such a code derives from the fact your targeted leads know how marketing in LinkedIn or any other space works. These people come to LinkedIn for professional growth and advice.
Thus, from the beginning, when you write something or promote the content, position yourself as an expert that can contribute to the audiences’ needs. Focus on insightful guides, interesting stats and facts, successful stories, and accurate solutions.
Accordingly, it would be wise to use the Publication Section of LinkedIn for such written pieces. It is about turning your profile into a blog with long reads. Why not share your observations there backed by infographics and graphs?
As a result, such actions will add credibility to your image and allow you to grow your community. Since you have enough followers, they will promote your content by reposts and likes.
Reach out to experts and collaborate
Notably, to bring weight to your words and support your image of an opinion leader, you may resort to other influencers. If you agree on or start a collaboration with them, you can attract their audience and grow yours. What are the options?
You can look for bloggers’ contacts and reach them via direct messages or emails. Before all, consider the authors, experts, guests to different events that offer educational content.
If they are known within their industry, you can find their email addresses on their websites or Google and verify them with the help of an online email verifier. At the same time, another method is to use email extractors or databases to get the correct information.
As soon as you have the working email, you should write them and offer your materials for their publication on LinkedIn. Moreover, you can ask them to be a guest at your event, provide an expert publication for you, or comment on your insights and data.
What do such pieces give you? You improve the trust in your brand and gain more visibility. At the same time, it can attract other writers and launch a discussion in the community. From there, you can develop your expertise and try to hold a new audience.
Utilize your network
The promotion of your ads depends on the network you have. It mainly refers to the cases when you use personal pages for content promotion as a brand advocate.
In this regard, the more followers you have, the more visible your post can be. They provide likes and comments that make the posts visible to their followers. Right, it is an organic way to promote your content. You need quality content and an active audience for this tactic to work.
To enlarge your audience, you need to target the people who publish frequently, answer trends, and start discussions. Finding these people can be easy with LinkedIn search filters or Sales Navigator. If you know your buyer’s persona, you can target them by position, location, or company.
To break the ice, you can comment on their posts and start a dialogue with them. Yet, don’t be pushy; focus on developing relationships and providing value.
Engage with communities
Many decision-makers you target on LinkedIn share their stories in small groups or communities. These places are not only perfect for social listening but engagement with your target audience. Thus, groups provide a way to promote your content by participating in the discussions and including a link to your post.
Imagine that a person shares their issues in a post. If you have any advice or guide on this topic, you can leave it as a comment. Yet, appeal to facts and logic. Then, when you have enough support, you can direct the prospect to your page for more insights.
Mention those who write about you
Notably, when someone mentions you or your product on the web, tag them in your posts and present their stories. Firstly, people love gratitude and attention. Thus, there is a chance that they will follow your page and like your insights in the future.
Besides, it opens a door for further cooperation. You can contact them later and ask for the results, setting the ground for an excellent case study. Maximize your networking efforts putting advice and expertise in the center.
Have a developed schedule for your posts
Also, it is important to be consistent if you want your coverage to increase. The B2B decision-makers are known for rational decisions. Thus, to be interesting to them, you should post insights on a regular basis. For sure, it exerts additional pressure on your content team. Nonetheless, you will for sure get some benefits.
For instance, you will get to a structured LinkedIn content strategy allowing you to plan your posts and diversify the content. Besides, you have a chance to be more recognizable. The more times your name or logo appears in the feed of your followers, the higher brand trust would be.
Conclusion
How to promote on LinkedIn? Whether it refers to content or products, you should focus on expertise, value, and networking. The LinkedIn audience is picky and well-educated, looking for top-notch insights and solutions.
However, if you manage to establish the right approach with the principles mentioned above, you are likely to succeed. The sponsored posts can give you a large boost but only if you have quality content on your page.
Sell more, understand your customers’ journey for free!
Sales and Marketing teams spend millions of dollars to bring visitors to your website. But do you track your customer’s journey? Do you know who buys and why?
Around 8% of your website traffic will sign up on your lead forms. What happens to the other 92% of your traffic? Can you identify your visiting accounts? Can you engage and retarget your qualified visitors even if they are not identified?
