While Facebook far outnumbers LinkedIn in the total number of users and its use by businesses, in the B2B marketing realm, LinkedIn leads the way. According to HootSuite, 96 percent of B2B content marketers use LinkedIn for organic social marketing (only 82 percent used Facebook or Twitter).
That level of reliance comes with good reason— four out of five people on LinkedIn are in the position to drive business decisions, and one in three B2B decision makers use LinkedIn to research purchases.
So, how best can your B2B marketing incorporate organic content on LinkedIn as a way of gaining awareness and building credibility?
Start by understanding how often you should post on LinkedIn.
Unlike Twitter, with its fast-paced turnover and high posting rates, LinkedIn is a more conservative platform in terms of posting frequency, as well as post types. You should post at least a couple times a week (sharing your latest blog post or linking to an insightful YouTube video are great options—click for more ideas of what to post on LinkedIn). Daily posts will typically be sufficient to keep your company page visible to followers without being overly promotional.
Keeping your LinkedIn page active, without overwhelming followers, is one way of maximizing the impact it can have on your overall social media presence.
You’ll find a full range of tips for using social media in B2B marketing here: Your Complete Social Media Guide: What, Where, When and How Often to Post. The comprehensive blog post covers Facebook, Twitter, LinkedIn, Instagram, YouTube, Pinterest and more.
Social media is just one facet of an integrated marketing and PR strategy. At JONES, we believe in ensuring that all elements of the overall strategy work together, from website content and blogging to email marketing and social media. If you’d like to learn more about how our team can help you bring together complete comprehensive campaigns, schedule time on my calendar for a no-obligation consultation.