B2B marketers know that LinkedIn is the place to connect with buyers and prospects in the social media landscape, but savvy marketers also know that coming up with a plan to engage individual audiences with specific content and/or advertising on the social network is the real key to success.
According to LinkedIn's "Spotlight on Best Practices" report, 92 percent of B2B marketers leverage LinkedIn over all other social platforms, and 79 percent of B2B marketers view LinkedIn as an effective source for generating B2B leads. The 450 million professionals on LinkedIn are doing more on the site than posting their job histories – it's become an important content hub, and marketers should be coming up with strategies to engage audiences on the network.
"You may think of LinkedIn as primarily a site where people upload their digital resume, network with other professionals and look for their next career role," the report reads. "But 9 billion content impressions per week are delivered in the LinkedIn feed – more than 15 times the job postings in the feed."
LinkedIn found that 57 percent of those impressions are being made on mobile devices, so marketers need to keep that in mind when creating content.
"Our members are highly engaged in the mobile feed, so you want to make sure your content is always-on and looks great on small screens," according to the report.
Marketers looking to connect with buyers on LinkedIn through content marketing can find success by featuring a variety of content that provides the audience with real value. Mixing in content that is designed to promote brand awareness, thought leadership and to generate new leads can yield results on LinkedIn, according to the report.
"Organize your content portfolio to ensure a healthy balance that is helping you achieve your business goals," the report reads. "For example, smaller teams might want to focus on lead generation as a main goal and as the team expands, you can delve into more brand awareness and thought leadership campaigns." That's good advice for getting started on a LinkedIn content strategy.