From the blog

Don’t Only Drink The Facebook Cool Aid - Why LinkedIn Is The Secret To B2B Social Media Marketing Success

  • Social

22 Mar 2018

Mention the words “social media management” and most people will automatically think of Facebook. Sure, Zuckerberg’s blue & white behemoth is certainly one of the most powerful forces in 21st century online culture, but what if I was to tell you that they’re not the only game in town? What if I went a step further and said that when it comes to B2B marketing, there’s another platform out there that can be just as effective? I can almost hear your shocked gasps as I sit here typing this!

When it comes to marketing to other businesses, LinkedIn represents a far more accurately targeted platform that is, for the most part, criminally under utilised by most businesses. If you really want to generate leads and take your B2B social media marketing to the next level, my advice is to quit thinking about Facebook ads as your only option and concentrate on upping your LinkedIn game. Why? I’m so glad you asked!

Don’t Only Drink The Facebook Cool Aid

The fact of the matter is that most people access Facebook for personal use. Everyone and his/her dog is on the platform these days, so getting your message seen by the right people - in this case potential clients - gets harder and harder over time. Facebook’s algorithm changes also mean posts to business pages have a very limited reach unless you pay to boost them, so this means that your organic reach and engagement levels are minimal and you don’t get a good return for the time and effort you invest. LinkedIn management, on the other hand, can be far more effective for boosting both engagement and organic reach for the same (or even less!) investment of time & effort. This is especially true in the B2B space.

For lots of businesses out there, focusing all of their time and attention on Facebook ads is almost like an addiction. They’re scared of what withdrawals there’ll be if they give it up, but trust me when I say that quitting this obsession is a good idea. To quote the 90’s cult classic Trainspotting - “choose life”. In this case I mean a life where your B2B marketing is the absolute best that it can be.

Why LinkedIn Marketing?

So if you agree with me that Facebook isn’t the only way to go when it comes to B2B marketing, what makes LinkedIn so much better?

  • Loads of Potential Leads
    In the B2B area, the key term is “decision makers” - the people that have been given the authority to make key business decisions and purchases. These are the people that you need to reach, and they engage the most in LinkedIn.
  • Exposure
    Simply by browsing LinkedIn, potential clients can find your company and connect with you. A good LinkedIn profile will give them a much better impression of your company than other social media platforms, and thus makes them more likely to engage.
  • People Google your name 
    People Google you so it is important to rank highly for your own name. LinkedIn is extremely SEO friendly, so using the right keywords in your profile description and updates can help you turn up in related Google searches and thus increases your organic reach.

How to LinkedIn Like a Boss

So now you’re on board the LinkedIn Marketing Express and can see the potential it has to generate you a tonne of new leads and give your business a huge boost? Great! Use the following hints, tips and strategies to make sure you’re getting the most out of it.

  • Leverage Your Personal Account (Not so much your business account)
    Personal LinkedIn accounts get much better reach than business profiles, so make sure that you’re sharing any content you generate on this platform too. In addition to positioning you as a thought leader in your field (which benefits you and your career), people are often more attracted to personalities and are much more likely to engage with you rather than your faceless, emotionless business profile.
  • Use Video
    A surprisingly small amount of businesses are using video to promote themselves on LinkedIn, so doing so will help you stand out from the crowd. Often more engaging than text or images, LinkedIn’s algorithms - like all other social media platforms - give high weight to video so it’s a great way of expanding your organic reach.
  • Be Catchy & Use Emotions
    As with any marketing, getting people to view and engage with your content is key, so writing catchy headlines and putting out content that engages people's emotions - doubt, desire, greed, trust, fear, guilt, FOMO etc. - is key. For example, which of these articles are you more likely to read?
    “Tips For Choosing A Paint Colour For Your House” or “Why Choosing To Paint Your House The Wrong Colour Can Cost You Thousands Of Dollars”
  • Be Authentic
    LinkedIn is a great way to connect with an audience and promote your brand, so being authentically you is a great way to cut through the noise. If you’re what people would consider a bit ‘rough’ or ‘controversial’ then don’t tone it down because you think it won’t chime with a corporate audience. People want authentic voices and real personalities to follow.
  • Avoid External Links
    It can be tempting to want to direct traffic to your website and get people into your sales funnel with all of your posts. That’s marketing 101, right? Schoolboy stuff! Well unfortunately LinkedIn’s all-powerful algorithms reduce the reach of content that contains external links. They want people to stay on their platform and keep consuming their content after all. The best strategy is to include a call to action in your content and give people an email address, phone number or other instructions as to how to contact you.

Are you looking to awaken the sleeping giant of your LinkedIn B2B marketing potential? At Alyka we specialise in helping businesses get the absolute most out of what we think is a vastly underrated platform. Click here or get in touch with us today to learn more about how we can use our LinkedIn expertise to help you get those leads rolling on in!