Perhaps the most common objective cited by clients in their B2B social media briefs is to increase the number of followers for their company page.
Those briefs have it backwards. The number of followers your company page has shouldn’t be the goal; it’s simply the means to an end. (In the industry, this is what we often refer to as a vanity metric.)
The real goal should be to build your brand or company’s reputation, credibility and authority through LinkedIn. This is achieved by reaching your target audience with excellent content and attracting an engaged audience.
Here’s the catch: most of your audience won’t care much for your company page. (And that’s okay.)
It’s all about the news feed
LinkedIn is, first and foremost, a social network. That means content posted by individual users is more likely to appear on a user’s news feed. The news feed is where new content is discovered.
Oh sure, a user might visit your corporate page once to find out more about your employer and what they do. But for the most part, there is no reason for them to return to a company page after they’ve seen it the first time. (Ask yourself how many times you’ve visited a company page that wasn’t your employer or a company whom you would like to be employed by.)
That means content related to your brand or company will have to rely on employees, especially its top executives and leaders, for distribution.
Make sure your company has a deep bench of LinkedIn users who post content regularly and share content about your company. They need to be posting content regularly, responding to comments, engaging in conversations and constantly growing their own personal networks.
A company trying to build its profile on LinkedIn while their senior management team doesn’t use the platform themselves is like trying to paddle a canoe upriver…with a spoon.
Your business isn’t boring; why should your content be?
The biggest misconceptions in writing content for LinkedIn is that the language has to be strictly business or “corporate” in tone. This leads to bland, unremarkable or indistinguishable content that is left ignored on the LinkedIn news feed.
LinkedIn users want to interact with real people, not automatons parroting corporate slogans. Real people don’t talk like press releases. They’re not really “thrilled” or “excited” to be [place corporate news event here.]
Real people have aspirations and values. They have families and personal lives. They tell stories and share what they’ve learned from their careers.
Real people also don’t do business all the time. An individual’s LinkedIn content should be a combination of personal stories and insights, as well as content related to their profession. Real people know how to mix business with pleasure.
Do you have business partners, customers or colleagues who are also friends? Post a photo of you getting together after hours and tag everyone in the photo. That post is most likely going to be the most popular item you post this week.
Were you inspired by something you saw that taught you something about life? Share the article and add your own unique perspective. Real people have opinions. And remarkable people always have something to say.
It’s possible for a prominent LinkedIn user to regularly get thousands of organic views for their posts, even up to 10 times the number of their followers, just by regularly posting well written or thought-provoking content.
Let’s have a conversation about how I can improve your B2B social media strategy! Follow or connect with me and let me show you how to grow your brand and reputation through LinkedIn.