Marketing on LinkedIn remains the strongest strategy for driving pageviews for B2B companies, outranking both Facebook and Twitter. Yet some marketers have given up on investing in organic tactics, preferring instead to only pay for PPC advertising on LinkedIn. Here’s what you could be doing to strengthening your LinkedIn marketing strategy.
Stop relying on RSS feeds to automate your conversations
So let’s say you’re a B2B company that invests in blogging. You regularly publish blog posts, establishing your brand as an industry thought leader, and you want to use social media to help drive traffic to your blog. So every time you publish a new blog post, you automate the process and publish your post on LinkedIn, Twitter, Facebook, and everywhere else you might want to spread the news.
The problem with this approach is that when you automatically publish your RSS feed content to LinkedIn, your content looks like this:
Nobody wants to click on that, because it’s impersonal and not trustworthy. It’s as sketchy as those unbranded egg profile pictures on Twitter.
Instead, take the time to start a conversation for every community you post your link in, and use your own profile to do so.
Don’t indiscriminately post your links to groups
For each post, use the LinkedIn groups search to find communities that you think might be interested in the information in your blog post or article, and then post your link only in groups that have a targeted, relevant audience.
Don’t copy and paste the same text to every group
Take the time to personalize your discussions and make them specific to each group. For example, I recently posted a blog post about a speech given by the CEO of a drug company. I posted the link to the blog post to all the big pharma groups, but because the talk covered information about emerging therapies for two specific diseases, I also branched out and posted them to two groups that focused on patient advocacy for those two diseases.
For each discussion I started, I made sure to highlight the parts of the article that were specific to each group. That way, the group members could easily see why the post would be of interest to them. It also was more authentic of an online interaction than if I were to just copy and paste the same link and description to every group. In my experience, this strategy resulted in higher clickthrough rates, engagement, and pageviews than similar posts that were only sent out via RSS feed.