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15 Questions with MEL: Are you using LinkedIn Effectively?

LinkedIn is a powerful platform for any B2B marketer. The platform has over 850 million people from more than 200 different countries As of May 2022, 31.28% of the platform’s desktop traffic came from the United States, followed by India with just over 7% and the United Kingdom with almost 6%. Data from 2021 reveals that the platform is used by more than 65 million business decision-makers, making it indispensable for B2B marketers. B2B marketers see up to 2x higher conversion rates on LinkedIn as compared to other platforms and 96% of B2B marketers used the platform in the last year.   

According to data released from the 11th Annual Content Marketing Survey carried out by the Content Marketing Institute, LinkedIn is also the number one choice for B2B paid campaigns with 80% of B2B content marketers using the platform in the past year.   

Now that you understand just how powerful a tool LinkedIn can be as a B2B marketer, let’s check if you are using the platform effectively.   

15 Questions Check if You Are Using LinkedIn Effectively  

Ask yourself the following questions to ascertain whether your B2B brand is getting the most of this powerful platform:  

Do You Have a Defined LinkedIn Strategy for Your Brand That Aligns with Your Business Goals?  

Having a defined LinkedIn strategy is useless if it doesn’t align with your business goals and objectives. We would recommend defining your goals clearly first and then creating a strategy tailored to achieving those goals.   

Is Your Company Page Optimised for Success?  

According to data provided by LinkedIn, a company page that is complete and active has 5X times more page views. They also get 7x more impressions per follower and 11x more clicks per follower. So, make sure that all the relevant information is optimised and your company page is active to get the most out of the platform.   

Do You Use Images to Increase Engagement?  

Hootsuite also recommends using images with your posts as these kinds of posts tend to get 2x higher engagement. Data also shows that larger images tend to have a 38% higher click-through rate as compared to other images. LinkedIn recommends that images should be 1200 x 627 pixels.   

Are You Consistently Showing Up?  

Consistency is key to success on the platform. By posting weekly, companies see a 2X higher engagement rate according to data shared by LinkedIn. Hootsuite also shared that according to their research, Wednesday is the best day of the week for B2B brands to post on LinkedIn.   

Are You Adding a Clear Call to Action at the Beginning or End of Your Post?  

OkDork carried out research and found that more views on LinkedIn resulted in more likes, comments and shares. They also suggested that having a clear call to action, either at the beginning or end of your post, can result in more views.   

Are You Sharing Your LinkedIn Posts on Other Social Networks to Maximise Reach?  

Resharing your LinkedIn to other social networks can help in increasing the reach of the post. According to data released by OkDork, they suggest that Twitter is the best platform for resharing LinkedIn posts as Tweets have the highest correlation to LinkedIn success metrics.   

Do You Use the LinkedIn Newsletter to Maximize Your Reach and Engagement?  

The LinkedIn Newsletter was launched recently and it is a great tool to maximise reach and engagement. Every time you publish a newsletter, your subscribers get a notification which increases visibility and engagement. They are also great tools for building your authority in your niche.   

Does Your Strategy Include Video Posts?  

Video content is one of the most effective types of content on the platform. Data revealed by LinkedIn suggests that video posts get 3 times the engagement on average when compared to text posts.  

Are You Leveraging the Power of LinkedIn Live Streams?  

While the video is extremely powerful, live videos have proven to be even more valuable for marketing. According to data released by LinkedIn, LinkedIn Live Streams garner 7x more reactions and 24x more comments as compared to regular video posts.   

Are You Using Long-Format Content?  

Long-format content is extremely effective on LinkedIn. OkDork suggests that posts with a word count between 1900 and 2000 tend to perform very well on the platform. Additionally, OkDork also revealed that based on their data, how-to posts perform best followed by listicles.   

Do You Leverage Your Stakeholders Adequately?  

Your stakeholders are the heart and soul of the business and showcasing them, their stories and their expertise on your LinkedIn can help you greatly increase engagement. According to data released by Search Engine Watch, storytelling can boost your conversion rate by 30%. 

Do You Use Paid Ads to Increase Your Brand Awareness and Interest?  

LinkedIn has a potential audience of over 808 million, of which over 65 million are business decision-makers. Using paid ads can greatly help you reach the right audience on the platform. Additionally, 79% of content marketers also revealed that LinkedIn ads produce the best results as compared to other social media platforms.   

Are You Creating the Right Content for LinkedIn?  

Creating the right content on LinkedIn is the backbone of your entire strategy. Use the data from your page analytics to see what kind of content is producing the best results for you. Engaging with other content in your niche can also help you understand what other content formats are garnering higher engagement.   

Do You Conduct Competitor Analysis?  

Conducting timely competitor analysis is important to understand how you can improve your marketing efforts. Make sure you use the right tools to get insights into your competitor’s reach and engagement rates so you can learn and adapt your strategy accordingly.  

Are You Iterating Your Strategy?  

Timely reviews of your strategy and analytics can greatly help you improve your return on investment and help you produce better results. Make sure you are iterating your strategy every few months.   

Not sure where to start? Talk to us and get the most out of your B2B social media marketing in 2023.  


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