With a LinkedIn company page, there’s no quick-fire way for users to get in contact with your business. Your contact details may be buried on your profile, but at the top of the funnel, your followers are unlikely to hunt them down. The goal with your LinkedIn content strategy should be to get your followers off of LinkedIn and into your sales funnel.
So how can you do this?
Share Valuable Content in Blogs
77% of internet users read blogs, and adding a blog to your existing website can increase traffic by 434%. Drive traffic to your website by creating blogs that help solve your target audience’s problems and showcase how you can resolve them. Blogging also helps to boost your SEO ranking by positioning your website as a relevant answer to your customers’ questions.
By sharing a snippet of your blogs on LinkedIn you can drive traffic to your website from the platform, opening new possibilities for retargeting and lead generation.
Email Newsletters
Email is a strong way to keep your prospects and clients informed with information and updates. It’s a great way to keep in touch with those who have shown an interest in your B2B business and nurture those leads.
Encourage your followers to join your mailing list through LinkedIn. This can be done in a variety of ways, from sharing valuable content through your posts with strong CTAs to encourage sign ups, to promoting eBooks or whitepapers, and running webinars, all with an email required to view or join. Offering your users insights or advice is an incentive, and those who are interested will leave their data in order to view your content – this also provides you with stronger lead data as it’s likely that those who are interested in your content are in your target audience, and by leaving their data they have shown an interest.
Don’t be Afraid to be Salesy
We often avoid being too ‘salesy’ on social media, but with B2B LinkedIn, it’s a balance. You need to shout about your products and services while entertaining your audience. Human-centric posts get more engagement due to their personable factors and are used to boost the reach of your overall page, including your hard sale posts. You might be thinking, ‘my softer posts get more engagement than my hard-sell posts’, but that doesn’t mean you won’t get leads – it could mean the opposite! Be direct and tell the reader what to do next, but how?
Use Strong CTAs
Every post should have a strong call to action, even if it’s just to follow you for more. Tell your audience what you want them to do after reading your post. There are five common types of CTAs that you can use in your marketing:
- Sign Up – Ask users to sign up to your mailing list to hear more from you.
- Form Submission / Gated Content – Users fill out a form with their contact details and get access to early content such as eBooks and whitepapers.
- Read More – Invite your readers to uncover more information from a page on your website.
- Discover your Services – Direct users to a dedicated service landing page. Strong calls such as ‘Book a Demo’ or ‘See how we can help’ should be used on social media platforms to increase conversion rates for traffic and lead generation.
- Events – Promote upcoming events such as conferences or webinars. Marketers often use CTAs such as “Register Now” “Reserve My Spot” and “Count Me In” to drive registrations.
We can take your website from zero to hero with our specialist teams and learn how to keep the momentum going – discover how we increased Gaviti’s leads from social media by 430% in our case study!
