LinkedIn is the leading social media platform for business to business. Its current member count starts at 690 million human beings—and a large majority of those people are in the B2B industry. With that said, as a B2B company you need to be extending your lead generation efforts to LinkedIn and creating a content strategy to drive awareness & leads through this platform. And that process begins with understanding what content goes viral and knowing the anatomy of a perfect LinkedIn post.
Using LinkedIn to build your personal brand
LinkedIn offers several different types of spaces and publishing formats to push your content on the platform. You primarily have company pages and individual personal profiles.
In this context, we’re focusing on personal LinkedIn profiles, because leveraging your “human side” and building a personal brand will elevate the overall status of your business.
And this is because humans resonate with humans.
Humans trust, build connections with, and buy from humans. People resonate with people—and not with faceless brands.
Of course, you can work to humanize your brand. But I have found that building your personal LinkedIn profile is a more effective method for lead generation efforts.
What content can you create on LinkedIn?
LinkedIn has many different content formats to try. And depending on your audience, a specific format type might work very well for you.
Organically, you can publish articles, long-form content posts, videos, audio snippets, LinkedIn groups, and even use your personal profile to showcase your content.
But through our LinkedIn research, my agency has found that textual content posts are more loved and rank the highest.
Learn the anatomy of a perfect LinkedIn post
If you want to create content that resonates on LinkedIn, you want to establish a few best practices it organize and structure a content text post.
Remember the chosen content topic plays a strong role in its viral worthiness. If the content topic isn’t aligned with your target audience, it’s not going to be loved—or the wrong audience will even engage with it.
Note these key parts to a LinkedIn post:
- A “hook” first sentence—or simply leverage the power of copywriting. Capture your audience’s attention with a fact, a question, or a ‘wow’ moment to get them to digest the rest of the content post.
- Use tasteful emojis to break up the text. I use “tasteful” here because we have to remember that we’re on a business to business platform. Use emojis that make sense for your audience and help convey the emotion of the subject.
- Think short and digestible. Humans scroll on LinkedIn quickly, just like any other platform. Make the content easy to scan with the eyes by breaking up the text into short sentences and indented paragraphs.
- Don’t forget industry hashtags. Every post should have relevant industry hashtags to offer the opportunity for your content to trend in a specific industry. This is key to narrowing down your lead generation efforts.
- Avoid outbound links. The platform loves engagement—and they want YOU to stay on their platform, so they can make money. Limit outbound links to the comment section of your LinkedIn posts.
It’s a continuous process to tweak your LinkedIn posts to perfection.
Remember LinkedIn is a social media platform, and they can become the next Facebook business at any time. Meaning, you don’t have control over the engagement and reach of your LinkedIn content. That control will always be with LinkedIn even if you learn industry best practices and techniques. Leverage the potential of LinkedIn—but don’t forget to incorporate a valuable content opt-in piece with every LinkedIn post to jump start your lead generation efforts off the platform.
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