LinkedIn Lets B2B Marketers Establish Expertise
As regular readers of this blog know, we’ve been watching and commenting on the growing focus LinkedIn has placed on B2B marketers. They have devoted considerable time and resources into finding ways to make the platform more valuable and appealing to the business-to-business crowd. And that investment seems to be paying off. B2B marketers are increasingly relying on LinkedIn as a critical source for leads, brand engagement and content distribution.
According to the Content Marketing Institute, 62% of B2B marketers say they use LinkedIn and feel confident that it is effective.
LinkedIn certainly offers marketers a variety of important tools, several of which the company has recently improved or expanded. The platform has always been the top resource for identifying and connecting with important business contacts. And its value as an advertising platform continues to increase, thanks in large part to recent upgrades and new features such as the Lead Accelerator which helps businesses target and nurture high-quality leads.
However, the platform also offers a valuable benefit that many marketers seem to overlook. It can be very handy in helping marketers develop more visibility and establish themselves (or their company leaders) as a credible authority figure in the industry. This is possible mainly due to the recent expansion of the publishing platform. LinkedIn members can now use this long-form publishing tool as a way to author information and opinions about their industry or important issues related to it.
You may not aspire to be a blogger per se, but writing these pieces can have important benefits. People searching for information on relevant topics may land on your posts through a keyword search. New leads who want to check you out may also find these posts while researching you or your company. As a helpful bonus, your posts will also display info about certain aspects of your social media activity, mainly how many times your LinkedIn posts have been shared. This adds an extra element of credibility and authority.
This proof of authority and trustworthiness is particularly relevant in the B2B realm, where customers tend to make decisions more slowly and often want to form a connection with representatives of a company with which they may do business.
You should aim to include a regular LinkedIn posting schedule as part of your overall content marketing strategy and social media plan. Both are tactics that we specialize in here at KEO Marketing.