B2B companies often find LinkedIn very useful for lead generation, audience growth and brand awareness. Because the social network carefully segments professionals and organizations into categories, many companies are focusing social media marketing efforts on developing meaningful followings on LinkedIn. Here at three tips to reach desired audiences and increase positive brand awareness:
1. Incorporate brand personality
Profiles should always be complete and up to date, and information should share stylistic uniformity. The brand logo should appear on the profile and in all the content the company shares.
An important part of being present online is stimulating conversation. Ask questions, respond to posts and thank users for sharing brand content.
2. Use people to connect with other people
The CEO, marketing managers and executives should play active roles in LinkedIn marketing when appropriate. Content shared on the company's profile should have a byline or voice from someone in the organization or an outside expert.
3. Share meaningful information
As with any social media platform, users do not want to be bombarded with cheap advertising ploys. While Facebook and Pinterest users prefer shorter, illustrated content, LinkedIn is a great place to share articles, white papers and blog posts with links to other social networking profiles and the company website included.