With over 500 million users, LinkedIn and Medium should be a key part of any B2B marketing plan.
What is LinkedIn marketing and how it works?
LinkedIn isn’t just for job seekers and academics. Sure, millions of people use LinkedIn every day to develop their networks and advance their professions, but you can also use it to grow your business. This social networking tool connects you and your business to millions of people, which you may utilize to form relationships with individuals and businesses to expand your brand.
LinkedIn is primarily a social networking site for professionals. Personal learning, networking, industry conversations, and other business-related events are all on the agenda. On LinkedIn, you may find customers, employees, and associates.
The importance of utilizing LinkedIn in a business marketing campaign
In comparison to other social media networks, LinkedIn is not about selling or promoting your products and services. Spamming, obvious hard-selling, and aggressively promoting your business are all prohibited on LinkedIn. As a result, creating a platform-specific content strategy is critical. LinkedIn marketing demands a specific strategy to achieve the desired results because the network caters to a whole different demographic.
Businesses that market exclusively on Facebook generate 277 percent more leads on average than those that market exclusively on LinkedIn. According to the B2B marketers polled, LinkedIn accounts for 80% of their social media leads.
Here’s how to include LinkedIn into your business marketing strategy
1. Create a Business Page
This is your company’s profile page, and despite the 2000-character limit, it provides plenty of space to explain what your company does, what services you offer, and what industry you work in. Your LinkedIn corporate profile is the foundation of your social media marketing strategy, and it’s where you can create critical connections, share information, and more.
2. Create employee profiles and communicate with them
Your employees will construct profiles that compliment the one you’ve created for your business. Ensure that the profile has a consistent voice and that products and services are listed explicitly along with their position in your organization by consulting on this or working with your digital marketing partner. After employees have been set up on LinkedIn, link them to the company website.
3. Define your target audience as well as your goals
The key to a successful LinkedIn social media marketing campaign is to connect with the appropriate people. Begin by establishing the target geographic area, then selecting the suitable sectors and businesses with whom to discuss the functions of those organizations. Make use of LinkedIn’s search feature to find people who fit your target demographic and send them a bespoke message that is tailored to their company and location.
3. Publish high-quality B2B marketing content on a regular basis
LinkedIn allows you to upload your own B2B marketing content as well as links to other content, and you can assign a status to each item.
You can mix and combine your unique corporate content with relevant business news, trends, and social media information to appeal to your target audience. It demonstrates that you are well-versed in your subject and aware of recent advances. Keep in mind that the company’s materials should be geared to solving the concerns of your clientele. If it’s necessary to promote collaboration and cross-promotion, name a specific person or client in the text.
4. Participate
B2B marketing, as part of the social media marketing strategy, comprises being devoted and encouraging connection. Participating in relevant forums and conversations, contributing when your brand is referenced in the material, responding to feedback and messages, and networking with industry professionals on a regular basis are all part of this. Don’t utilize this site to blast out advertising messages; it’s more like a two-way dialogue than a roadside banner commercial.
Medium isn’t often mentioned as a top content marketing resource. On the other hand, smart advertisers are consciously leveraging it to attract a target demographic. In other words, Medium is more akin to a high-quality free-access farm than a social network. Recent changes to Facebook’s algorithm have led us to reconsider how we market our businesses. A narrative on Medium is seen by three sorts of people: readers of the publication, followers of the author, and followers of the tag.
First and foremost, those with whom you are already connected on other social networking platforms will see your content on Medium. Your followers will receive an email notice when you publish a new piece on Medium. If a member recommends your tale, it will be seen by his or her supporters as well.
As an Editor’s Pick or a Top Story, a well-known piece will be chosen, allowing it to be shared with the entire public.
Material is divided into sets and arranged in reverse chronological order by Medium. Any author can create publications, but each one can only contain one article.
Here’s how to include Medium into your marketing strategy:
1. Medium is a great place to republish your work
One of the most obvious development hacks — and one that we’ve tried at FS Poster is reposting the content on Medium. You show it to a fresh audience and let it pick up steam again.
2. Please provide a link to your website or blog
You have a lot of artistic freedom with the way you construct your Medium posts. Employ the end of your post to link back to your site and provide a call-to-action or a referral, which is a fascinating tactic that we’ve seen many people use.
3. Make a publication to promote your business
To contain the papers produced by the FS Poster team, we launched an FS Poster journal.
You can do the same with your brand by producing material from your employees, content on a specific subject or content on anything else that comes to mind.
4. Examine the visual content
Medium is a publishing platform for writers. Authors can be visual artists. A cartoon or a series of photographs is all that any of the more frequent Medium content is. When paired with written content, this visual content pops out. When compared to postings that are 5 to 7 minutes long, it appears wonderful, but it is only 2 minutes long.
5. You can track users who return to your website using UTM parameters
This will assist you in fine-tuning the content of your calls-to-action and determining the optimum placements for links back to your website within your post (in the intro, callouts, etc.).
For novice bloggers, Medium is a simple and accessible method to get started.
Medium offers some fantastic chances for marketers trying to reach out to a pre-defined demographic.
Conclusion
It’s a fantastic idea to use LinkedIn and Medium for business promotion. We discussed how to use LinkedIn and Medium for business promotion in this blog. We hope that our post has provided you with solutions to your questions.
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