Creating LinkedIn posts for B2B can be a challenge when competing with all the other noise on social. However, unlike some channels that are heavily influenced by friends and families, research from Marketing Profs found that while individuals have a slight advantage, brands bring a fair degree of influence on LinkedIn, making it a key part of your b2b marketing.
Additionally, MarketingProfs found that LinkedIn members will engage with content when it’s educational or informative, relevant to their specific interests, and related to industry news and trends. 89% of people said say they are interested in industry news, and 86% said that want tips and best practices.
Here are a few of our recommendations on how to create LinkedIn posts for B2B to drive views and engagement while giving the people want they want.
Create Posts That Give How-tos and Tips
As mentioned above, people use LinkedIn to learn more information. They go to the platform to stay relevant in their fields and competitive with what their colleagues are doing. They want to learn from their peers and find interesting, useful tidbits of info that are applicable to their own career.
B2B posts centered around giving your audience just that- useful information- will go far. Make your audience feel smart with posts that fuel their natural inclination to do their job better.
Create Posts about Your Company Culture
B2B companies have a much larger opportunity to be seen and followed on LinkedIn than any other platform. This is simply because many professionals still want to keep their work and personal social channels separate. That being said, LinkedIn is a great place to showcase your business’ culture.
Create posts that show what your culture is about. Please don’t just spew culture-related buzzwords all over your audience. Post photos of your team, congratulate your employees on their successes, showcase how you’re putting your mission into action by serving the community.
We love this example of how our partner Beehive Strategic Communications used International Women’s Day to showcase their culture through dedication to gender equality.
Create Posts Giving Predictions and Unique Points of view
LinkedIn is a great platform for your company to strut its stuff, so to speak. You’re experts in what you do, right? Use LinkedIn to prove it. Make your proclamations and show your audience that you know what you’re talking about. They likely are following you for exactly that reason already. Don’t be afraid to make bold statements about your industry.
Furthermore, since we’re talking B2B here, your prospects are likely looking to work with a company that’s confident in their assertions.
Create Posts that Provoke Thought
On that note, the average LinkedIn scroller will be looking to engage and interact. They are eager to offer their opinion and sound smart. This is partly due to the fact that commenting gains them visibility, which you can use to your advantage. By declaring your own point of view or making predictions about the state of [insert topic here], you have the opportunity to open up a dialog. Ask questions, invite feedback, and inspire your followers to give you their opinion, too.
Make it a point to write specific posts geared toward igniting discussion on a weekly basis. The more engagement you get, the more likely you will be to show up at the top of the newsfeed.
Create Posts Using Your Company Influencers & Thought Leaders
Because “B2B” by definition is Business-to-Business, we tend to forget about the humans actually running the businesses. So, even though we’re talking about posting on a company LinkedIn page, you can absolutely let individuals speak through your company. Especially when it comes to video, which we’ll talk about next. Your employees are brilliant authorities on your core topics. Allow them to generate, lead, and influence the conversations you want to have.
Here’s an example from HubSpot. They’ve showcased VP Katie Ng-Mak. She’s breaking through barriers about what it means to be a ‘salesperson’ and opening the door for other like-mind individuals to do the same, sparking a dialog in the comments. This video really hits on all the sections above, too.
Create Video Posts
How far can you get in your own LinkedIn feed before you see a video? Starting at the top of my feed, I got to post #5 and it was a video of a dog hugging a goose. Can’t make this up. Maybe not the most relevant subject matter for LinkedIn…? BUT right below that was a video on personal branding and authenticity. She recorded it on her own personal device- no budget, no frills, no extra equipment. You bet I watched the whole thing, took mental notes on it, and went on my way. Note that this wasn’t a paid spot, either. But here is some info on using LinkedIn Ads if you’re interested!
When generating LinkedIn Posts for B2b, if you’re an expert in your field, which we already assumed you are, people want to hear from you. And video is one of the easiest, fastest ways to accomplish that task. We can guarantee that almost everybody (save for those people who really want to be actors deep down) are going to be camera shy at first, but the reward of video is worth feeling silly at first.