How We Generate Engagement & Impact On LinkedIn For B2B Companies

Improving on this subject is something we are constantly trying to do. Many times b2b clients reach out and want to build a solid presence on social. But here’s the harsh truth – building a community around a brand is almost impossible. However, positioning personas within the company, and leveraging their influence to grow the company page is way more feasible.

There are the rare examples of companies such as Gong and Zest who are knocking the ball out of the park with a killer company page, but they’re the exception to the rule (and they are also fueled by strong personas that have become authorities). 

This post will focus on LinkedIn, however, there’s much to be said for Quora, Reddit and Twitter.

Here are experience-based tips on what works:

  1. When posting make sure all posts are readable with white space out
  2. Linkedin don’t appreciate linking out of the platform. Try to avoid it as much as possible. When you do, paste the link in the first comment (and mention “link in the first comment”)
  3. The more people click on your posts the better – LinkedIn will get an indication of relevancy. So:
    • write texts that are long enough for people to need to click “see more” 
    • for the same reason when posting images – aim for more than 5
  4. Speaking about images – it’s always better to show people than scenery
  5. Hashtags are important! – before using them check they have enough followers (hundreds and up)
  6. Use emojis
  7. Post in the morning when people get to work, noon when they’re on a break or afternoon as they head home

On top of the above: wadidigital published this fantastic breakdown on the types of posts the LinkedIn algorithm favors, keep it in mind.

Now let’s roll up our sleeves: Here’s a typical breakdown we try to stick to weekly for b2b c-levels who’s presence we manage.

Rule of thumb – we always try to strike emotions/ be controversial in the content, and to ADD VALUE:

  • 1 Conversational type of post – ask a question “what music do you listen to when working”, “do you outsource tech or rely mostly on an inhouse team” etc
  • 1 List type of post that end with a question “these are the top 5 books any tech pro should read, which would you add?”
  • 1 Infographic with insights 
  • (at least) 1 Share of a company blog post with a personal angle (we play around with these and sometimes also post entire blog posts as Linkedin articles, the jury is still out regarding the efficiency of this)  
  • 1 Viral type of post (the legendary Larry Kim does that so well we actually name those LK posts internally) 
  • Daily Engage with peers, like comment and share

I hope this helps, if you have further tips to share, please let me know!

By Noa Eshed

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Ali Mirza

Do you want to increase engagement on Linkedin? Here are two simple tactics you can start testing today! * FREEBIES: 2mo FREE of SkillShare (20k+ courses): https://skl.sh/alimirza2k Free hacks & experiments: https://isocialyou.com Top Resources For Biz Owners: https://www.amazon.com/shop/alimirza2k ————————- * RECOMMENDED TOOLS: Use Instagram On Mac: http://bit.ly/2LBhH6g Best tool for social media Videos: http://bit.ly/2YdBC46 Make amazing animated videos (OFFEO): http://bit.ly/2I4S5jx Social Media Management (ViralTag): http://bit.ly/2jRAWfx

How B2B Brands Can Identify Their Target Audience

How well do you know your brand’s target audience?

Or, how well do you think you know your target audience?

We find that many brand managers in Europe assume they know their audience very well indeed. They might even have a very clear image in their head of the type of individual they are trying to target with all of their advertising and marketing strategies. 

What is often the case, however, is this image in their heads isn’t always completely correct. When it comes to targeting your audience in Europe and motivating them into making a purchase, you need to ensure that your understanding of this group is bang on. Any slight differences between what’s in your head and your audience could result in some of your targeted work falling flat.

If you know that you have this problem in your business currently, here are steps to take to understand your target audience better. If you follow them through, you’ll know how to discover your target audience and start fine-tuning your aim for them in all your campaigns.

Brainstorm your target audience.

The first thing you should do is sit down and brainstorm what you already know about your target audience. Think about the characteristics that all of the individuals who are most likely to buy your products will share. Are they in the same age group? What is their job title; what kind of salary do they earn? You should also look at the common challenges, needs, and objections that this group of people might face in their life.

One great tip is to take a look at the audience that your competitors are targeting. How does that group differentiate from yours? Examine the data-driven insights using the right tools to understand the entire funnel, and how you can leverage this data to incorporate your USP to retarget.

Take advantage of brand trackers.

Use a brand tracker to get measurable and actionable data on your audience. This data can give you various, but specific insights. For instance, tracking brand awareness will tell whether or not your ideal target audience actually knows about you. As well as that, tracking brand consideration will show if they would consider using your brand. You can also track this data for your competitors and compare how your brand fares against them. 

In addition, you might even discover that this isn’t actually the best audience for you to be targeting. By digging deep into all of this brand tracking data, you might see new audiences appear that you had never previously considered. Just make sure to choose a brand tracker that caters to niche audiences.

Develop a persona for your target audience.

Now it’s worth creating a persona of what the quintessential member of your target audience is like. There are so many benefits from audience personas, so why not use it?

For example, if you target the millennial generation, go beyond a generic idea of a millennial and think more closely about who you are selling to. If you find that millennial females who live in urban areas and work in the tech sector buy your product more than anyone else, then their defining features and characteristics should also be those of your audience persona. 

Once you have made a persona, it’s important that you inform everyone on your team. To keep everyone on the same track with all their strategic work, you all need to be targeting the same persona.

Start targeting.

Now that you know who you are aiming at, it’s time to start trying to reach them. In order to target your audience, focus your efforts on the channels they use most often. 

If you know that your target audience spends a lot of their online time using Twitter, then it’s worth starting a campaign on that social media platform. However, if you are targeting an older audience who might prefer to spend their evenings in front of their TVs than tweeting, think about running some TV adverts.

Researching the channels that your audience use really can help you immensely — not doing so could end with you shooting blindly and completely missing. 

How does running marketing campaigns help find your target audience, you may ask. Well, how can you be positive that they are the audience for you unless you see if they work? And don’t forget…

Continue to monitor.

So you research your target audience well and then start to target them using suitable methods and channels. Job done, right? Not quite.

Sure, you’ve taken the right kind of steps so that the right kind of consumers will see your brand marketing. But how do you know whether that’s really happening once your adverts and promotions are out there in the wild? How do you know that they are helping your sales?

Keep your eye on the ball and monitor how your marketing efforts are doing. You can do this by tracking your brand guidelines and campaigns to make sure that they are hitting the spot. 

It’s also worth noting that target audiences can change or shift over time, so monitoring them is a continuous task for every brand manager. As long as you do make monitoring a habit of a lifetime, then there’s no risk of you ever being left behind by competitors. 

Those steps don’t sound too difficult, right? If you follow through with them, you should discover new things about your target audience that you might never have realized. And those nuggets of wisdom could help you polish up your marketing campaigns like never before. 

Not only that, but you can now carry out all of your campaigns confidently, as your target audience shouldn’t be even easier to reach.

By: Steve Habazin Entrepreneur Leadership Network VIP

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Adam Erhart

How To Identify Target Market | Target Market Examples Click here to subscribe: https://bit.ly/2HxjQRa If you don’t properly identify your target market then none of your marketing will work. Period. Not your ads, not your content, not your website, not your social media, nothing. It will all fail miserably. And I don’t want that for you. So in this episode I’m going to be breaking down exactly how to identify your target market and give you a few examples of what that might look like for your business. ***Marketing Resources: Work With Me: https://bit.ly/2FY2vzF Our Advertising Agency: http://aerh.co/1oVVeEc Facebook Ad Image Guide : https://bit.ly/2H9EPt9 FAST Content Formula : https://bit.ly/2JEu5kz 60 Second Video Ad Script : https://bit.ly/2GQF0Kl One Page Marketing Plan : https://bit.ly/2v6HPBp ***Let’s Connect: Website: http://adamerhart.com Click here to subscribe on YouTube: https://bit.ly/2HxjQRa Twitter: http://twitter.com/adamerhart Facebook: http://facebook.com/officialadamerhart Instagram: https://www.instagram.com/adamerhart

5 Best-Practices B2B Content Marketing Strategies to Implement – Syed Balkhi

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Creating a B2B content marketing strategy to target businesses is much more different than creating a B2C content strategy. One involves creating content to target the decision-makers of companies and the other involves targeting broad audiences.

Even though as many as 82 percent of B2B marketers in one survey, said they employed “content marketing” as a strategy, failing to understand the difference between B2B and B2C content marketing is an important reason why many B2B content strategies fail.

With the right strategies, you can generate continuous traffic, build trust, brand awareness and drive more conversions. Below are some of the best strategies you can implement to create a more successful B2B content marketing strategy for your business.

Create story-driven content

One of the biggest mistakes most businesses make when crafting content for B2B marketing strategies is attempting to be overly professional in their content. Another mistake: using technical writing styles in blog posts and filling them up with unnecessarily complicated vocabulary, hoping to come across as “professional” to their audience.

With B2B. after all, you’re not targeting businesses with your content, you’re targeting those who run the businesses. These decision-makers are people just like you. And they’re tired of reading the same old robotic content on every blog they visit. So, try to be unique. Add a bit of humor. Tell stories.

This is exactly what Intel did with its Creators Project content strategy, represented above. The company teamed up with artists to show a unique world where technology meets art. This series not only helped generate massive brand awareness for Intel but allowed the company to stand out from the crowd.

Segment your email list

Email is arguably the most effective method you can use to engage with a B2B audience. In fact, 53 percent of B2B marketers claimed that email is the most effective way to generate leads.

The key to building a successful email marketing strategy and creating more personalized emails is to use email-list segments. With list segments, you’ll be able to create specific groups in your email list. This will allow you to create targeted emails for each group with personalized messages.

For example, if you have a list segment that collects the job title of the subscribers, you can create separate email campaigns to target people in different roles at a company, to deliver your message and promote effectively.

Be helpful and give back to your community

If you try to make your content too promotional, people will eventually lose the trust and faith they have in your company, and you’ll end up losing your authority. This is especially the case for B2B content marketing. Keep in mind that you’re targeting a highly educated audience, who, most of the time are experts in their field.

Creating truly helpful content is the best way to build authority and trust. You don’t always have to sell your products and services. Simply show how valuable and helpful you can be.

UXPin, the UX design platform represented above, had a mission: to educate their potential customers about the value of user experience design. To achieve this goal, the company created a massive library of ebooks and white papers and made all the ebooks free to download.

Go beyond just blog posts

Creating useful blog posts, ebooks, infographics and social media content are all important parts of a content-marketing strategy. But, it’s also the same strategy that all your competitors are following. Are you clever enough to find an original way to make a difference?

Cisco is a massive tech company that sells manufacturing hardware. Unlike Apple and Google, Cisco doesn’t sell any cool gadgets or devices. However, the company still managed to attract attention using a unique content strategy, by creating a graphic novel (shown above) to promote its technologies and information in a fun and a relevant way.

Gather metrics and data

When it comes to developing a content strategy that delivers continuous results, gathering data and measuring the content is what will help define how successful your content strategy becomes over time.

Understanding the ROI of your content efforts, along with which blog posts drive the most traffic, which lead magnets generate the most subscribers and which emails convert to sales will help you create more winning content to develop a killer marketing strategy.

Here are a few useful analytics tools you can use to measure your content ROI:

In conclusion

Of course, your B2B content strategy wouldn’t be complete without the right buyer persona to target the right people through your content.Even more important: Use the right platforms to create and promote your content. When in doubt, don’t be afraid to steal a few tricks from the content strategies of your competitors and other successful brands in your industry.

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