As a social media platform for business, LinkedIn has built-in artificial intelligence. However, its real strength, as a means of engagement, only comes from harnessing your own, human understanding and initiative.
Why Should Engagement be Your B2B Goal?
Without LinkedIn engagement, what are you maintaining your presence for? You can’t simply expect to publish your profile with what you think is a strong sales message then wait for people to show interest.”
Whereas LinkedIn’s origins largely lie in it being seen as an online recruitment tool, those days are long gone.
“LinkedIn has become a fundamental element in B2B content marketing. It has a massive potential reach, and it offers ways for its many users to thoroughly engage with their target audiences.”
What is the Point of Engagement?
With the unprecedented expansion of digital technology and how it touches people’s everyday lives, both in and outside the workplace, the whole marketing concept of the buyer journey has changed.
“Things are now more complex for marketers. You cannot rely on disruptive techniques, interrupting people with your messaging.”
“Acquisition is still absolutely vital to a business, but before this, there should be a stronger emphasis on engagement”
This is the process of building awareness in your target audience of what you are offering, and gaining their attention and interest.
“Online, the power is very much in the hands of your customers. If you want them to do business with you, or buy from you, you must first change their minds.”
“You cannot do this quickly by bombarding them with sales material. Rather, you must help them feel ready to buy from you.”
This means educating and nurturing them, through engagement.
What is the Key to LinkedIn Engagement?
“As a platform, LinkedIn encourages activity. It offers you the means to craft a headline and summary that should appeal to your target audience, but also to keep renewing and refreshing your content through posts, articles and comments.”
This sort of engagement requires forethought and a strategically thought-out approach.
“Posts are the equivalent to status updates, articles are like blogs on your website. Comments allow you to initiate and participate in dialogue with others.”
What Sort of Content Works Best?
Again, it comes down to engagement and attracting your target audience.
“Resist the temptation to lecture or preach at length. Think instead about what help and support you can offer. Also, consider your online persona.”
This should come through both in written articles posted on the platform, and in native video content.
“Content that engages should be less about you and more about your audience.”
Timing and Frequency Can be Critical
“Alongside what you choose to post on LinkedIn, there’s also the question of when you should do it. When will your audience be most receptive?”
“For some, it may be that they are in browsing mode, after the rush of answering the day’s emails and enquiries first thing.”
HubSpot research suggests the optimum posting time for LinkedIn is during office hours in the middle days of the week (Tuesday, Wednesdays and Thursdays). AddThis data is more precise, putting the best time for posts at between 10am and 11am on Tuesdays!
“Also consider frequency. It’s about hitting the right level, not too much, but enough to help grow and maintain your online relationships.”
“Ultimately, as with other forms of content marketing, LinkedIn engagement is about striking the right balance, and producing the kind of content that will appeal most strongly to your target audience”
“Consider your brand image as well as your online persona,” Nigel concludes. “Be engaging but don’t overdo it. You want people to want to get to know and trust you.”
To discover how to harness the power of LinkedIn for business growth and development:
*This article was developed from Nigel’s original native video content, below: