Here at Aspectus, we believe that a LinkedIn strategy should form part of a more comprehensive digital and integrated marketing communications campaign. So we’ve put together a few pointers for those B2B companies looking to get started:
Implement a consistent and integrated strategy
It is critical to first determine what your company aims to achieve with social media. Is it brand awareness, community building, search engine optimization, prospecting, or reputation management? Then recognize and exploit the strengths of LinkedIn to help achieve those goals. For example, LinkedIn is a great venue for displaying product testimonials, but not as strong as Twitter for real-time communications. Understand the gaps in what that medium can and cannot achieve for your company.
Develop your brand and hone your message
Second, you need to recognize the practical application of LinkedIn across your business. In other words, consider how your corporate profile and the individual user profiles of your employees will be aligned and how this will impact the corporate brand.
For example, B2B organizations should use the corporate page to reinforce its brand persona and drive traffic to its website. Listing out the company’s products and services, seeking recommendations, and posting videos all help to create brand credibility and should be core components of any LinkedIn campaign.
In addition, and as with any other communications channel, messaging consistency is imperative – especially since LinkedIn is one of the top places people will go to learn more about your company. B2B organizations should consider auditing corporate LinkedIn profiles for consistency of messaging and identify and correct individual pages in conflict with any corporate messaging.
Market your content to a targeted audience
LinkedIn provides a prime opportunity for B2B companies to engage in targeted content marketing to generate more traffic and click-throughs to their site and increase their community visibility and engagement on groups and forums. It is also a great way to promote thought leadership and corporate announcements such as press releases, blog posts, and video content.
However, before engaging at this level, publicly traded or highly-regulated companies should consider investing in a certain level of infrastructure, such as archiving technologies or compliance review processes.
For B2B companies, LinkedIn should be a key aspect of an integrated communications platform, run by experts who understand the medium. Only then, can the company create a cohesive strategy across digital and traditional channels and benefit from the best that each channel has to offer.
If you want more help getting LinkedIn, why not drop us a line?