3 Tips to Make your B2B LinkedIn Content More Engaging

On LinkedIn, users can find engaging news articles, relatable memes and inspirational stories of business success. Sometimes, these posts come from people. Other times, these posts come from brands.

As users scroll, either on a smartphone or a computer, they’ll make a split-second decision to stop and read your post or keep scrolling. For organic social content, brands must give their audience a reason to stop, a reason to follow and a reason to trust the brand. After all, 50% of all B2B decision-makers are using LinkedIn to consume information and research potential partners.

Whether a current customer or a prospect, how can brands gain followers, grow engagement and stay top-of-mind when it’s time to purchase? Here are 3 ways we increase engagement for our clients in the business-to-business (B2B) space.

Entertain them, teach them, bring them behind the scenes

Whether you’re a manufacturer, a distributor or a commercial service provider, it’s important to identify the type of content your audience enjoys. Start by creating content pillars. These can be based on different buying personas, industries or both. From there, fill in your pillars with post ideas that have legs (meaning they can be done more than once). Make sure the post goal aligns with the post type. In other words, don’t expect a ton of link clicks on a post that was written for engagement.

Let’s say you’re a commercial construction manufacturer. Your content should appeal to those who use and purchase your products. Within your mix of product-promoting posts, consider some humorous or relatable posts like hard hat hair and company culture. If you’re going to try a new post type, make sure you post at least 5-6 of these post types over a couple of months before deciding to stop or ramp up on this post type.

Share opinions on popular, relevant news pieces

Nearly half of all U.S. adults report getting their news from social media “often” or “sometimes”. However, many social users (like me) are guilty of being occasional to chronic headline readers. It’s important to stay on top of news in your industry (and you’re likely already doing this). Take this a step further by sharing the articles you’re already reading and providing an opinion or interjection on the topic.

For example, let’s say an article on retail trends mentions an increase in electronics sales. You can share this article on your company’s LinkedIn page, offer a 1-2 sentence summary and interject on how your product or service can help increase these sales even further by presenting products better to shoppers.

Include your employees’ faces, voices

You hired your team for a reason. Each is a subject matter expert (SME) and has a story worth sharing. From pull quotes to thought leadership, increase engagement by including the faces and voices of your team. This can be done through employee spotlights, bylined articles and more. By also tagging the employee in the post on LinkedIn, you can bridge the gap between the employees following and the employers following.

Increasing engagement on your B2B LinkedIn page isn’t one-size-fits-all. Depending on your page size, industry, audience and existing brand awareness, you may need to try a few different types of content before seeing results. Before making changes to your plan, make sure you run a thorough content audit to see what of your existing content is working best. And if all of this is leaving you feeling a bit overwhelmed, consider working with a small advertising agency like Catch-22 Creative to help with your content needs and beyond.

About the Author:

Shannon Clancy is a Copywriter at Catch-22 Creative. Shannon surrounds herself with paper, color-coded pens and lots of coffee to research and write copy for social media posts, thought leadership articles, SEO-optimized websites and traditional media like radio and print. Though her coffee consumption is borderline concerning to those in the office, Shannon has a knack for making her copy interesting and engaging for our B2B clients.

Before coming to C-22 Shannon worked for digital and integrated adverting agencies around Milwaukee writing copy for B2B and B2C clients. A proud pet parent to a rescue dog and cat, when Shannon isn’t reading or writing copy, she trades in her paper for plastic. Frisbees, that is; She plays on a Milwaukee-based travel ultimate frisbee team, Medusa.


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