LinkedIn is the only social media network that is designed for business professionals so it’s a no-brainer that it’s a must have marketing channel for any organization in the B2B space. Here are some tips we recommend integrating into your LinkedIn marketing strategy.

Leverage The LinkedIn Insight Tag

If you advertise on LinkedIn, leveraging the LinkedIn Insight Tag is a must. The LinkedIn Insight Tag is a snippet of code that you place on the backend of your website that helps you optimize your campaigns, retarget your website visitors, and learn more about your audiences. A best practice for this feature is to retarget visitors of specific pages with consideration/middle funnel content. For example, if you had a visitor to your Cloud Solutions page, you could target them with a cloud focused eBook, white paper, or research report. The more targeted you can get, the better.

Tag Other LinkedIn Pages

Another common way to get more eyes on your content is to tag other companies. If you signed a new deal, onboarded a new vendor, or volunteered with a community organization, tag them in your post. This will get your content in front of their audience and increase the chances of them resharing your post on their page.

Use The Right Hashtags

One of the most common ways to get your content more visibility is to incorporate hashtags into your posts. Incorporating hashtags into your posts will allow users who follow those hashtags to see your content, even if they aren’t following your page. There are a couple of key best practices when it comes to leveraging hashtags. First, even though all social media channels use the hashtag function, popular hashtags can vary per social media channel. So rather than using the same hashtags for each social media channel, do your research to see which ones are the most popular.

That leads into my next best practice, do your research when figuring out which hashtags make the most sense for your content strategy. As an example, on LinkedIn, #marketing has over 20 million followers but #digitalmarketing has over 27 million followers.

Lastly, however you incorporate hashtags into your strategy, just make sure it’s consistent! There is no right or wrong way but some pages like to incorporate them directly in the caption, while others like to incorporate them at the bottom of the post.

Share The Right Kinds of Content

One of the most important aspects to any successful LinkedIn strategy is making sure you are sharing the right content. Since there is so much content available that is easily accessible, you want to make sure whatever you are sharing is adding value to your audience. Along with adding value to your audience is sharing a variety of content. While it might seem natural to speak about your solutions and services, it is important to incorporate other kinds of content too, even though it might not result in a lead or sale. Sharing content like trends within the industry, upcoming changes or updates to solutions, and vertical specific content all add value to your followers.

Also be sure to include employee related content. Employee related content is one of the highest performing kinds of content on LinkedIn. Some common work related content includes: work anniversaries, team bonding, new employees or certification accomplishments.

You’ll also want to leverage different formats when it comes to content. While graphics might be the most common and easiest to incorporate, LinkedIn has several other options to increase engagement and visibility. Videos are a great way to capture your audiences attention, polls are great at increasing engagement and gaining insight to your audience, and events can allow you to set reminders with your audience to stay top of mind.

Use Branded Graphics

Ensuring any visuals you share on your page are branded with your logo will help build brand awareness. Rather than sharing a generic graphic, make sure the graphic is branded in your organizations color palette and includes your logo. That way if users who are unfamiliar to your organization see the post, they can start to build brand recognition and familiarity with your brand.

Get Employees Involved

One of the easiest ways to get your LinkedIn page and content more visibility is to get your employees involved! And not just your Human Resources department from a recruitment standpoint, but also getting your Sales Team and Senior Leadership involved as well. Having your employees engage with and reshare your content will allow your content to show up in the newsfeeds of their connections which will result in brand awareness and increased visibility.