Six Effective Ways To Leverage LinkedIn For Your B2B Content Marketing Efforts

Ross Simmonds
May 9, 2018 · 6 min read

If you’re in B2B, LinkedIn marketing and promotion as a channel for lead generation is on your mind.

No matter what niche you’re focused on, there’s always going to be a focus on bringing qualified leads through the door. After all, leads become customers, and customers become revenue.

So as a B2B marketer, where are you spending the bulk of your time?
When you’re thinking about content distribution, what channels are you going to first?

What tactics are you running with to bring in those leads?

Are you seeing the results you’re hoping for?

I’m going to let you in on the worst-kept secret in the B2B marketing world…

In B2B, LinkedIn Marketing & Promotion is KING.

Sure Facebook and Twitter have more users, and Instagram gets more love for being fun, but the bottom line is LinkedIn brings in results. If you’re looking for a few B2B-focused LinkedIn stats

  • It’s the #1 channel B2B marketers use to distribute content at 94%.
  • 91% of marketing executives list LinkedIn as the top place to find quality content.
  • LinkedIn makes up more than 50% of all social traffic to B2B websites & blogs.

As great as those stats are, the most important one is this:

80% of B2B leads come from LinkedIn vs. 13% on Twitter & 7% on Facebook.

If you’re focused on lead generation, those numbers alone should be all the convincing you need to jump on the LinkedIn Marketing band wagon. Once you’ve bought into the WHY of LinkedIn, the next question is going to be HOW to do it right. And in this blog post, I’m going to break down every single marketing and promotion technique that you can use on LinkedIn. But before I do…

It’s important to understand the mistakes that FAR too many people make on LinkedIn. Here’s a run down on some of the most popular mistakes so you can avoid them:

Now that that’s out of the way.

Let’s dive into some of the best ways to make your content reach the right people, at the right time on the right channel…

Even if you have the resources to dive into the world of paid distribution on LinkedIn, ignoring the free organic distribution possibilities is a mistake. When you’re developing your distribution checklist for how you’re going to get your content to spread on LinkedIn — Here’s a few tactics that I’ve used to drive meaningful results:

1. Share From Your LinkedIn Business Page

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This one might seem like a no-brainer, but it’s something I see far too many B2B brands dropping the ball on. When you’re thinking about content distribution on LinkedIn, make sure you have a company page set up, and use it to share your content.

When your content is showing up in a LinkedIn user’s feed, you want to make it as easy as possible for them to recognize your brand and connect it with the value you’re providing.

2. Leave Comments On Other LinkedIn Posts

I’m a huge proponent of dropping comments on as many posts as you can for two reasons:

When you comment on a post, you’re setting up a conversation between the author of the post and yourself. That conversation is key to building the relationship between the two of you, and the more you comment on and engage with their posts, the more likely they are to do the same on yours.

One on one relationship building aside, if you comment on someone’s post, your name will be right there for any and all of their connections to see when the post pops up. Something as simple as dropping a valuable comment on a value-packed post is all it takes to put your name in front of a brand new audience of people interested in your area of expertise.

3. Write Long-Form LinkedIn Posts or Articles

In order for your content to be as successful as you want it to be, the focus needs to be on providing value first and foremost. If you’re not providing any value, no one’s going to pay attention to whatever you’re sharing.

One of the best ways to jump into someone’s feed with value is to share long-form posts like this one and value-packed LinkedIn articles. Rather than just shipping a ton of quick 20 to 50 character updates, share something with some serious meat on the bones.

Don’t think just because you’re only sharing a standard post you can’t still get creative and bring some value to the table.

4. Distribute Content In LinkedIn Groups

LinkedIn groups are once again on the rise, according to LinkedIn themselves. With the success Facebook groups have seen recently, this news shouldn’t come as much of a surprise. Let’s break it down a bit…

LinkedIn groups are essentially a giant room filled with the exact people you want to target. If you’re trying to get in touch with B2B marketers, join some B2B marketing LinkedIn groups. Trying to reach SaaS founders? Join a SaaS-focused LinkedIn group.

Once you’re in, start jumping in with discussion posts that accomplish two things: (1) Provide major value to those who see it, because value should always come first, and (2) Drive traffic back to your content pieces. If you have a blog post about how to use emojis in B2B, groups can be the channel you need to get B2B marketers to land on that content.

5. Ask Colleagues To Share Your LinkedIn Posts

In the age of the algorithm, the more traction your post gets in its early stages, the more love it’s going to get from the algorithm, and the more reach it’s going to end up having.

Don’t shy away from the shameless like and share requests.

If you’re on a sales team of 10 people, don’t just hit publish and hope they come across it and give it a like. Shoot your team a link and ask if they could take a second to like it. Even if only 6 or 7 of them give you that like, you’re still 6 or 7 likes ahead of where you were before you asked.

Sure that doesn’t sound like the viral traction you’re looking for, but remember: whenever you share a new LinkedIn post, the more engagement you get, the more reach you’ll get.

6. Share Images With Reference To Content

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At this point, we know that providing value in each and every one of your posts is key. With that in mind, experiment with sharing certain images from your content pieces that provide that little bit of value.

If you have an infographic in one of your blog posts, plug it into your LinkedIn post and send them to the full post if they’re looking for more. If you’ve done some primary research, share one of your graphs or tables to arm them with insights. When you’re thinking value-first, you’re setting yourself up for success.

In the post I shared above, the image provides anyone who sees it with some value on its own. If they want even more value, it’s as easy as following a link at the end of the post itself. They’re much more likely to trust its credibility if they’ve already gotten some value from me before even opening the full blog post.

WRAPPING THIS UP

As you start to implement whichever tactics fit your needs best, always keep in mind the idea that value must come first if you want to see real results.

Give them a reason to care about what you’re sharing, and make sure they’re walking away from every interaction with something they can use. Building that trust and credibility will only increase the results you see from your distribution efforts.

If you’re really looking to dive into the content distribution game on LinkedIn, I’ve put together a blog post that breaks down SIX MORE distribution tactics (paid and organic) that you can start using on LinkedIn. Check it out!

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