Writing by Nick Stamoulis in B2B SEO Marketing
Social media has become an important component of online marketing. Social media is where the people are, so it only makes sense that your business or brand should have a presence there as well. There are plenty of social networks to join, and each organization is different in terms of what network suits them best. For B2Cs, Facebook is usually effective since Facebook appeals to a mass audience. However, if you are in a niche B2B industry that’s usually not the case. The social network that B2Bs typically find the most success with is LinkedIn. Of course, it requires a strategic LinkedIn strategy. Simply setting up a business page isn’t going to do much good. Success requires activity and involvement.
One of the best ways to improve your visibility on LinkedIn is to join LinkedIn groups that are relevant to the products or services that your business provides. Only individual accounts (not business pages) are allowed to join LinkedIn groups so it’s important to select an individual within the organization that has longevity and a prominent position and is willing to be the “face” of the company on LinkedIn. In some cases it may mean handing log in information over to the marketing department so the individual will need to be comfortable with that.
Each individual is allowed to join up to 50 groups. In some industries there might not even be that many that are relevant. In others, there could be hundreds. If that’s the case, you will need more than one person in the organization to join LinkedIn groups on behalf of the company so that you aren’t missing out on any sharing opportunities. Seek out the groups that are the most in line with your target demographic and have a significant number of members.
Once you’ve found groups to become a part of and you’ve been accepted to the groups (many require a verification process) it’s necessary to become an active participant. Visit the groups a few times a week to look for opportunities to share your expertise. If the group is active, there should always be new discussions. Treat the discussions like you would a comment in any other forum or on a blog. Take the time to read through the thread and post something valuable instead of a generic comment. Don’t be afraid to take a stance on a topic to showcase your expertise in that area. You can also take initiative and start your own discussion.
LinkedIn groups are also a great place to share your thought leadership content from your blog or from any third party site that you contribute content to. Of course, you should only be sharing the content if it is relevant to the interests of the group. This can help improve exposure and generate traffic back to your site. Be sure to monitor any content that you post on LinkedIn to check for feedback/comments so that you can respond to them. The more active that you are, the better the chances are that you will be remembered.