In today’s digital age, content marketing is how B2B food ingredient companies build trust and familiarity with other professionals. With 95 percent of B2B companies using LinkedIn for content marketing and 50 percent of B2B buyers saying they use LinkedIn as a source for making purchase decisions, the platform is clearly a powerful tool for reaching and engaging B2B customers and prospects.
To get the most out of the social media channel, consider the following tips for crafting successful B2B marketing content on LinkedIn.
- Act professional — Refrain from using sarcastic language, mean-spirited comments or jokes that could deter from your company’s qualified image.
- Utilize the space — Unlike other social media channels, LinkedIn does not cap your character count. As a result, you can expand on thoughts and ideas to communicate your messages more clearly.
- Be concise — While you have more space to work with, it’s also important to keep your content and copy succinct for busy professionals who may be viewing your posts on the go. Avoid rambling or becoming redundant so you don’t lose their attention or engagement.
- Leverage the power of experts — Position your brand as a thought leader by showcasing your team’s expertise through facilitated group conversations, curated content and original content that links back to your company’s website.
- Incorporate visual elements — Consider using infographics, charts, graphs or other visuals to draw users in quickly and lend credibility to your content and brand.
Several companies have also started using hashtags on LinkedIn. While LinkedIn is still running beta tests “to better understand the value of using hashtags in posts to help members discover and join relevant conversations,” you may find them helpful in reaching more people.
Whether your objective is to increase brand awareness or generate more leads, there are countless ways you can use LinkedIn to engage your current customers and prospects. Focus on the strategies that work best for your organization’s brand and target audience. Making sure the words you communicate on LinkedIn align with the brand experience you actually deliver is key to establishing trust and credibility.
Need help identifying the steps and tactics necessary to achieve your goals? Contact us to learn how we can help you develop and implement an effective B2B social media marketing strategy. You can also download our white paper, Finding Your Food Ingredient Brand’s Voice on Social Media, to learn more about tailoring your B2B marketing content for different platforms.