Today, LinkedIn is the largest global professional network, with over 950 million users worldwide.
It is the go-to social media platform for B2B content marketers to connect with prospects, build an audience for their content, and create and cultivate their social media funnel.
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Many companies are actively using LinkedIn to promote their business.
Would you want to be left behind when your competitors use LinkedIn for content marketing? No, right?
Let’s learn how to create LinkedIn content that your prospects appreciate, engage with, and share with their network.
6 Ways to Use LinkedIn to Engage With Your B2B Audience
1. Solve Problems
The idea behind writing an attention-worthy LinkedIn post is to solve a current problem your audience might face.
"Many people make the mistake of using promotional tactics to drive traffic to external articles and resources, but your LinkedIn post needs to offer value directly on the platform. Don’t introduce a problem, and then try to send readers to your site to find the solution. Remember — the main goal of the post is driving engagement, not traffic to your website." says,
- Rease Rios, Director of Content, Qase
When crafting content specifically for LinkedIn Search, it's crucial to grasp the challenges faced by your audience. Following that, you should focus on devising solutions to tackle these issues effectively.
Here are three simple steps that align with a problem-solution approach:
- Start by talking about the issue.
- Then offer a tangible solution as actionable tips.
- Use exciting examples and stats to make your LinkedIn content more inspiring.
Shaurya Jain from startupbooted.com says:
“One should post mini case studies on how you solved a particular problem for your customer or clients.”
This way, you are helping the audience and proving that your advice works. People are more likely to buy from you when they see past results.
2. Use Hooks, Because Hooks Work
Life is short, and so is your audience’s attention span.
The good thing is that a simple hook works as an excellent way to grab attention.
Begin your post with a thought-provoking question: "Struggling to generate leads for your B2B business?”
You can surprise the readers with an interesting statistic. Take a look at this statement, for instance: "Over 70% of B2B marketers say this simple tactic has been the most effective in boosting their ROI. Find out what it is!"
Holger Sindbaek, Founder of World of Card Games, says,
"In the realm of content creation, it's about the hook. It's that compelling question, that surprising statistic, that thought-provoking statement that grabs your audience's attention and keeps them engaged. "
A good strategy is to begin your post with a compelling narrative followed by your personal experience:
"Two years ago, our B2B startup was on the verge of collapse. But not today.”
A hook can give your audience a glimpse of what they'll learn:
"In this post, I will share the secret sales strategy that helped our team close 50% more deals in just one quarter..."
Thought-provoking language is a terrific hook:
"A proven tactic that will revolutionize your productivity and give you back the time you deserve."
You can use your post hook to empathize with your audience by acknowledging a common problem or challenge:
"As a busy entrepreneur, you're probably struggling with your cold emailing strategy.”
Another fantastic way is to hook your readers with a question that runs straight into the problem they might be facing.
Here’s an example:
Lastly, you can encourage action by introducing a time-sensitive element:
"Limited spots available! Join our exclusive webinar to learn the top cybersecurity trends for 2023 before anyone else."
In a world where everyone’s creating LinkedIn content, you must use hooks to make your LinkedIn content stand out and shine.
3. Dazzle Your LinkedIn Post with Emojis
The golden rule of successful LinkedIn content marketing is that you need to make it life-like.
That is why emojis are a great value addition to your LinkedIn post.
- By using an emoji, you can make your content visually appealing.
- Emojis add tone and context to your content. They help reflect your brand’s personality.
- Also, emojis help create visual metaphors that make LinkedIn content descriptive and appealing.
You can use an emoji to highlight your post's essential information or critical points.
For example, a pointing finger emoji can draw attention to a link or a call to action. The ideal way is to use contextual emojis.
Take a look at this example:
4. Mention Your Connections
Tagging connections is a fantastic way to build a relationship with your LinkedIn audience. Plus, it’s a terrific strategy to reach out to more people.
Here are some things to consider while tagging connections in a LinkedIn post:
- You can use the "@" symbol followed by their name in the text of your post.
- Make sure you tag connections who would genuinely find it interesting. A good strategy is to sound them off before you tag them.
B2B content marketing is mainly about the relationships you build — that’s why tagging connections is a significant success factor.
5. Use Hashtags
The first and foremost benefit of using hashtags in a LinkedIn post is that hashtags work as keywords and make LinkedIn content searchable.
They allow people to discover branded viral content and engage with it. A social media hashtag strategy expands your content’s reach and engagement beyond your network.
And a higher content engagement means you have a better chance of generating leads from your content.
Secondly, using hashtags helps you display your niche authority. You can demonstrate topical expertise using the same or similar hashtags throughout your LinkedIn posts.
Hashtags are great for qualifying content as belonging to a specific niche. But using a maximum of two-three relevant hashtags in your LinkedIn posts is ideal.
6. Make it Reader-Friendly
Let’s not forget that your LinkedIn post is a content experience for your prospective customers.
Therefore, you must craft it to flow well and sound good.
Making your LinkedIn post reader-friendly takes much more than writing a well-researched content piece.
- Make sure you speak directly to your audience.
- Use a combination of writing styles to convey your message effectively.
- Don’t make it too long or too short.
- Use copywriting techniques to build a compelling argument.
- Break it down into bite-sized pointers.
- Edit your post to make it value-driven and fluff free.
Final Thoughts
As you can see, writing the perfect LinkedIn post isn’t that hard.
But simultaneously, you need to approach LinkedIn post creation creatively and strategically.
Well-rounded posts and consistency in content creation — this approach is bound to fetch you the desired business outcomes.
