LinkedIn promotion 

Interested in B2B + exposure and promotion to other companies?

Perfect —the article is for you. And that’s why I tested the promotion on LinkedIn.

Especially in recent times, the efficiency of Facebook has decreased significantly — which is why it no longer monopolizes the social media market in Romania and new alternatives are welcome.

In the article, I present the most important conclusions that we drew from the tests we did on LinkedIn.

1 — LinkedIn seems to be overly favoring engagement posts

In essence, all social networks are based on content that goes viral. We already know that.

However, it seems to me that for LinkedIn, posts that are not engaging have almost zero chances of being seen by someone. Much less than on Facebook / Instagram.

Why does it matter? and how to fix it

It matters because most companies that want to promote themselves on LinkedIn must make a posting plan as interesting as possible and stick to it. The more, the better.

It’s not necessarily bad, but it’s inefficient, especially if you’re just starting.

That’s what I did for the first 2 years. And our posts were seen by 4–5–6 people and nothing happens.

I strongly suspect that this is exactly the experience of 90% of those trying to promote themselves here.

One interesting thing is that non-engagement posts seem to be somehow deleted.

A “standard” way to increase the visibility of a post is to promote it in groups.

On LinkedIn, if you don’t have an engagement, you do it in vain. You can post to dozens of groups — without engagement a post remains invisible.

What to do?

The answer is simple — get a minimum commitment on every new post.

How?

PCR — Friends, Knowledge, Relationships + employees.

Are you posting?

• Give your co-workers to comment on something, like it, something … If it is a larger company, an internal decision can be made for all departments, not just marketing, to shoulder.
• Surely you need to have some friends/acquaintances who could also comment or help in any way
• Unless you are an entrepreneur from scratch or a newly established company, I can't believe that there are no clients/partners with whom you have good and older relationships and I can help you. Ultimately, they don’t fall for it if they like a post twice a week.

• Do you have relatives?

The basic idea is this — rather than having 2 posts a day, it is MUCH more efficient to have 2 posts a week and the time you earn, use it to promote that post, and ensure the initial virality it needs to be seen.

In our case, after we started to implement “PCR”, the weekly reach increased from about 40–50 to 1000–1200 and the traffic on the site started to appear.

2 — Promoting on LinkedIn is a long-term game

Anyone who has made some sales in the B2B area knows what I’m saying.

It all starts with “send an offer” and continues with “we look for when we need”

The reality is that in the case of most companies, the purchase decision is not made on the spot.

Plus, in general, there are already suppliers for what you offer.

To make the purchase decision, you generally have to go through several people — who have a lot of other things burning.

Plus, many times, the need does not appear all the time, but only a few times a year — it also depends on the product/service.

Plus, sometimes people change, in which case everything you work on has to start over and so on.

The main idea is that in B2B in general the conversion time is significantly longer than in B2C + the number of interactions required to complete a sales process is also significantly longer.

So LinkedIn is not a sprint, it’s a marathon.

To win a marathon, you need a long-term commitment.

What to do?

My opinion is that you can’t force the sale. What you can do is increase your exposure to the target companies and trust the process.

Concrete:

• Try to make a short list of people you think have great potential and every time you post something, send them the post and chat.
• Implement a paid Remarketing campaign.
• The advantage of remarketing campaigns is that they only target people who have interacted with you — either with the Linkedin page or with your site. So, an ad with a small audience (it can’t be too expensive) and with maximum interest — you display it to someone who knows you a bit.
• Important — I recommend that the remarketing audience is for as long as possible, not just a standard 30 days.

If you need help setting up a remarketing / audience setting campaign — we have a dedicated LinkedIn promotion service »

• Create a newsletter — if you don’t already have one — and promote it through posts and put on the page the option to subscribe to it. By promotion I do not say to make posts with “subscribe” but in the articles, you post, specify that there is also this option.
• Provide free downloadable guides/materials to promote on your company profile/page. In other words, think of the Linkedin homepage as a kind of Landing Page.

There are a few tips.

Good luck