Are you posting regularly on social platforms like Twitter and Facebook but not quite seeing the lead generation boost you’d like? Follower numbers are steadily rising and there’s even a decent level of engagement, but you aren’t able to see solid, tangible improvement – or a good ROI for the time and effort you’ve spent on your social campaigns.

Is LinkedIn the missing link?
When choosing platforms to focus on, new social marketers always hit the big three first – Facebook, Twitter and Instagram.
But experienced B2B marketers know that LinkedIn is actually one of the best platforms for business-focused content. In fact, a huge 94% of B2B marketers regularly use LinkedIn as a content distribution channel.
And there’s more. Collectively, content posted on LinkedIn is viewed a staggering 9 billion times. This means a potentially enormous audience for your content, if you can post regularly and capture the attention of your target audience as they check into their LinkedIn feeds.
For some industries, platforms like LinkedIn have completely transformed their marketing strategies. Take insurance brokers, for example, who tend to be more ‘traditional’ in their approach to marketing. This sector prioritises the likes of attending breakfast networking meetings and joining country clubs to build up connections – until they discover LinkedIn. The platform opens up a whole world of new opportunities to make connections and find new business, all from the comfort of the office.

How to make your LinkedIn content engaging
If you plan to market on LinkedIn, you need to post regularly. But not just any content will do. If you’re posting uninspiring, lacklustre content simply for the sake of it, this isn’t going to engage your target audience. Here are a few tips to help you get the content right:
Remember that LinkedIn is about conversations and networking – so join in!
This platform is designed for collaboration, networking and partnership, so you need to reciprocate engagement. It’s not enough to simply post your content out there for others to engage with.
To avoid using LinkedIn as a one-way street, take the time to get involved with the community. Comment on other posts as well as your own, spark discussions and respond to comments, as well as asking for feedback when appropriate. Invest the time and effort and you’ll build up valuable relationships, which helps you get the most out of the platform.

Experiment with content formats – such as video
You don’t have to limit yourself to text and image posts on LinkedIn. Due to LinkedIn’s algorithms, video posts are more likely to shoot to the top of your follower’s feeds, so why not experiment with different content formats? Better still, make an engaging, dynamic video for your best products or services to boost brand awareness and help viewers understand what you do.

Post about interesting things
This sounds simple, but so many LinkedIn users miss the mark when it comes to choosing content topics. To engage people, you need to capture their attention with posts about unusual and innovative subjects. And if you have an amazing new product that stands out a mile from its competitors, shout about it! LinkedIn is the perfect place to showcase your USPs in front of people who matter.

To utilise LinkedIn and other social platforms to the maximum, why not have the social media marketing experts at Nextgen Marketing take care of social campaigns for you? Get in touch with our friendly team today to discuss your social media marketing requirements?