With so many options available to advertise on social media, LinkedIn gets overlooked often. Many B2B businesses have a profile on LinkedIn, but rarely pay for ads like they would on Facebook & Instagram. Most of their reluctance comes from not knowing how to write posts that they are comfortable putting money behind.
LinkedIn Sponsored Updates work in three easy steps. If you have ever created an ad on Facebook, then you will be familiar with the process. First, you create your ad by setting a campaign name, language, media type, ad destination, design, and variations. Next, you set your target audience using factors such as company, job title, school, & skills. Lastly, you set a budget as a CPC campaign or CPM campaign.
So how do you write great content that you can feel confident putting money behind? Here are some guidelines to use to create engaging content that others will share!
1) Address the Reader
The first step is to write in a style that directly addresses your readers. Ask questions and use the second-person point of view when writing.
2) Call in the Influencers and Experts
If you know any experts in your field or have one working for you, ask them to contribute a blog post that you can use, or even have them write it directly on the LinkedIn platform. Also, reach out to influencers to see if they would be interested in writing a guest blog post, sharing your content with their followers, or starting a conversation on your post by leaving a comment.
Although Facebook may discourage users from posting YouTube videos, LinkedIn’s platform still works well with them. Use this opportunity to share educational and relevant videos.
4) Sneak Peek Behind the Scenes
B2B professionals are people too! It’s important to show the human side of the business from time to time, whether it’s a photo from a company event or an exclusive peek at a new product!
5) Link Outside Sources
Although you may only want to write posts that link back to your own website and pages, it’s OK to pull in outside sources if it will help or entertain your customers. Maybe it’s an updated report on a product or service, or a video pertaining to your audience’s’ interests.