File Name: The Ways B2B Marketing That Can Increase Engagement
Business-To-Business (B2B) Marketing refers to the marketing of products or services to other businesses and organizations. It holds several key distinctions from B2C marketing, which is oriented toward consumers.
B2B marketing campaigns are aimed at any individual with control or influence on purchasing decisions. This can encompass a wide variety of titles and functions, from low-level researchers all the way up to the C-suite.
3 Ways B2B Marketing That Can Increase Engagement on LinkedIn
1. Rethink your LinkedIn content to increase engagement
It boils down to getting a response and an action from your audience, most recent Sprout Social Index of LinkedIn found that the majority of marketers define engagement as receiving likes and comments (72%), earning shares on their content (62%) and interacting with consumers (60%).
Too many B2B marketers make the mistake of focusing on straightforward product content and customer testimonials and forgetting about the entertaining, engaging content that their buyers are looking for. You need to shift your content creation mindset from informational to entertaining, inspiring and educational.
2. Cultivate your brand’s LinkedIn presence like your own
you need to take people first approach you’d use within your own professional network as a way to build community. Instead of constantly posting branded content, talk to your audience about their experiences and beliefs.When people respond to your content, respond in kind.
When they ask questions, respond quickly and with a personal touch. To do this at scale, brands can create a list of pre-approved and on-brand replies to common questions, then select and customize the appropriate response.
3. Learn what your audience likes
If your goal is engagement, it is important to experiment about what resonates with your target audience. In fields that move as fast as socially, experiments are more important than perfection.
If you don’t have time to test, or want to start with a baseline, our data science team has assessed thousands of brands and found that Wednesday at 9–10 a.m. and noon are two of the best times to post for engagement.