April 12, 2019

Why You Should Be Thinking About LinkedIn

by Erin Johnson

“Should we be on social media?”

It’s a question just about every brand has asked itself since social platforms became ubiquitous. For some, like big consumer brands, the answer is an easy “yes.” But for other companies mostly doing business with other businesses (B2B), the answer doesn’t always come so easy.
Or so you might think. Instagram or Twitter might not be a worthwhile investment for B2B companies, but one channel is: LinkedIn. 

Among B2B brands, LinkedIn is the most utilized social tool to generate leads and awareness, and it’s been shown to deliver the best ROI among social platforms. Most B2B buyers use online communities and blogs to help make purchasing decisions, and 74 percent use LinkedIn.

It’s compelling evidence for B2B brands to put some investment and effort into their LinkedIn strategies. Here are some things you should be thinking about:

Optimizing your page. What does the ideal brand page look like? Describe your company in a way that’s consistent with all of your other marketing materials and messaging. Make sure listed information is accurate and up to date. Get your employees on board and encourage them to follow and associate with the company page. You can get very in-depth with optimizing your page, but following just a few basic best practices will help get you started.

From there, creating and sharing content is the best way to stay in front of your audiences. By posting about 20 times per month, showcasing your expertise in areas your customers are interested in. You’ll reach about 60 percent of your total audience this way—that’s much higher organic reach than any other platform out there.

Recruit talent. Good people can be hard to find, but connecting with candidates and managing job applications can be simplified with LinkedIn. For fenestration professionals, LinkedIn is particularly useful as we try to engage with the youngest generations coming into our industry—it’s how many of today’s talented young people are searching for jobs. New technology impacting our industry requires new kinds of talent, and we need to be using every resource we can to find it.

Make a bigger impact at tradeshows. Believe it or not, it’s already time to think about GlassBuild planning. Whether you’re an exhibitor or you’re just attending, you can be using LinkedIn to make the most of your time there.

Make connections prior to the show by combing attendee lists and reaching out via LinkedIn. Amplify your company’s expertise through your main page and the personal pages of your employees, making sure your experts have up-to-date profiles. Get the word out about your presence at the show and post videos or product information to entice potential connections or booth visitors.
Questions or comments? Contact me directly at Erin.Johnson@Quanex.com.

For more information about Quanex visit www.quanex.com
Posted: April 12, 2019 by Erin Johnson Filed under: B2B, marketing, media