My company provides IT consulting services, and we are trying to use LinkedIn to find new clients. We’ve been posting company updates and links to our blog, but we aren't getting any leads. It feels like a ghost town. Should we be focusing on personal branding for our executives, or is there a specific way to run LinkedIn ads that doesn't cost $10 per click? Any advice on a structured B2B strategy?
3 answers
In the B2B world, people buy from people, not logos. Your executives need to become "Thought Leaders" by sharing personal insights and industry critiques rather than just corporate PR. Use the "4-1-1 Rule": for every six posts, four should be educational/curated content, one should be a soft sell, and one should be a personal update. For ads, stop using "Traffic" campaigns which are expensive. Instead, use "LinkedIn Lead Gen Forms." These allow users to submit their info without leaving the platform, which usually results in a much lower Cost Per Lead (CPL) and higher quality data since the fields are pre-filled from their profiles.
Have you tried using "LinkedIn Newsletters" to build a dedicated subscriber base within the platform instead of just posting to the main feed?
Video content is king on LinkedIn right now. Even a simple 1-minute "Tip of the Day" recorded on a phone gets 5x more views than a text link.
Heather is spot on. I started posting short video snippets from our webinars, and the "Social Selling Index" of our sales team went through the roof!
Robert, that is an interesting idea. I’ve seen those newsletters popping up in my notifications, but I wasn't sure if they actually get read. Does LinkedIn prioritize newsletter notifications over regular post updates? My worry is that if I start a newsletter, I’ll be committed to a weekly writing schedule that I might not be able to maintain. Is there a way to repurpose our existing blog content into a newsletter format without it looking like "duplicate content" to the LinkedIn algorithm?