10 Ideas to Refresh Your B2B LinkedIn Presence Before Summer Vacation

b2b-linkedin-summer-plansMany B2B marketers are frequently looking for ways to enhance their social media presence and build more and stronger connections with prospects and customers. As you plan to wrap up big projects before summer vacation, this is the perfect time to focus on one specific social media platform: LinkedIn.

In the 2015 Social Media Marketing industry report from Social Media Examiner, 88% of B2B companies use LinkedIn and 41% of them cite it as their most important platform.

With this in mind, rather than wait until a busier time later in the year, here are 10 ideas that you can use to refresh your LinkedIn presence for your B2B company over the coming months as people are in and out of the office.

1. Review Company Page Description

The company page description is the kind of standard copy that not many people review and update, but you may find that it has gotten a little dated. That product launch is no longer new. You have added new capabilities or new locations to your business. You might even have a new brand position that totally changes how you present your B2B company to the world. Making updates to this page is simple, and won’t take you very long if you already have the new copy available. (Tweet this idea)

2. Change Company Page Image

This image was probably uploaded when you created this page and it has a very corporate look. Consider changing this image seasonally, or change it to highlight a current promotion. Visual content is making waves on other platforms and you can take advantage of that here. Make sure you resize your image to 646 pixels x 220 pixels so it will appear as you expect it. Since followers don’t usually visit your company page, but view your updates in their feeds, consider a brief update about the new photo. (Tweet this idea)

3. Review Results of Posts

If you have not already been reviewing the results of your posts, this is a great time to do so. While it is easy to review likes and comments on LinkedIn, clicks on links that drive visitors to your blog or website are more important to track. This will help you understand what content drives engagement. You should be using a URL link shortener that lets you track clicks, as well as a web analytics tool that lets you track where traffic came from. Google Analytics tracks Social traffic by platform, and you can even look at it by individual post. (Tweet this idea)

4. Add Relevant Showcase Pages

If your company does not have any Showcase Pages, this is the perfect time to plan them. While these were created to replace individual product pages, it makes sense to create these as topical pages about areas of interest to your prospects and customers. This is an easy way to segment your audience and post content that is relevant for each segment. Consider adding two or three Showcase Pages, and make sure that you promote them on your main page and other appropriate channels. (Tweet this idea)

5. Create Editorial Calendar for Updates

If you already have an editorial calendar established for your other content, make sure you include your LinkedIn updates as part of it. After reviewing your successful posts, you should have a better idea of what works on LinkedIn. Focus on that content and develop a regular cadence of posting. Consistency is key to engagement from your B2B prospects and customers. (Tweet this idea)

6. Throw an Employee Lunch and Learn

Something that is often overlooked in updating a B2B company’s LinkedIn presence are your employees. Most, if not all, of your employees have personal LinkedIn profiles. Each one of those profiles links to your company page. Teach your employees the importance of supporting the company with their LinkedIn profiles. Providing lunch will entice them to attend a meeting. It can also be done virtually for distributed teams. You can explain your overall plans on LinkedIn and some of the ways they can help. Consider sharing the ideas in the rest of this post. (Tweet this idea)

7. Create a Standard Company Description for Employees

Even though an employee owns and manages their own LinkedIn profile, you can make suggestions for their job description. Many job descriptions begin with a description of the company. You should provide a standard, two to three sentence description of your B2B company that has the appropriate keywords and brand positioning. You cannot force your employees to use this, but you can explain why it is important. Each employee can market the company within their own network. This standard description helps employees appear in the right search results. (Tweet this idea)

8. Encourage Employees to Share Company Posts

Just like providing the company description above, you want to encourage employees to share company updates with their LinkedIn networks. Since this also needs to be optional, your goal should be to make it as easy as possible for employees. The easiest way is to select what you want employees to post and give them suggested language to use. You can communicate this to them through your intranet, internal social network or even an internal newsletter. You can also encourage them to follow your B2B company on LinkedIn and Twitter and to share what they think their network would find interesting. (Tweet this idea)

9. Identify Groups for Employee Participation

There are many LinkedIn Groups that provide value in your industry or the target industry of your prospects and customers. If you identify some of these Groups for your employees and give them a tutorial on interacting in those Groups, your B2B company will have a larger presence in these Groups besides just someone from marketing posting there. Real employees with real industry knowledge and connections will get noticed. (Tweet this idea)

10. Select Subject Matter Experts to Blog on LinkedIn

And taking that industry knowledge and expertise one step further, you can identify the most likely subject matters experts and encourage them to publish blog posts through their LinkedIn profiles. This becomes even easier if they are already blogging for your B2B company and you can just ask them to syndicate their posts to LinkedIn. Make sure they include a link back to the original post. This is another way to leverage not just your employees, but their knowledge, to improve your company presence and ability to connect with prospects and customers on LinkedIn. (Tweet this idea)

Bonus Idea: Create a Slideshare Deck for Employee Profiles

One of the easiest ways to add visual content to a LinkedIn profile is to import a Slideshare deck. Create a short deck describing your company, or even presenting some industry opinion or research, that is no more than 3-5 slides. After your post this to Slideshare, your employees can add it to their profiles by simply choosing edit profile and moving their cursor to the right margin on any job description. Click the box in the middle with the square and the plus sign to upload or link to a file. You can also add the content to a different position. (Tweet this idea)
b2b-linkedin-slideshare-upload

By taking these simple actions now, your B2B company will be in a better position on LinkedIn once vacations end and your employees, prospects and customers are back in full swing for the fall.

Photo Credit: Me

How To Find the Best B2B Social Media Linkedin Groups

Most people learn how to use Linkedin by building a network of professional connections. Some even take the time to post updates to their activity feed. But if you haven’t noticed yet, not a lot of people hang out in the activity stream on Linkedin.

The lion’s share of real engagement happens in Linkedin Groups, especially for B2B companies. But not all Linkedin Groups. Most are veritable spam fests where unscrupulous marketers spam links to promotions or try to drive clicks to their blog posts.

So how do you find the really good Linkedin Groups? How can you tell which ones are worthwhile, and which ones are worthless?

You could just join a bunch of groups, follow the activity that occurs in each one and learn that way. But that’s time consuming. And since there are nearly 1.6 million Linkedin Groups and you can only join 50 at a time, finding the genuinely worthwhile groups that way could take a lifetime.

As an example, I used Linkedin Group statistics to analyze the three B2B social media groups I’ve been a member of to see which one is the best.

I’d rather spend more time in one Linkedin Group where I can have real discussions with other professionals who are interested in exploring a common topic, then spread myself thin over a bunch of groups, particularly if some of them are spammy.

Here’s how to use Linkedin Group Statistics to see which ones to join.

1. Review the Group

Go to the Linkedin Group you’re considering joining. But don’t join right away.

Instead, scroll down below the “Top Influencers of the Week” box in the right-hand column and find “Group Statistics.” The “3,759” number you see in the image is not accurate. Every group uses the same generic artwork. So ignore it and click “View Group Statistics.”

2. Review the Activity

Once you’re in the Linkedin Group Statistics page, click the “Activity” tab and check out the graph on the right. “Discussions” are new posts left to the Group and “comments” made underneath new discussions. A better way to think about “discussions” is as “new posts,” because if no one comments, they aren’t actually discussions.

3. Compare Discussions to Comments

The chart will give you a snapshot of whether or not people are having conversations. If the number of discussions is much higher than the number of comments, people are leaving new posts, but they’re not starting conversations. Unfortunately, this is the case most of the time in Linkedin Groups.

Now and again, as in the Linkedin Group used in the example above appears currently to be hosting healthy conversations, but not until recently. In fact, comments surpassed discussions just last month. Could it be a fluke?

4. Look at the Conversations

Let’s check it out and see. Just because there’s a healthy conversation going on, doesn’t necessarily mean it’s a worthwhile group. A low ratio of discussions to comments is necessary, but not sufficient. So hop on over to the group’s activity feed and see if the discussions are interesting to you. If they are, join up.

As a rule of thumb, closed groups tend to be less spammy than open groups because they are actively monitored by a community manager. Some Linkedin Groups have rules for what they do and don’t allow. If they have rules, the manger will send them to you if your membership is approved.

So which B2B Linkedin Groups are the healthiest?

I compared the following Linkedin Groups:

Here’s what I found:

With more than 200 discussions posted in recent months, both B2B Online Marketing and BtoB Marketing do have more activity. But that’s not an indication of worthwhile conversation because they both have too few comments. There’s almost no conversation occurring there at all in these group, and since conversation is engagement, these are, you guessed it, spam fests.

B2B Social Media, on the other hand, has around half the volume of new discussions being posted, but those discussions most recently have started drawing a healthy number of comments. As of January, the engagement level has picked up sharply. For readers of this site, if you like what you see in the Group’s activity stream, this is the one to join.

Are there other ways you have evaluated LinkedIn Groups, or are there other B2B social media or marketing groups that provided value? Let other readers know in the comments below.

Top 10 B2B Social Media Posts of 2012

As each year passes the growth of social media for B2B companies continues. Looking at the top posts of the year is a good way to see what resonates with B2B marketers. How to more effectively use Facebook and LinkedIn, especially for generating leads and sales seems to be a running theme. Practical versus theoretical definitely rules the day (or year). Check out the top 10 below. If you have any other favorite B2B social media articles from this year, let us know in the comments below. Posts from other sites are okay too.

1. 10 of the Best B2B Facebook Timeline Cover Photos
Hope you didn’t oversleep this morning, because if you manage a Facebook Business or Brand Page for your B2B company today is the day that the timeline goes live, whether you are ready or not. One month ago, Facebook announced the Page changes, and you had the whole month to get your Page in line. And you were able to launch the update any time during the past month.

2. 12 Revealing Stats About B2B Social Media Marketing
Articles about B2B social media marketing adoption often paint a rosy picture of the current landscape, but when you dig in deeper, there are many challenges in effectiveness and understanding the results. In a recent survey of 5,000 B2B marketers from all industries, Penton Marketing Services found some pretty revealing statistics.

3. 20 LinkedIn Tips for B2B Social Media Success
B2B marketers are looking for ways to improve their social media marketing results, and one of the platforms that helps with that is LinkedIn. Many B2B companies have seen success on the professional social network by getting employees to represent the company in addition to their own experiences, managing company pages and even running industry groups.

4. 5 Ways to Generate Leads from a LinkedIn B2B Company Page
Many B2B companies have been successful at generating leads from LinkedIn, but there are features of a company page that B2B marketers are just not aware of. Most B2B companies have company pages on LinkedIn where they include a keyword-stuffed paragraph or two of marketing-speak. It also shows the employees who work at the company. This is the most basic option for LinkedIn.

5. Generate More Leads with B2B Social Media
Our friends at Inside View created this awesome infographic that gathers together many statistics, ideas and examples about using social media to help drive leads and sales for B2B companies. You can look through the stats yourself, but here are some to consider

6. 5 Ways B2B Companies Can Use Facebook Timeline
Facebook rolled out its new timeline for B2B Business Pages, so these Pages now have a similar look to personal profiles where content is organized and viewable by date. It is becoming a more visual platform and they continue to promote the idea that photos and videos create stronger connections with customers, prospects, fans and likers. B2B companies who want to succeed on Facebook must now develop and share content that doesn’t just provide value, but that catches peoples’ eyes. A recent study has already shown that many large brands don’t get that much fan engagement on Facebook, so this can be even more challenging for many B2B companies.

7. 10 Reasons Why B2B Companies Are Failing With Social Media
Too many B2B companies are flat out failing at social media marketing. It isn’t their fault. This isn’t an attack on the companies. Heck, they are at least brave enough to give it a shot. Instead this is an explanation for why a new marketing channel has been slow to grow in the B2B space. This shouldn’t be news to anyone though. Email marketing has been around for decades and many companies still don’t have that mystery figured out yet.

8. 4 Reasons For B2B Marketers To Explore Pinterest
Pinterest has made a big splash on the social media scene, by quickly earning passionate users who log multiple hours per day on the site. Pinterest saw a 4,000% increase in site traffic from June to December of last year, and many consumer-facing and female-centric brands are already using it well. While Nordstrom pins its latest shoes and fashions by boards organized by department, Whole Foods uses the site to pin kitchen design inspiration and recycling projects in addition to recipes using its foods.

9. 4 Ways to Use Storytelling for B2B Social Media
B2B companies who embrace social media to connect with prospects and customers need to understand storytelling as a means for communication. No one wants to hear about your products. They want to hear about solutions to their problems. One way to get there is by sharing compelling stories. As many B2B marketers still struggle with this change in marketing focus to a customer-centric model, we offer the following suggestions for storytelling ideas. Keep in mind that each of these story types can be told in words, images, audio and video, depending on their use.

10. 5 Ridiculous B2B Social Media Marketing Myths
B2B social media is gaining wider adoption. We are past arguing if B2B companies can use social media like we did in the early days of this blog. With the gradual adoption of social media marketing for B2B companies, some misconceptions and myths about B2B social media have been born. That’s okay, because myths are a part of change in any aspect of life. Heck, when people started using microwaves one of the big myths was that they leaked electromagnetic radiation. Change and myths go hand-in-hand. Let’s squash some of the most ridiculous B2B social myths now before they spread any further!