Did you know that social media is becoming increasingly important in B2B marketing? Properly utilizing LinkedIn leads to immediate business results, not only in recruitment but also in sales and marketing.
For marketers who were wondering last June how to utilize LinkedIn channels and what content to upload! Elifunt hosted a live webinar on LinkedIn utilization strategies in collaboration with Digiocean , a B2B marketing education platform
We are sharing some of the key points covered in the webinar on Elifunt Blog.
This webinar is available for replay on the Digiocean website (paid)
Why LinkedIn is emerging as an effective B2B marketing channel
Surge in the number of domestic and global LinkedIn users
LinkedIn is a social media platform for businesses. Social platforms are bound to generate network effects as their user base grows. Although LinkedIn started as a job search platform, it is currently growing rapidly into a B2B social media platform. Its global user base is approaching 900 million, and the number of domestic users has reached 4.14 million.
While the number of users is important, their age demographics are also highly significant. 58% of domestic users are between the ages of 25 and 34. Although they are currently working professionals, this is an age group poised to grow into key personnel and decision-makers within companies in the near future. This means that through LinkedIn, you can build relationships by interacting closely with future customers. This is one of the reasons why LinkedIn is effective as a B2B marketing channel.
LinkedIn profiles and posts that secure the top of search results (SERP)
LinkedIn is a content platform. From a search engine optimization perspective, LinkedIn can also be described as a content platform that generates business results.
Monthly traffic from clicks on LinkedIn content in Google search results across the global market reaches 252 million. This represents a 2.5-fold surge compared to January 2023. (As of June 2024)
The situation is the same in Korea. Among the various webpages appearing in Google search results, LinkedIn content occupies a high proportion of the first page of the SERP, resulting in monthly organic traffic reaching 720,000. This figure has been rising even more steeply over the past six months. Seeing the numbers and graphs makes it feel real, doesn't it?
Securing Organic Leads with LinkedIn Content
LinkedIn is a platform for creating business opportunities. You can secure organic leads by effectively utilizing LinkedIn content!
LinkedIn users consume content through feeds and connect with more people, businesses, and brands.
What about audiences who do not use LinkedIn? They consume LinkedIn content through search results.
As shown in the example image above, customers click on content (web pages) in search results that appear likely to offer a solution suitable for their question (search keyword). As the amount of LinkedIn content dominating search results increases, more potential customers discover companies and contact persons through LinkedIn content and accounts.
LinkedIn Marketing: If You Want to Experience Tangible Results! 3-Step Checklist
If you are thinking of using LinkedIn for your company's B2B marketing, try thinking about it in order! You can experience tangible results much faster!
STEP 1: Keyword Strategy
✅ What are the goals and objectives of your LinkedIn channel?
✅ Who is your target audience?
✅ Which keywords will you use to create touchpoints?
STEP 2: Content Strategy
✅ Are creative materials prepared based on the core content structure?
✅ Have topics, such as publication frequency, format, and keywords, been specified?
STEP 3: Content Creation
✅ Are you diversifying content formats to match keywords and topics?
✅ Are you measuring performance after content creation?
STEP 4: Monitoring and Performance Improvement
✅ Which keywords/content are generating results in comments, engagement, and shares?
✅ What content should you focus on going forward?
Elifunt is also actively utilizing LinkedIn for B2B marketing. On the Elifunt blog, they use refined language and "writing" that organizes topics they have pondered over for a long time. On Elifunt LinkedIn page, they are creating a brand experience akin to a "trustworthy industry colleague" using various formats and content, including "videos, memes, images, and surveys"!
👉 Check out Elifunt LinkedIn page!
Step 1. LinkedIn Keyword Strategy Leading to Organic Lead Acquisition.
I have separate keywords for LinkedIn.
You do not need to publish all your content on LinkedIn. This is because the keywords that rank at the top of search results when using LinkedIn are already predetermined. While websites and blogs are suitable for certain keywords (content), incorporating them into LinkedIn content allows you to secure search results and create more customer opportunities.
Try applying an SEO perspective to connect with customers who do not use LinkedIn. After all, the starting point of SEO is 'keywords'!
Keyword Type 1. Brand Keyword
Our company name and product/service name themselves become keywords. In brand keyword search results, our LinkedIn corporate page is typically displayed alongside our company website.
Keyword Type 2. Business Keywords
Since LinkedIn is a B2B social channel, business-related contenttends to dominate search results. Posts or newsletters published on LinkedIn typically occupy the top spots in search results.
As such, LinkedIn posts often attract more attention than personal or corporate blogs for topics related to business, startups, industry trends, or practical guides. For these business keywords, keyword selection is important, but content quality is equally crucial.
Keyword Type 3. Keywords related to recruitment/organizational culture
Since LinkedIn started as a recruitment platform, job-related posts and corporate accounts overwhelmingly occupy the top 1 or 2 spots in Google search results. If you are using LinkedIn for recruitment purposes, try planning content using keywords related to organizational culture!
Keyword Type 4. Contact Person Keyword
My name becomes a keyword. If you search using "Company Name + Contact Person Name," you can discover the contact person's LinkedIn account. If there is a company you want to meet, try using this keyword in reverse. You could even use the key person's LinkedIn account to identify potential customers' needs in advance, couldn't you?
There is also a perspective that views LinkedIn as an individual personal branding channel. However, this article introduces how to best utilize contact person keywords from a corporate and business perspective.
Step 2. Strategies for a High-Performing LinkedIn Profile and Posts!
Designing content that touches the customer's heart
If you have captured attention through content format, a content strategy that leaves a lasting impression on the customer is crucial.
Design your content topics and messages using the four pillars.
4 Pillars for a Solid Content Strategy
- Thought Leadership Content: This content introduces industry and business insights. You can evoke empathy by incorporating the unique insights of the company and the content manager.
- Customer/Gap-Centric Content: Provides content related to the target customers' topics of interest or grievances.
- Education-focused content (Evergreen): Refers to content that covers expertise and insights into the field to which the product belongs.
- Company/Product News: We produce content regarding organizational culture, workshops, seminars, major product updates, and more.
Elifunt plans and publishes content fillers based on four themes.
- Customer/Pain Point-Centric Content: Empathize with the pain points of B2B marketers and post content that cites solutions . (Example: Sharing a Starata report)
- Education-focused content: Provides B2B marketing insights and SEO guides for both B2B practitioners and executives . (Case Study: Elifunt Keyword Strategy Template)
- Company/Product News: We share news about Elifunt's organizational culture, internal and external events, and more
- Thought Leadership Content: Through the personal account of Yeji, CEO of Elifunt, industry insights on what marketing is important for B2B companies and what content strategies are effective. Rather than discussing this directly through the corporate account, we utilize a method of re-quoting posts from the CEO's account on the corporate page.
Content Strategy Tip! Humanizing the Company into a Brand!
As LinkedIn is a “ social ” channel, “ people ” are important. Highlighting the people and teams who create the products adds a human touch, which increases customer engagement. By personifying your LinkedIn account like a ‘person,’ you can establish yourself as a friendly brand rather than a rigid company
Step 3. Creating a LinkedIn Post That Gets a Hot Reaction
Capture their attention first! Utilize various content formats.
Content that catches the eye and makes you want to leave comments and likes draws attention starting from its format.
The probability of your content being seen by your followers on your LinkedIn feed (organic reach) is an average of 8%. That is very low. To increase reach, it is also important to adopt eye-catching formats!.
Click on the example images by type to see examples of Elifunt's LinkedIn content!
Type 1. Text + Link
- This is the most commonly used format where links are included in the post content.
- A preview link and thumbnail image are automatically generated after content is published.
- 💡 TIP : LinkedIn does not prefer posts that include links leading outside. (This is also a characteristic of social platforms.) In this case, external links are sometimes added to the comments.
Type 2. Document
- It is a format where you consume content by swiping to the right, like a card news.
- We implemented a carousel-style image design with enhanced readability so that users can digest content insights directly within the post without navigating to external links.
- 💡 TIP : If you upload a document (PDF) instead of an image (jpg, png), it will be displayed in a carousel format.
Type 3. Videos and GIFs
- It is a format for uploading short video content of 3 minutes or less, such as horizontal, square, or vertical formats.
- In particular, corporate accounts sometimes use animated GIFs instead of uploading a single image to attract more attention. This is a method frequently used on the LinkedIn pages of global companies.
- 💡 TIP : If you use video, formats where a 'person' appears and speaks get a better response. Be sure to add subtitles so they “can see, not just listen”! The reaction will be completely different!
Type 4. Article/Newsletter
- It is a format for publishing long posts, similar to blog content.
- Companies and brands also utilize LinkedIn's newsletter feature. In this case, they can encourage followers to subscribe to the newsletter through their LinkedIn business page.
- 💡 TIP : If you post the exact same newsletter on both your blog and LinkedIn, it may be excluded from search engine results. Please utilize methods such as adapting some text to suit the characteristics of each channel or separating the original text from a summary!
Step 4. Publish and Monitor! Measuring LinkedIn Performance!
Since LinkedIn is a social channel, content is consumed very quickly. Therefore, you need to identify the commonalities of high-performing posts and continuously improve them.
If you have a business account, you can check the performance of published posts on the 'Home' tab of the admin page. On the 'Analysis' tab, you can view performance data at a glance, including highlights, statistics, and engagement data, and you can also download the data as an Excel file. Personal accounts can also instantly check performance metrics such as impressions and reactions for each post.
The important thing is not whether the results were “good or bad!”, but identifying the reasons for the results and reflecting them in the next content!
We introduced more domestic and international success stories in the LinkedIn webinar video! (Replay Video)
Don't let your LinkedIn account sit idle; get started properly!
In today's blog post, I summarized the key points of the LinkedIn webinar. On the actual day of the live session, I engaged in a lively discussion about LinkedIn for two and a half hours with over 140 attendees. Fueled by the passionate energy of marketers eager to properly understand the LinkedIn channel and apply it to their work, the impression lingered long after the webinar ended!
As always, Elifunt's external events, seminars, and workshops are designed to help you work quickly and easily. We hope that every moment spent with Elifunt will help alleviate the concerns of solo marketers struggling alone and serve as an opportunity to build confidence and conviction.
Did this blog content and LinkedIn webinar help with your work? If so, please be sure to @ mention Elifunt LinkedIn page when updating your LinkedIn post! We will give you a small, heartfelt gift! ❤️
Well then! We'll be back with even more informative content! To all the B2B marketers busy digesting insights today, let's all keep up the good work!
