LinkedIn best practices for B2B SaaS companies

Social media is one of the most powerful tools when it comes to online visibility. Out of every social media platform, LinkedIn takes the trophy when it comes to Tech and B2B companies. Utilizing this tool correctly can give you an edge over your competitors and drive sales, marketing, and customer engagement.

Why LinkedIn?

Well to put it simply and plainly, your target audience is online. LinkedIn is a professional network platform that has over 800 million worldwide members. All the content you post will go in front of business professionals in your field, unlike any other social media platform. You have a higher chance to get in front of your target audience and make your presence known.

People look at your social profiles to determine how credible the business is. If your target market conducts a search on LinkedIn and finds your business profile, they will be reassured that it is a legit business.

The third reason is that it can improve your search engine ranking. Search engines crawl the web to look for keywords that best match the search inquiry. The main results that usually appear when a search is conducted on a business name are the business’s websites and social media accounts. You want to give your business the best chance to appear on the first page of a search. Having a social account allows you to do so by increasing your online visibility.

Benefits of LinkedIn’s company page

LinkedIn allows you to create two types of profiles. A company page, and a personal page. It’s very important to understand the difference between the two types of profiles, as they serve two different purposes. Each option comes with unique benefits and opportunities.

Unlike a personal professional profile, a company page enables you to display information about your company, making it easy for your target audience to know who you are, and what you do. There are numerous ways you can get your message across the platform such as creating content, hosting events, sharing news, and engaging with your community.

Content creation

Content creation can help with customer retention and create interest by keeping your audience captivated and educated. It’s important to create valuable content for your followers. When it comes to content creation, you want to make sure the content you are creating is beneficial to your audience and informs them of a specific topic related to your product/industry. The more knowledge base you have, the more credible you become.

When it comes to content creation, a best practice is to brainstorm keywords from your business and create a blog from them. For example, if your business is selling software and one of the key features is marketing automation, it would be a good idea to write a blog about marketing automation and how your software can help with that. The key point of the content is the call to action, you want to educate your audience on a problem and how you can help solve that for them.

Another of the best practices for content creation is creating a content calendar. For SaaS companies, it’s easy to forget about social media due to a busy work schedule. A content calendar keeps you organized by displaying what content you need to post and when. It also provides you with a clear timeline of the work that needs to be done next.

The platform’s analytical tool is also helpful when it comes to content creation as it provides insight as to what’s working and what’s not.

One important thing that you should keep in mind is that under no circumstances should you try hard pitching/selling on LinkedIn. It simply will not work. Doing so can cost you a loss in followers. LinkedIn is more of an educational and promotional platform rather than a sales platform.

Sharing news

Sharing company news and industry articles can be beneficial for your profile. It’s not only important to create your own articles and blogs, but posting industry news and articles allow you to be a one-stop-shop for information concerning your industry.

If you can provide an inside scoop of what’s happening with your business and the industry in general, your audience will be more captivated and engaged with your content. The type of posts to share are new product features, updates, and industry news. These types of content have a very high engagement rate on LinkedIn.

Creating events

LinkedIn has a lot of features, one of them being creating events. Creating events allow you to create and promote events such as webinars. Hosting a webinar is a good way to inform your audience and organically grow your mailing list.

The platform provides you with a simple tool to create an event. The platform provides you with an easy-to-use template that allows you to display all of your important information. It also provides a registration form you can use if you don’t already have an external one. You can either use an external broadcasting link such as an MS teams webinar link, or you can use LinkedIn’s live event feature which allows you to host the event on the platform itself.

Once your event is created, it will automatically be posted on your company page and can also be found in the events menu. A good practice when it comes to event hosting is to invite people straight from the event page and also promote the event on your company and your personal page. This generates more impressions for your event leading to more registrations.

Engaging with your community

It’s important to create engagement from your posts but it is also important to engage with posts from companies within your industry. Sharing interesting articles, events, blogs from other sources can get you more visibility and recognition.

For instance, let’s say you’re attending a tradeshow and you comment under the organizer’s post “can’t wait to attend XYZ tradeshow, we will be situated in booth x”. The organizer’s followers will see your comment, get the curiosity to check your page out, or visit your booth at the event. If you engage with your community, they will more likely want to engage with you too. This can increase your post shares, page follows, and connections.

Building followers

By following the best practices listed above, you will organically build your follower base. But there are a couple of other direct approaches to increase your followers.

The first approach is to promote your business page. You can do this from your company page by clicking the “Share Page”  button. This allows you to share the page directly through a post or direct message.

The second way is to invite connections to follow your page. On a monthly basis, LinkedIn allows you to invite 100 of your personal connections to follow your business. Once people start accepting your invite, you get more credits to invite more connections. This is the easiest and fastest way to increase your follower base.

Advertising on LinkedIn:

We all know that advertising is one of the most powerful tools when it comes to sales. Unlike other platforms, LinkedIn takes the trophy when it comes to advertising to your exact target market. The platform allows you to define your audience through a couple of options. You can either upload a list or you can define your audience through specific attributes.

Importing a list is helpful because your ads will only be directed to the specific people on that list. This helps cut down on budget by cutting out unnecessary clicks that come from outside your target market.

Using audience attributes is beneficial because it helps you narrow down exactly who you wish to target with your ads. You can use a combination of attributes such as job title + industry + business size + country. The narrower your audience attributes, the more specific your target market becomes.

LinkedIn best practices Presentation Deck:

Below is a presentation deck that goes more in-depth on LinkedIn best practices. It provides you with specific strategies and examples that you can start implementing today.

Conclusion:

Social media is an amazing tool but not everyone has time to understand and utilize it properly. TekStack’s Marketing as a service team can help you increase your business visibility optimize your LinkedIn profile. Contact us to discuss how we can help optimize your business to where it should be.