Views: 0 Author: Site Editor Publish Time: 2021-12-31 Origin: Site
When it comes to the most suitable social media platform for B2B enterprise marketing and promotion, LinkedIn must be on the list.From the perspective of user consumption power, 45% of the 500 million users have an annual income of more than US$75,000, and the high-spending group has great potential; from the perspective of decision-makers, nearly 12% of users are high-level people, and nearly 8% are corporate decision-makers. , which is highly consistent with B2B enterprise decision-makers; from the perspective of traffic sources, more than 50% of the traffic on B2B websites comes from LinkedIn, and 84% of B2B enterprises use LinkedIn for content marketing.LinkedIn has long become a battleground for companies going overseas. However, many overseas companies have reported that 'the excitement belongs to others' and have said: I know that the LinkedIn platform is 'profitable', but why do I follow the background operations and see no results at all?In fact, there are two main reasons why the current account performance is not good: one is that three days of fishing and two days of surfing the Internet are not enough 'closeness' with the platform; the other is the most troublesome, investing A lot of human and financial resources but little effect?What's the problem?Although each industry has its own characteristics and marketing strategies, based on our many years of operating experience, we have summarized several major pain points for companies operating LinkedIn. Starting from commonalities, we can explore individuality and lay the foundation for subsequent personalized marketing! Before entering the formal content, we must first understand the LinkedIn platform algorithm. Based on the following algorithm, we propose effective solutions based on the enterprise's pain points! 1. Pain point 1: Why can’t my account be measured?Add heat factor to increase content exposure and get twice the result with half the effort Why are your articles/videos always under-read?And this situation also means that we are unable to further reach new users and retain old customers, let alone the subsequent long-term and stable development of customers, and the road to overseas is blocked!According to a survey, if one of your LinkedIn updates is listed as a popular recommendation, it means that it appears in the feed far longer than others. Even when users search for related topic tags, they will be actively pushed to the homepage, and even You will gain more than 5 times the reading probability.So hundreds of articles/videos are uploaded every minute on LinkedIn, how do you stand out and become popular? 1. Add hot topic tags to allow the brand to be actively displayed in front of users, doubling exposure and attracting traffic. To be popular, the post itself must be valuable enough, that is, it has useful information, product introductions and reviews, brand story interpretation, etc. are all content that can be used. We won’t go into more details here. Let’s focus on how to choose tags for the content. 1) Hashtags fit the content of the post rather than the brand The topic tag must fit the content of our own article, not just the brand.Most users search based on interests and industries. Therefore, in order to maximize the recommendation and display in front of these users, our topic tags must fit the content of our own posts rather than the brand.This is also the main factor why many corporate articles lack exposure.In particular, small and medium-sized enterprises lack brand awareness, and few actively search for them.Therefore, adding nouns that match the characteristics of the industry, or even product raw materials, expands the scope without deviating from the theme, maximizing inclusion.For example, mining equipment export companies use 'hydrogen' and 'mining trucks' when introducing their products. 2) 3-4 tags are optimal, and each post corresponds to a different topic tag Based on the investigation and analysis of the popular lists on the platform and some articles with tens of millions of reads, it was found that it is best to control LinkedIn tags to 3-4.In addition, topic posts are not completely continuous, so each post does not need to be set to the same tag.It is recommended to set a series of tags specific to a certain time for different market segments, industries, and content.For example, regarding company event releases, they can be 'company', 'Official announcement', 'release'; different product segments and markets are different, among which 'country', ' Product name' are two necessary tags for this type of theme. Others can be added with some product function and other theme tags to introduce. 3) Clever use of hot spots and highly relevant hashtags Then someone may ask, as a newbie in the industry, how to choose highly relevant and hot topic tags.Here we introduce the two simplest and easiest to operate methods. The first is to regularly check 'Today's Hot Topics'. If there are topics related to your own company, you can directly add them. For the other two or three topics, just use industry and product tags.But be careful not to use it blindly. If it is not relevant, it is best not to use it. You may be restricted in traffic and the gain outweighs the gain! Another option is to enter industry or product words in the search box, such as 'Electrical Equipment', and then select 'Content' to see what tags the top-ranking companies have used, and you can learn from them later.This article uses expanded and derivative words such as 'renewableenergy', 'electricvehicles' and 'electricity', which are popular tags that companies can learn from in the early stage. 2. Learn to use external forces and take the initiative to @some peer influencers or some opinion leaders and Internet celebrities. Use the snowball effect to quickly gain popularity for posts/videos, thereby helping them become popular.After all, LinkedIn is a social platform, so the role of connections and opinion leaders cannot be underestimated.How to choose a celebrity?The first is to directly enter the industry in the search box and find users with huge fans. For example, enter 'Electrical Equipment' in the search box and find a company/personal account. There are related recommendations on the right side. You can follow them all. Duoduo interacts with its posts, and can @ it when publishing our related products. If they interact with us, it will promote the connections behind it; the third way is to find relevant groups and discover the people in the groups through observation. Opinion leaders, actively interact with each other, and then post in the group and @ him, so the chance of getting replies and interactions may be greater. Of course, you can also use the LinkedIn Assistant to filter by entering 'country', 'connections', 'position', etc., and click one by one to enter the homepage to view their friends and specific information. If they match the degree and connections It is powerful enough to focus on adding friends in batches.However, the success rate of this method will be relatively low.It is recommended to use the second option. Tips: Of course, there are some small details that we must also pay attention to.For example, if you want your content to be popular, you must not share and publish it through a third party. Reprinting content from other platforms will not be very popular.At the same time, content with many retweets, comments, and likes can easily become popular quickly.What we can do is to actively interact with users in the comment area, pay more attention to Notifications, pay attention to the status of dynamic interactions, reply in time, and create a virtuous cycle! 2. Pain point 2: The number of friends is still not increasing?How to gain followers quickly?-- Deeply cultivate content marketing, precise and rapid reach, higher loyalty Is the number of friends slow to increase?Does the account as a whole seem like 'a pool of stagnant water'?How to increase followers quickly and more accurately?In addition to the well-known active additions in groups, users attracted through content marketing have relatively higher loyalty and participation.The carriers of content marketing include free graphics, videos and paid advertisements, but what remains the same is content planning and promotion. It can be said that content determines success or failure.Different industries have different push requirements, so we cannot generalize. Next, we mainly provide three ideas for content marketing, hoping to be inspiring. 1. Follow the 3W principle Who is your audience (WHO), what information do you want to convey to them (WHAT), and how do you get them to interact with you (WHY). These are the 3W principles that you must first consider before planning content.Take machinery and equipment companies as an example: the users we target are mainly buyers who have needs for machinery and equipment. Of course, some intermediate purchasers and upstream companies are not excluded, so we won’t mention them here.So what information do buyers want to know?How to guide it to interact with us?We summarize the latter two aspects into one point. Content that directly addresses users’ pain points will naturally arouse their resonance and interaction.Next, we summarize the four parts of the topic: 1) Are our products best-selling?This can be communicated through shipping content.You can regularly shoot or push some videos, pictures and photos of orders with partners, or even live broadcast the delivery to create a sense of urgency.It indirectly reflects the best-selling characteristics of the product, and also further demonstrates that the quality, price and other factors of our products must be good.Otherwise, how could it be possible to keep shipping? 2) Are our products what they need?By conveying the content of product production and processing, and taking photos of the product's production process, production details or usage tutorials, it will definitely attract the interest and attention of customers in the same industry. If it is small 3C products such as electronic equipment, it can also be unboxed and evaluated on site. Strive for realism. 3) Are our products safe and qualified?The content elements regarding the detailed status of product quality inspection are also a point of concern to many customers.Therefore, take some product inspection or quality-related videos and pictures, and publish some quality inspection reports to speed up the process of developing customers. This not only attracts the attention of fans, but is even a plus for future customer development. 4) Is the company responsible?Is it worth long-term cooperation?Answering customer questions or providing some after-sales services is a major factor that reflects the professionalism of a company.For example, we can search for some frequently asked questions from customers in the comment area or group and create a 'Three Questions and Answers for Customers', which can include how to install, how to deal with some problems when they arise, etc., to show a sense of professionalism.In addition, in order to further increase the stickiness, you can also directly form a group, such as 'XX Electromechanical Equipment After-sales Service Group', where you can specifically respond to fans' questions, and then write these questions and communication records into case release articles. 2. Taboos that must not be triggered Of course, the LinkedIn platform will also strictly check some excessive promotions, such as product pictures + text descriptions of prices and product parameters. Too detailed promotional information is not allowed.The simplest reference is the copywriting of micro-business in Moments.It may violate the taboos of the platform.Price words like 'Just XX', 'Enjoy 20% off' and so on.This part is also to avoid account being blocked. 3. Pain point 3: The overall operation efficiency is slow. What auxiliary tools are there to improve the overall operation effect? Is the overall operating efficiency of the account low?Use tools skillfully to help promote and attract traffic.Today we introduce three tools to help you get twice the result with half the effort! 1. Efficient customer development tools--LinkedIn Assistant LinkedIn Assistant can more efficiently search for users in batches, accurately add users, associate with one click, send messages in batches, add friends, and manage groups, etc., helping companies dig deeper into customers.Regarding the specific operation of LinkedIn Assistant, we have published in 'LinkedIn helps exhibitions, B2B companies double their turnover!'》There are also detailed operation steps. If you are interested, you can check it out by yourself. 2. Use plug-ins skillfully to effectively integrate LinkedIn and the company’s official website, making it more efficient.(developer.linkedin.com/plugins) As we mentioned earlier, more than 50% of the traffic on B2B websites comes from LinkedIn, so how can companies integrate the two more efficiently to further attract traffic and acquire customers?The specific function of the plug-in recommended today is reflected in: on the one hand, it places the LinkedIn company page on the official website, so that website visitors can easily enter the LinkedIn company LCP and follow; on the other hand, it diverts the official website information to LinkedIn.For example, adding a share icon to each bolg is equivalent to adding an external link to the bolg. Visitors can directly share the bolg to LinkedIn to further attract traffic. 3. Quintly--Analyze competitors and seize a wave of 'customer traffic' Are you still 'drooling' looking at other people's traffic?This is a powerful analysis tool.Use it to audit your Linkedin account and your competitors’ accounts.Through the form of data graphics, we can easily analyze the previous gap between ourselves and our competitors, find out the shortcomings, and then make targeted adjustments to quickly improve our own efficiency. In general, LinkedIn operations are not something that happens overnight. You discover your own pain points during operations, and then make targeted adjustments to ultimately serve customer development and complete orders efficiently!
