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If you’re considering a social media strategy for your B2B SaaS company, LinkedIn will likely be the most important platform to leverage in building your online presence, boosting brand awareness, and educating your target audience about your product.
Here are some LinkedIn statistics from Hootsuite that you might find interesting:
- 4 out of 5 people on LinkedIn drive business decisions
- 33% of B2B decision makers use LinkedIn to research purchases
There is no doubt that content targeted at business minds finds an eager audience on LinkedIn.
It is also important to note, however, that if your goal for LinkedIn is to generate leads quickly, you will be sorely disappointed.
The ROI for social media marketing, in general, is hard to measure and has lower conversion rates than other B2B channels. That being said, a concentrated social strategy will, over time, will help create effective top-of-funnel awareness and extend your brand’s reach.
LinkedIn should serve as an integral part of your overall demand generation strategy. It can be an immensely valuable channel for creating value for your ideal customer profile (download this template to create your ideal ICP if you don’t have any yet) and buyer personas, while establishing thought leadership, listening to your audience, and building brand trust.
It can be difficult to consistently generate a feed of fresh, interesting, valuable content for your audience. You may also find yourself spending a lot of time creating content with minimal results. So, how do you cultivate an active and engaged social media presence? In this blog, we’ll look at five ideas that can help you hit the ground running with your own impactful LinkedIn feed.
Five LinkedIn post ideas to engage your B2B SaaS audience
According to a study by Microsoft, the average human being now has an attention span of eight seconds. This is a sharp decrease from the average attention span of 12 seconds in the year 2000.
The rise of the internet and social media in the past decade has dramatically increased the amount of information that is accessible to people everywhere. We now have so much information available for us to consume, and so little time to consume it in. This is why it is crucial to create content that resonates with your target audience.
1. Thought leadership and industry insights
Want to build credibility around your brand? Prove to your audience that your company is a thought leader and expert in your industry —someone they can trust to solve their challenges or make their lives easier.
If you’ve done our ICP template exercise, you should have already brainstormed your target audience’s motivating factors, pain points, fears, and inspirations. Use that knowledge to create content that will get your audience excited about what you have to offer!
Take for example our Product Lead at Kalungi, Mike Northfield. Mike frequently shares SaaS marketing insights with his followers to get the attention of SaaS companies who are interested in expanding their marketing initiatives. Here is an example:
One of the most important rules of being a successful thought leader is to be genuine. By adopting an authentic voice and tone, your audience will be able to see you as a trustworthy resource for information about your industry. If your content is overly sales-y, it can drive your audience away.
You must find the balance between sharing insights and plugging your product —explain the pains and their possible solutions, then offer information on how you can provide this solution.
2. How-to text posts
A lot of B2B companies that are just starting off on social media like to post blog and article links without providing much value in their accompanying posts’ captions. LinkedIn, in particular, is a platform that favors well-written, meaningful text posts that can spark discussions and foster high engagement.
The goal of text posts is to provide immediate value for your audience. Take it a step further by creating engaging step-by-step how-to posts that your audience will find useful in a quick and frictionless manner, without navigating away from the LinkedIn platform.
To find inspiration for how-to posts, brainstorm some challenges your ICP is trying to solve. For instance, Hubspot provided three quick useful tips on how nonprofit organizations can pivot to a digital-first strategy:
When formatting your text posts, make sure they are well-spaced. Use only 1–2 sentences per paragraph. Break up the post and stand out on your audience's feed by incorporating emojis, symbols, or bullet points.
If you want to drive traffic to a specific webpage with your text post, it is important to note that LinkedIn rewards posts with higher algorithm rankings when they don’t include external links that encourage users to navigate away from the platform. A quick workaround is to plug the URL in the comments section and make sure to indicate that somewhere in your text post.
As mentioned earlier, people have short attention spans. You can create immediate value for your audience with eye-catching infographics that underscore the message your brand is trying to communicate. Never made an infographic before? Read this guide by Visme to get started.
Here are five types of infographics that are relevant for B2B SaaS companies:
- Statistical: Showcase industry statistics in charts and numbers.
- Informational: Communicate a new or niche concept, or an overview of a topic.
- Process: Provide a summary or overview of the steps in a process.This can be used in combination with the “how-to text posts” in the section above.
- Comparison: Biased or unbiased comparison between two options.This can be a subtle jab at a specific competitor or just showing the unique competitive advantages you have against other products in general.
- List: Share a collection of tips, resources, or examples.
What you choose to put on the infographic is entirely up to you, but make sure that the information presented is relevant and ultimately ties back to your brand messaging and emphasizes the benefits of your product.
For instance, if you have a B2B productivity solution, stats related to how productivity relates to the bottom line or a list of tips to boost productivity may pique the interest of your audience. Or if your product is a client management tool, show them the process of how the technology works from attracting to nurturing the client.
4. Carousel posts
LinkedIn's document sharing feature allows you to create carousel posts, which are essentially a series of images that your audience can scroll through like a presentation. Because this feature allows users to view valuable content without leaving the platform, LinkedIn will rank your post higher in the algorithm.
Carousel posts allow you to share your expertise in a visually engaging and interactive way. Here is an example of a carousel post about Kalungi’s B2B SaaS Marketing Snacks podcast on our LinkedIn page.
When creating a carousel post for LinkedIn, here are a few do's and don’ts to keep in mind:
Carousel post do’s
- Start off strong with a powerful first slide that will capture attention
- Show off your brand visuals (colors, fonts, logo) in the document design
- Add arrows on the document as a visual cue to keep scrolling
Carousel post don'ts
- Avoid having too many slides (5-10 is a good number)
- Avoid having slides that are too wordy
To create visually appealing carousel posts, any graphic design program like Adobe Photoshop, Figma will work. For those of us who are less experienced, Canva is a quick and easy alternative that also produces great results.
LinkedIn Polls is a naturally interactive tool to help bump up engagement and impression numbers for your page. It’s a low-touch way to generate engagement and foster discussions on industry-related questions or general topics. The physical act of actually clicking on the post and showing participants where their vote stands helps create an engaging experience.
People like to give their opinions. Create simple polls that don't require too much thinking but still pique your audience’s interest. Polls that are too complex may repel social media users quickly browsing through their feed.
Here are a few ways you can leverage LinkedIn Polls:
- Ask questions about your product features to gain feedback or build interest in your product
- Ask industry-specific questions to conduct market research
- Ask about your ICP’s challenges to underscore the benefits of your product
Not only are polls engagement magnets, they also provide insight into your audience’s pains, challenges, needs, and wants. Tap into the data you get from polls and repurpose it into different types of content that will provide value, whether it be blogs, guides, whitepapers, or infographics.
Final tips to boost your engagement
These five ideas should give you plenty of content to work with to start curating an engaging LinkedIn feed. To end off the blog, here are some last general tips to boost your LinkedIn post engagements:
- Add relevant hashtags to your post (3-5 is ideal) to optimize its searchability
- Respond to any comments within 48 hours to keep the conversation going
- Post consistently, at least 3 times a week, to see improvement in engagement
In order to truly optimize your LinkedIn content strategy, you must look at the data. Analyze the performance of your content and identify trends as to why some perform better than others. Continue building on the content that works and rethinking the ones that don’t. Making decisions grounded in reliable data is crucial for any B2B SaaS company’s marketing strategy.
Building your LinkedIn presence takes time, but starting with these engaging post ideas will help you get started. Remember, LinkedIn will not work alone as your sole demand generator. It is a great tool to help grow your audience and boost brand equity. However, you will only start seeing quality prospects and leads coming through if the rest of your demand gen ecosystem is functioning properly in tandem.
Looking to learn more about managing social media for SaaS companies? Check out this 3 minute read on how to build SaaS social media marketing guidelines.
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Hailing from Vancouver, BC, Sharon is a digital marketer and graphic design enthusiast with a background in social media. With a degree in Marketing & MIS, she loves leveraging both creativity and analytics to develop data-driven marketing strategies. Having worked in both B2B tech start-ups and global corporations, Sharon adapts quickly and brings a flexible skillset to Kalungi.