How to Make a Marketing Impact on LinkedIn with Organic Posts

Who’s on LinkedIn? Your Buyers.

While popular social media apps like Twitter and Tik Tok get talked about in the news, LinkedIn is where people are going to connect on business. What used to be the go-to place to find jobs and professional development has grown to showcase valuable content that is both informative and drives marketing initiatives. Today’s marketers use organic posts as a gratis way to distinguish their businesses as thought leaders and experts in their industry while promoting products and services.

Recent statistics speak volumes about its marketing potential, and for smaller B2B businesses, these huge numbers shouldn’t deter you from harnessing the potential found on the platform.

We get all the “who, what, where, when, why, and how” questions surrounding organic LinkedIn posts. So to help, we answer these questions and share strategies that can impact your business no matter your resources. 

What Content is Most Effective?

Creating a posting routine doesn’t have to be complicated—start by having clear goals for posts such as introducing or educating customers on products or services, sharing industry expertise, or highlighting company culture. To get a sense of how this works, follow big brands you admire whether they’re in the same space or not. Then ask yourself, how can I apply this to what my business does?

For brand building, you’ll notice big names use a consistent tone and style by using set colors, fonts, and messaging. This messaging should be authentic and reflect your team and business goals. Hard selling and scare tactics only add to the marketing noise and don’t display expertise and customer service. Welcome your customers with knowledge and ideas that can help their business.

Vary Types of Content

Try to use pictures and videos—even ones from a mobile device can be engaging as long as they’re clear, appropriate, and back up the valuable message you’re sharing. For instance, show new equipment, a new process, or introduce a new team member.

Social media is “social” for a reason, so engaging with your audience is key. Ask relevant questions for them to answer in the comments or via a quick poll easily generated on LinkedIn. An example might be sharing a news story from an industry publication, adding a short summary, and asking for their thoughts. Another might be if you are attending a tradeshow, ask if they plan on attending—this can later lead to a direct connection.

Content doesn’t have to be custom every time, and you can also share user-generated content and feature customers via testimonials. Think of a recent phone call or email you had with a satisfied customer, then ask them permission to share it. You can then tag their business and share the visibility.

Don’t Forget to B-SMART

While the B-SMART method employs user intent in our search strategies, it applies to social media content too. Ask yourself the following questions:

If the answer is yes to any of these questions, you have the foundation for an organic post. You can repurpose content from your website and ads or highlight industry updates and news that affect one of these items. Discuss use cases and how your products and services differentiate your business. Explain how they apply to specific industries or applications. Also, your data and analytics have all the clues you need to build the right content to attract the right customers.

Where Should the Reader Go?

A call to action (CTA) is a prompt encouraging your audience to take a specific action. This can be as simple as engagement via comments or polls, a visit to your website or specific product page, or a contact form. CTAs should use clear, instructive verbs without taking the focus away from your message’s benefits. A simple “learn more” or “contact us” can go a long way.

When Should You Post?

Many experts encourage midweek at midday, meaning Tuesdays, Wednesdays, and Thursdays between 12 PM and 3 PM. However, there’s no “magic hour” or day for posting on LinkedIn because, like any piece of marketing, testing and collecting data is the best way to narrow in on your customer’s activity. As you post, check in on your activity and try to spot patterns in high engagement. Posting at these proven times will continue to improve that engagement. 

Like most social media algorithms, your LinkedIn feed will prioritize more recent posts—however, don’t sweat volume if resources are scarce. Posting benefit-driven content at the key times your testing reveals at least once a week can make a difference in your engagement. You can also utilize your team to distribute content as “influencers”, so when you post, make sure you are letting your team know and recommend they personalize their shares versus simply reposting.

Why All the Hashtags?

Hashtags help your posts show up on feeds aligning to specific searches. Choose hashtags that align with the content you’re covering. More hashtags don’t always equate to more engagement and can create a bad user experience if your unrelated content shows up in a specific feed.

This is another area where B-SMART can help your social strategy. You can search hashtags and see what has a large following, then include them at the bottom of your post, so your content appears to those interested in that specific topic.

What’s Your Takeaway?

With a little time, research, and the B-SMART method, you can create organic LinkedIn posts that can drive your business’ marketing initiatives for free. Have questions on B-SMART or social media? Contact your TopSpot Team, or if you’re new to TopSpot, contact us for more insight into marketing strategies based on user intent.