Magnus Linklater is the owner of Bespoke Digital Content Marketing, based in Bristol. You can connect with him LinkedIn and also follow @Bespoke_Digital on Twitter.
For most B2B operators, utilizing social networking amounts to tweeting the link with their latest and best blog articles. There’s not anything wrong with this strategy, per se, but consistency is certainly crucial if you would like to grow your audience and push traffic.
To be honest, we would let our societal networking game slip for a while — neglecting to practice what we preach because client work always came first, always pushing societal down the list of priorities. But half a year ago we chose to re-energise that our online presence, and the results have been significant.
Regularly sharing our blog articles and other useful, relevant posts on Twitter, and generally becoming more ‘busy’– participating with and mentioning different companies — has noticed our quantity of followers radically rise and referral traffic to our website has jumped.
For instance, this tweet summarising the success we’ve had with our client Washware Essentials contributed to direct enquiries regarding our services.
Our job for Washware Essentials led to a 20% boost in #sales! Not too shabby. Case study here: https://t.co/wrEQTQIGNv#contentmarketingpic.twitter.com/hkuIdLkSzo
— Bespoke Digital (@Bespoke_Digital) May 19, 2017
It truly goes to show the strength of getting a regular, which makes it part of your daily procedure rather than flirting with the occasional upgrade.
This specific example also emphasizes why case studies should be central to a content marketing plan, as they document client journeys to reveal your value, convincing others which you can achieve similar outcomes for them.
But, what has pushed even more interest is just another social networking which often goes overlooked, even despite being fertile ground for B2B collaboration: LinkedIn.
You will find 500 million LinkedIn members, and in case you’re serious about career development and business opportunities, you’re probably one of these. In case you haven’t yet signed up, you truly need to, since there are excellent groups for each and every niche imaginable, business leaders and newcomers alike sharing experience and talking trending topics.
As a ambitious content marketing agency, we’re enthusiastic members of this Content Plan group, that boasts over 30,000 content entrepreneurs from all over the world. It’s a hotbed of discussion — a place where you can learn new methods, or discussion the pros and cons of hot tactics.
It is possible to add your voice into the dialog to help establish your ability in the business, earning respect from your peers and possibly opening the door to new ventures. Indeed, we started a project with one of our customers after striking up a conversation on the group.
Learning from LinkedIn
Staying on top of group talks has helped advise our personal content strategy; the topics of conversation are highly pertinent to our target market — companies in need of content marketing information — so we’re well positioned to write posts on the burning issues the industry faces and provide expert guidance.
We are also in the process of compiling a ‘words of knowledge’ show, procuring the crème de la crème of their articles globe and publishing their best tips for our audience. On the surface of it, you may think that this appears to be a crazy thought — giving your competitors a stage to make PR points on your platform — but the benefits far outweigh the cons.
By linking ourselves with the best minds, not just are we providing good value for our audience, we’re also positioning ourselves together. It shows that we’re conscious of best practice guidance, and we’re on the heartbeat of what functions, subtly framing us as an agency that could deliver the products.
Participating in dialogue with other professionals, if on LinkedIn or IRL (in real life), can help you build mutually beneficial connections; even though your business models apparently oppose one another, there are most likely to be regions of overlap that may be highly rewarding.
If you provide white label services, leading to LinkedIn group talks (in a useful rather than sales-driven manner) is going to be much more precious, breeding familiarity with the proper people, ensuring you’re fresh in the mind when the time comes to enlisting help.
So, regardless of what the line of business, there’s bound to be a myriad of relevant groups yelling out for your input. The more vocal you are, the larger your reputation will eventually become, and the greater opportunities will present themselves.
Another area where we’ve experienced great achievement is repurposing our blog articles to article directly on LinkedIn, summarising our long-form investigations into shorter pieces more suited to social media.
There are numerous benefits to blogging on LinkedIn, such as earning traffic visitors and extending your reach (the more popular your article becomes, the further LinkedIn will begin promoting it on your own behalf), but among the major plus points will be reminding those in your community of your existence.
Each time you post, your connections are going to understand your activity in their feed. There’s also a good possibility your upgrade will be emphasized from the near-daily emails LinkedIn sends into members, urging them to take a look at your wise words.
Gradually but certainly, the combined effect of the works to re-establish your power in the eyes of those who know youpersonally, which usually means you’re very likely to be first in line when they require your services, or they know somebody who will.
A number of our latest work has arrived from these heat leads, and there’s little doubt in my mind that being more energetic on LinkedIn has led to the, however reluctantly.
The other advantage of repurposing your site articles (being careful to prevent duplicate content, which Google frowns upon) is that you’ve done the research, so you might as well make the most of it, casting your internet far and wide to maximise possible inbound traffic.
Just like all forms of content marketing, quality trumps quantity, but in case you always share high-quality output that lead the conversation and participate like-minded folks, social networking may supercharge your whole strategy.