From the course: B2B Marketing on LinkedIn

Five best practices to customize your long-form updates for more engagement - LinkedIn Tutorial

From the course: B2B Marketing on LinkedIn

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Five best practices to customize your long-form updates for more engagement

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- [Instructor] Let's take a look at the most obvious LinkedIn B2B marketing feature, company page posts. Many people feel like updates are not an important part of their marketing efforts. However, consistent sharing of posts on company pages has a marketing ROI of expanded awareness and potentially, a sales ROI of increased positive sentiment and engagement. It simply comes down to this. Companies that share content more often have greater visibility, which could result in more business. In addition to uploading media assets or sharing a link to an article, you want to spend some time describing the post. In fact, you have 1,200 characters up from the previous 700, so use them. The anatomy of a good long-form post looks like this. Address your prospects by title or industry. Tell them what's in the asset that you've shared, the PDF, PPT, link video, et cetera. Add hashtags and emojis for visual interest. Don't forget a call to action to drive people to the link, video, or document. And at mention relevant companies or people. Let's take a look at what this could look like. So here's a post that we wrote about the anatomy of a good LinkedIn post. And you can see we've addressed our prospects by title or industry, social sellers and social marketers. We've addressed their point of pain and told them what's in the asset, in fact, giving a numbered lists of what they can expect. We've used hashtags, which might actually get the article a little bit more visibility. And of course, we've added our emojis for that visual interest. We've got our call to action. If you create a long-form post using the steps above, make sure to share it in comments below. And we've even at mentioned relevant companies, in this case, our own. It may seem like a lot of effort for one little update, but taking just a few minutes more, might garner significantly more engagement than that quick, short post. You don't have to do it every time you post, but I would recommend creating a long-form post at least once a week. Although, if you have the content and the time, daily is better.

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