The harsh reality is that most B2B LinkedIn pages end up looking the same.

They post a few updates and run the odd campaign. Perhaps they promote some company news every few months. Invariably, though, most of them go dark for months at a time, where there are huge gaps in posting where it’s as though the company doesn’t exist.

The problem here is that social media marketing is a 24/7 thing, and to do it well in the B2B space, you need consistency.

The Platform Isn’t the Problem

LinkedIn works when it’s used properly. The issue is how most businesses approach it, like it’s just another marketing task rather than somewhere people are actually paying attention to the content you post.

People are on LinkedIn in a different mindset to other social media platforms. They’re not switching off, but rather actively looking at people in their industry, their network, as well as what other businesses are doing.

LinkedIn Isn’t Just a “Corporate Facebook” Anymore

LinkedIn used to feel like a place for announcements and job updates, but now it’s morphed into a traditional social networking platform that has a focus on professional content and updates.

The important thing to know is that people on LinkedIn don’t just want company updates anymore, they want to see the people behind the business as well.

This type of content – the unpolished, behind the scenes stuff – is what’s actually stopping the scroll on LinkedIn now. A post from a company page is fine. But a post from a real person talking about what they’ve learned, what they’re working on, or even just their opinion tends to do better. It feels more personal, and LinkedIn users like that.

This is why it’s so important to build an employee advocacy programme on LinkedIn!

The Full LinkedIn B2B Infographic

Want to see the full power of LinkedIn for B2B marketing? Check out the full infographic below to explore the types of people you could be speaking to, and the content you should prioritise!