As unfortunate as it is, eCommerce strategies for LinkedIn are commonly overlooked. For those attempting to, LinkedIn can be a valuable source of leads and conversions.
Fortunately, there are a multitude of ways to generate leads and sales using LinkedIn. However, as far as how eCommerce brands can use LinkedIn, it is not always immediately apparent to retailers, particularly those in the B2C space.
That said, it is essential to remember that all of the business professionals who reside on the platform are consumers in their personal lives as well. This means that while it may be more obvious how to use on the site, B2C retailers can find just as much success on LinkedIn.
Therefore, as a means to help ensure that retailers understand how eCommerce brands can use LinkedIn, today, we are going to explore some creative tactics and eCommerce strategies for LinkedIn sales success.
To start, let’s go ahead and discuss precisely why retailers should be using LinkedIn, as well as some smart strategies for succeeding on the platform.
Why Sell on LinkedIn?
The reality of the situation is that LinkedIn is a fantastic social media platform for and sales.
Part of the reason for this is that LinkedIn offers users a variety of features for educating followers, establishing authority and credibility within one’s industry, sharing valuable information and engaging followers in meaningful ways that help to move them through.
Again, while LinkedIn is naturally geared toward B2B organizations, this does not mean that B2C sellers cannot find success using this platform. Given across 200 countries, it is incredibly improbable that a merchant’s target audience does not use the website.
How LinkedIn’s Algorithm Works
Just like how is critical to performing well within the company’s marketplace, possessing knowledge on how LinkedIn’s algorithm operates is equally crucial to success.
Fortunately, unlike organizations like Amazon or Google, LinkedIn has been relatively open about how its algorithm works. While there is more in-depth that readers can check out, the basics of the algorithm’s inner workings are as follows.
When a user makes a post, an AI bot checks the content to ensure that it is not spam. If the post fails the test, it likely will not be shown in many people’s feeds.
For posts that do pass the initial spam test, they will be presented to an initial trial audience. The algorithm will then analyze the engagement of the people who saw the post. If little interest was shown, LinkedIn is unlikely to continue offering the post to many more people.
However, if that trial audience did like the post and produce reasonable engagement numbers (likes, comments, shares), then LinkedIn will recheck the post to ensure that it is not spam and that the results are legitimate. Assuming the post passes, the algorithm will increase the number of people who see the post in their feeds.
If the post continues to perform well after increasing its visibility, human editors will then read the post to determine if it is worthy of boosting to an even broader audience.
With this basic understanding of how the site’s algorithm works, let’s go ahead and take a look at how eCommerce brands can use LinkedIn to generate leads and sales.
Seven eCommerce Strategies for LinkedIn Success
When it comes to tactics sellers can use to boost their business through LinkedIn, there are some basics that merchants must master, as well as some more creative strategies that they can throw into the mix.
Those tactics and strategies include:
1. Engage the Right Audience
As with any other social media platform, the first step to success is to. Naturally, the reason for this is that if sellers are targeting the wrong audience, leads and sales are bound to be nil.
At this point, merchants should have a good idea of who their target is, what interests they hold, which influencers they follow, what types of posts they engage with the most, and similar details. If not, then it is wise to begin the process by.
Using the customer persona, merchants can identify keywords to search to find those whom they want to target. By searching various keywords and applying multiple filters, retailers can find and connect with folks who are likely to be interested in their offering.
For instance, if a B2B organization wanted to target local marketers for their campaigns, they would search for something like “email marketers” and then use LinkedIn’s filter to narrow down the options by:
- Connections (first, second or third-degree)
- Company the person works for
- Profile language
These are just some of the filter options that LinkedIn provides.
When aiming to connect with prospects, it is crucial that retailers do not reach out to these folks with a hard pitch. To put things bluntly,.
Instead, it is important to approach these folks with a message pointing out commonalities (location, industry, etc.) and kindly asking to connect.
Alternatively, retailers could simply comment on a potential customer’s post and then send a request to connect. From there, it is wise to start producing and posting content that is likely to resonate with such individuals.
More about producing content in just a moment.
2. Leverage LinkedIn’s Lead Builder
For those who utilize, it is wise to leverage the tool’s lead-building features.
Such features enable merchants to save prospects as leads. Whenever a retailer’s saved prospect makes an update or posts a new piece of content, they will surface on the merchant’s homepage, thereby making it far easier to like and comment.
This type of engagement is vital for helping to warm up leads and keep them warm until retailers find an opening to reach out about their products or services.
3. Produce and Post Valuable Content
When it comes to eCommerce strategies for LinkedIn, none is more important than sharing valuable content that resonates and aligns with the interests and pain points of the target audience.
When using LinkedIn, retailers are connecting with business professionals who potentially want to learn more about the merchant’s business, products, and services. Therefore, content will be the primary vehicle for educating potential buyers, providing them with helpful information to resolve their existing problems.
Sharing these kinds of posts is an excellent way for retailers to boost engagement on their profiles and generate sales. However, this assumes that merchants understand.
As far as crafting content is concerned, retailers will want to follow industry best practices such as:
- Align content with user intent: Content must be produced with the end-user in mind. Therefore, it is essential to consider why a person would want to read a piece and then use that intent to guide the content creation process.
- Craft a compelling title: When sharing content on LinkedIn (or any other platform), the key to driving clicks is to develop an irresistible title. Therefore, it is essential for merchants to come up with click-worthy titles. Fortunately, there are that can help with this task.
- Make content easily consumable: As is often repeated, no one wants to read a wall of text. Therefore, it is critical for merchants to break the text up by inserting aesthetically appealing images, employing headers and writing short paragraphs that are easy to skim.
- Optimize content for SEO: Much like other search engines and social networks, there is an SEO component to LinkedIn. Therefore, just like blog posts that will live on the seller’s site, it is imperative that merchants to help gain traction and visibility on LinkedIn.
4. Utilize LinkedIn Articles (aka LinkedIn Pulse)
The articles feature of LinkedIn (sometimes referred to as LinkedIn Pulse) is the ideal method for retailers to share their content on the platform. The reason for this is that LinkedIn posts only provide users 700 characters to work with or 1,300 characters for company posts.
However, LinkedIn articles do not have character limits, which means that merchants can post long-form content that discusses a topic in-depth. Moreover, this method of posting content greatly enhances a seller’s reach as articles written on LinkedIn can be shared across various social media websites, accessed through the company’s profile and can even.
In all, writing and posting articles on LinkedIn gives retailers far greater reach and visibility than traditional posts alone.
5. Include Hashtags in Posts
While LinkedIn articles do have far greater potential for reaching more prospects, if sellers want to also increase the reach of their posts, it is wise to utilize relevant hashtags.
Just as with all other social media platforms, hashtags are a great way to help people discover a brand’s content.
On LinkedIn, users can follow specific hashtags to stay up to date on all the latest industry news. Therefore, users can search for particular hashtags and find all sorts of relevant posts that utilize the targeted phrase.
Therefore, when crafting content to post to LinkedIn, it is highly recommended that sellers also seek out relevant hashtags to include in their posts as this can help to boost visibility and increase a company’s follower count.
Additionally, retailers can employ several hashtags. That said, it is advisable that sellers only use two to three different hashtags. As on the platform:
“Including up to three hashtags in your company’s LinkedIn post actually can help people to find your content better. Although there’s no limit to how many hashtags you can include within your post, we recommend keeping it between two and three.”
6. Promote the Brand’s LinkedIn Profile
The more frequently that retailers promote their LinkedIn profile, the more often they are likely to gain new followers.
Therefore, it is wise to place LinkedIn follow buttons on essential destinations such as blog posts, other social media properties, email sign-offs and the like.
Similarly, it is advisable for sellers to actively promote their LinkedIn profiles on other social media networks. One way to incentivize consumers to follow is to share content posted to LinkedIn on other social media networks, as following an article’s authors is simple.
However, do be sure to include a call-to-action at the end of the piece.
7. Monitor LinkedIn Performance
To put things bluntly, employing eCommerce strategies for LinkedIn is rather useless if retailers are not measuring their performance and aiming to improve important KPIs.
For instance, while sharing SEO-optimized, intent-oriented content is all well and good, what happens after that content is shared?
If retailers are not monitoring how well (or not) their content and other strategies are performing, then there is no way to improve eCommerce strategies for LinkedIn success.
That said, monitoring each post’s performance will give retailers valuable insight into which topics, content lengths and the like are most effective at driving results.
The metrics that merchants will want to monitor include:
- Engagement rates
When sellers monitor their performance on LinkedIn, it provides them with the necessary insights to alter their messaging and tactics so as to better appeal to their target audience.
When considering how eCommerce brands can use LinkedIn, it is essential for retailers to recognize that the platform is very similar to all others in the way that what is most important is finding the right audience and delivering valuable content to them.
This is the key to success on LinkedIn.
Therefore, when coming up with eCommerce strategies for LinkedIn, don’t overthink things. The goal is to establish ways to find the right people and reach them with information that is designed to pull them deeper into the company’s sales funnel.
However, as with all things in marketing, this is often easier said than done. Therefore, if your brand wants to ensure that it is reaching the most relevant consumers possible, reach out to.
Our team of skilled social media advertising professionals can help your company create resonant campaigns that reach its ideal customer on LinkedIn, Facebook or any other social platform where the brand’s consumers live.