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Ben Hollom - Marketing Director, M2 Bespoke

Ben Hollom – Marketing Director, M2 Bespoke

By Ben Hollom

The benefits of using LinkedIn as a marketing platform have been discussed in detail before, but apparently producing engaging content may sometimes prove elusive. So, how can marketers make sure that they are effectively using their professional network to develop their business?

LinkedIn is no longer the niche social network it was several years ago. Instead, it has turned into a major tool for communication. Its functions were enhanced with the launch of LinkedIn Today — a functionality that uses data from more than 175 million users to list relevant stories in specific verticals on the LinkedIn platform, Econsultancy explained.

This allows new users to get familiar with best practices on LinkedIn by keeping an eye on influencers in their industry and the content they post, the posts they share and the things that they like. Creating similar content and using a similar tone might be a successful way to engage users.

Another useful move is to use Slideshare, a social platform designed to share presentations, which LinkedIn took over last year. The tool gives businesses a perfect opportunity to approach marketing in a new way by embedding PowerPoint presentations in their advertising. Presentations also mean more time spent on the platform and a richer content experience.

Company pages are a great tool for B2B content but businesses need to focus their attention on metrics and analytics so that they see what works best for their industry. Econsultancy recommends the Snapshot tool that keeps track of the total followers, new followers, impressions and engagement metrics, as well as Company Update Engagement, which can give brands details of their post performance metrics and comparison.