By Limegreen social media expert, Holly Copson

To this day, LinkedIn remains the number one B2B social network in the world. Free from facing competition from the likes of Instagram and TikTok, LinkedIn is a goldmine of opportunity for B2B businesses.

At last count, LinkedIn had nearly 800m members worldwide (and is reportedly growing at a rate of 130 members per minute), there are 2.9million groups on LinkedIn and it recently surpassed £1bn in revenue. Pretty impressive, right?

When it comes to influence, the LinkedIn audience certainly packs a punch. Data taken from the platform indicates that 4 out of 5 LinkedIn members drive business decisions, and have 2x the buying power of the average web user.

LinkedIn also has some of the most accurate and sophisticated audience segmentation data taken from a number of different factors including job title, job growth, industry, location. Another advantage LinkedIn has is its boolean search capability (using AND/OR in search parameters meaning you can be even more accurate in your search).

When you pair this with the fact that professionals engage on LinkedIn with a purpose – to consume and share business content – it’s a platform that all B2B businesses should be taking advantage of.

So how can you harness the power of LinkedIn in 2022 and make it work hard for you?

Make Engagement a Priority

Engagement is key to the success of  a LinkedIn post. If a post receives likes in the first couple of hours (and the likes keep coming), the algorithm will continue to push it out. If it doesn’t receive that instant engagement, it’ll disappear.

Try and craft your posts to spark engagement and, even organically, they’ll do well. This could be through polls, questions, video, as long as your content is relatable, valuable and consistent, the engagement will follow.

Be Human

You might have noticed that the content on LinkedIn is becoming much more personal than some of the more templated posts that were popular several years ago. LinkedIn is favouring this content, so whilst you shouldn’t treat it quite like your Facebook profile, injecting some personality will go a long way.

Make sure you interact with any page engagement you might get. Not only will this do you good in terms of relationship building, but the more engagement a post gets, the more LinkedIn’s algorithm will favour it and continue to push it out.

Focus on Employee Advocacy

On average your employees have a network that is 10x larger than your companies. A recent update to LinkedIn’s employee advocacy function means users are notified when one of their colleagues shares a post. By encouraging employees to share page content, and create their own content, organic reach will be improved.

Use Your Personal Profile

Company pages are great, but ultimately LinkedIn likes people and therefore gives personal profiles more of the power.

You can treat your personal LinkedIn profile with strategy, just like you would a company page, and really think about the sort of content your connections are interested in. It’s worth bearing in mind if you’re trying to position yourself as a thought leader, experiment with long form content

Use LinkedIn Groups

I’ll start with a caveat that there are a lot of sectors that don’t use LinkedIn Groups, so this isn’t for everyone, but for those working in tech, finance, etc, make sure Groups form part of your LinkedIn strategy. They are a virtual goldmine of content and insight that can help form your content throughout the year. Immerse yourself in groups to gain an understanding of the sector landscape, any pain points that are being experienced and what that audience wants to know about.

LinkedIn is a powerful platform, and by following some of these tips you can begin to make it work for you and your business.

Photo by Greg Bulla via Unsplash