Top performing organizations select Reprinted reports based on the business needs and challenges of their target audience, and one channel where business content is especially commonly is LinkedIn.
LinkedIn is popular for B2B marketers for two reasons:
Professionals are often on the lookout for valuable insight as they scroll through their LinkedIn feeds.
The professional demographic and firmographic data available makes precise audience targeting more possible than other channels
Here are some tips for getting the most engagement and traffic from LinkedIn:
Leverage "Employee Amplification" to maximize organic reach
Most Reprints users promote their Gartner content on LinkedIn organically - creating posts from the company's page that will reach all who follow the company.
A more recent and trending non-paid content strategy on LinkedIn is employee amplification.
Employee amplification is an organized campaign to encourage individual employees of your organization share or re-post a LinkedIn post promoting your Reprint. The amplification effect is substantial - it leverages the collective networks of your employees to increase the reach of your Reprint many-fold.
In general, the more employees who share the post the better - but there are two segments that are especially important to leverage within this strategy:
Your Sales Force
Create ready-to-go post copy and an engaging visual for members of your sales team to share on LinkedIn. Their connections - many of whom are prospects - are top targets for the Reprint.
Aside from driving interested prospects to your website, the reactions to the post itself may start conversations and open opportunities.
Your Leadership Team
Don't shy away from including your organization's executives and leaders in yiour employee amplification strategy. Executives often struggle to generate posts on their own but wish to share insight.The reach of their network and posts is significant and will provide a boost to your Reprint leads and traffic.
Well-designed, engaging posts will drive more traffic and leads for your Reprint. Read on to learn tips for maximizing the impact of your LinkedIn efforts.
Address your target audience and clearly explain the Reprint's value
Make sure your target audience knows exactly how this report will help them solve their most pressing problems.
Remember, the main goal of your LinkedIn post is to convey the value of the report and the insights it contains. Successful post copy piques interest and drives traffic to your landing page (which should be optimized for conversion)
Share specific insights that appeal to your target audience to catch their attention:
This post is an excellent example - the audience is clearly addressed in the first sentence, and the second sentence persuades that audience by telling them what they have to gain from reading the complimentary report.
Create custom visuals that share attention-grabbing insights.
When users scroll through social media feeds, including LinkedIn, they're probably not reading the text of every single post.
This is why your image needs to do the initial work of grabbing users' attention. Have your graphic design team create a social image specifically for LinkedIn - it should do two things:
It should be visually engaging so it catches the attention of someone scrolling through their feed. Deploy bright colors and a large CTA button such as "Get the report"
The image itself should convey the value of the report - your post text can go into more detail, but once the image has caught the eye of your prospect with a attention-grabbing visual, it should immediately convey the main theme of the report (i.e. what they will learn).
Make sure your image does those two things first, then focus on optimizing your post copy.
Leverage paid promotion to maximize reach and audience targeting
There are several options when it comes to paid promotion on LinkedIn - the most ideal option will differ depending on your budget, goals, and prior experience with LinkedIn.
We recommend choosing the method that has previously driven success for other content you've promoted on LinkedIn. Remember, a Reprint is very similar to other content asset in your library, so give it the same treatment as your other content.
Below is a brief overview of the paid promotion options on LinkedIn and guides to learn more:
Sponsored Content: Promote your post and reach a target audience in the main LinkedIn feed. Learn more.
Sponsored Messaging: Promote your Reprint to a targeted audience via personal messaging. Learn more.
Dynamic Ads: Promote your Reprint with ads personalized to your prospects. Learn more.
Other ways to leverage your Reprint