If you’re in B2B sales, LinkedIn is probably a key part of your strategy. It’s the platform where professionals engage, network, and learn, making it a goldmine for reaching your audience. However, when it comes to creating sales content that works, many wonder if their approach is the right one. This article will tackle some common questions you have about LinkedIn sales content—from the best time to post to what types of content work best.
When Is the Best Time to Post?
LinkedIn activity can change based on professional work hours. For example, if you’re targeting the U.S. and Europe, mornings between 8 and 10 a.m. in the U.S. and late afternoons in Europe are ideal. But what if you’re targeting multiple regions?
A good strategy is to stagger your posts based on the time zones of your key audience locations. And if you have a global audience, you’ll want to experiment with a few different time slots. The key is to find that sweet spot where your audience is online and ready to engage. Ideal posting times for different regions include:
- U.S. (East Coast): Between 9 a.m. and 11 a.m. tends to catch professionals as they start their workday.
- Europe (Central European Time): Late mornings between 10 a.m. and 12 p.m. is prime time as people settle into their day.
- Asia (Indian Standard Time): 11 a.m. to 1 p.m. for Indian markets, and early mornings in Southeast Asia can catch a mix of professionals checking in before starting their day.
- Universal Hours: If you’re aiming for global reach, consider posting between 8 a.m. and 10 a.m. Eastern Time (ET). This window overlaps with business hours in North America, Europe, and Asia, giving you a broad reach across multiple time zones.
Also, feel free to use LinkedIn’s analytics to refine your posting schedule over time. It’s not a one-size-fits-all approach, but you can find what works best for your audience with some testing.
LinkedIn’s Reach in Different Regions
LinkedIn is the dominant platform in many Western markets, but its popularity can vary significantly across other parts of the world. For instance, LinkedIn might not always be your go-to if you’re targeting professionals in Asia.
Let’s take a look at how LinkedIn compares in some key regions:
- China: LinkedIn faces strong competition from local platforms like Maimai and WeChat, making it less influential than in other regions. China’s regulatory environment also poses challenges for LinkedIn’s penetration.
- South Korea: Although LinkedIn usage is growing, local platforms like WorkNet still dominate certain industries.
- Thailand: LinkedIn has a presence, but adoption is slower compared to regions like India, where LinkedIn is expanding rapidly.
Understanding these local preferences is crucial when expanding your sales efforts across borders. While LinkedIn is strong in many parts of the world, regional alternatives may require a more nuanced approach.
Types of Sales Content That Drive Engagement
First off, forget the hard sales pitch. Nobody wants to feel like they’re being sold to. Instead, focus on content that adds value and sparks conversation, such as:
- Storytelling: People connect with stories, especially those that highlight challenges and solutions. Share personal anecdotes, client success stories, or lessons learned from your own journey in sales.
- Practical Insights: Posts offering actionable tips or industry insights perform well. Focus on sharing knowledge your audience can use in their day-to-day work. Case studies and how-to guides are excellent for this.
- Polls and Questions: Want to spark engagement? Ask questions that invite responses. Polls, for instance, encourage participation without much effort from your audience. Keep the questions light, but relevant to your audience’s needs.
- Video Content: LinkedIn is becoming more video-friendly, and video posts tend to get more engagement than static content. The key here is brevity. Short, insightful videos (preferably under 2 minutes) grab attention and keep people engaged.
Balancing Personal Branding and Company Promotion
Having a founder with a strong personal brand can be a huge asset for your company’s LinkedIn presence. But how do you promote the company without overshadowing the individual, or vice versa?
The answer lies in collaboration. Let’s take a look at how to balance the two:
- Founder’s Posts: Allow your founder to share industry insights, thought leadership pieces, or personal experiences that highlight their role in the business. This builds trust with their audience.
- Company Posts: Repost or link to the founder’s content from the company page, showing alignment and reinforcing the founder’s messages. This ensures that the company benefits from the founder’s network, while the founder boosts the company’s visibility through their personal brand.
It’s all about synergy. When done correctly, both the personal and company brands will grow together, without competing for attention.
LinkedIn’s Algorithm: How to Get More Eyes on Your Content
LinkedIn’s algorithm rewards content that sparks engagement early on, so it’s important to understand how to work with it. You could improve your visibility by following some of these steps:
- Engage Early: The first hour after your post goes live is critical. LinkedIn rewards content that gets immediate engagement, so respond to comments quickly and encourage interaction.
- Use Hashtags Wisely: Stick to 3-5 relevant hashtags. This helps your content reach the right people without diluting your message or cluttering the post.
- Consistency Is Key: Posting regularly helps your profile stay active in the algorithm’s eyes. Aim for at least three weekly posts, and keep the content varied—mix articles, polls, videos, and text posts.
Profile Optimization
Before you even think about posting, make sure your profile is optimized to reflect your professional Value. Think of it like this: Your posts are the conversation starters, but your profile is where people go to learn more about you. If your profile doesn’t hold up, your content won’t either.
Example of an Optimized LinkedIn Profile
Make sure you check everything off this list to optimize your LinkedIn profile:
- Strong Headline: Include your role and what you help companies achieve.
- Professional Photo: Keep it clear, friendly, and professional.
- Detailed Summary: Focus on what makes you unique and the Value you bring to your clients.
- Experience Section: Include measurable results to showcase your impact.
Remember, your LinkedIn profile is your digital business card—don’t let it get dusty.
The truth is, there’s no magic formula for LinkedIn sales content success. It’s a process of trial and error, testing what resonates with your audience and adapting over time. Keep in mind that it’s not just about what you say but how you say it. Create conversational content that provides value and, most importantly, is human.
