Complete Guide: building a LinkedIn strategy in 2024

Did you know that 80% of B2B leads come from LinkedIn? In the world of B2B digital marketing, LinkedIn has established itself as the essential playground..

With over 875 million members, including 27 million in Francethis professional network offers unrivalled opportunities for marketers. It's the essential platform for developing your online presence and attracting qualified prospects.

In this article, we explore the key elements for developing an effective content strategy. An essential lever for transform your online presence to attract more leads. Are you ready to boost your LinkedIn marketing?

Why is LinkedIn essential for marketers?

LinkedIn is no longer just a recruitment site. It has become a genuine platform for sharing opinions and professional content. For B2B marketers, LinkedIn offers several unique advantages:

1. Precise targeting : LinkedIn enables you to reach specific professionals according to their position, sector of activity or company.
2. High engagement : LinkedIn users are generally more receptive to professional and educational content. In fact, the engagement rate on LinkedIn is 3 times that of Facebook or Twitter for B2B content.
3. Personal branding: The platform offers excellent opportunities to establish your expertise and credibility in your field.
4. Lead generation : With the right tools and strategies, LinkedIn can become an important source of qualified leads for your company. 94% of B2B marketers use LinkedIn to distribute content.

LinkedIn is your ally in gaining visibility and reaching your growth targets faster. So how can you leverage these benefits for your business?

3 preliminary steps to creating a successful LinkedIn content strategy

Step 1: Define your goals

Before you start creating content, it's crucial to clearly define your objectives. According to LiveMentor, these objectives can be divided into 3 categories:

• Brand awareness : Increase your brand's visibility on LinkedIn.
• Consideration : Encourage users to find out more about your company.
• Conversion : Generate qualified leads for your company to improve your conversion rate.

Make sure your objectives are SMART : Specific, Measurable, Achievable, Realistic and Time-bound. For example, "Increase the number of followers on our LinkedIn page by 20% in the next 3 months".

Step 2: Know your target audience

For your content to resonate with your audience, it's essential to know them well. Use LinkedIn's analytics tools to understand who your followers are and what types of content interest them most. Don't hesitate to use LinkedIn surveys to learn more about your target audience, as Waalaxy suggests.

Ask yourself these questions: 

• What are your audience's daily challenges? 
• What are their career aspirations?
• How can your expertise help them?

Step 3: Create an editorial calendar

An editorial calendar will help you maintain a regular presence on LinkedIn, which is crucial for audience engagement. Here's how to do it:

1. Choose a planning tool (Trello, Notion, or even a simple Excel spreadsheet).
2. Set a posting frequency (e.g. 3 posts per week).
3. Plan your themes over a month, taking care to vary the types of content.
4. Plan content for important industry events.
5. Leave room for reactive content linked to current events in your sector.

Types of content to publish on LinkedIn

Choose your content according to your objectives and your audience. Your content strategy evolves over time and needs to be re-evaluated regularly in the light of your results.

Blog posts: a must for gaining legitimacy

Blog articles shared on LinkedIn can establish your expertise and drive traffic to your website. Make sure your articles bring real value to your audience by addressing their specific issues.

Example : If you're in HR, you could write an article entitled "5 innovative strategies to improve employee engagement in 2024".

Visual publications to attract attention

Visual content captures visitors' attention and increases engagement. Create informative infographics or images with inspirational quotes related to your industry. LaGrowthMachine stresses the importance of varying content formats to keep your audience interested.

Example : An infographic on "The evolution of digital marketing from 2000 to 2024" could captivate your audience and generate shares.

Videos and webinars for educational support

Videos and webinars are great ways to share in-depth knowledge and interact directly with your audience. Consider using LinkedIn Live for live sessions that promote real-time engagement.

Example : Organize a monthly webinar on "Tech trends to watch" if you're in the IT sector.

Case studies and testimonials to create links

Share customer success stories to demonstrate the value of your products or services. This content reinforces your credibility and can positively influence your prospects' purchasing decisions.

Example : "How Company X increased its sales by 150% in 6 months thanks to our solution".

How to optimize your LinkedIn content?

Using hashtags and keywords

Hashtags increase the visibility of your posts beyond your immediate network. Textbroker recommends using between two and six hashtags per post, choosing terms that are consistent with the content of your publication and relevant to your industry.

Example of relevant hashtags: #MarketingDigital #StrategieLinkedIn #ContentMarketing

Best times to publish

The timing of your publications can significantly impact their reach. The best times to publish on LinkedIn are generally mid-week (Tuesday, Wednesday, Thursday) during office hours.

However, don't hesitate to test different schedules to find out what works best for your specific audience.

Analyze performance and adjust strategy

Use LinkedIn analytics to track the performance of your publications. Here are some key metrics to monitor:

• engagement rate (likes, comments, shares) ;
• scope of publications ;
• click-through rate (if you include links) ;
• follower growth.

Observe which types of content generate the most engagement and adjust your strategy accordingly. Don't be afraid to experiment with different content formats and styles to see what resonates best with your audience.

Case studies and examples of successful strategies

Case 1: Hubspot's pedagogical approach

HubSpot has succeeded in significantly increasing its engagement on LinkedIn by adopting an approach focused on educating its audience. Their strategy is to regularly share practical tips, informative infographics and detailed case studies.

This approach not only strengthened their position as experts in the field of digital marketing, but also generated a steady stream of qualified leads.

Case 2: Salesforce's inspiring strategy

Salesforce excels at storytelling on LinkedIn. They regularly share inspiring stories from their customers and employees. This strategy embodies their brand and creates an emotional connection with their audience.

This approach has considerably increased their engagement and visibility on the platform.

Developing an effective content strategy on LinkedIn takes time and patience, but the benefits for your business can be considerable. By clearly defining your objectives and creating valuable content, you can turn LinkedIn into a powerful tool for generate leads and strengthen your brand.

Don't forget that the key to success on LinkedIn is consistency and authenticity. Post regularly, engage with your audience and don't be afraid to embody to embody your company's DNA.

So, are you ready to revolutionize your LinkedIn content strategy? Bulldozer Collective's experts are ready to help you improve your content strategy and reach your sales targets. Don't hesitate to contact us to find out more about our free solutions.