How to communicate in B2B on LinkedIn?
Posted: Wed Jan 15, 2025 5:42 am
Each social network has its codes. On Twitter, for example, there is this famous constraint of 280 characters, so we must force ourselves to be concise and impactful. What tone should you adopt on LinkedIn? Serious? Fun? If you pay attention, you will see that many users complain about the direction LinkedIn is taking: “the network is becoming like Facebook”, “too many personal publications”, “topics that have nothing to do with the professional world”… It is true that since the health crisis and teleworking, the line between professional and personal life is even more blurred. It is difficult to know how to communicate on LinkedIn as a company! Our advice: stay true to your brand identity .
The best thing is to stay authentic and avoid trying to look like all the other companies or give yourself a different image. The main thing is that your speech speaks to your prospects! If what reassures them is a central african leads formal and serious tone, communicate in that tone. If, on the contrary, it is your offbeat, fun side that they like, keep it in your publications. Today, it is very important to have an omnichannel strategy , that is, a strategy that connects all the channels through which we interact with our prospects to engage them and ensure that they have a pleasant and smooth prospect/customer experience throughout the purchasing journey .
We must therefore ensure that we use the same tone and vocabulary on all the channels used: your website, your communications (email, newsletter, social networks), and of course LinkedIn to ensure consistency in your speech . Quick tip: Think of your brand as a person. Your prospects want to feel like they’re interacting with the same person when they’re on your website, reading your emails, talking to your salespeople, or reading your social media posts. Beyond staying true to your brand image, there are of course other good practices for communicating well on LinkedIn and engaging your prospects , which we share with you just below.
Our tips for a good marketing strategy on LinkedIn Address your target with the right terms You know the drill: it’s essential to know your personas well , their pain points and challenges, the terms and expressions they use to define them, the vocabulary they use, etc. Yes, well, but why is it so important? Simply because they need to be addressed with terms that are familiar to them and that will resonate with them! How to do it in practice? If you haven't already, download our persona creation kit which will simplify your task.
To know what vocabulary they use on a daily basis, talk to your customers regularly, make or remake your personas through prospect and customer interviews, listen to calls between salespeople and prospects... This is the best way to understand them, address them with empathy and write impactful posts! Use copywriting techniques Copywriting is as old as the hills, but it still works just as well! Even if we see “revolutionary copywriting techniques” on social networks, they are often derivatives of very old techniques that you surely know like AIDA (A = Attract; I = provoke Interest; D = arouse Desire; A = make take Action),
The best thing is to stay authentic and avoid trying to look like all the other companies or give yourself a different image. The main thing is that your speech speaks to your prospects! If what reassures them is a central african leads formal and serious tone, communicate in that tone. If, on the contrary, it is your offbeat, fun side that they like, keep it in your publications. Today, it is very important to have an omnichannel strategy , that is, a strategy that connects all the channels through which we interact with our prospects to engage them and ensure that they have a pleasant and smooth prospect/customer experience throughout the purchasing journey .
We must therefore ensure that we use the same tone and vocabulary on all the channels used: your website, your communications (email, newsletter, social networks), and of course LinkedIn to ensure consistency in your speech . Quick tip: Think of your brand as a person. Your prospects want to feel like they’re interacting with the same person when they’re on your website, reading your emails, talking to your salespeople, or reading your social media posts. Beyond staying true to your brand image, there are of course other good practices for communicating well on LinkedIn and engaging your prospects , which we share with you just below.
Our tips for a good marketing strategy on LinkedIn Address your target with the right terms You know the drill: it’s essential to know your personas well , their pain points and challenges, the terms and expressions they use to define them, the vocabulary they use, etc. Yes, well, but why is it so important? Simply because they need to be addressed with terms that are familiar to them and that will resonate with them! How to do it in practice? If you haven't already, download our persona creation kit which will simplify your task.
To know what vocabulary they use on a daily basis, talk to your customers regularly, make or remake your personas through prospect and customer interviews, listen to calls between salespeople and prospects... This is the best way to understand them, address them with empathy and write impactful posts! Use copywriting techniques Copywriting is as old as the hills, but it still works just as well! Even if we see “revolutionary copywriting techniques” on social networks, they are often derivatives of very old techniques that you surely know like AIDA (A = Attract; I = provoke Interest; D = arouse Desire; A = make take Action),