Leveraging LinkedIn: Types of Social Posts Small Businesses Should Use for Effective Marketing

LinkedIn has long shed its identity as a simple job hunting site, transforming into a vibrant hub for business connections and a goldmine for B2B marketing opportunities. For small businesses, LinkedIn is a particularly compelling platform, providing a fertile ground for connecting with potential clients, industry peers, and prospective employees. To fully exploit the potential of LinkedIn, businesses must understand the variety of social post types available on the platform and how best to leverage them for maximum impact. It’s also important not to fall into the trap of being overly promotional. I used to use the 80/2- rule – 80% valuable content and 20% promotional – however as the market has changed post-pandemic, it seems audiences want even less ‘sell’ and more ‘value’, so I’m inclined to now advise more of a 90/10 approach now!

Let’s delve into several types of social posts small businesses should consider when marketing on LinkedIn and the unique benefits each post type brings to the table.

1. Company Updates

Company updates, or general posts about business activities, can form the bedrock of your LinkedIn content strategy. These posts can range from announcements of new products or services, updates about company milestones or awards, to stories about team-building activities or community involvement. The benefits? They humanise your business, foster a sense of community, and keep your audience in the loop about your company’s journey and growth. Just make sure it’s not all promotion – remember you are talking to real people, not ‘organisations’.

2. Thought Leadership Posts

LinkedIn has a reputation for being a platform of professionals, making it a perfect space to establish your small business as an industry authority. Thought leadership posts often come in the form of blog posts, white papers, or in-depth articles. These posts typically provide insight into industry trends, offer unique perspectives on current issues, or share expertise in your specific field. Sharing such content establishes your business as an industry expert, builds credibility, and can attract potential clients or partners.

3. Employee-Centric Posts

Putting a spotlight on the people behind your business can be a powerful way to build a personal connection with your audience. Employee-centric posts can feature staff profiles, celebrate employee achievements, or offer a behind-the-scenes look at your business operations. This type of content fosters a more relatable and humanising company image, helping to attract potential employees and making your business more appealing to potential customers who value companies with a strong, positive corporate culture.

4. Interactive Content

Posts that engage your audience directly can significantly boost your visibility and engagement on LinkedIn. This could be polls, slideshows, document posts or posts that ask questions to your followers. They encourage interaction and drive engagement, keeping your business at the top of your followers’ minds. Furthermore, the responses you get can provide valuable insights into your customer base and their preferences.

5. User-Generated Content

Nothing builds trust quite like the endorsement of a satisfied customer. Encourage your customers to share their experiences with your products or services, and feature these testimonials in your posts. Sharing user-generated content not only boosts your credibility but also fosters a sense of community, showing your customers that their voices and experiences are valued.

LinkedIn can be a potent tool in a small business’s marketing arsenal, but only if used strategically, intelligently and consistently. By diversifying your content mix to include company updates, thought leadership posts, employee-centric content, interactive posts, and user-generated content, you can humanise your brand, establish industry authority, engage your audience, add value to those that matter and build credibility. The unique benefits of each post type can help propel your small business to new heights on LinkedIn. Remember, consistency is key, and the goal should always be to provide value to your audience.