woman on LinkedIn on her phone

How to Increase Impressions on LinkedIn

August 21, 2023
Versa Creative
In the dynamic landscape of business-to-business (B2B) marketing, where connections and relationships are of the utmost importance, LinkedIn has been and continues to be the most popular platform for professionals seeking to expand their influence and reach. However, LinkedIn’s unrivaled position as the best social media platform for B2B marketing means that countless companies and professionals are generating B2B content and posting it on LinkedIn every day—making it that much harder for an individual company’s content to stand out. In this blog, we’ll explain the logic and strategy behind how to increase impressions on LinkedIn to bolster your B2B marketing efforts, expand your reach, and amplify your brand’s visibility. 

Why Are Impressions on LinkedIn Important?

LinkedIn impressions are crucial in cultivating a dedicated audience and developing brand visibility. Impressions are the first step to generating actual engagement on LinkedIn. Simply put, impressions are equivalent to views on LinkedIn, even if those views do not include an interaction. Any time a post on LinkedIn is on a user’s screen for more than 300 milliseconds or 50% of a piece of content is on the user’s screen, it counts as an impression. This means that viewers do not have to like, share, or even read your content for it to count as an impression.

It’s crucial to understand that just because your company has a certain number of followers or connections doesn’t mean that everyone sees your content. The LinkedIn algorithm works in a way that rewards impressions, meaning that your post will be shown to more of your audience if those who see it interact with it. If you have high-quality content, more impressions will lead to more engagement, ultimately leading to more conversions. But how do you guarantee that the content shared on your page is quality?

LinkedIn Content Strategy Tips

There are multiple ways to ensure that the type of content you share on your LinkedIn page is of a high enough quality to encourage interactions and engagement. 

Understand Your Target Audience

Understanding your B2B audience goes beyond simply knowing who your audience is. Companies need to understand their audience’s pain points and interests and cultivate content demonstrating how their goods or services alleviate those pain points and align with their interests. 

Align Content With Your Business Goals

Ensure your content follows a strategy that touches on your business’s goals and values. Consider creating content pillars that align with each of your values. For example, it may be important for your business to educate its audience while still showing the company culture, therefore engaging potential customers as well as potential employees. Culture and education would then become two of your business’s content pillars. 

yellow content bubble

Post Consistently

Maintain a regular posting schedule to keep your audience engaged. Consistency builds familiarity and ensures your content reaches a wider audience.

Utilize LinkedIn Hashtags

Research and use relevant industry-specific hashtags to expand the reach of your posts and connect with a broader audience.

Post LinkedIn Articles

Leverage the LinkedIn Articles feature to share in-depth insights on industry topics. Long-form content can position you as an authority in your field. However, be sure to research the standards and conventions in your industry before writing a LinkedIn Article. 

Use LinkedIn Analytics

Monitor LinkedIn Analytics to analyze which content performs best. Use this data to refine your strategy and focus on what resonates most with your audience.

Building Your Network

Building your LinkedIn network is a multi-step process. Before you begin sending everyone in your industry a connection request, follow these steps to ensure the most success in curating a network that will lead to more engagement and conversions. 

iPhones on LinkedIn

Optimize Your LinkedIn Profile

It’s crucial to optimize your LinkedIn company page before attempting to make connections. Ensure your profile is complete and professional by using a high-quality profile picture and banner image, writing a compelling headline, and including industry-specific keywords in your company information. Additionally, updating this information regularly as your company evolves and grows is essential. 

Identify Your Target Audience

Determine who your ideal B2B connections are. Consider factors like industry, job title, company size, and location. This will help you focus your efforts on connecting with individuals who align with your business goals.

Search and Connect

Utilize LinkedIn’s search features to find professionals within your target audience. Send personalized connection requests explaining why you’d like to connect and how your connection could benefit both parties. Avoid generic or spammy connection messages.

Engage With Content

Engage with the content shared by your connections. Like, comment, and share relevant posts to show your interest and establish your presence within their network.

Utilize LinkedIn Groups

Participate in LinkedIn groups relevant to your industry or niche. Engage in discussions, share insights, and connect with members who demonstrate a similar interest in your field.

Join Networking Events and Conferences

Attend virtual and in-person industry events, webinars, and conferences. These platforms provide opportunities to connect with professionals in your field and foster deeper relationships.

This is not an exhaustive list by any means, but by following these tips, you guarantee that the connections you build within your LinkedIn network will be relevant and helpful to your business. It’s far more important to develop connections with businesses and professionals that are more likely to engage with your content than many who are uninterested or unfamiliar with your content. Remember, engagement is based on the number of interactions divided by the number of impressions—not the number of interactions in general.

wooden people figures with white data connections

LinkedIn Social Media Marketing with Versa Creative

As this blog indicates, LinkedIn impressions are vital, as they signify your content’s potential reach and visibility, helping establish brand awareness and initiate meaningful interactions within your target B2B audience. Now that you understand how to increase impressions on LinkedIn, it may be clear that this endeavor is a full-time job. That’s why it can be incredibly helpful to hire professionals in the social media marketing industry so that you can focus on your business. 

Partnering with the experts at Versa Creative for your B2B LinkedIn marketing needs offers a strategic advantage that seamlessly merges creative expertise with in-depth industry understanding. With a proven track record of crafting compelling content and driving impactful campaigns, Versa Creative brings a wealth of experience to amplify your brand’s presence on LinkedIn. Their tailored approach ensures your B2B business connects with the right audience through engaging content, ultimately fostering valuable relationships and generating tangible results. With Versa Creative as your collaborative force, you can unlock the full potential of LinkedIn for your B2B marketing journey. Visit our website today to learn more about how our experience leads Houston.

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