Delivering fresh content via social media helps connect with key audience segments
In a recent post, I explored the importance of building an audience by continuously producing compelling content and delivering it across the right platforms, at the right time and in the right away. But, there’s another key idea to consider: delivering across platforms where your key audience(s) are actually engaging.
For many B2B companies, LinkedIn proves to be one online channel where you can connect with multiple audiences important to your business – employees, suppliers, customers and prospects. Now with the introduction of LinkedIn Showcase Pages, you can further target conversations by sharing information or offers aimed at specific segments of your company’s key audience(s).
If you’re unfamiliar, Showcase Pages are extensions of your Company Page, designed for spotlighting a brand, business unit or initiative. Learn more here.
A Good B2B Example
Aubright (formerly Goldleaf Plastics), a leader in plastic fabrication, chose to use Showcase Pages to target its audiences by market – OEM, Powersports and Retail – to connect using more specific information important to those in each industry. By separating the information by market, Aubright also is making their content easily shareable to expand reach across followers’ networks.
In addition to segmentation, the key to these pages comes down to consistently developing and sharing compelling content that’s laser-focused on your audience’s needs with examples of how you can help solve their most pressing challenges.
Sharing valuable content also helps to build thought leadership (validating your company as a trusted, informative source) and improve SEO – all benefits that position your company as a leader in your industry.
Struggling with how to keep your own content fresh? Consider these three tips to effectively engage with your audience(s) without overloading them.