『What’s Working on LinkedIn for Industrial Marketers Right Now』のカバーアート

What’s Working on LinkedIn for Industrial Marketers Right Now

What’s Working on LinkedIn for Industrial Marketers Right Now

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LinkedIn remains one of the most important social media platforms for industrial marketers trying to reach engineers and technical buyers. But succeeding on LinkedIn looks different than it did a few years ago. Company pages still matter, but individual thought leaders can often gain more traction and amplify your message. We discuss what strategies marketers should prioritize on LinkedIn today. What Should Industrial Marketers Prioritize on LinkedIn?Industrial marketers should build a LinkedIn strategy that combines company-page content with individual thought leadership.Company pages remain important for maintaining an active brand presence, sharing company news, promoting educational resources, and supporting campaigns. However, individual experts often have an advantage when it comes to reach and engagement because LinkedIn users want to hear directly from real people with real expertise.An effective LinkedIn strategy should also involve executives, salespeople, subject matter experts, engineers, and other employees who can share credible perspectives with their own networks.Why Is Thought Leadership Important on LinkedIn?Thought leadership helps companies extend their reach beyond what their corporate LinkedIn page can achieve alone.Industrial companies may spend significant time developing useful content only to see a company-page post receive a few hundred impressions. Individual profiles can generate much stronger reach because audiences are more interested in hearing directly from knowledgeable people over brands. Engineers and other subject matter experts can bring a level of credibility and experience to a post that is difficult for a corporate account to replicate.Instead of asking only, “What should our company post this week?”, marketers should also ask:Which experts inside our company could be sharing content?Which executives already have an active LinkedIn presence?Which engineers or technical SMEs have perspectives our audience would value?Start with the people who are easiest to activate, then expand your program over time. Executives, founders, and salespeople are often the easiest place to begin because they may already be comfortable posting or building their personal networks.However, some of the most valuable voices can also be the hardest to activate: engineers and technical subject matter experts. Technical audiences want to hear from people who understand their problems firsthand. An engineer explaining how they approached a design challenge may be more compelling than the same information presented as a traditional brand post.A strong thought leadership program can therefore include a mix of:Founders and executivesSales leadersProduct leadersEngineersTechnical subject matter expertsWhat Should LinkedIn Thought Leaders Post About?Thought leadership content should connect to your broader marketing strategy while reflecting the expertise of the individual posting it.Start with your existing campaigns, product launches, company messaging, customer challenges, and educational content. Then adjust the angle based on the person sharing it. For example, several employees could support the same product launch without posting the same message.A founder might discuss why the company invested in solving a particular problem.A sales leader might discuss what customers are asking about.An engineer might explain the technical challenge the team was trying to solve or how a particular approach could be applied.This approach allows industrial marketers to get more mileage out of existing campaigns without simply copying corporate posts onto employees’ profiles.Do Personal Posts Belong on LinkedIn?Yes. Personal content can help LinkedIn thought leaders increase reach, build familiarity, and make their professional content more effective. Photos from events, travel, team activities, career and personal milestones, and other personal experiences can give audiences a reason to stop scrolling. Those posts may also generate stronger engagement than traditional business content, which can increase the overall visibility of an individual’s profile.Personal posts should still use good judgment. Highly controversial topics or posts far outside what someone is comfortable associating with their employer may create risk. But authenticity itself is not something industrial marketers should be afraid of.Are LinkedIn Thought Leadership Ads Worth Testing?Thought leadership ads can be an effective way to expand the reach of strong individual posts while being significantly less expensive than other LinkedIn Ad types.Instead of building an advertisement from a traditional branded graphic or video, LinkedIn thought leadership ads allow companies to promote posts from individual profiles. This works particularly well when the original content is already educational and credible.At TREW, we have experimented with promoting thought leadership posts from experts. In our experience discussed, these posts...
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