03 Dec Boosting B2B Engagement Through LinkedIn Stories

LinkedIn Stories, despite being a relatively new addition to the platform, presents a unique opportunity for B2B marketers to connect with their audience in a more engaging and less formal way. For businesses looking to maximise LinkedIn’s potential in 2024, understanding how to use Stories effectively can help boost engagement and foster meaningful relationships. Here are some best practices to make the most of LinkedIn Stories for B2B engagement.

 Use Stories for Behind-the-Scenes Content

LinkedIn Stories allow you to share temporary content that disappears after 24 hours, providing an informal way to give followers a glimpse behind the curtain. For B2B companies, this could mean sharing sneak peeks of upcoming projects, day-to-day operations, or quick updates from industry events. Such content helps humanise the brand and build a deeper connection with the audience by showcasing a more authentic side of the business.​

Leverage Stories for Real-Time Engagement

Using Stories to share content in real-time, such as live event coverage or spontaneous thoughts on industry news, can help your brand stay relevant and top-of-mind. This is especially useful during conferences, webinars, or major company announcements. Keeping your audience engaged with up-to-the-minute content positions your brand as a thought leader that’s in the loop with current industry trends​.

Educational and Value-Driven Content

While LinkedIn Stories have a shorter lifespan than regular posts, they can still be used to share bite-sized educational content that delivers value. Quick tips, industry insights, or mini-case studies can be presented in an engaging format that is easily digestible for the audience. This approach caters to LinkedIn’s professional user base, who often seek educational content that helps them solve problems or gain new knowledge.​

Include a Strong Call-to-Action (CTA)

To maximise the impact of your Stories, always include a clear and compelling call to action. Whether you want viewers to visit your website, sign up for a webinar, or check out a new blog post, guiding your audience on the next steps can significantly improve conversion rates. Make sure your CTA is easy to follow and relevant to the Story’s content.​

Employee Advocacy through Stories

Encourage your employees to share content on Stories to amplify the reach of your brand. Employees can use Stories to share their experiences, insights from events they attend, or even updates on projects they’re working on. Content shared by employees receives more engagement because it comes across as more genuine and personal compared to traditional corporate messages.​

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Use LinkedIn Polls in Stories for Engagement

Polls can be incorporated into Stories to encourage audience interaction. Asking for opinions on industry trends or gauging interest in new products can turn passive viewers into active participants, providing valuable insights while boosting engagement. Polls create a two-way communication channel, making your brand appear more accessible and responsive to its audience.​

Experiment with Video Content

Video is a powerful tool for B2B engagement, and using it in Stories can drive even higher interaction rates. Short video clips explaining a complex topic, demonstrating a product, or sharing client testimonials can captivate your audience. Given that video content generally outperforms other formats on LinkedIn, integrating it into your Stories strategy can help you stand out.​

Final Thoughts

LinkedIn Stories are an evolving tool in the B2B marketer’s arsenal. By embracing this feature for behind-the-scenes content, real-time updates, educational snippets, and employee advocacy, brands can enhance their visibility and foster a deeper connection with their audience. Incorporating interactive elements like polls and leveraging video content further boosts engagement, ensuring that your LinkedIn Stories resonate in 2024 and beyond.