Amplify your LinkedIn output.

Mastering LinkedIn B2B marketing is crucial for reaching professional audiences effectively.In this article, learn to navigate LinkedIn’s unique environment with strategies that drive real business results—target your market more precisely, build impactful relationships, and generate leads with agility.In A NutshellLeverage LinkedIn’s targeted B2B tools like Sponsored Content and InMail, and engage with decision-makers by demonstrating thought leadership and creating meaningful connections.Optimise your LinkedIn Company Page with a compelling company description, consistent visual branding and a strong call-to-action to drive conversions and distinguish your brand.Implement an engaging content strategy with a mix of media formats and a consistent posting schedule to establish your brand as an industry leader and facilitate lead generation through LinkedIn’s unique tools.The Power of LinkedIn for B2B MarketingLinkedIn has revolutionised the landscape of B2B marketing with its suite of tools designed to target ideal audiences, enhance brand visibility, and generate leads.Unlike other social media platforms, LinkedIn’s user base primarily consists of professionals and decision-makers across various industries, making it a unique and potent platform for B2B marketing.The platform’s advertising tools, including Sponsored Content and InMail, are designed to facilitate precise targeting and communication with specific audience segments using tailored content.LinkedIn offers excellent networking features and a variety of content formats that create opportunities to connect with decision-makers, engage with potential clients, and demonstrate thought leadership.The cherry on top? LinkedIn is responsible for a whopping 97% of a business’s social media leads, underscoring its importance in B2B lead generation.The Professional User BaseLinkedIn’s user base is a gold mine for B2B marketers. It predominantly consists of professionals and decision-makers, providing a unique advantage for B2B marketing.Just imagine - with 80% of LinkedIn members in a decision-making role, the platform is teeming with potential B2B clients.LinkedIn enables connections with CEOs, CMOs, and other senior executives, offering invaluable insights into the needs and challenges faced by decision-makers in the B2B industry.This access to the right audience on LinkedIn puts B2B marketers in the driver’s seat, allowing them to tailor their messaging and offerings to resonate with potential clients.Targeted Advertising OptionsIn a world where personalisation is key, LinkedIn’s advertising tools stand out.With services like Sponsored Content and InMail, you can target your ads with surgical precision.These tools offer over 20 different audience attribute categories, including location, job title, and interests, allowing you to reach specific decision-makers and industry influencers effectively by providing relevant details.But that’s not all. With tools like InMail credits, LinkedIn enables advertisers to send messages directly to prospects, even those outside their immediate network.Plus, businesses can create highly targeted advertising campaigns by uploading their own customer data, such as email lists and CRM data. With such advanced targeting capabilities, your marketing messages are sure to land in the right inboxes.Networking and Thought LeadershipNetworking and thought leadership are at the core of LinkedIn’s value proposition. Businesses can connect with industry leaders by joining relevant groups and establishing authority through content sharing and engagement. Sharing industry-specific content is a highly effective way for companies to establish thought leadership and differentiate themselves from competitors.And the benefits are significant. A staggering 89% of business decision-makers have a more positive perception of organisations that share high-quality thought leadership content. So, whether it’s sharing the latest industry research or commenting on trending topics, active participation on LinkedIn can position your brand as a trusted authority in your field.Creating a High-Impact Company PageYour LinkedIn Company Page is the cornerstone of your LinkedIn marketing efforts. It’s the primary platform where prospective clients find critical information about your business’s services and solutions.Therefore, optimising your LinkedIn Page, which serves as your Company Page, is crucial to creating a high-impact online presence that effectively represents your brand.To improve Company Page performance, you should:Include a summary line with relevant keywordsHave a detailed ‘About Us’ section with your unique value propositionEnsure your profile pictures and cover images are well-designedUse a well-crafted header image on your LinkedIn Company Page to attract users’ interest and elicit a desired response.Compelling Company DescriptionYour company description is not just a summary of what your business does — it’s a powerful tool to connect with your target audience on a deeper level.A compelling company description effectively mirrors your brand’s values, enabling customers to understand what your company stands for and the quality of products or services they can anticipate.The company description must concisely articulate your business’s unique value proposition, ensuring it resonates with the intended target audience and distinguishes your company from competitors.Remember, your company description is not just about who you are, but also how you can solve your audience’s problems.Visual BrandingVisual branding is a powerful tool to set your company apart from competitors, making your brand more memorable and easier to recognise. Consistent use of design elements such as logos, color schemes, and typography builds trust with customers, conveying reliability and professionalism.Design choices that resonate with your target audience can help in creating a brand identity that feels personal and engaging.Therefore, the consistent use of high-quality images and branding elements on your LinkedIn Company Page can enhance professionalism and visual appeal, contributing to a stronger brand identity.Call-to-Action (CTA)A compelling Call-to-Action (CTA) can be the difference between a visitor and a lead.Effective CTAs on LinkedIn Company Pages should be:BriefSpecificActionableClear prompts like ‘Request Demo,’ ‘Sign up,’ or ‘Buy Now’ to guide potential customers.Creating a sense of urgency with words like ‘now’ or ‘today’ in the CTA can motivate immediate customer action. The CTA should match the campaign’s objectives, such as lead generation or optimising future cash flow through prompt direct sales, to achieve the best outcomes.Remember, the CTA is your final pitch to your audience, so make it count.Implementing a Content Strategy That Engages and ConvertsContent is king, and LinkedIn is no exception. Implementing a content strategy on LinkedIn that engages and converts is crucial to your success. This marketing strategy should involve sharing valuable insights, mixing media formats, and maintaining a consistent posting schedule.It’s not just about what you say, but also how you say it. Experimenting with different content styles and formats helps discover which approaches your target audience finds most compelling. Using LinkedIn Analytics to track the performance of each content type aids in developing a content strategy that adds sustainable value and uncovers key insights.Sharing Valuable InsightsSharing high-quality, informative content on LinkedIn helps establish thought leadership and can significantly improve brand reputation and trust among potential customers. This could involve publishing long-form articles through LinkedIn’s Pulse feature, collaborating with influencers, or connecting with industry influencers.Content that performs well on LinkedIn include how-to guides and industry trends. Resharing employees’ posts when they mention your brand also resonates well with audiences on LinkedIn. By sharing valuable insights and expertise, you can position your brand as a go-to resource in your industry.Mixing Media FormatsIn the digital age, content comes in all shapes and sizes. From SlideShare presentations to images, videos, and varied blog post lengths - all these can effectively engage your target audience on LinkedIn.Mixing different media formats on LinkedIn is key to maintaining audience engagement and interest.Different content formats—like videos, infographics, and images—can cater to various audience preferences and learning styles. So, don’t be afraid to experiment with a range of content types, including:Blog postsWebinarsVideosInfographicsImagesThis will enhance your LinkedIn B2B marketing effectiveness.Consistent Posting ScheduleConsistency is key in content marketing. Maintaining a consistent posting schedule on LinkedIn allows for greater visibility and helps your business stay on people’s radars, which is crucial in crowded markets.A regular content publishing rhythm can lead to increased engagement, making your brand a familiar and more trustworthy option for potential clients.However, it’s not about bombarding your audience with daily posts. In fact, weekly high-quality posts can be more effective than daily low-quality ones. It’s about finding the right balance and ensuring that each post provides value to your audience.Leveraging LinkedIn Tools for B2B Lead GenerationIt’s time to power up your LinkedIn marketing efforts with the platform’s unique tools. Turning your company page into a lead generation page involves structuring it to guide visitors towards a conversion action.LinkedIn offers several powerful tools, including Sales Navigator, LinkedIn Groups, and LinkedIn Analytics, which can significantly enhance your B2B lead generation efforts.By actively participating in relevant LinkedIn Groups, you can:Uncover additional blocks of leads to engage withUse saved and targeted searches on LinkedIn to ensure ongoing prospecting effortsMaintain consistency in lead generation activitiesReceive alerts for new opportunitiesThese strategies will help you maximise your lead generation efforts on LinkedIn.Sales NavigatorSales Navigator is a specialised tool designed to help businesses find and engage with decision-makers on LinkedIn. It allows for precise targeting of potential customers using over 40 advanced search filters, including industry, job title, and additional criteria to help refine search results and spotlight those prospects more likely to engage.The platform promotes team collaboration by enabling the sharing of prospect lists and utilises Teamlink to leverage team connections for finding the best path to a lead.With multiple subscription plans, each offering distinct features to accommodate different sales needs, and users can save searches to streamline their outreach campaigns and lead management processes.LinkedIn GroupsLinkedIn Groups are a gold mine for B2B marketers. They enable professionals to engage in industry-specific discussions and forge connections, presenting an advantage for B2B marketers to establish thought leadership.Participation in LinkedIn Groups can enhance a company’s online presence and visibility among its target market. Active participation in these groups can also lead to the acquisition of new leads and customers.LinkedIn Groups offer opportunities for building valuable relationships with key decision makers and potential partners.LinkedIn AnalyticsLinkedIn’s analytics dashboard is a powerful tool for any marketer. It is designed to help businesses:Analyse their audience dataTrack the performance of branding strategiesPerformance tracking of campaigns through LinkedIn analytics enables businesses to optimise their marketing strategies for better return on investment.Analysing content upload success is essential for refining B2B LinkedIn marketing strategies, ensuring that the content resonates with the target audience. Continuous tracking and measurement using LinkedIn’s analytics tools are crucial for the iterative refinement and success of marketing strategies.Building a Powerful Employee Advocacy ProgramOne of the most overlooked aspects of LinkedIn marketing is the power of employee advocacy.When employees are empowered to advocate for the brand, they become more engaged in their work, as it fulfills their professional growth needs and contributes to a stronger work culture.Individual employees play a crucial role in amplifying a brand’s presence on LinkedIn by actively representing their place of business and establishing themselves as thought leaders.Showcasing the team on LinkedIn helps to humanise the brand and build trust by revealing the people behind the business.Encouraging Employee ParticipationEncouraging employee participation is a key aspect of building a robust employee advocacy program.Executive team members can lead by example in employee advocacy by engaging actively themselves, setting the tone for the rest of the company.When companies outline the individual and collective advantages of social media engagement, employees become more inclined to share content. Employees connecting with each other on LinkedIn and other social media channels create a stronger network that amplifies the visibility and dissemination of company content.Providing Training and ResourcesProviding the necessary training and resources is crucial for effective employee advocacy.Organisations should integrate the use of social media for advocacy into company culture, which may involve a shift in company policy to allow such activities during work hours.Providing direct and regular feedback to employees is crucial for them to authentically represent the company’s brand values in all interactions. Regular provision of best practices for social media engagement to employees supports more effective advocacy efforts.Measuring SuccessMeasuring success is the final piece of the employee advocacy puzzle. Engagement, reach, and conversion metrics are important for assessing the success of employee advocacy on LinkedIn, offering insight into the impact of advocacy efforts on business outcomes.Reach metrics help determine the spread of your message and the size of the audience your employee advocacy program is impacting, crucial for gauging awareness and visibility.Conversion metrics track how many leads, inquiries, or sales have resulted from employee posts, providing a direct link between advocacy efforts and business outcomes.What We Said In Less WordsSo there you have it - the ultimate guide to maximising your LinkedIn B2B marketing strategy.From leveraging the platform’s unique user base and targeted advertising options to creating a high-impact company page and robust content strategy, LinkedIn offers a myriad of opportunities to boost your brand’s visibility and generate high-quality leads.Don’t forget to harness the power of LinkedIn’s unique tools and build a robust employee advocacy program to amplify your brand’s presence. So, what are you waiting for? It’s time to take your LinkedIn B2B marketing strategy to the next level.Frequently Asked QuestionsWhat are the 4 types of B2B marketing?The four types of B2B marketing are producers, resellers, governments, and institutions. These categories help understand and target different market segments.Is LinkedIn good for B2B marketing?Yes, LinkedIn is great for B2B marketing because four out of five members make business decisions, providing a unique opportunity to connect with potential clients. With its content-sharing features, businesses can effectively target their ideal customers.How can I make my company page more engaging?To make your company page more engaging, focus on creating a compelling company description, consistent visual branding, and effective CTAs. This will help attract and retain the interest of your audience.What type of content works best on LinkedIn?To maximise your impact on LinkedIn, share high-quality, informative content like articles, how-to guides, and industry trends. Mix in different media formats such as videos and infographics to appeal to a wider audience. So start creating engaging and varied content today to boost your LinkedIn presence.How can I use LinkedIn for lead generation?You can enhance your lead generation efforts on LinkedIn by utilising tools like Sales Navigator, LinkedIn Groups, and LinkedIn Analytics. Additionally, consider transforming your company page into a lead generation page to guide visitors towards a conversion action. Start using these tools today and see an improvement in your lead generation efforts.

In professional networking, LinkedIn has long been known for its commitment to substantive content.However, times are changing as LinkedIn unveils its latest innovation - a new video feature, which will revolutionise content consumption on the platform.The Shift Towards Video ContentLinkedIn has been synonymous with informative articles and thought-provoking discussions.However, the rise of video content across social media platforms has prompted LinkedIn to adapt.As Suzi Owens, a spokesperson for LinkedIn, revealed, the platform is now exploring new ways to facilitate the discovery of timely and relevant videos.Introducing The Video FeatureSoon, users will notice a new "Video" option nestled alongside the familiar "Home" button in the app's navigation bar.This feature promises to usher viewers into a curated feed of short-form videos, like popular formats found on Instagram Reels or TikTok.This strategic move not only caters to evolving user preferences but also underscores LinkedIn's commitment to embracing diverse content formats.Creator-Friendly EnvironmentBehind this transformation lies LinkedIn's concerted efforts to develop a more creator-friendly environment.Initiatives like the LinkedIn Creator Accelerator and a dedicated creator relations team have paved the way for this evolution.By empowering creators, LinkedIn aims to enrich the platform with engaging and diverse content, ultimately enhancing the user experience.The Implications for ProfessionalsFor professionals and content creators alike, this development provides exciting opportunities.The integration of video content creates new options for storytelling, personal branding, and knowledge sharing.Whether it's showcasing expertise, providing insights, or connecting with audiences on a deeper level, the possibilities are endless.What Video Content Means For LinkedIn UsersAs LinkedIn jumps into the world of video content, it's shaking things up in a good way.With this move, LinkedIn isn't just staying put - it's stepping up to become a leader in social networking, offering us a fresh and exciting way to connect and share.As professionals, let's embrace this evolution and leverage the power of video to connect, inspire, and thrive.

It has been revealed today that Vulse has been named one of Greater Manchester's rising business stars of 2024 by Business Cloud.The inaugural list includes 125 of the fastest-growing businesses from the region.Having partnered with GM Business Growth Hub the award aims to recognise Greater Manchester’s most exciting companies across four key sectors:1) GreenTech2) Digital, creative and tech3) Advanced manufacturing and materials4) Life sciencesRepresenting a collaborative effort across the 10 local authority areas of Bolton, Bury, Manchester, Oldham, Rochdale, Salford, Stockport, Tameside, Trafford, and Wigan, the unveiled list showcases leading companies driving innovation and economic progress.In addition to highlighting established industry frontrunners, the compilation also features the city region's Ones to Watch - 30 emerging businesses with promising trajectories toward future success.To celebrate this significant milestone and foster further dialogue within these growing sectors, a launch event is planned for May 17, 2024.Following the launch, a series of sector-specific roundtables will provide platforms for deeper engagement and collaboration.The news follows Vulse being named in the MediaTech top 50 which showcases the UK’s most innovative media tech creators for 2024.

Welcome to our exclusive interview with co-founder, Annika Sanderson. In this insightful discussion, we delve deep into the journey that has led to the growth of Vulse, the challenges encountered, and the vision fueling innovation in the LinkedIn content creation industry.Can you share a bit about your personal journey and what led you to the decision to join Vulse?Growing up, I never knew what I wanted to do nor did I know what would interest me enough to make a career out of. I’ve always been a “go with the flow” and “act first, think second” kind of person, however, joining Vulse was a lot more strategic than that.I knew it was going to be a challenging role, however, the opportunity to be involved in so many different areas of the business and have tangible impact has already been worth the longer days.I have been able to combine my skills from previous roles in Sales, Recruitment and Employee Advocacy into one role, which in my opinion, was something slightly out of reach with it being so niche. It just goes to show what being active and engaging on LinkedIn can do!What is your personal connection to solving content creation challenges on LinkedIn? How does it resonate with you on a deeper level?Being in recruitment and talent acquisition, standing out has always been something I’ve strived towards. I was always thinking about how to position myself as a thought leader in the space as well as gain the trust from candidates.The question “Why should a candidate choose me as their recruiter?” was constantly at the forefront of my mind. The problems I constantly came across was being consistent and coming up with ideas to post about. I must have spent more time thinking about what to post than doing my job some days.How do you maintain a healthy work-life balance amidst the demands of being a startup co-founder?If anyone has the answer to this question, I’d love to hear from you.Having hobbies and staying active has been such a good way to balance my time. Another trick has been adding every task, no matter how big or small, in my diary.When you are balancing so much, it’s easy for me to forget them if they are not in front of me. Some may say my diary looks ridiculous, but that’s worked very well for me for years now.Who or what has been your biggest source of inspiration or mentorship along this journey, and how have they influenced your approach to entrepreneurship?I follow lots of successful entrepreneurs, from whom I will take inspiration from for different areas of my role at Vulse. From a leadership perspective, I have taken loads of inspiration from my previous manager Matt who was instrumental to my success and he helped me build confidence in myself.Other examples are entrepreneurs such as Molly Johnson-Jones from Flexa or Suzy Lockwood from ditto. I love empowering women to look up to and examples of successful entrepreneurs who are women because it makes it so much more relatable to me personally.What personal strengths or qualities do you believe have contributed most to your success as a co-founder of a content creation startup?Being from Finland, the Finnish term “Sisu” comes straight to mind. Roughly translated means strength of will, determination, perseverance, and acting rationally in the face of adversity.I’ve often been described as adaptable and creative which is a great trait to have in a start-up where priorities shift constantly and you have to think on your feet.Lastly, I’d say I’m a people-centric person, so bringing that to my role as a Co-Founder in the form of empowering the awesome team we have here!Looking ahead, what are your personal aspirations or goals for yourself, both within the context of Vulse and beyond?Within Vulse I’m excited to continue learning more about leadership and help drive product innovation - introducing new features that create even more value for our users.Additionally, guiding the company to the next level while giving back and lifting others up is my definition of success, so I’d love to look back in 5 years and say I had that impact.On a personal note, I’d love to see more of the world, and tick some bucket list destinations off.What books, podcasts, or other resources have had a profound impact on your personal or professional growth, and why?I only listen to a handful of podcasts, which are The Joe Rogan Experience, The Psychology of Your 20’s, How to Fail with Elizabeth Day and Huberman Lab.All of these podcasts have helped to give me a fresh perspective on a variety of topics across my personal and professional life.I’ve only recently gotten into my reading, but a book I always recommend now is “When You’re Ready, This Is How You Heal”. Such a beautiful,powerful and compassionate guidebook offering a practical and insightful approach to healing and personal growth.If someone were to play you in a movie, who would it be and why?Either Lyndsey Lohan, because as a child people used to say I resemble her a lot (weird, I know) or Angelina Jolie (specifically in her Tomb Raider era), again, because I’ve been told I look like her in those movies.Final question, if you had a dinner party, who would be your three guests, dead or alive?This is a really tough one, there are so many fascinating people I’d love to have at a dinner party! One would absolutely be Duncan Trussell, if you know you know.Secondly, Steven Bartlett, simply because I think he’d be able to put me in touch with some pretty cool people afterwards.Lastly, Katherine Johnson who I heard about quite recently - what a woman! It would be so incredibly fascinating to speak to her and ask her questions being one of the first female data scientists in the world.

Improving your organic LinkedIn content reach is not just about posting content; it's about strategising and engaging with your audience effectively.Here are seven ways to help you increase your LinkedIn presence and connect better with your target audience.Craft a Strategic Content PlanConsistency is key when it comes to maintaining an effective online presence. Align your publishing schedule with a well-thought-out content plan. Mix up your content formats, including blog posts, social media updates, infographics, interactive webinars, and videos. Diversifying your content keeps your audience engaged and caters to different learning styles and preferences. By setting clear expectations for your audience, you build trust and strengthen your brand's recall value.Tailor Content for Each Social Media PlatformUnderstanding the nuances of each social media platform is essential. Tailor your content to fit the audience and culture of each platform. For example, LinkedIn is ideal for professional content, while other platforms may lean towards more casual and lifestyle-focused content. Adapting your strategy to match evolving platform expectations helps you connect more authentically with your audience.Focus on User-Centric ContentCreate content that genuinely helps your audience and addresses their pain points. Algorithms may change, but user-centric content remains valuable. Offer practical solutions, valuable insights, and expert tips that resonate with your audience's needs and interests.Inject Creativity into Your ContentCreative content grabs attention and encourages sharing. B2B content doesn't have to be purely factual; incorporating creativity, whether through visuals, humour, or storytelling, can significantly enhance engagement and organic reach.Foster Audience EngagementEngage with your audience by responding to comments, answering questions, and initiating discussions. Building a sense of community around your content fosters loyalty and trust, while also boosting your posts' visibility in audience feeds.Harness the Power of VisualsVisual content is key to capturing your audience's attention. Incorporate eye-catching images to enhance engagement and encourage sharing across social networks and online channels. On platforms like LinkedIn, posts with images typically receive double the engagement compared to text-only posts.Invest in Video ContentVideo content can be a game-changer for expanding your organic reach. While it requires more effort to create, the returns are significant. Audiences are more likely to share video content, making it a powerful tool for increasing visibility and deepening audience connections. Leverage video analytics to optimize your organic marketing efforts effectively.For further insights on expanding your content reach organically, take a look at our exclusive LinkedIn Guides and to stay informed about the latest trends and strategies in B2B marketing.By implementing these tips and staying attuned to your audience's preferences, you can improve your organic marketing efforts and create meaningful connections with target audiences.

Standing out from the noise on LinkedIn requires more than just great ideas; it requires great tools to bring those ideas to life.Whether you're looking to boost your personal brand, improve your company's activity, or engage more effectively with your network, the right content creation tools can make the difference.Here's a list of the top 5 tools that can transform your LinkedIn content from good to unforgettable, starting with the innovative features of Vulse.1. Vulse - The Leading Tool For LinkedIn Content CreationVulse is not just another tool for LinkedIn users; it's a game-changer.Designed for employee advocacy and personal branding, it offers an intuitive platform that simplifies content creation, making it easier to craft, edit, and publish high-quality posts and articles.With its user-friendly interface and advanced features, Vulse helps you create content that resonates with your audience, driving engagement and enhancing your professional reputation.Key Features:Account scoring system: Stay consistent by tracking your post performance.Content creation tools: Create posts in seconds.Analytics: Gain insights into your content's performance.2. Canva - Your Go-To For Eye-Catching VisualsIn a platform where first impressions are crucial, Canva empowers users to create professional, visually appealing graphics that complement their LinkedIn content. With thousands of templates and easy-to-use design tools, Canva is perfect for those looking to add a touch of creativity to their posts without needing a background in graphic design.Key Features:User-friendly design interface.A vast library of templates and design elements.Integration with social media platforms for easy sharing.3. Grammarly - The Ultimate Writing AssistantGrammarly goes beyond basic spell-checking by offering comprehensive writing assistance that ensures your LinkedIn content is not only error-free but also engaging and clear. Whether you're crafting a detailed article or a quick post, Grammarly's suggestions can help you communicate your ideas more effectively.Key Features:Advanced grammar and spell-check.Style and tone suggestions.Plagiarism checker.4. Hootsuite - Streamline Your Content StrategyManaging your LinkedIn presence alongside other social media platforms can be a daunting task. Hootsuite simplifies this process by allowing you to schedule posts, track engagement, and analyse the performance of your content across multiple platforms, including LinkedIn.Key Features:Post-scheduling and management.Analytics to track content performance.Integrated content calendar.5. BuzzSumo - Uncover Trending Content IdeasStaying relevant is key to engaging your LinkedIn audience. BuzzSumo helps you discover trending topics and content ideas within your industry, allowing you to create posts that are timely and resonate with your followers.Key Features:Content discovery and insights.Trend analysis for timely content creation.Competitor content analysis.Utilising the right tools can significantly enhance the engagement and reach of your LinkedIn content.From the leading content creation tools of Vulse to the design power of Canva, these tools equip you to build a more engaging and professional LinkedIn presence.Start exploring these tools today and take your LinkedIn strategy to the next level.Make every post count by choosing tools that align with your goals and audience needs.

We're delighted to announce that talent specialist, Annika Sanderson, has joined Vulse as a co-founder, adding to our leadership team.The announcement comes after growing rapidly, adding thousands of active users, improving our internal development team following VC investment, and joining Microsoft and NVIDIA acceleration programs, as well as being named one of the most exciting tech companies in the UK.On joining the company Annika commented:"I’m incredibly excited to be a part of the Vulse journey and will work alongside Rob to help achieve the global vision we have set, alongside people and talent projects which are the cornerstone of any unicorn.Rob has created an incredible team in Manchester, and it's an honour to be a part of a business that is changing the way employers and employees promote themselves online."CEO, Rob Illidge added:"Annika is a breath of fresh air and has instantly become an invaluable part of a team, with an in-depth knowledge of company culture, talent acquisition and employee advocacy.It's an honour to welcome her to an increasingly diverse and enigmatic team."Vulse was founded by former social media CEO, Rob Illidge, to support LinkedIn employee advocacy strategies and empower employees to create consistent, engaging content on the professional networking platform.

LinkedIn has added to its digital marketing tools with "Website Actions" a new ad-tracking feature designed to bridge the gap between in-stream LinkedIn activities and website responses.This new tool, powered by the LinkedIn Insight Tag, allows marketers to connect their LinkedIn ads with tangible actions taken on their websites, allowing for more refined ad measurement and optimisation.Simplifying Response TrackingWebsite Actions offers an approach to tracking a variety of response activities on your website, eliminating the need for complex coding for each action.This user-friendly feature enables marketers to select specific actions of interest, such as form submissions or page views, to tailor ad audiences and gather precise data points for better campaign analysis.LinkedIn elaborates on the purpose behind Website Actions:"This feature is crafted to ease the tracking of web actions, empowering B2B marketers to capture and assess website engagements directly through the LinkedIn Insight Tag, sans additional tracking codes. It's a step towards more autonomous retargeting and performance measurement, facilitating a deeper understanding of campaign efficacies for marketers."The Essence Of Website Actions For B2B MarketersUnderstanding and attributing website activity to specific campaigns has always been challenging for B2B marketers, often requiring intricate coding skills.Website Actions aims to simplify this process, making it accessible even to those with minimal coding experience.The introduction of this tool aims to improve how marketers retarget, measure, and ultimately, optimise their ad budgets for maximum impact.Empowering Marketers To Drive Superior ResultsWith Website Actions, LinkedIn is handing the reins over to marketers, enabling them to:Enhance Retargeting: Craft highly targeted campaigns based on specific user actions, increasing ad relevance and effectiveness.Improve Measurement Accuracy: Obtain reliable data to assess the true impact of your campaigns.Optimise Ad Spend: Allocate your budget more effectively, focusing on actions that drive value.Real-World Success With Website ActionsEarly adopters of Website Actions have reported significant successes:Cognism saw a tripling in conversion rates by utilising Website Actions to create intent-based audience segments for personalised campaigns.Bottomline experienced a 50% jump in click-through rates, leveraging Website Actions for smarter lead generation and retargeting.LinkedIn Marketing Labs achieved an 83% increase in course completion rates by using Website Actions to track and retarget learners effectively.Embark on Your Website Actions JourneyReady to improve your B2B marketing strategy? Website Actions is an option for more efficient ad tracking, enabling you to capture key website interactions effortlessly.Start by integrating the LinkedIn Insight Tag into your website and monitor ad performance and retargeting efforts.

In a significant move, LinkedIn is democratising its creator mode tools, extending these capabilities to its entire user base.Launched two years ago, the creator mode has been a game-changer for 18 million users, empowering them with advanced sharing tools, insightful analytics, and profile optimization features to showcase their expertise and interests effectively.What's New in LinkedIn's Creator Tools Expansion?The next few months will see a phased rollout of this update, which promises to make content creation and audience engagement more seamless for LinkedIn members. LinkedIn will eliminate the need to switch creator mode on and off, streamlining access to these features for every user.Key Updates To Look Out ForFebruary 2024: To declutter the profile introduction section, LinkedIn will remove profile hashtags. This change aims to simplify how users present themselves and their professional interests.March 2024: The removal of the creator mode toggle from the resources section marks a significant shift in how users access and utilise creator tools.The 'About' section of profiles will be repositioned to the forefront, enabling users to convey their professional narratives more prominently.Users will also gain the flexibility to set 'Follow' or 'Connect' as their primary call-to-action (CTA), with 'Follow' being the default setting unless changed.Implications For LinkedIn UsersThis update signifies a commitment to enhancing LinkedIn content creation and networking on its platform. By making creator tools universally accessible, LinkedIn is levelling the playing field, allowing more users to engage with content creation, share their insights, and grow their professional networks more effectively.While the core functionalities of creator mode remain intact, the removal of the on/off switch underscores LinkedIn's intention to integrate these features more cohesively into the user experience.This change is poised to encourage greater participation among users who may not have previously considered themselves as creators, thereby enriching the diversity and quality of content on the platform.Looking AheadAs LinkedIn continues to evolve, these updates reflect its adaptive approach to user feedback and changing digital landscapes.By simplifying and enhancing the content creation process, LinkedIn is not only boosting user engagement but also reaffirming its position as a pivotal platform for professional growth and knowledge sharing.

It's fair to say that LinkedIn is the go-to platform for the recruitment industry, shaping how companies connect with potential candidates.For recruitment firms, an organic presence on LinkedIn isn't just beneficial; it's essential for staying competitive and closing job roles faster.Unlike paid strategies, building an organic presence focuses on creating genuine connections, sharing valuable content, and establishing your firm as a trusted industry authority, all without the direct cost of advertising.This blog looks at actionable strategies recruitment companies can employ to enhance their organic LinkedIn presence, accelerating the job closure process and attracting the right talent quickly.Leveraging Your Company PageA compelling LinkedIn company page is imperative to an organic presence. It's where potential candidates land to learn more about your firm, its culture, and current job openings.Ensure your page is complete with up-to-date information, a clear description of your services, and compelling content that showcases your knowledge in the recruitment field.Regular posts about industry insights, company successes, and employee stories can boost engagement and attract followers organically.Content Is King (And Queen)Content drives engagement on LinkedIn.Share articles, infographics, and videos that provide value to your target audience, whether it's career advice, market trends, or recruitment tips.High-quality, informative content not only positions your firm as a thought leader but also increases the likelihood of shares and comments, extending your reach organically.Never Forget The Power of Employee AdvocacyEncourage other recruiters within your firm to be active on LinkedIn, sharing your company's content and their insights about the industry.Employee networks can significantly expand your reach, tapping into a broader audience organically. With a dedicated employee advocacy strategy this can be a game-changer for content performance.This organic approach not only amplifies your content's visibility but also humanises your brand, making your firm more relatable and attractive to potential candidates.Engaging with Your CommunityInteraction is key to building an organic presence.Regularly engage with your followers by responding to comments, participating in relevant discussions, and contributing to LinkedIn groups within your industry.This two-way interaction fosters a sense of community and keeps your firm top of mind among potential candidates.Tap Into LinkedIn SEOOptimise your company page and content for LinkedIn's search algorithm by incorporating relevant keywords associated with your recruitment specialties and industry focus.This can improve your visibility in search results, making it easier for potential candidates to discover your firm when they're looking for new opportunities or industry insights.Utilising LinkedIn AnalyticsLinkedIn provides analytics for company pages, offering insights into the performance of your content and the demographics of your followers.Use this data to refine your content strategy, focusing on what resonates most with your audience.Understanding these analytics can guide your organic growth efforts more effectively.Continuous Networking and Relationship BuildingNetworking is at the heart of LinkedIn.Continuously connect with industry professionals, potential candidates, and other recruitment firms.A broad and active network enhances your firm's visibility and accessibility, making it easier to connect with candidates and close roles faster.Q: How often should we post content on our LinkedIn Company Page?A: Aim for a consistent posting schedule, such as 2-3 times a week, to keep your audience engaged and your firm visible in their feeds.Q: Can sharing employee achievements and milestones improve our organic presence?A: Absolutely. Highlighting employee achievements humanizes your brand and showcases your company culture, making your firm more attractive to potential candidates.Q: Is it necessary to use hashtags in our LinkedIn posts?A: Yes, hashtags can extend the reach of your posts beyond your immediate network, making your content discoverable to users following those hashtags.A strong organic LinkedIn presence for recruitment firms is pivotal in today's digital-first hiring landscape.By focusing on building genuine connections, sharing valuable content, and actively engaging with the LinkedIn community, recruitment companies can significantly speed up their job role closures.This organic approach not only enhances visibility but also establishes the firm as a reputable leader in the recruitment industry, attracting top-tier candidates naturally.

In the ever-evolving world of B2B marketing, staying ahead of trends is crucial.LinkedIn, in collaboration with Ipsos, recently surveyed over 2,000 B2B marketers globally to gain insight into the industry's most significant trends and their impact across various categories.The findings highlight artificial intelligence (AI) as a key area of focus. With ad budgets tightening, marketers are also prioritising customer retention strategies.LinkedIn continues to be the preferred platform for many in the B2B sector, offering unique opportunities for engagement and growth.For a detailed look at the survey results and to understand how these insights can shape your marketing strategies, the full infographic link is available below 👇🏻

In a world where B2B marketing is constantly evolving, understanding emerging trends is crucial for staying ahead.LinkedIn collaborated with Ipsos to carry out a survey involving more than 2,000 B2B marketers from various regions across the globe. The objective was to gather their perspectives on the foremost industry trends and their associated effects across diverse sectors.This blog aims to provide a comprehensive understanding of these emerging trends and how they align with Vulse's objectives of enhancing LinkedIn content output for better engagement and business growth.Join us as we explore the future of B2B marketing and its implications for businesses like yours.Human-AI Integration In MarketingThe intersection of human creativity and AI's computational prowess is dramatically reshaping the marketing landscape. AI has gone beyond its role as a futuristic notion to become a staple in the marketer's toolkit. This integration is not just about task automation; it fundamentally enhances human creativity, enabling the creation of highly personalised and impactful marketing campaigns.The core challenge in this synergy is ensuring that AI supports rather than supersedes the human touch in marketing endeavors. This balance is crucial to maintain content that is authentic and relatable to the target audience.AI assists in analysing vast amounts of data, uncovering insights that humans alone might miss, thereby empowering marketers to develop more effective strategies.Moreover, AI-driven tools at Vulse are enabling marketers to understand and predict customer behaviours and preferences, which leads to more targeted and efficient marketing efforts.However, maintaining a human-centric approach ensures that marketing strategies remain grounded in genuine human experiences and emotions, a critical aspect in a world increasingly dominated by technology.The Shift to Contextual TargetingWith the growing emphasis on data privacy, B2B marketers are increasingly pivoting towards contextual targeting, a trend that Vulse is actively embracing.This strategy represents a shift away from traditional identity-based targeting, focusing instead on the context in which a consumer interacts with content. This approach prioritises relevance while safeguarding user privacy.Contextual targeting leverages the subtle nuances of consumer behaviour and situational factors, offering a more sophisticated and less intrusive way of connecting with audiences. This method also aligns with the evolving regulatory landscape, providing a sustainable approach to marketing in an era where privacy concerns are paramount.As a result, marketers at Vulse are not only able to maintain compliance with privacy laws but also enhance the consumer experience by delivering more relevant and timely content.Revolution In Search MarketingThe advent of generative AI is revolutionising search marketing, posing new challenges and opportunities for traditional SEO principles. Sophisticated AI algorithms are now capable of understanding and predicting user intent with unprecedented accuracy.This transformation offers significant opportunities for marketers to boost their online presence in a more nuanced and user-centric manner. AI's ability to analyse and interpret large datasets is providing deeper insights into search patterns and user behaviours.Vulse leverages these insights to develop SEO strategies that are not only responsive to the current search landscape but also anticipatory of future trends. This proactive approach ensures that Vulse's clients stay ahead in a highly competitive and ever-changing digital environment.By combining AI-driven analysis with human expertise, Vulse is able to craft SEO strategies that are both innovative and effective, securing a competitive edge for their clients in the digital marketplace.The Growing Realm Of B2B Influencer MarketingInfluencer marketing is experiencing a significant expansion into the B2B sector, particularly in niche markets where influencers' expertise and credibility play a pivotal role.The focus is on cultivating relationships with influencers who not only possess a substantial following but also exhibit the knowledge and authenticity necessary to engage professionally oriented audiences. This trend in B2B influencer marketing underscores the shift from traditional advertising methods to strategies centred around influential individuals.Influencers in the B2B realm often hold a deep understanding of specific industries, enabling them to effectively communicate the value of products and services to a more targeted audience. Vulse recognises the power of these influencers in providing credibility and trustworthiness to a brand's messaging, an essential aspect in B2B marketing where decisions are often driven by expertise and reliability.Navigating B2B Micro-Influencer MarketingThe emergence of micro-influencers in the B2B space is offering a unique combination of opportunities and challenges. These influencers, typically perceived as more authentic and relatable, can deliver highly targeted and engaging content to niche audiences.The rise of B2B micro-influencers with follower counts between 10,000 and 20,000 raises potential conflicts of interest, especially when they also act as corporate ambassadors. This complexity requires a strategic approach to influencer partnerships.Vulse places great emphasis on transparency and alignment of values in its influencer partnerships. This ensures that the content produced is not only effective in reaching target audiences but also maintains the integrity and credibility of both the influencer and the brand.Micro-influencers in the B2B sector often have a dedicated, engaged following within specific industries or niches, making them ideal partners for reaching targeted groups with precision.Vulse leverages these relationships to create content that resonates deeply with specific audiences, thereby enhancing the impact and effectiveness of their marketing campaigns.LinkedIn’s Pivotal Role in B2B Social CommerceLinkedIn's transformation into a hub for B2B social commerce signifies a major shift in the way business transactions and networking are conducted. With its extensive professional network and specialised tools like Sales Navigator and Buyer Intent tools, LinkedIn offers unmatched opportunities for B2B marketers.Vulse recognises the potential of LinkedIn and advises clients to fully utilise its capabilities to their advantage. From leveraging networking opportunities and content marketing to engaging in direct sales and lead generation, LinkedIn's platform provides a comprehensive suite of tools for B2B marketers.This shift underscores LinkedIn's evolving role from a professional networking site to a key player in the B2B digital marketing and sales landscape. Vulse assists clients in developing strategies that maximise the benefits of LinkedIn's unique environment. This includes creating compelling content that resonates with professional audiences, using advanced targeting tools to reach the right decision-makers, and leveraging the platform's analytics to refine and optimise marketing strategies.By embracing LinkedIn's full range of features, you can not only increase visibility and engagement within the professional community but also to drive tangible business results.The Surge Of Micro-Videos in B2B MarketingThe rising popularity of micro-videos is a clear indicator of shifting content consumption patterns, particularly in B2B marketing. Platforms like YouTube Shorts and Facebook Reels are proving to be effective channels for engaging B2B audiences.These short, compelling video formats offer a unique way for brands to tell their stories, connect with audiences on a personal level, and convey complex messages in an easily digestible format. The succinctness and visual appeal of micro-videos make them particularly effective in capturing the attention of busy professionals.Vulse leverages the power of storytelling through these videos, creating content that is not only informative but also emotionally resonant. This approach helps in breaking down complex concepts into simple, engaging narratives, making them more accessible to a wider audience.The surge in micro-video content reflects a broader trend in digital marketing towards more engaging, visually driven content formats.As we look towards the future, it's clear that embracing these trends and innovations will be key for businesses seeking to thrive in the ever-changing world of B2B marketing.By focusing on personal branding, company page growth, engaging content creation, and detailed analytics, Vulse positions itself at the cutting edge of this transformation.The importance of efficiently utilising limited ad budgets and maintaining strong customer relationships cannot be overstated in this dynamic environment.Stay ahead of the curve by integrating these insights into your strategic planning and leveraging the power of platforms like Vulse to maximise your LinkedIn marketing potential.