Your B2B Life Science LinkedIn Doesn’t Have to Be Boring

LinkedIn is key to B2B life science marketing success, but don’t just take our word for it. Here are some quick facts that help to illustrate this point: 

Plus, LinkedIn offers niche interest groups you can join to engage with online communities of people who are squarely in your target market. You’ll find groups for every part of the life science spectrum, from drug discovery and development to clinical trials, manufacturing, and beyond. Sharing in these types of LinkedIn groups is not only a chance to connect directly with your audience, it’s also an opportunity to showcase your experts’ thought leadership while reaching out in a more personal way. 

Another great way to uplevel your LinkedIn presence is to take complex concepts and the materials you’ve produced around them — such as white papers or case studies — and break them into bite-size takeaways that you can share on social media. Don’t get stuck on explaining the details. Keep it simple and create opportunities for conversation to nurture and grow your current audience. Make sure to point people to your website for those additional details and you get the added bonus of not only engagement with your post but website traffic.

Wondering what exactly to post — or what not to? 

What’s OUT for Life Science Social Media 

• Skip the sales pitch. Your call to action should be inspiring and/or educational, not salesy. 
• Avoid being overly self-promotional. Put your wins into a larger context that informs and engages your audience. 
  • NO: “We won an award!” 
  • YES: “Our mission is to constantly improve clinical trials and ensure patient safety. This award is an honor that underscores our ongoing efforts to reach every patient with access to innovative trials. Here’s some information about patient safety and why it matters to improve this.” 
  • NO: “We have a great product!” 
  • YES: “We are excited to launch our new product X. Ending X health challenge is so important, and we’re committed to helping to make this happen within our lifetimes.” 
• Don’t treat organic social media like a one-way street. You’re not just there to show and tell. You’re there to listen, respond, engage, and inspire. 
• Don’t post just to post. Every post should align with a strategy that represents your goals, mission statement, and overall brand. 

What’s IN for Life Science Social Media

• Multimedia
  • There are a ton of post options on LinkedIn, so don’t just add text and go; switch it up! Your organic B2B social media plan should include multiple media options such as polls, video, and carousels (a gold mine for click-through rates) to name just a few. Not everyone is going to see every post, nor will they be interested in every post, so varying your post type and content ensures you will engage more of your followers every time. 
• Articles
  • Go the extra mile to talk to your audience and build thought leadership. LinkedIn articles are a great way to write on niche subjects, give recaps post trade show, and show that your subject matter experts know their stuff! 
• LinkedIn Lives
  • If you have team members who enjoy public speaking, pick a topic and invite them to expound upon it in a conversation with one or more teammates or external experts of your choosing. Plan for an hour or less, talk through your key points, then answer questions from your audience. Afterward, follow up with registrants from your attendee list for some warm leads. 
• Content
  • The most engaging posts are those that feature engaging industry news and conversations and those that shine a light on “the who” of your company. Posts that feature team members at trade shows or out volunteering to serve their mission statement outperform every time.  
• Tag
  • Tagging people reaches their network whether they follow your company page or not, leading to more impressions and engagements. 
• Employee advocacy
  • Your people are great brand ambassadors, so take the time to empower and encourage them to interact with company posts. Use the LinkedIn “recommend to employees” feature to automatically share with all connected employees on the platform. 
• Notify employees
  • This is a manual function that notifies employees once a day about a post of your choice. This encourages employees to interact and share the post with their network, increasing reach. 

Want some inspiration for how to get started with engaging, relevant content for your B2B life sciences LinkedIn feed? Check out these examples from our experts here at SCORR Marketing:

It’s posts like this that allow us to (not so) humbly brag that our clients see average engagement rates per post like 7.3% , 8.1% , and 8.2% compared to the industry average of 1.23%. 

Not only do we create and curate awesome content for these clients, we also follow best practices on post frequency, post type diversity, and more. That’s how they see such great engagement numbers and grow their following consistently month over month. 

Want to dive even deeper into growing your brand? Be sure to check out our blog, “3 Reasons Why Your LinkedIn Ads Strategy Needs a Follower Campaign.”  

It’s not enough to have a placeholder page on the best B2B social media platform, or even to be the best in your field at what you do. If your organic social content isn’t working for you, give us a shout to discover how SCORR can level up your B2B life science marketing game.