LinkedIn has grown into a powerful marketing tool that offers B2B brands a plethora of possibilities to build awareness, connect with the right decision-makers, and even sell their products and services.
Here are 5 effective LinkedIn B2B marketing strategies to help you attract more eyes on your business and take full advantage of the platform’s opportunities.
Why Use LinkedIn for B2B Marketing?
LinkedIn is one of the most popular social networks for professionals and – with the platform generating leads 227% more effectively than Twitter and Facebook – not taking advantage of it is doing your business a big disservice.
With the right social media tips and tools, LinkedIn can help you power your business, identify quality leads, share your expertise through thought-leadership content, and drive new traffic to your website.
Regardless of your product or the size of your business, LinkedIn B2B marketing offers a goldmine of potential. Here are some interesting stats to consider:
- 96% of B2B marketers use LinkedIn for organic social media
- LinkedIn’s lead conversion rates are 3 times higher than other major ad platforms (including Google Ads)
- In 2020, LinkedIn was voted one of the three most trusted networks by US users
Today, more than ever, brands need to invest where it counts most, and the numbers make a strong case for LinkedIn – it brings results, it’s trusted, and it has the ability to expand the breadth of B2B audience segments.
5 Powerful LinkedIn Marketing Strategies for B2B
LinkedIn is an ideal platform for building an engaged network and raising brand awareness.
Finding the right LinkedIn marketing strategy, however, isn’t always easy, and it can take some trial and error to discover what works best for your business.
To help you get started, here are 5 ways to use LinkedIn for B2B marketing.
#1 Create a Compelling Company Page
Being the largest online professional network, LinkedIn is inherently B2B-oriented. That said, in order to start making leads from LinkedIn, you need to have a powerful – and intentional – company page.
Your company page is often one of the first interactions your prospects are going to have with your business. As such, it should be structured in a way that helps users learn everything they want to know about your brand and leads them up to a conversion action (i.e. a click-through to your website).
On your company page, make sure to use an attention-grabbing image, craft a compelling company description, and foster an active and engaging feed.
Adding these details builds your brand’s credibility and paves the road towards a successful LinkedIn B2B marketing strategy.
#2 Host Events with Industry Leaders
Hosting events with industry experts allows brands to deepen their relationships with their audience and increase credibility and trust.
Whether it’s a summit, conference, or webinar, creating a LinkedIn event with a leader within your niche taps you right into a B2B-centric target audience and puts you in touch with the relevant crowd.
Even more, with the recent integration of LinkedIn Events and LinkedIn Live, you can now meet your audience where they are and host your event in a trusted environment.
Unsurprisingly, with LinkedIn live events seeing 24 times more engagement than traditional pre-taped videos, the social media platform is becoming a go-to for hosting business-focused events.
#3 Encourage Employees to Engage on LinkedIn Posts
Because LinkedIn’s algorithm thrives on interactions, your colleagues and employees can be immensely helpful in growing your audience and magnifying your brand presence. After all, they are your brand’s best ambassadors and the face of your company.
You can boost your brand’s presence by inspiring them to interact with important company updates, share new features and events, as well as share their knowledge and post about their individual expertise.
To boost your LinkedIn B2B marketing strategy, you can also create an employee engagement program. Before getting started, remember to:
- Build a strong foundation – this may include a well-defined social media policy, content distribution plan, and an incentive and recognition program
- Educate and get your employees on board – consider offering training, promoting the brand internally, and telling people what’s in it for them
- Make it easy for employees to get (and stay) involved – encourage employees to create content and get more of them involved in your referral program
- Monitor your program – track key metrics and evaluate what’s working and what needs improvement on an ongoing basis
#4 Use Advanced Search Filters to Find Prospects
LinkedIn’s advanced search gives B2B businesses a great opportunity to identify the exact people they are targeting.
LinkedIn has the Advanced Search filter at the top of the search results page, and the most frequently used filters (e.g. current company, connection degree, location) are displayed by default to help you narrow the results more efficiently.
Even without the upgraded LinkedIn membership, you can filter your search by location, current company, past company, school, industry, profile language, and service categories.
Once you know how to find potential prospects, you can connect with them, identify their unique objectives and priorities, and start the relationship-building process.
#5 Join LinkedIn Groups and Create Your Own
LinkedIn groups can be a fantastic marketing tool.
Use your LinkedIn profile and join groups in your business niche. Being part of a LinkedIn group will give you the advantage of connecting with community members, spotting influencers, interacting with like-minded peers, and staying on top of trends.
Creating your own LinkedIn group is another excellent opportunity. It gives your community an online forum where your brand can be a part of the conversation, effectively building more meaningful connections with your customer base.
Above all, remember that fostering relationships and being personal with your digital connections is important for connecting with your target audience on a much more personal level. In turn, this enables you to better understand their needs and pain points, resolve their problems, and create a sense of mutual understanding.
Mastering LinkedIn B2B Marketing
The benefits of having a LinkedIn marketing strategy for B2B are hard to ignore – you can enhance your brand’s name, build credibility, create a meaningful network, and glean insider expertise from industry experts.
It’s a valuable part of your overall digital marketing strategy, so make sure you’re using every opportunity it provides.
Looking for more LinkedIn inspiration? See how Blissfully has applied a persona-driven framework to their LinkedIn Ads strategy.