When it comes to professional networking, LinkedIn is often hailed as a linchpin. Boasting an impressive user base exceeding 1 billion globally, it has firmly established itself as the go-to social media platform for business-to-business (B2B) marketing. The numbers speak for themselves: an overwhelming 96% of B2B marketers incorporate LinkedIn into their organic marketing tactics. Moreover, 77% of these marketers acknowledge LinkedIn as the most superior platform for their marketing needs.
But why do marketers swear by LinkedIn for B2B success? Let’s discuss that in this blog post.
It is intuitive to wonder why LinkedIn is preferred over several other platforms, especially for B2B marketing. Let’s see
Let’s delve deeper into the details of B2B LinkedIn marketing and understand why it is so important!
LinkedIn B2B marketing involves taking advantage of LinkedIn, a professional networking platform, as a tool to grow your company. You can use it to find leads, contact them, promote your business, and even run ads.
LinkedIn has a lot of tools that can support this process and your marketing requirements. A few of the most important tools for this are:
Source: LinkedIn Sales Navigator
This tool works well for sales professionals and businesses engaged in B2B activities. It provides advanced search and lead generation capabilities, allowing users to find and connect with potential clients and partners. This is one of the most effective tools for a Linkedin Marketing Strategy.
Let’s find out why it is one of the best features on LinkedIn:
Company pages help businesses with a platform where companies can share updates, engage with followers, and build a professional online presence. With company pages, you can:
Showcase pages are like extensions to your existing company pages. Marketers usually use this to highlight specific products, services, events, or initiatives. This is perfect for creating a more targeted presence and visibility for a specific aspect of their business.
The showcase pages can also have a distinct call-to-action button, directing visitors to take specific actions such as purchasing or signing up.
Source: Social Media Examiner
Sponsored content gives you a chance to promote your work and posts to the most accurate niche of audience. LinkedIn has many filter options so that you can make sure that every penny is spent in the right direction.
For using this, you can select the audience of your choice by choosing the demographics, industries, job titles, companies, and other details. Then, you can use LinkedIn Ads to increase reach and brand visibility.
Source: Hootsuite Blog
LinkedIn groups help professionals expand their network by connecting with like-minded individuals in similar industries and facilitating engaging discussions. It’s a perfect tool for building connections and establishing expertise. Additionally:
InMail is a messaging feature on LinkedIn that allows users to send direct messages to people outside of their immediate network. For a LinkedIn B2B marketing strategy, this can be useful for reaching out to your leads.
Today, Linkedin = Professional Marketing.
With the largest professional network online, it offers an unmatchable source of contacts to any marketer for use in their LinkedIn B2B marketing strategy. But that’s not all. Here are some of the most important reasons why you should choose LinkedIn for B2B marketing:
According to a Nielsen Study, brand perception on LinkedIn is viewed as “more professional” (92%), “more intelligent” (74%), “higher quality” (59%), and “more respectable” (59%).
You can reach out to the people with the highest potential to convert as a lead by simply using the filters available. The best part is that you can adjust these filters and parameters however many times you want.
For instance, LinkedIn has Ad Objectives offering different ad goals related to your campaign, like website visits or lead generation.
It’s very simple to use this feature. All you have to do is upload a list of emails, and LinkedIn will give you the related user profiles.
Before diving into any plan, it’s crucial to set clear goals. On LinkedIn, these goals might include boosting brand visibility, generating quality leads, establishing industry authority, expanding professional connections, and directing traffic to your company website.
After you have done that, follow this 5-step strategy to make your LinkedIn game strong.
Start with truly understanding who your audience is. This will help you understand the kind of content to create and the next steps to take. Here are a few tips for this:
So, if you are a B2B company offering marketing services, your target audience on LinkedIn would include business founders, co-founders, marketing managers, and professionals interested in marketing trends.
This is very important to increase your brand visibility on LinkedIn. You can do this using the following tips:
After selecting your target audience and organising your profile, you can now begin with content creation on LinkedIn. Use keyword research tools to target the right audience.
Creating content that adds value to your reader’s knowledge is always a good idea. Such content always works better and has a higher reach.
Just like SEO for blogs, you must optimise your content for better reach. This can be done by:
For example, posting something about a client case study on LinkedIn could start with a line like “ Something you never knew about…”. Then, using storytelling, tell your story in a way that is extremely interesting and to the point so that readers stay engaged till the end.
After completing all the steps mentioned above, you must monitor and analyse them on a daily basis. This will help you better understand what works and what doesn’t. Line up what doesn’t work with your goals, and make changes accordingly.
By following these steps, you can create a comprehensive strategy for LinkedIn B2B marketing to achieve your business goals.
As LinkedIn keeps evolving, heed the wisdom of Reid Hoffman, the LinkedIn co-founder, who said, “Your professional brand is more than just a list of impressive resume points. It’s the cohesive story that weaves together your entire work history – past, present, and future.”
Build a profile that not only highlights your skills but also leaves a lasting impact on those who visit, creating meaningful connections and opening doors to opportunities. Keep growing, stay true to yourself, and let your LinkedIn profile mirror the authentic narrative of your professional journey.