Should You Consider LinkedIn For Your B2B Marketing Needs? Is It Effective?
When it comes to B2B marketing, LinkedIn has proven to be an effective platform. According to Statista, it is the second most renowned social media channel used by B2B marketers, just behind Facebook. With 80% of B2B social media leads coming from LinkedIn and about 44% of relevant leads in the B2B industry originating from the platform, there is no doubt about its significance and efficacy. Implementing the right strategies on LinkedIn can yield great results for your B2B business.
7 Powerful LinkedIn Strategies For B2B Businesses
It is important to note that the LinkedIn audience differs significantly from audiences on other social media platforms like Facebook and Instagram. LinkedIn is a professional networking channel, and its users expect content that is relevant, informative, and valuable. To make the most out of LinkedIn for your B2B marketing needs, consider the following strategies:
1. Create a Powerful LinkedIn Page for your Company
A well-curated company page on LinkedIn is essential for your business. It serves as a hub for potential customers, talented professionals, and followers to learn more about your business and company culture. If you haven’t created a company page yet, you’re missing out on a lot. Make sure your page is informative and valuable for your target audience.
2. Post Quality Media Content
LinkedIn allows you to share various types of content, including videos, images, texts, and PDFs. While text posts are generally absorbed and preferred by LinkedIn users, videos and documents are the best content forms for lead generation in the B2B industry. Use these mediums to showcase your company’s expertise and build brand credibility.
3. Transform Employees into Influencers
Influencers who can vouch for their claims with their expertise and experience in the B2B industry are highly valuable. CEOs, CMOs, and other industry leaders often make decisions, so getting them to support your brand can be challenging. Encourage your employees to become influencers within their own networks, discussing technology, services, accomplishments, customer success stories, and the overall value your company provides.
4. Motivate Employees To Engage on Company’s LinkedIn Posts
To ensure your posts reach the right audience on LinkedIn, it’s crucial to understand and optimize the platform’s algorithm. If your LinkedIn posts receive high engagement within the first hour or so, the platform qualifies it as good content and promotes it to a broader range of connections. Encourage your employees to engage with and share your company’s content to increase reach and visibility.
5. Publish Quality LinkedIn Articles
When sharing informative blog articles, customer success stories, or research stories, avoid using external links in your LinkedIn posts. The reach of posts with external links is significantly lower compared to those without links. Instead, publish articles directly on LinkedIn, as they are search-engine friendly and can rank on Google search results. Conduct keyword research to optimize your articles for better visibility.
6. Capitalize On LinkedIn Ads
Before diving into LinkedIn Ads, focus on building organic reach for your company. LinkedIn ads can be effective for reaching decision-makers in the B2B industry, but you need to establish credibility through organic efforts first. Invest time and effort in providing thorough and quality information about your services, products, and the industry at each stage of the B2B marketing funnel.
Conclusion
LinkedIn offers great potential for B2B marketers to reach their target audience effectively. By implementing the strategies discussed above, you can leverage the power of LinkedIn to enhance your B2B marketing efforts. Remember to tailor your content to the professional networking context, providing valuable information and building brand credibility. LinkedIn is a platform where quality and relevance matter the most, so make sure your content aligns with the expectations of the audience.
Invest in a powerful LinkedIn presence, encourage employee engagement, and leverage the platform’s features such as publishing articles and utilizing ads. By adopting these best practices, you can make LinkedIn a valuable asset in your B2B marketing strategy.
<< photo by Ben Sweet >>
The image is for illustrative purposes only and does not depict the actual situation.
