If your business or brand is selling products to other companies, a marketing strategy for LinkedIn should definitely form part of your overall marketing approach. LinkedIn is one of the best digital spaces for B2B professionals to use for marketing, networking, connecting, and enhancing their brands’ reputation.
LinkedIn is also a valuable tool for lead generation, particularly when it comes to generating more B2B leads. While other social media channels may only produce sufficient B2B lead generation, LinkedIn shines in this category. So much so that stats show 97% of a B2B business’ social media leads come from LinkedIn.
In this guide, we’ll explore the benefits of having a B2B LinkedIn marketing strategy, how to create your own strategy, and tips and best practices for marketing success.
What is LinkedIn?
LinkedIn is an online social networking platform with a particular focus on connecting professionals with other individuals, businesses, and employers in their sectors. Data from LinkedIn shows that 80% of B2B social media leads stem from the platform. This makes it an invaluable part of any solid B2B marketing strategy.
Using LinkedIn as a marketing platform gives you access to specific industries, sectors, niches, and the associated target audiences within those groups. When used optimally, LinkedIn can drive sustainable growth for B2B businesses. At the same time, it can assist marketers with expanding their teams, raising their budgets, and improving their sales at the same time.
As of 2022, LinkedIn had over 875 million users across 200 countries and generated more than $14.5 billion in revenues during that year alone. Its user base includes more than 65 million key business decision-makers. Many of whom B2B brands are eager to reach with their brand messages. In 2020, 62% of all Fortune 500 CEOs were on social media – and 94% of those users were using LinkedIn as well.
When you target this powerful audience with the right B2B marketing strategy, you can use LinkedIn as a conduit through which to find profitable new business partnerships and clients.
Not only does LinkedIn enable you to reach specific audiences with your marketing campaigns, but it can also assist you in building more trust in your brand. Data from the platform shows that 55% of decision-makers on LinkedIn rely on thought leadership content to assess other businesses. If you create a strong marketing strategy on LinkedIn that bases content generation on thought leadership, you can boost your brand’s reputation and build more trust with important decision-makers and potential clients.
Leading B2B LinkedIn Marketing Strategies
Use these proven B2B LinkedIn marketing strategies to reach your target audience with brand messages that resonate at the ideal times.
1. Define Your Brand’s Objectives
The first step to creating any solid marketing strategy is to define your goals. And this is true for your marketing strategy on LinkedIn too. Your goals should dictate the kind of content you share and the approach you use to share it.
These goals can include generating more leads, building brand recognition, improving brand reputation, engaging specific target audiences, or giving your sales a boost.
2. Research Your Audience
The better you know your target audience, the better you’ll be able to craft marketing messages that resonate with them. Create ideal buyer personas based on your target groups’ ages, professions, industries, locations, and other demographic data. Additionally, focus specifically on job titles that align with decision-making power.
3. Design A Striking Company Page
Having a strong company page on LinkedIn is an effective way to catch and retain your visitors’ attention. When new visitors are checking you out, your company page is the first aspect of your brand they’ll interact with. Therefore, it needs to be memorable, professional, and informative for the best results.
Consider adding some vital information to your company page, including your business’ location, industry or sector, products and services, team members, headquarters, and more. Also, add your company’s web URL, logo, company size, and other relevant details on your page. This will boost your credibility and enhance your LinkedIn marketing efforts. Include a cover image that aligns with your brand for a complete look.
Your company page will include space for a description of your business. Include important details about your company, your offerings, and how leads can get in touch with you via email, phone, social media, or live chat services. Once you’ve set up your company page, you can use it to share relevant content that engages and intrigues your target audience. This will help you to establish your brand as a thought leader in its industry.
4. Optimize Your Company Page With Keywords
Your LinkedIn company page is essentially the face of your brand’s LinkedIn presence. Maximize its power to bring in qualified leads by using SEO practices and targeting keywords in your on-site content.
Use the SEO tool of your choice to research the words and phrases that your target audience is searching for. Then, incorporate them into your list of unique skills and your company description. This simple trick is a great way to ensure that your page comes up when people search for B2B businesses and services like yours.
5. Promote Your LinkedIn Company Page
Now that you’ve created your company page, you need to use it to attract new followers and expand your audience on LinkedIn. You can achieve this goal by promoting your page and encouraging people to follow you for value-filled content and expert insights. Add a ‘Follow Us’ button in your email signatures, blogs, web pages, and newsletters to enable your fans to follow you with a single click.
Prompting people to follow your company page will boost your visibility and make it easier to generate qualified leads in the future. When someone follows your company page, all of your updates and posts will show up on their LinkedIn feed. This will increase your reach and improve the credibility of your brand as you gain more followers.
6. Craft Content that Captivates Your Audience
Once you’ve attracted a sizable audience with the best practices mentioned above, it’s important to retain them in the long run. You can do this by regularly posting engaging and informative content that your specific target audience will find genuinely interesting.
The higher the quality of your content is, the more likely your B2B LinkedIn marketing strategy is to succeed. The best-performing forms of content on the platform include how-to guides, industry trends, and thought leadership articles that share fresh, unique perspectives.
Maximize your content’s reach by adding relevant hashtags to ensure that your content shows in search results for trending topics.
Read more: How to Use Hashtags on LinkedIn
7. Use Automation To Streamline Outreach
Outreach is an essential part of expanding your LinkedIn profile, especially during its earlier stages. Manual outreach can be seriously time-consuming. Using automation tools can streamline the process and lead to better results in many cases.
Specific LinkedIn automation tools are available that allow you to automate the early prospecting stages and attract more followers using machine learning algorithms. Using them can help to enhance your engagement rates, fuel sales, and lead to higher profits in the long run. The most effective outreach tools automatically identify your prospects and send them personalized messages from your brand. Some can even run drip campaigns without your intervention.
8. Use LinkedIn Groups
Joining and participating in LinkedIn groups related to your industry can be a great way to build your brand’s credibility and connect with potential customers. By engaging in conversations and sharing relevant content, you can establish yourself as a thought leader in your industry and gain the trust of potential customers.
Participating in groups can also increase your visibility and help you attract new followers and leads. By actively participating and engaging with other members, you can build authentic relationships with potential customers.
Measuring the Results of Your B2B LinkedIn Strategy
Before you launch your B2B LinkedIn marketing strategy, remember to review your current statistics on the platform and take note of key metrics. Check how many leads and profile visits you are attracting, how many website clicks your brand receives from LinkedIn, and other figures you can use to compare your results to once your strategy is in operation. These metrics should increase, giving you a clear picture of how your new marketing strategy is working and where it can be improved.
You can also measure the efficacy of your new strategy by using your LinkedIn company page analytics system. This system is designed to give you handy insights about your audience and their preferences, while the ‘Updates’ section allows you to view the performance of your updates.
The analytics page will give you access to click rates, engagement and impression rates, CTR, and more for each post you share. This data can then be used to identify the content types that are attracting optimal engagement. Then, you can share more of that content to boost lead generation even further.
As you measure the results of your strategies, we recommend keeping an eye on your competitors’ LinkedIn strategies and taking note of what they’re doing right – and what could be done better. Use your insights as inspiration to adjust your own B2B marketing strategy in a way that maximizes your reach and gives you an edge over your industry’s closest rivals.
Boost Your Marketing Strategy On LinkedIn with Clearview Social
Clearview Social offers a host of tools to make your B2B social media strategy more effective than ever. Our Employee Advocacy Software makes it easy for your employees to promote company content on social media channels like LinkedIn—all while increasing your brand’s visibility and amplifying your social media traffic.
Our platform also offers a Social Media Analytics module that offers you key insights into the performance of every LinkedIn post you share. Learn more about engagement rates and preferred content types and optimize sharing times in the same place with Clearview Social’s powerful artificial intelligence.
Contact the Clearview Social team today to find out how our technology can drive your B2B LinkedIn marketing strategy.