LinkedIn is a gold mine for B2B marketing, with countless opportunities to grow your brand using the social media site. However, to get the results you’re striving to achieve, you need to implement an effective B2B marketing strategy. Lucky for you, we’ve listed 7 of our favorite LinkedIn B2B marketing strategies for you to try. Let’s explore.
1. Direct Users With a Showcase Page
A Showcase Page on LinkedIn allows you to spotlight the specific brands or products that are a part of your company. Not only does this help a parent company organize and display the various brands that fall under their umbrella, but it also makes it easy for users to navigate to a specific LinkedIn page quickly.
Adobe does a great job at using the showcase functionality. The brand created affiliate pages for its core products, including Creative Cloud, Marketing Cloud and Digital Publishing Suite. The company recognized that the people using Marketing Cloud might be different from those using its Digital Publishing Suite. Leveraging the LinkedIn Showcase feature, Adobe created niche
Your company should absolutely not overlook LinkedIn since it is an extremely effective social networking website. However, in order to accomplish the outcomes you want, you will need to put into action a B2B marketing plan that is both successful and efficient.
What exactly constitutes a B2B marketing strategy on LinkedIn, and how might one be put into action? In the following article, we will walk you through everything you need to know in order to successfully promote your company on LinkedIn.
The Numbers Behind Successful B2B Marketing on LinkedIn
Before we get into the LinkedIn B2B techniques you should employ, we need to explain why it is so important to have a LinkedIn B2B marketing strategy and what it is about LinkedIn that makes it such a potent channel for B2B marketing.
To begin, LinkedIn has over 822 million users in over 200 countries and produced $11.5 billion in revenue in 2021. Additionally, the site was available in over 200 languages. However, the nature of those users is what makes LinkedIn such a powerful tool for business-to-business marketing. Its platform is used by over 65 million corporate decision-makers all around the world. This indicates that a significant number of the individuals that your brand may be attempting to contact, such as executives and other important decision-makers, are active on LinkedIn. In 2020, 62% of Fortune 500 CEOs used social media. Out of those CEOs, 94% were on LinkedIn. So with the correct B2B marketing approach, your company may utilise LinkedIn to open the door to new business prospects.
In addition to finding the correct audience, LinkedIn helps advertisers create trust in their brand. The site says that 55% of the decision-makers on LinkedIn utilize thought leadership material to assess other firms. Therefore, by executing a B2B content marketing strategy on LinkedIn, your brand may strengthen its reputation, build trust and raise its credibility among important decision-makers.
The takeaway: There are a lot of individuals using LinkedIn throughout the globe – many of whom can help you expand your company. By establishing and implementing a successful B2B marketing plan for your target demographic on LinkedIn, you can:
Help users discover answers to their business difficulties.
Initiate interactions that lead to improved brand awareness and loyalty.
Subtly direct important company executives and decision-makers to your brand.
7 B2B Strategies to Try on LinkedIn
LinkedIn is a gold mine for B2B marketing, with endless options to promote your brand utilizing the social networking platform. However, to reach the outcomes you’re hoping to accomplish, you need to develop an efficient B2B marketing plan. Lucky for you, we’ve selected 7 of our favorite LinkedIn B2B marketing methods for you to explore. Let’s explore.
1. Direct Users With a Showcase Page
A Showcase Page on LinkedIn enables you to showcase the unique brands or items that are a part of your organization. Not only does this assist a parent business manage and showcase the different brands that come under its roof, but it also makes it easier for consumers to get to a particular LinkedIn profile fast.
s for its different products so they can personalize the content for each of their unique audiences.
Adobe does a terrific job at exploiting the showcase feature. The company built affiliate sites for its major products, including Creative Cloud, Marketing Cloud and Digital Publishing Suite. The corporation understood that the individuals utilizing Marketing Cloud could be different from those using its Digital Publishing Suite. Leveraging the LinkedIn Showcase function, Adobe developed themes for its distinct goods so they may customise the material for each of their individual consumers.
When it comes to developing a well-developed showcase page, there are a few recommended practices to bear in mind:
Use unambiguous names: Name your showcase pages after the product or brand it’s promoting.
Provide as much information as possible: Fill up all of the information sections on the showcase page to make the page more professional, polished and beneficial for users.
Don’t go overboard: While you may build as many as 10 display pages at a time, it doesn’t imply you should. Instead, concentrate on developing sites for items or companies that have a following large enough to sustain them.
And if you’re wondering about how to construct a LinkedIn Showcase Page, this video might help:
2. Create Advanced Searches
LinkedIn gives the ideal platform for marketers and business executives to interact with other professionals. While having a big network or following might be fantastic for your company, you want to verify you’re engaging with individuals who qualify as business prospects. To achieve this, we suggest use LinkedIn’s advanced search feature. Doing so lets you to target certain categories of individuals – ideally, those who are inclined to conduct business with your company.
Start by typing generic search phrases in the search field at the top of the page.
Then click the magnifying glass to the right. Once you do, you’ll see LinkedIn’s advanced filters appear below the search box, enabling you to define who you’re looking for.
Once here, you may search for individuals, jobs, genres of material and more. You may also use filters to search for individuals based on your relationships, geographical geographies or firms they work for.
So, what should you do after you’ve located a few fresh prospects? Connect with them, of course! Growing your professional network may help you increase brand recognition and establish connections with individuals who may become consumers. A survey by HubSpot indicated that LinkedIn’s visitor-to-lead conversion rate was 2.74% – over 3 times greater than Twitter and Facebook. So be sure you exploit LinkedIn’s extensive search options to locate new prospects, engage with them, and — ultimately — turn them into customers.
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3. …Then Save Those Searches
After spending all that time into conducting a precise search for possible leads on LinkedIn, don’t allow your hard work go to waste. Save your advanced searches so you may use them to discover additional B2B leads in the future.
To accomplish this, you’ll notice a “Save Search” option in the upper right corner of your page. Click it, create a name and voilà! You may quickly open up that search again to discover new experts to connect with.
Just keep in mind that if you don’t upgrade your LinkedIn account, you’ll only be allowed to store 3 searches at a time.
4. Run Targeted LinkedIn Ads
Similar to Facebook and Instagram, you can develop and distribute advertising using LinkedIn. The social media platform includes over 20 distinct audience traits, enabling you to build customized adverts for the correct B2B audience. For example, you may construct an audience based on a company’s name or size, permitting you to promote to certain sorts of organizations and the individuals in charge of them.
This video from LinkedIn gives a brief example of how to build up a target audience for your B2B ad campaign:
Once you have a well defined demographic, you can design interesting content for your adverts. A few effective practices for developing advertising that catch attention and convert viewers to leads include:
Incorporate terms that connect with your target audience and appeal to their pain spots or interests.
Encourage consumers to take action by giving a free trial or white paper download.
Include pictures that will attract your audience’s attention while still being relevant to what you’re presenting.
As a bonus, LinkedIn provides you the option to test several ad versions – otherwise known as A/B testing. That means you may develop anywhere from 2 to 4 distinct variants of your ad and evaluate which one works the best. You may cycle the advertising equally or optimize the adverts for performance. If optimizing for performance, the ad that earns the greatest number of impressions will be displayed more frequently than the others.
5. Publish High-Quality, Consistent Content
Another wonderful technique to engage with prospective new customers on LinkedIn is via high-quality content. You have the option to post videos, infographics, blogs, and content from third parties on your page in order to enhance your digital presence, grow the number of people following you, and raise awareness of your brand.
When this is taken into consideration, it is essential to keep in mind that publishing a single post on LinkedIn will not immediately produce results. To get the most out of the content you share on LinkedIn, you need to devise and carry out an efficient and comprehensive content strategy for the long term.
To get started, you should create posts that are directed toward the audience you want to reach. You can develop content that your target users find helpful and interesting if you understand their pain points, interests, and the problems they are trying to solve. This not only has the potential to motivate them to engage with your brand on LinkedIn, but it also has the potential to motivate them to share your content, which will ultimately result in your post reaching an even greater number of prospective clients.
When it comes to deciding what to include in the content of your LinkedIn profile, it is best to keep your voice genuine throughout the process. You should make an effort to refrain from posting promotional and salesy content on your page because, in general, this does not result in the most engagement. Create content instead that captures the attention of your target audience and starts a debate about the topic. According to EveryoneSocial, Amy Heiss, a former CEO of Dell, said that just 20% of Dell’s social media topics are genuinely about Dell. The remaining 80% of the company’s postings are either instructive, useful, relevant, or personally intriguing to the company’s workers and consumers.
Microsoft is a fantastic example of a corporation that successfully makes use of LinkedIn to initiate conversations. The company offers queries or general advice on a regular basis, and they anticipate that their audience, office employees, would find them to be fascinating. These postings may not be explicitly pushing Microsoft goods, as you can see in the examples that follow, but they have generated a significant number of shares, responses, and comments nevertheless.
You can get the most out of your LinkedIn content strategy by following a few best practices, in addition to developing material that is meaningful and of high quality for your target audience. Some of these best practices include the following:
Including photos in your postings: according to Hootsuite, LinkedIn posts that include images earn twice as much interaction as ones without photographs.
Include hashtags: Using hashtags on LinkedIn enables you to better organize information and connect with individuals who have similar interests.
Keeping up with the status quo: Establish yourself as a reliable source of high-quality information by developing a publication schedule and adhering to it religiously. This will help you earn the confidence of your audience members.
6. Inspire your staff to become brand advocates on LinkedIn by providing them with appropriate incentives.
According to LinkedIn, the typical employee of a company has a network that is ten times greater than the following of the company’s brand. Keeping this in mind, a great B2B marketing plan for LinkedIn is to motivate your staff to assist in expanding your brand on the social media site by sharing content and engaging with other users. Your workers may assist in expanding your reach and generating awareness if they interact with the material that your company puts on social media by commenting, sharing, or responding to the posts that the firm makes.
In order to show that your workers are advocates for your company, you should incorporate them in your LinkedIn marketing plan. Employee advocacy is important because when people advocate the firm that they work for, the message may generate a more powerful effect than when it comes from the business itself. This is why employee advocacy is so important. According to research conducted by Sociabble, leads generated by employee advocacy convert seven times more often than leads generated by other sources.
The question now is, how can you convince your staff members to advocate on LinkedIn for your brand? It may be beneficial to choose a few workers to take the initiative and lead the push. These individuals may be senior executives, workers who have been with the company for a long time, members of your sales team, or employees who are already active on LinkedIn. And if these team members interact with your company’s postings on LinkedIn on a regular basis, it may encourage others to do the same.
Developing an incentive or reward program may also be beneficial in increasing the number of members of your team who are driven to interact with the company on LinkedIn. You can hold contests, such as rewarding employees who interact with the company’s website the most with a gift card or an additional day of paid time off. To put it simply, you need to cultivate a culture at work in which every member of your staff is an outspoken champion for the company’s brand on LinkedIn in order to keep your marketing plan moving in the right direction.
7. Drive traffic to your website from LinkedIn users.
Think of the LinkedIn profile your organization maintains as a fast track to the website you manage. Include clickable connections to your website that are easy to understand while developing the profile to increase traffic to your site. When you write new postings, you should always add links to relevant websites. You may drive more traffic to your website by making use of LinkedIn’s call-to-action (CTA) buttons, which the platform makes available to businesses as an option for adding to their pages.
Once you attract your target audience to your website, you can:
If you want to continue to increase their confidence in your company, provide them information that is more interesting, educational, or relevant.
Send them to a landing page that will motivate them to do an action, such as filling out a contact form, and direct them there.
After they have left your website, continue to interact with them by displaying retargeted advertisements.
In a nutshell, you should use LinkedIn in order to drive more traffic to your website. This video serves as an excellent lesson for the CTA function of LinkedIn, which you should watch if you are confused how to utilize it:
Implementing the Strategy You Have Created for LinkedIn
We have discussed up until this point in the article why it is necessary to have a B2B marketing strategy on LinkedIn, as well as the ones you may want to test out for yourself. Now is the time to discuss how to develop an effective marketing plan for your company using LinkedIn, so let’s get started.
The first thing you need to do is determine who your ideal customers are and make sure they are at the forefront of all of your LinkedIn marketing efforts. This implies that if you are producing content, you should keep your intended readers in mind at every stage of the process. For instance, you may start a blog that is specifically geared toward their hobbies. When you are conducting targeted advertising campaigns, employ keywords that will capture their attention or demonstrate how you can provide a solution to an issue that they are having. Once you have a solid understanding of your demographic, you can go on to developing a B2B marketing plan that appeals directly to them.
The next step is to check that your company page on LinkedIn is optimized for success. According to LinkedIn, profiles that include all of their relevant information earn thirty percent more weekly views than those that do not. Therefore, before you go too far into your new marketing approach, you should do a quick review of your business page. Check that the following are on the page:
The emblem of your company: Your reputation will increase if you include your company’s logo on your LinkedIn profile.
An overview of the company: Include a concise summary of who the organization is, what its goal and values are, and the solutions it is able to offer.
Details about the organization: Make sure the profile has a link that leads directly to your company’s website, as well as other important contact information, such as the company’s location, size, and the sector it serves.
Adding a LinkedIn showcase page, which is one of the suggested tactics for LinkedIn B2B marketing, may be done quickly when you are reviewing your LinkedIn profile, so keep that in mind.
Before you get started with your marketing approach, there is one more thing you need to do, and that is to evaluate your current LinkedIn numbers. Take notes on important data like the number of leads, profile visits, and website hits that you are presently getting from LinkedIn. When you put your plan into action, these data will serve as a standard against which you may evaluate its effectiveness. In an ideal world, these KPIs will improve, and you’ll be able to gauge how successful your revised B2B marketing approach really is.
The bottom truth is that you can employ LinkedIn in a variety of different ways to build your company and create crucial marketing outcomes. There are many various ways that you can do this. Signing up for our newsletter is a great way to keep up to date on the most recent advancements in digital marketing as well as additional information on new features that are available on LinkedIn that you can test out.