LinkedIn is the world’s largest professional network, with over 830 million members globally. It has also proven itself to be an effective platform for B2B organizations to score leads. Take a look at these numbers:
- LinkedIn accounts for 97% of all social media leads that are generated by a company.
- 93% of B2B marketers said that LinkedIn is the most effective social platform for lead generation.
From entry-level executives to upper management and entrepreneurs, everyone is actively using the social networking site. This is what makes LinkedIn a great platform for you to focus on. As a business, it allows you to:
- Reach out to relevant audiences.
- Establish yourself as a thought leader.
- Build brand awareness and recall, and communicate credibility.
- Utilize data to attract your TG with the help of limitless targeting options.
- Experiment with the myriad options provided by LinkedIn ads.
While LinkedIn is a lucrative platform for any and every business, as a B2B entity, to stand out you must cut through the clutter. To do just that, we are sharing five tips that will help you improve your marketing strategy for the platform.
Utilize your biggest asset—your company page
Your company’s LinkedIn page is often neglected when it comes to marketing. If used smartly, it can become your strongest weapon. Apart from filling up the basic fields, include additional information to make it a lead generation hub. Add an interesting cover image and follow it up with an equally compelling descriptor. Write as if you are speaking directly to the audience and entice them to visit your website. Also, post regular industry and company-related updates, and reach out to the right people. This will help you meaningfully connect with your target audience and realize your objectives.
If you are a company that has multiple brands, initiatives, or even units, consider utilizing LinkedIn Showcase. Create a showcase page for each entity to direct inbound traffic.
Improve targeting through advanced search
Use LinkedIn’s advanced search to zero in on the right audience. The platform allows you to filter people on the basis of current company, past company, location, profile language, educational background, and non-profit interests. Continue refining the search until you arrive at results that closely align with your business. When you get there, save this highly-targeted set for future reference. Next, use the insights to refine your inbound and outbound marketing strategy.
Start and join groups
LinkedIn lays great emphasis on community-building, wherein you engage with clients, influencers, peers or partners. So, join groups to stay abreast with industry updates and to make the most of opportunities that are up for grabs. Make it a point to stay active in these groups and interact with other members. You can also create a group of your own to establish thought leadership. However, approach this from the lens of a long-term community-building exercise, rather than solely to boost sales. When you focus on the former, the latter will eventually follow.
Publish a variety of content
LinkedIn is the perfect platform to cultivate an engaged audience. It provides ample opportunities to enlighten potential new clients, peers, and recruits about your company’s culture. You can do this by creating and posting valuable content that matches search intent.
Try to include images, slideshows, infographics, videos, polls, long-form content, and any other format to maximize engagement. Not only does LinkedIn’s algorithm prioritize such content, but continual dissemination also helps with cultivating purchase intent slowly and steadily.
Create a schedule for posting
You will only be able to reach the right audience if you post quality content consistently. This is where a schedule comes into play. It’s a calendar that will help you stay accountable and on track. Before designing one, study your target audience, their needs, and the time during which they are most active on LinkedIn. Use the insights that you gleaned with the help of the advanced search function to fill in any gaps. Accordingly, make an informed decision with regards to the type of content, the frequency, and the best time for posting. Involve your sales and marketing team when building a calendar as their on-field experience can help you further refine it.
Which tip do you think would be the most effective for your business? Share your thoughts in the comments. And, if you are unsure of how to proceed, reach out to Resolute B2B. We have over five years of experience, and we extensively use LinkedIn to effectively market B2B organizations. What’s more, we also offer a plethora of other social media marketing solutions in addition to LinkedIn marketing. So, share your requirements today and get a customized solution.