LinkedIn stands out as the primary hub for B2B marketers to establish connections and forge new ties with prospects, clients, and business collaborators. A well-crafted digital marketing strategy invariably involves powerful content distribution channels.
While your content may be of top-notch quality, its effectiveness lies in sharing it on pertinent channels tailored to your target audience. Social media facilitates the swift dissemination of your business content to your followers, their followers, and a myriad of other users across the platform.
LinkedIn distinguishes itself from other networks by its professional orientation. The content shared on your company page and personal profile should project you and your organization in a polished and professional light.
In the global business landscape, possessing a meaningful LinkedIn profile is imperative, especially with the current presence of 55 million companies on the platform. If you’re a B2B company seeking to enhance your content distribution, LinkedIn should be a cornerstone of your 2021 marketing strategy.
Marketers who have excelled on LinkedIn generously share their best strategies for navigating this social network. With their guidance, you can expand your audience, publicize events, attract potential customers, and achieve much more.
LinkedIn: Elevating B2B Marketing
LinkedIn, a social network tailored for business communication and centers around promoting B2B products while seeking valuable contacts, holds distinct advantages for digital marketing.
Quality Audience
A substantial portion of LinkedIn comprises users such as specialists, companies, top managers, and entrepreneurs. Each of them aims to make meaningful contacts, promote personal brands, and gain from collaboration. Here, offers, product marketing, or personal services are not perceived as “spam” but as a valuable opportunity for mutual gain.
Ideal for B2B Product Promotion
LinkedIn’s advertising capabilities and available user data enable precise targeting of the desired audience. On LinkedIn, you can reach out to individuals directly, presenting your services to those open to exploring opportunities that offer specific benefits.
Readiness for Dialogue
LinkedIn users actively establish contacts, acquire valuable information, share experiences, and seek skilled professionals for specific tasks. The platform fosters a conducive environment for meaningful interactions.
Brand Credibility Boost
By consistently sharing high-quality content, you can attract potential customers, enlighten employees, discover partners, and convey your ideas effectively. LinkedIn serves as an effective SEO and Google-friendly platform, enhancing visibility and search engine ranking.
Varied Settings for Targeted Advertising
A well-orchestrated advertising campaign on LinkedIn allows you to tap into a willing audience ready not only to purchase but also to invest.
Best Practices for Marketing on LinkedIn
Once your business page is set up, it’s time to implement digital marketing tips on LinkedIn to propel your business growth.
Expand Your Network
Growing your contacts on LinkedIn is a pivotal marketing step. Initially, adding contacts is essential, and after reaching around 300 connections, your network begins to work for you. Actively seek your target audience rather than waiting for them to find you.
Involve Employees in Marketing
Ensure that employee profiles align with the company’s image, exude professionalism, and contain links to the company’s website. Pay attention to the profile photo, which should be high-quality and business-oriented.
Share Insightful Content
Regularly posting on LinkedIn keeps your page dynamic, positions your business as an industry leader, engages subscribers, and directs traffic to your website. Focus on content valuable to readers, maintaining a suggested ratio of 20% company-centric information and 80% reader-focused content.
Optimize Posting Times
Publish posts during peak user activity, typically in the morning before the workday starts or around 5–6 PM. The frequency of updates depends on the company’s size and geographical affiliation.
Incorporate Visuals
Enhance your LinkedIn profile visually by adding photos, videos, articles with images, screenshots, infographics, and presentations. Visual content significantly improves engagement, with 69% of marketers considering it a necessity in their campaigns.
Leverage Network Influence
Identify your network MVPs and review their profiles to gather information about their interests and goals. Engage with them at a personal level, standing out from the competition and becoming more valuable to your network.
Use Sponsored LinkedIn Updates
Explore sponsored LinkedIn updates for an efficient way to place your content before key influencers, building your credibility in your niche. Monitor detailed analytics provided by LinkedIn to gauge the effectiveness of paid updates.
Tag Customers in Messages
Tagging customers in messages ensures they see your post, even if they haven’t visited LinkedIn recently. Use this strategically to convey important information or updates.
Employ LinkedIn Targeting
Utilize LinkedIn’s organic targeting features to tailor your content based on follower profile data, including company size, industry, job, rank, geography, and language preference.
Build Relationships
Focus on building connections on LinkedIn as a form of pre-qualification. By becoming a trusted advisor to clients, you position yourself as the go-to person for valuable opportunities.
In conclusion, LinkedIn serves as a powerful tool for connecting with employees, clients, and business partners globally. When aligning your LinkedIn promotion campaigns with customer-centric principles, success is virtually guaranteed.
