Making an Impact with B2B LinkedIn Marketing

As B2B marketers, we are no strangers to LinkedIn. With over half a billion professionals in one place, including 61 million senior-level influencers and 41 million decision-makers, there is no denying that LinkedIn is the social platform for business marketing.

With marketing professionals moving all activities to digital executions, advertising on LinkedIn is, arguably, more imperative than ever before. It offers a platform for brand awareness and bottom-line revenue impact, giving you control and visibility across your campaigns. 59% of marketers generate B2B leads on LinkedIn, compared to 26% on other social platforms. Further, 78% of B2B marketers rate LinkedIn as the most effective social media platform when it comes to achieving specific objectives.

Pretty impressive, right? Unfortunately, advertising on LinkedIn isn’t a magic wand. With over 500 million users, how can you ensure your organisation stands out from the rest? There are strategies that you, as a business, should undertake to ensure ultimate and lasting success across the platform.

1. Understand your Audience

We’ve said it before, and we will say it again – understanding your target audience is imperative for any marketing campaign. Your LinkedIn page, the organic content you are pushing out, the insights you are offering and the campaigns you are running, should all be underpinned by your audience. This includes your current clientele, but also, the addressable market – i.e. those business or decision-makers you want to work with. Once you have established ‘who’ you’re targeting, you can begin to unpack ‘how’ you are going to target them.

2. Optimise your Profile

So simple, yet so effective. Optimising your LinkedIn business page includes adding a banner image, profile picture, updating the ‘about us’ section, website URL, industry, location, company size, number of employees and anything else you deem relevant. Additionally, it is important to incorporate relevant keywords throughout your business profile page to ensure users can find your organisation when searching. According to LinkedIn, business pages filled with the required information see 30% more weekly views, confirming that it is not something we should take lightly.

3. Join Relevant Groups

Exposure is key for brand awareness. LinkedIn has countless groups, covering pretty much every industry. Conduct some research and assess which groups best fit your organisation and request to join. This will give you an opportunity to post insights, questions or articles/blogs written by your team to the group. Further, engaging with other people’s content – liking, commenting or sharing – will aid in your brand exposure expedition. The more active you are within relevant groups, the more you are getting your brand out there. Take a moment to analyse what content people are engaging with more and pivot your content strategy accordingly.

4. Start Publishing

Once you have a good understanding of your target market and your profile is optimised, start to push out relevant, engaging and valuable content. LinkedIn recommends posting every weekday; however, if you are just starting out, begin with a couple of times a week and build up slowly. This may include insights, things your company is doing, blog articles, summaries of whitepapers, sharing content from industry-leaders – the list goes on.

Publishing thought-provoking articles on LinkedIn is a great way to gain exposure, assert yourself as an authority in your industry and generate leads – Smart Insights

Ensure everything you are sharing is pertinent to the people you are trying to market to. If key decision-makers start to follow your page and interact with the content you are pushing out, you will be in a great position to win some sales-qualified leads.

5. Create Engaging Content

With organisations leaning heavily on digital channels through the COVID-19 pandemic, marketers are looking to engage their audiences in different ways. Video content has been at the forefront of many content strategies, which comes as no surprise considering they earn, on average, three times the engagement of text posts. Videos are a great way to educate and inform your audience, further positioning you as an expert in your industry. Other organisations have been moving towards a more personal and empathetic angle with their content creation, focusing on team updates, posts surrounding holidays and sharing best wishes during difficult times. There are many ways to create engaging content, some of which may or may not be relevant to your audience or reflective of your brand, so take some time to brainstorm what ways your organisation can stand out on social media.

LinkedIn is a great platform for B2B marketing, allowing businesses to showcase their expertise, generate qualified leads and hopefully, make a tonne of sales. However, to reap the ultimate benefits of the channel (which are plenty!), you need to have strong profile foundations and a strategic, engaging and interesting content strategy.

For more information on B2B social media marketing, please don’t hesitate to get in touch with our team. With extensive experience in the field, our B2B marketing consultants know what it takes to drive brilliant results on social platforms.

More importantly, on behalf of everyone at The Lead Agency, we hope you are staying safe and well during these times.