Steps to LinkedIn Marketing Success for B2B Businesses

Understanding Social Media and the complex algorithms behind the programs is vital for marketers and business owners who want to succeed online. Facebook is the go-to for B2B businesses, with 89% of B2B companies using the channel to generate leads. However, as Facebook’s algorithm changes continue to limit the organic reach of posts, it’s important for brands to look for other channels to promote their products and services.

Smart digital marketers are already using LinkedIn – if you’re not one of them, consider the following stats:

The platform built for business networking, LinkedIn is ideal for B2B marketers looking to generate leads, promote thought leadership content and drive traffic to their company website.

LinkedIn recently announced a 60% increase in engagement rates and the platform has been continuously adding to the functionality of its already powerful marketing and ad offerings. From focusing on search filtering and leveraging user data, to introducing video ad format and other content options, LinkedIn has huge potential for B2B marketers to reach out to prospects.

How to Leverage LinkedIn Marketing for your Business

Define Your Goals and Audience

The same goes for any marketing campaign. Before you start, you have to define your goals and objectives. Common LinkedIn marketing goals involve generating leads, raising brand awareness, or both. Again, as with any campaign, it’s important to be specific with your goals. Don’t just say ‘lead generation’ but rather ‘generate 25 leads from financial services business owners on LinkedIn within 3 months.’ This makes it easier to measure how successful your campaign has been in reaching your marketing objectives.

In addition, once you know what you want to achieve, it’s easier to define your audience. Taking the above example, if you’re looking for financial services business owners, consider how big you want the company to be, any niche industries you want them to operate in and any other relevant considerations for your business. You can then tailor your LinkedIn campaign to suit this audience and reach your goals.

Make Sure Your own Profile is Optimised

At the end of the day, people do business with people, so even if your end goal is to grow your business page, it’s important to start with your own LinkedIn profile. Your LinkedIn profile and the profiles of everyone else at the company are linked to your company’s LinkedIn account, so they all form part of your business brand. In addition your profile is likely one of the first things a prospect will see about your brand, so you want to make sure it makes a good impression on them. When they look at your profile, they’ll ask themselves, “Can I see myself working with this person?” You want to make sure that they can.

LinkedIn offers a number of ways to optimise your profile to ensure it generates profile views. It prompts users to fill out their profile to 100% completeness, so that’s a good place to start. Make sure you fill out all the sections and then optimise your profile over time, constantly adding new skills, achievements, and examples of your work to position yourself as an expert in your field.  This article gives a full overview of the things you should be doing to create an outstanding LinkedIn profile page.

Create Your LinkedIn Company Page

Your LinkedIn company page is basically your business’ LinkedIn profile. In order to fully optimise your page, it’s important to give prospective customers the opportunity to learn more about your company, what it does, and the team who work there.

Companies with complete information get 30% more weekly views.

You don’t need much information to complete your LinkedIn profile, just the following:

  • Description: A description of your company’s products or services using relevant keywords and phrases that describe your business, expertise and industry focus. These keywords and phrases are extremely important to include as they are as searchable by LinkedIn users.
  • Logo: LinkedIn gives your business the opportunity to add a company logo and a cover image to ensure your page is on-brand.
  • Company Information: LinkedIn asks for your website URL, location, industry and company size as this is relevant information that is of interest to searchers looking at your business page.

Ensure Your Company Page is Optimised for Search

In order to grow your audience on LinkedIn, your page has to be found. As such, it is vital to optimise your company page for search. LinkedIn company pages are designed to be SEO friendly, for searchers both on and off the platform. The following are some of the things you can do to ensure your page is optimised:

  • Use Keywords and Phrases: Make sure you incorporate your business’ keywords into the company profile information. The keywords you choose should clearly represent who you are and what you do and match the words that a potential client would use when searching for your products or services.
  • Get Backlink to your Company Page: Just like regular SEO, creating backlinks to your LinkedIn company page is essential for boosting your search ranking. The easiest way to do this is to link to your LinkedIn profile from your business website, blog and any other online marketing materials. In addition, ensure your business’ employees have their LinkedIn profile linked back to the Company Page.
  • Share Relevant Content: Again, like regular SEO, sharing regular content can help improve your rankings. When you publish updates from your Company Page they also appear on your public page, which means that Google can index your content.

Share Engaging Content on Your Company Page

Companies that post weekly see a 2x lift in engagement with their content.

The more frequently you share content that your followers engage with, the higher your company page will appear in search results. In order to generate engagement, you have to share things that your target audience finds interesting. By monitoring the clicks, shares, and comments on each of your posts, you can see the type of content that your audience is most engaged with. One tip to remember is that content that comes across as “salesy” doesn’t generally perform well on LinkedIn.

Instead, sharing content that can help your audience in their roles, answer their questions, or help them overcome pain points typically works well. As well as posting your own content, it can be useful to share insightful content from other organisations and associations with your followers to provide them with more value.

When curating your content to post on LinkedIn, remember that the human brain processes images exponentially faster than text. As such, posts with images generate over six times more engagement than content that only has text. By posting relevant, interesting and insightful content regularly you can also position your business as a thought leader in your industry.

Pay for LinkedIn Advertising

Reaching followers organically on LinkedIn is not as difficult as Facebook, with its complex algorithms that mean less than 2% of followers actually see the company’s posts. While it may be easier to reach your customers on LinkedIn rather than on Facebook, growing your business completely organically can take a long time. Advertising can help you reach your goals quicker.

LinkedIn used to be extremely limited with their advertising options. However, this has changed a lot recently with the platform developing more diverse options for advertisers and giving them more freedom in their methods for reaching their goals on the platform. The most commonly used objectives for LinkedIn advertising are lead generation, job applications, video views and website visits. However, advertisers also use the platform for brand awareness, engagement and website conversions.

When you sponsor your content on LinkedIn, you can choose the exact audience that you want to show your message to based on their professional credentials through LinkedIn’s comprehensive targeting options.

The following are some of the most commonly used ad types that LinkedIn currently offers advertisers:

Sponsored Content

LinkedIn Sponsored Posts can be used to promote your content in the LinkedIn feeds of the professionals you want to target. It is most effective if you use a content update that has received good engagement rates from your audience, as this is a good indication that it’s relevant for the people that you want to target. By placing your message in front of the right people, you’re not only more likely to get higher engagement on that post, but you may also attract followers by introducing your company to more people.

Sponsored InMail

This is an advertising option where you can pay LinkedIn to send messages straight to people’s LinkedIn inbox. When done properly, this method of advertising can convert higher than any of the other LinkedIn ad options. As these ads come from a personal profile rather than a branded business page, people don’t feel like they are being sold to and are more likely to be receptive to the message. They key to success is to ensure each InMail is personalised.

Video Ads

54% of consumers want to see more video content from a brand or business they support.

LinkedIn’s video ads simply help businesses promote their videos to their target market. In order to be most effective, it’s important to test a variety of videos to see which type of video, topic, length, and style is best for your business’ conversions and engagement.

A killer LinkedIn Marketing strategy will incorporate both organic and paid content to really get your brand message out to your target audience. For help with your b2b LinkedIn marketing get in touch with the experts at the Lead Agency.

And don’t forget to check out the other industries that we operate in; Education Marketing | Financial Services Marketing | Industrial Marketing | Insurance Marketing | IT Marketing | Law Firm Marketing | Manufacturing Marketing | Technology Marketing

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