LinkedIn has emerged as a strong platform that goes far beyond just a networking site for B2B marketing. With over 900 million professionals from various industries, LinkedIn offers opportunities for businesses to connect with decision-makers, build relationships and drive leads!
A unique platform for B2B marketing, LinkedIn has a professional yet colloquial feel where businesses can directly engage with decision-makers. Its targeting capabilities enable businesses to reach their exact target audience and you can easily measure the results.
Here’s how to harness the full potential of LinkedIn for your B2B marketing efforts.
Create an engaging company profile
To create an engaging profile, you’ll need to demonstrate your brand value proposition by clearly articulating your purpose, your differentiated approach and what your organisation offers. You can also optimise your search by using industry-specific keywords in your company description and specialties to improve your profile’s visibility in search results. It’s important to also add media such as videos, infographics, and presentations to engage visitors and give them a deeper understanding of your brand.
Targeted advertising you can measure
LinkedIn’s advanced targeting capabilities make it an ideal platform for B2B marketers. With LinkedIn Ads, you can reach decision-makers by targeting users based on their job title, company size, industry, and more. This allows you to focus your advertising budget on the individuals most likely to influence purchasing decisions. Another functionality is that you can use matched audiences which means you can retarget visitors who have previously engaged with your LinkedIn page or website, to stay visible to your audience.
Share your expertise
Consider publishing long-form articles using LinkedIn’s platform to share in-depth insights directly with your network. LinkedIn Newsletters allow users and companies to publish articles to their followers or connections, with subscribers receiving notifications for each new edition. This feature is a great tool for sharing insights, updates, or industry news, helping to position your company as a thought leader.
Posting regularly (we would say at least once a week – daily if you have sufficient quality content) is key, whether through videos, infographics, podcasts, Slide decks (via LinkedIn SlideShare), PDFs, or white papers to reinforce your expertise. Additionally, engaging with others’ content by commenting on and sharing industry posts can help expand your reach and build relationships with potential clients.
Employee advocacy
Your employees are some of your best brand advocates, so why not encourage them to engage on LinkedIn? Motivate them to share business updates, blog posts, and other relevant content on their personal LinkedIn profiles. You can increase your visibility by also asking them to engage with the content you post on your company profile to increase its visibility to their networks. If you’re not doing so already, highlighting your employee achievements like celebrating milestones, certifications and other wins can help to humanise your brand and amplify your company culture.
Analytics and optimisation
To maximise the impact of your LinkedIn marketing efforts, continually monitor and optimise your strategy. LinkedIn Analytics lets you track key metrics like engagement rates, follower demographics, and content performance to understand what resonates with your audience. You could also try an A/B test with your ads by experimenting with different ad creatives, formats, and targeting options to identify the most effective combinations. Based on your analytics, you should be consistently adjusting your content strategy by refining your content to better align with the interests and behaviours of your target audience.
Lead generation
LinkedIn offers several tools specifically designed to capture and nurture leads including LinkedIn lead gen forms which are pre-filled forms that make it easy for users to submit their information, reducing friction and increasing conversion rates. Automatic connection and InMail campaigns allow you to send personalised messages directly to the inboxes of potential leads. Personalised InMails often have higher open and response rates than traditional email marketing. Another great way to generate more leads is to promote and host webinars or virtual events directly on LinkedIn to capture high-quality leads interested in your offerings.
What next?
Are you looking to outsource your B2B LinkedIn marketing efforts, or wondering whether it’s the right choice for your business? Embrace Marketing is a specialist LinkedIn outsourced marketing agency. We’re a unique hybrid, as our team combines both in-house and agency skills and expertise. It makes our outsourced client relationships seamless, as we deeply understand the best way to integrate our team with your team.
Email hello@weareembrace.com for an initial chat or visit our Outsourced Marketing page for more on our approach.
This latest thinking article was written by:
Katie Hargreaves
Content Manager
