How LinkedIn is transforming B2B marketing strategy

LinkedIn had a surge in popularity during COVID-19. Clocking up to 722 million members, 29 million of those in the UK, people have used the platform to connect, collaborate, share and recruit.

LinkedIn is a fantastic platform to have one-on-one, personable and meaningful conversations. Better still, you can have these conversations at a time that suits you from the comfort of your own home, instead of rushing to an early morning face-to-face networking breakfast. LinkedIn helps build relationships – both ongoing with current clients and reaching completely new audiences in a very targeted way.

So how can LinkedIn help grow your business?

As a marketing and sales tool

LinkedIn saw a 55% increase in conversations among connections in 2020. Advertiser demand has also increased 40% year-on-year, as marketers look to connect with professionals ready to do business. Even better, add-ons like LinkedIn Sales Navigator and automation tools have helped secure new enquiries and clients during what’s been a challenging time for many businesses.

As a place to share your brand and marketing messages with your audience

With 30 million company accounts, content creation on LinkedIn increased 60% in 2020. What does this look like? Sharing client success stories, examples of award-winning work or even posting thought leadership pieces to share views on industry news and trends. 30% of a company’s engagement on LinkedIn comes from employees, so the more people that like and/or share a post, the more it appears in people’s news feeds and the more impressions it gets. This added exposure is great for strengthening your company’s brand identity.

As a way to reach your target audience

4 out of 5 people on LinkedIn “drive business decisions”, with 80% of B2B leads coming through LinkedIn. This makes it a prime platform to connect with decision-makers and increase sales and customer leads.

As a way to attract new employees

40 million people use LinkedIn to search for jobs each week. This usage increase during COVID-19 due to the increase in job cuts and redundancies throughout the pandemic.

Why the increase in popularity?

COVID-related lockdown has meant that more people have been working from home. Keen networkers who couldn’t meet face-to-face have opted for the next best thing – online networking.

As lockdown measures ease, don’t forget how useful LinkedIn is. It should be a vital part of your digital marketing strategy to increase your reach, share your brand messages and your industry expertise.

If you’d like help developing your digital marketing strategy or getting to grips with how you can best utilise LinkedIn for your company and to grow your brand get in touch.

Email to get in touch with Ciaran our Digital Director.

This latest thinking article was written by:

Ciarán Readon
Digital Director