5 Tips for Using LinkedIn for B2B Marketing

Our Experts Weigh In on How Social Media Marketing Applies to B2B Businesses

Gone are the days of LinkedIn only being used as a job search tool. The platform is now an invaluable social media channel for reaching and winning over prospects – especially for B2B companies.

It’s long been thought that B2B marketing and social media don’t mix – that your customers can only be found through traditional marketing tactics, like direct mail and cold calls. But that couldn’t be farther from the truth.

LinkedIn boasts more than 900 million members globally, who specialize in a wide variety of industries. And because the platform was designed as a digital professional networking space, many active users are also key company decision makers. For B2B marketers, this sets the scene for a gold mine of opportunities.

If your B2B business isn’t on LinkedIn, now is the time to start. Or maybe you already have a company page, but aren’t sure how to leverage your presence to get in front of the right audience. Whichever case, we’re here to help you in your B2B marketing journey and have compiled our top five tactics for using LinkedIn to your advantage.

LinkedIn B2B Marketing Tip #1: Create a Compelling Company Page

First impressions are everything in-person and online. And when it comes to social media marketing platforms like LinkedIn, your company page serves as an initial introduction to your brand and shapes how a prospective client perceives you. Of course, you want to put your best foot forward, with the ultimate goal of moving users further down the sales funnel.

Whether you’re just getting started with B2B marketing on LinkedIn or have an established profile, consider these tweaks to improve your page’s presence:

• Never underestimate the power of a striking visual! An eye-catching cover photo and profile image can go a long way in encouraging users to scroll through your page and learn more about all that you have to offer.
• Come up with a short and sweet tagline, which will be located just beneath your profile picture. This gives users a quick preview of what your company does and reels them in even more.
• Tell your story in the About section using 2,000 characters or less. In a couple of paragraphs, take the chance to dive deeper into who you are, what products or services you offer, and what sets you apart from the competition. It’s also a good idea to use relevant keywords here to help make your page more discoverable in search.
• Don’t forget about contact information. If a prospect wants to reach out to you, they shouldn’t only be expected to go to your website to find what they need. Make details like your phone number and address accessible by including them on your LinkedIn page. (This information will be located under the About section as well.)

A fully optimized company page not only results in a strong impression but can actually increase your traffic, too. According to LinkedIn, pages with complete information get 30% more weekly views.

LinkedIn B2B Marketing Tip #2: Publish Quality Content

This tip may sound obvious, but it’s one of the most crucial for grabbing prospects’ attention – and keeping it. Posting industry-specific content can help position you as a thought leader and put your business a cut above the rest.

In fact, a 2020 studyperformed by Edelman and LinkedIn gauging the impact of B2B thought leadership showed that this type of content can boost a company’s reputation and improve lead generation. In fact, 89% of decision makers reported that thought leadership can enhance their perception of a company, and 49% said it can effectively influence their purchasing decisions.

In addition to the right content, brands need to post regularly to stay top of mind with their audience. LinkedIn estimates that companies that publish content weekly see twice the engagement compared to those that don’t. With post options including images, videos, documents, articles, and more, there’s no shortage of ways to keep your audience intrigued with fresh B2B marketing content.

LinkedIn B2B Marketing Tip #3: Join the Conversation

Publishing quality content is only half of the social media marketing battle. To build a lasting relationship with your audience, you can’t rely on your company page alone. You also need to reciprocate engagement and stay up-to-date on topics directly related to your business.

Companies can add up to three community hashtags to a page. These can be related to your organization, industry, or audience and are great opportunities to join in on relevant conversations. For each hashtag you choose, you’ll be able to explore a feed of posts that all use that same hashtag. But we haven’t even made it to the best part yet! Within these feeds, you can directly interact with others outside of your company page and cement your position as a valued member of your industry.

LinkedIn B2B Marketing Tip #4: Reach Your Target Audience with Ads

While organic social media marketing can take you far, paid advertising on LinkedIn can help expand your reach and get your brand in front of your ideal audience. Through LinkedIn’s Campaign Manager, you can target users based on audience attributes related to company, job experience, education, demographics, interests, and traits.

What’s more, you can take a fully custom approach using Matched Audiences. This allows you to upload your own company or contact list, or even retarget people who have already visited a page on your website.

With these tailored audience options, you have more control over who’s seeing what content. Because B2B companies often market to several types of businesses, LinkedIn advertising is one of the best ways to craft unique messages that will resonate with individual audience segments.

LinkedIn B2B Marketing Tip #5: Get the Whole Team Involved

One of the most effective, but often overlooked, LinkedIn B2B marketing tactics has been right in front of you all along. As experts in the field, your employees and executives have a wealth of knowledge and insights that make them some of your most valuable brand advocates.

When possible, encourage members of your team to post industry-appropriate expertise on their personal LinkedIn profiles, which can then be shared to your company page. This content adds a human element to your brand and makes messaging more authentic, because it’s coming from an individual rather than the larger business.

But like anything, this can be overdone, so only share content from a personal profile when it really makes sense. It’s a chance to showcase your organization’s thought leaders and highlight their unmatched expertise while elevating your brand’s trustworthiness.

Navigate the World of LinkedIn B2B Marketing with a Trusted Agency Partner

B2B marketing in the digital age isn’t always easy. OK, it’s almost never easy. But what is easy is partnering with a detail-oriented and performance-driven agency who gets it.

At iFocus Marketing – your trusted local B2B marketing agency in Kansas City – we create custom strategies for various industries and deliver comprehensive insights through in-depth monthly reporting and data analysis. We’re obsessed (in a good way!) with hitting your business goals and ensuring open communication channels to guide you through every step of the process.

Because the digital space is ever-changing, our team is made up of lifelong learners who can’t get enough of the latest B2B and LinkedIn marketing trends. By working with us, you can be confident that you have a knowledgeable, skilled, and innovative team on your side.

Ready to learn more about our B2B marketing services and how we can help fuel your growth? Let’s chat! Send us a message or call (913) 578-9125 to request your free digital audit.