7 Advanced LinkedIn Strategies for B2B Marketing
LinkedIn is the most popular social media platform for professionals and businesses. It has over 822 million members and 65 million decision-makers who can help you grow your brand and generate leads. But how do you leverage LinkedIn effectively for B2B marketing? Here are seven tips to try.
Key Takeaways
LinkedIn is the most popular social media platform for B2B marketing
You can use LinkedIn to find and connect with prospects, establish your authority, and generate leads
You need to implement an effective B2B marketing strategy that includes optimizing your profile, creating and joining groups, publishing content, running ads, and measuring results
1. Turn your company page into a lead generation page
Your company page is not just a place to showcase your basic information and facts. It is also a pipeline for LinkedIn leads to visit your actual company website. Make sure your company page has a clear value proposition, a compelling image, and a call-to-action that leads to a landing page or an offer.
2. Create a Showcase page
A Showcase page is a sub-page of your company page that allows you to spotlight specific brands, products, or services that are part of your company. This way, you can target different segments of your audience with tailored content and messages. For example, Adobe has Showcase pages for its Creative Cloud, Marketing Cloud, and Digital Publishing Suite products.
3. Use Advanced Search
One of the best features of LinkedIn is its powerful search engine that lets you find and filter prospects by various criteria, such as location, industry, title, company size, and keywords. You can also use Boolean operators to refine your search results. For example, you can search for “marketing manager” AND “software” to find marketing managers who work in the software industry.
4. Save searches
Once you have created an advanced search, you can save it and get alerts when new prospects match your criteria. This way, you can stay on top of your lead generation efforts and reach out to potential customers as soon as possible. You can save up to three searches with a free account and up to seven searches with a premium account.
5. Search Groups
Groups are another great way to find and connect with prospects who share similar interests, challenges, or goals. You can join relevant groups in your industry or niche and participate in discussions, share valuable content, and build relationships with other members. You can also create your own group and invite prospects to join and engage with your brand.
6. Start groups
Starting your own group on LinkedIn can help you establish yourself as an authority and a thought leader in your field. You can create a group around a specific topic or problem that your target audience faces and provide solutions, insights, and resources. You can also use your group as a platform to showcase your expertise, generate leads, and drive traffic to your website.
7. Publish content
Content marketing is one of the most effective ways to attract and nurture leads on LinkedIn. You can publish original articles on LinkedIn’s publishing platform and share them with your network and groups. You can also repurpose your blog posts, ebooks, webinars, or podcasts into bite-sized content pieces that are easy to consume and share on LinkedIn.
Tips
- Optimize your company page and showcase pages for SEO and conversions
- Join and create groups that are relevant to your industry, niche, or audience
- Publish and share valuable content that educates, entertains, or inspires your prospects
- Use targeted ads to reach a wider and more specific audience
- Encourage your colleagues to share their expertise and promote your brand on LinkedIn
B2B LinkedIn Strategy: A Statistical Report
LinkedIn is the leading social media platform for B2B marketing, with over 722 million members and 675 million monthly active users. It is the preferred channel for distributing content, generating leads, and building relationships with professionals in various industries. In this report, we will present some statistics that show the value and potential of LinkedIn for B2B marketers in 2023.
Content Distribution and Engagement
According to a survey by Content Marketing Institute, LinkedIn is the #1 channel where 94% of B2B marketers distribute their content, followed by Twitter (86%) and Facebook (77%). LinkedIn also produces the best organic results for 77% of B2B marketers who use it for social marketing [1].
LinkedIn has a high level of content engagement, with 9 billion content impressions every week on the feed, where 2 million LinkedIn users share content weekly. Moreover, 91% of marketing executives believe that LinkedIn is the top place to find quality content [2].
LinkedIn also has a high click-through rate (CTR) for content, with an average of 0.8%, compared to 0.6% for Facebook and 0.3% for Twitter [3]. This means that LinkedIn users are more likely to click on the content they see on the platform and visit the websites or blogs of the content creators.
Lead Generation and Growth
LinkedIn is not only a platform for sharing content, but also a powerful tool for generating leads and growing businesses. According to HubSpot, LinkedIn is 277% more effective than Facebook and Twitter for lead generation, with a conversion rate of 2.74%, compared to 0.77% and 0.69% respectively [4].
LinkedIn also helps B2B marketers reach decision-makers and influencers in their target industries. According to Business Insider, LinkedIn has over 61 million senior-level influencers and 40 million decision-makers among its members [5]. This means that B2B marketers can use LinkedIn to connect with the people who have the authority and budget to purchase their products or services.
LinkedIn also helps B2B marketers grow their brand awareness and reputation. According to a study by Demand Gen Report, 80% of B2B buyers said that thought leadership content on LinkedIn had an impact on their purchase decisions [6]. This means that B2B marketers can use LinkedIn to establish themselves as experts and thought leaders in their fields and influence their potential customers.
LinkedIn is the most valuable social media platform for B2B marketing in 2023, as it offers multiple benefits for content distribution, lead generation, and growth. B2B marketers who want to succeed in their marketing efforts should leverage LinkedIn’s features and capabilities to reach and engage their target audiences, generate qualified leads, and grow their businesses.
Frequently Asked Questions:
Q1: How do I optimize my LinkedIn profile for B2B marketing?
A: To optimize your LinkedIn profile for B2B marketing, you should:
- Use a professional photo and headline that highlight your value proposition
- Write a summary that showcases your skills, achievements, and personality
- Add relevant keywords, skills, endorsements, and recommendations
- Include links to your website, portfolio, or social media accounts
- Update your status regularly with relevant content or news
Q2: How do I generate leads from LinkedIn?
A: To generate leads from LinkedIn, you should:
- Identify and target your ideal prospects using advanced search or groups
- Connect with them by sending personalized messages or invitations
- Build rapport and trust by providing value and engaging in conversations
- Qualify them by asking open-ended questions or offering free consultations
- Convert them by sending compelling offers or proposals
Q3: How do I measure the effectiveness of my LinkedIn B2B marketing strategy?
A: To measure the effectiveness of your LinkedIn B2B marketing strategy, you should:
- Define your goals and key performance indicators (KPIs)
- Track and analyze metrics such as impressions, clicks, views, shares, comments, likes, followers, connections, leads, conversions, revenue
- Use tools such as LinkedIn Analytics, Google Analytics, or CRM software to collect and visualize data
- Test and optimize your strategy based on the results and feedback
References:
https://contentmarketinginstitute.com/wp-content/uploads/2021/10/2022_B2B_Research_Final.pdf
https://foundationinc.co/lab/b2b-marketing-linkedin-stats/
https://www.modgirlmarketing.com/linkedin-statistics-b2b/
https://blog.hubspot.com/blog/tabid/6307/bid/30030/linkedin-277-more-effective-for-lead-generation-than-facebook-twitter-new-data.aspx
https://www.businessinsider.com/linkedin-demographics
https://www.demandgenreport.com/resources/research/2019-b2b-buyers-survey-report
https://neilpatel.com/blog/linkedin-strategies-b2b-marketing/
https://later.com/blog/linkedin-b2b-marketing/
https://www.forbes.com/sites/paultalbot/2019/01/29/best-practices-for-b2b-marketers-on-linkedin/
Essential Topics You Should Be Familiar With:
