LinkedIn has become a top social media platform to use within business-to-business (B2B) marketing. According to research from the Content Marketing Institute, 95% of B2B content marketers stated that LinkedIn produces the highest quality content results.
LinkedIn is designed for networking—making it the best way for you to generate B2B leads.
For these reasons, using LinkedIn for B2B marketing has become a key strategy when developing a successful business plan. Through careful use of its features, LinkedIn helps your company thrive.
LinkedIn for B2B Marketing: Creating a Showcase Page
A showcase page acts as a brand ambassador for your company. They help segment inbound traffic by promoting your brand, company initiatives, or your complete business unit.
The general rules for creating these pages include:
Targeting one customer segment
Keeping the page name short
Use terminology in the page name that your audience will connect with
A showcase page should differ from your company’s LinkedIn profile so that it can appeal to an audience’s specific needs.
Publishing Content
Creating high-quality content from both an individual and company perspective can help enhance your LinkedIn marketing strategy. This platform allows you to create an inbound strategy aimed at users interested in your product or service.
In fact, one study found that 1 in 3 B2B marketers credited LinkedIn as a key source of revenue for their company.
Publishing content from your company’s perspective should appeal to your audience without appearing as a targeted ad. Employee origin stories are a fantastic way to do this.
If done correctly, individual content publishing can help generate leads through piqued interest in your post. Posing a general question is one way to start interacting with your audience and advertising yourself, and by default, your company, to new leads.
Employee Profiles
For optimal exposure, you should ensure that your employees frequently update their LinkedIn profiles. The profiles should reflect their current position and any relevant company initiatives.
Google crawls these pages and ranks them depending on their authority. Having up-to-date and factual information will help bring your company to the attention of new, relevant leads.
Audience Targeting
This feature is great for targeting precise, real-time data when developing your B2B marketing campaign. You are able to specifically target your ads to customers- helping you reach the most valuable audience possible.
Targeting can be customised to reach a variety of different attributes such as:
Job tyle
Company size
Age
Job functions
Company industry
Precise targeting is an ideal way to test campaigns. Simply create two campaigns with the same copy and assign them to different audiences. From here, you can see which campaign performs better- giving you greater insight into the type of audience you should be focused on.
Start Generating Leads
Marketing with LinkedIn is the way of the future for developing effective B2B marketing strategies. Its professional, easy-to-use platform provides an efficient approach when building your business.