Leveraging LinkedIn for B2B Marketing

If you’re a B2B company, you know marketing can be challenging. You might think you’ve found a solid lead, only to discover they have no decision-making power in their organization. But imagine if you could directly connect with the people who hold the influence and make purchasing decisions. With platforms like LinkedIn, becomes a reality.  

Sure, it requires some effort, but the payoff is worth it. At first glance, LinkedIn might seem like a social media platform for professionals to simply job search or share work updates, but it's grown into so much more than that. With over 65 million decision-makers active on LinkedIn, businesses can connect with influential professionals, build community and even become thought leaders in their industry.  
But to really make an impact, you need more than just a profile. It’s all about growing and maintaining an engaged audience, so you’ll need to carefully plan and leverage the right tools and strategies to turn LinkedIn into a powerful platform for generating leads and driving business success. 

 

Back to the basics  

Before we get into the nitty-gritty, we have to cover the basics: optimizing your profile. Think of your LinkedIn profile as the first impression of your business. It needs to be complete and professional. This means having a succinct headline and summary filled with relevant keywords, a high-quality profile picture, a compelling banner image and a link to your website.  

If your profile skips sections or features low-quality images, it can turn potential connections away. LinkedIn users, like those on any platform, are flooded with content all day, meaning they can quickly spot a profile that's not up to par. Optimizing your profile is the first step to building a loyal and engaged following. So, make sure your profile stands out and draws people in. 

 

LinkedIn lead generation strategies 

Now that your profile is polished, let’s get into the details of how you can start generating quality leads. While there are several strategies you can implement, one tool to consider is LinkedIn Sales Navigator. This premium tool helps you identify potential leads using advanced search criteria, making it easier to find the right contacts.  

Sales Navigator also provides lead recommendations by identifying individuals similar to your current customer profiles. Plus, it gives you detailed insights into what your leads are up to and what they're interested in. This way, you can get more creative and personalized with your marketing approach. 

Other features that require a LinkedIn Premium membership include:  

• Lead gen forms: Another popular tool is LinkedIn’s Lead Gen Forms. These forms come pre-filled with information from users’ LinkedIn profiles, allowing them to contact you in just a few quick clicks. According to LinkedIn, the cost per lead is 28% lower than other platforms like Google AdWords, and you can achieve three to five times the conversion rate. Although it takes some effort to set up and requires consistent monitoring, the quality of leads you get makes it well worth the effort. 
• Audience data: LinkedIn's Matched Audiences feature lets you use your existing data to find and target new profiles with similar behaviors. It also helps you retarget website visitors and reach decision-makers at your target companies. 

If you’re not quite ready to step into the world of LinkedIn Premium, there are still plenty of cost-effective strategies you should implement to help create a page worth following: 

• Posting cadence: As with most social media platforms, consistency is crucial for success on LinkedIn. In fact, companies who post weekly see double the engagement than those that don’t. So, make a habit of regular updates to keep your audience hooked. 
• Content marketing: Stay active on LinkedIn by sharing blog posts, videos and other engaging content. This not only makes your business interesting to follow but also helps position you as a thought leader in your industry. 
• LinkedIn groups: Many groups are active with decision-makers. You can grow your following and boost engagement by joining and participating in these conversations from your business profile. 
• Host events: Hosting workshops, webinars or product launches is an excellent strategy for attracting sign-ups from other businesses and decision-makers interested in your brand or services. These events provide valuable opportunities to showcase your expertise and directly engage with your audience. 
• Direct outreach: Send personalized messages to your audience. Think of it as a mini-pitch: give a brief overview of your services and how they can meet their needs. Be careful not to overdo it; too many messages can feel spammy. However, a well-crafted, personalized message can significantly boost your marketing efforts. 

 

Dig into the data 

Next, social media strategies require iterations. There is no such thing as a successful set-it-and-forget-it marketing campaign. While LinkedIn is a prime platform for B2B marketing, achieving success takes time and effort. It's not just about posting consistent and high-quality content; it’s also about actively listening to your audience, analyzing the information they provide and then acting on it.  
By reviewing your data, you can gain valuable insights into what works and what doesn’t, allowing you to refine your strategies and better engage your target audience. Remember, the last thing you want is to invest valuable resources without seeing your desired results. With patience, dedication and a data-driven approach, LinkedIn can become a powerful tool for driving B2B success. 

 

Whether you have an established strategy or are unsure where to begin, our Social Media and Performance Marketing experts are here to help. They can guide you through best practices, refine your strategies and even handle your marketing efforts for you. Ready to get your marketing journey started? Let’s chat!