Strategy: 6 Tips for LinkedIn B2B Marketing


TL;DR: LinkedIn is no longer just for job hunting or finding the best recruits. Your company’s presence on LinkedIn is vital in reaching decision makers, empowering employees to be professional advocates for your brand and not sugar-coating your brand messaging.

LinkedIn is the top social media platform for reaching business-minded professionals. All of the ingredients are there for a magic B2B marketing recipe, if you mix it the right way. Keep reading to some of the biggest reasons your brand should incorporate LinkedIn into your B2B strategy.

1. Connect with Professionals at Conferences or Networking Events

Trading business cards is so 2010. It’s easy to stay connected with business acquaintances through LinkedIn without feeling an invasion of your personal life, like you might if someone you just met at a conference tried to connect with you on Facebook.

Even the least social-savvy people make their way to LinkedIn for professional reasons. It’s likely that, though they may not use other platforms, they will explore LinkedIn to connect and learn more about others in their industry to further their professional objectives.

Bonus: it’s not invasive to connect with someone you’ve never met, so long as you have relevant common interests, mutual connections or a specific ask.

2. Use LinkedIn Tools to Make the Right Impression

Without gambling with newsfeed algorithms, take advantage of Sponsored InMail, a tool that allows your brand to deliver personalized business messages directly to a user’s LinkedIn inbox. Share latest product updates, invitations, deals or whitepapers with a higher guarantee of getting your message to the right eyes.

3. Pay a Higher CPE for Higher Guarantees

Due to the sheer amount of users, other platforms (e.g., Facebook) may generate more numbers at a cheaper cost than LinkedIn, but why not invest where you know your message will resonate? With 43 percent of users in a decision-making role, your brand is more likely to reach the right person needed to influence conversion. LinkedIn’s job title, industry and seniority targeting options for paid media make it stand out among the competition.

Even the least social-savvy people make their way to LinkedIn for professional reasons.

4. Encourage Your Team to be Thought Leaders

LinkedIn can be an ideal place for your sales teams, employees and industry partners to spread your brand message with a human touch.Empower your team to be engaged and sharing relevant industry + company news. Make being active on LinkedIn part of a job description. If your team can prove they know your industry inside and out, decision-makers may be more likely to choose your company’s service over your competitor’s.

5. Let Everyone Be a Part of the Prospecting Process

Tools like LinkedIn’s Sales Navigator functions as an in-platform CRM for tracking prospects, generating leads and making it easy to consolidate streams of user information to engage with users who influence decisions. Setting your team up on this tool can be an investment worth making for creating personal connections and allowing your team to be a part of your bottom line.

6. Don’t Sugarcoat Your Brand’s Messaging

Users are on LinkedIn to learn more about their professional world. They’re naturally navigating to LinkedIn to check on industry news and their connections.With an appetite for industry information, sales messaging is expected on LinkedIn. Don’t miss an opportunity to be direct with a potential business by fluffing your messaging. Prove your value without making users work for it. LinkedIn’s content sharing capabilities don’t cater to visuals like other platform, leaving more focus on what really matters for you to seal the deal.

Keep building your bank of LinkedIn knowledge and read our blog on LinkedIn Strategy + Advertising Pro Tips for Brands.

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