If so, you are in the right place. In this article, I will show you some of the best B2B LinkedIn marketing strategies that will help you generate potential leads for your business.
Linkedin Marketing Plan For Business
When I talk to my clients about integrating LinkedIn into their marketing strategies, one of the most common questions I ask is: Is LinkedIn really effective for B2B brands?
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In fact, according to Statista, LinkedIn is the second most popular social media platform used by B2B marketers, behind only Facebook.
If you’re still unsure about the platform, the best way to see how effective LinkedIn can be for your business is to implement these strategies I’m about to share and see for yourself if the platform works for you.
When it comes to LinkedIn marketing, always remember that unlike Facebook, LinkedIn’s audience is very mature and will not respond to unnecessary and irrelevant content.
In other words, don’t try to implement marketing strategies that have worked for you on Facebook, Twitter, and Instagram. LinkedIn is a professional networking platform, and you should treat it as such for better marketing results.
Making Linkedin Content Marketing More Effective
It’s important to have a great business page that people can visit to learn more about your company and culture on any social platform, including LinkedIn.
LinkedIn Company Pages are similar to Facebook Company Pages that are dedicated to individual companies, organizations and institutions. LinkedIn users can find these pages and follow them to stay up-to-date with company posts, job openings, and important announcements.
If you haven’t created a company page for your business on LinkedIn, you’re leaving too many followers, potential clients, and great talent on the table. Log in to your LinkedIn profile and create a company page for your company now.
If you’ve already created a business page, make sure your target audience finds it valuable and informative (because in B2B, information is key to winning over your customers).
Marketing On Linkedin Online Class
LinkedIn Live isn’t available to everyone yet, but I expect this feature will soon be available to all LinkedIn users and company pages.
However, if you want to host live sessions on the platform, you can request early access to LinkedIn Live here – Apply for Live Video Broadcasting.
You should request access before the new normal on the platform because it gives you an edge over your competitors.
Let’s say you managed to get direct access to LinkedIn for your profile or company page. Use it now to host live sessions and interviews with industry leaders from your niche on the types of customers you want.
Why You Need To Add Linkedin To Your Marketing Plan
LinkedIn allows you to share different content on both your profile and company page. You can share images, videos, PDF files and text posts.
I’ve been creating a variety of content on LinkedIn over the past few years, and I’ve noticed that text posts are the most used content on the platform.
But videos and documents are the best forms of content for B2B lead generation. Videos and documents (PDF, spreadsheets, documents) allow you to demonstrate your company’s expertise in an interactive way, increase brand credibility and help win the trust of your potential customers.
In the B2B industry, you need influencers who can back up their claims with their experience and expertise, not just the number of followers on their social profiles.
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Typically, B2B influencers are industry decision makers such as CEOs, CMOs and others who sit at the highest management levels of successful companies.
Now it’s hard to get them to advocate for your brand. Influencers need to grow out of their own organization to talk about the company’s achievements, technology, services and customer success stories.
Additionally, according to LinkedIn, content shared by employees has 2x more engagement than content shared by the company. Marketers who regularly share content on LinkedIn are 45% more likely to exceed their sales goals. This shows that engaging employees on LinkedIn is beneficial not only for marketing and branding but also for overall business growth.
On the one hand, I firmly believe that in B2B, there is no better influencer than someone on your team who believes in the product and its impact on other businesses. So instead of looking for outside influence, encourage your founders, managers and other interested employees to be active on LinkedIn.
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To ensure that your posts reach your target audience on LinkedIn, you must first beat the LinkedIn algorithm so that it delivers your content to a wider audience.
If your post gets good engagement within 30-60 minutes of being shared, LinkedIn will mark it as quality content and aggressively push it to 1st, 2nd and 3rd degree connections for those who engage with the post.
On the other hand, if engagement is poor in the first hour of sharing a post, your post’s reach will be limited to 1st degree connections.
After all, LinkedIn recently launched a feature to notify employees of a new company page post. This is a handy feature to keep your staff informed about the latest posts on the page and ensure they can participate in a timely manner.
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To encourage your employees to actively participate in social media initiatives, you can also introduce an employee advocate program where employees are rewarded for their valuable efforts in marketing.
If you include an external link in a LinkedIn post, your contacts and followers may not see your post In fact, I’ve noticed that the reach of a LinkedIn post with links drops 10 times more than without any external links.
That’s why a regular LinkedIn post isn’t an effective way to share customer success stories, research data, or other informative blog posts from your website. But there is always a way around it!
You can use LinkedIn articles to publish your case studies, market research data, or anything else that provides value to your target audience. Additionally, you can add links to drive readers to your business website for conversion.
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The best thing about LinkedIn Stories is that it’s not just limited to LinkedIn users. These articles are search engine friendly, which means your LinkedIn articles can also rank in Google search results So when publishing articles on LinkedIn, make sure you do your keyword research beforehand.
I’ve listed LinkedIn Ads here because if you’re not building organic reach for your brand, LinkedIn Ads won’t make much of a difference to your marketing goals.
You must understand that your audience on LinkedIn are the decision makers for your target companies and to gain their trust you must first build your credibility.
If your company page has quality content and engagement, you should start reaching your target audience with LinkedIn Ads.
Linkedin Strategy For Business
The best thing about LinkedIn ads compared to other advertising platforms is that it allows you to target your audience based on their professional characteristics such as job performance, job role, skills, company name, industry, etc.
Although LinkedIn ads are expensive compared to other social media advertising platforms, it is cost-effective because it allows you to directly reach your valuable audience – the decision makers. what do you think
Did you know that 98% of website visitors leave a website without sharing their email? Yes, a fact that you should not ignore. Of course, you should take a good look at your website analytics to verify this for yourself.
If you agree with this, you should leverage and leverage LinkedIn site retargeting ads to re-reach these LinkedIn visitors with relevant communications based on previous interactions on your site.
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For example, if a visitor visits a specific service or product page on your site and leaves without converting, LinkedIn lets you retarget them with paid campaigns to bring them back to your site.
By applying this classic strategy, you can convert 50% of your website traffic. You want to make sure your remarketing content is relevant to your website visitors’ past interactions.
To start LinkedIn website retargeting, you need to set up a LinkedIn Insight tag on your website. A LinkedIn Insight tag is like a Facebook pixel that tracks visitors and their interactions on your website
Once the tag is added, you need to go to the audience creation page in LinkedIn Campaign Manager and create an audience that you can retarget.
Infographic: How Linkedin Works
For advanced retargeting, you can use the LeadFeeder retargeting tool, which allows you to retarget your website visitors and other potential decision makers in the same company in a personalized way based on their job role. Additionally, it alerts you when a retargeted visitor returns to your site, allowing you to send follow-up emails immediately.
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