Using LinkedIn for B2B Marketing


LinkedIn is arguably one of the most powerful social media lead generators for B2B marketers, empowering businesses to express their brand story in a unique and relevant way. In fact, the social media site encourages people to share material and interact with experts. This makes it perfect for lead generation and brand exposure. Let’s see how you can use LinkedIn for B2B marketing for both inbound and outbound marketing.

Why use LinkedIn for B2B marketing?

  • LinkedIn has 87 million millennials out of a total of 2 billion users worldwide. Of those millennials, 11 million are able to make a business decision.
  • LinkedIn accounts for over half of all social traffic to B2B websites.
  • LinkedIn generates 3 times more conversions than Twitter and Facebook in B2B.

That’s why 40% of B2B marketers believe LinkedIn is the most effective way to generate leads.

Here’s a step-by-step strategy to make LinkedIn work for you:

  1. Advanced search on LinkedIn: Let’s first take a look at how to make a connection with someone new to your business. LinkedIn’s advanced search feature is a fantastic way to find the exact type of person you’re looking for. Click on the search icon and the advanced option in the LinkedIn header menu. With an enhanced subscription (Premium or Sales), you have access to filters such as position, seniority, old company, etc. But even if you don’t have an enhanced LinkedIn subscription, you have some great filters to help you narrow your search. .
  2. LinkedIn Posts: This is a highly personalized outreach method that works great for getting in touch with strangers. However, there are a few things you should keep in mind before contacting them through LinkedIn messages.
    1. Clearly identify your MAN. MAN stands for someone who has the money to pay, the authority to buy, and the need for your offers.
    2. Sign in with a short note clearly stating why you want to connect with them.
    3. Send the first message as soon as they accept your request. This is when a lead is hottest.
    4. Keep your message short and clear.
    5. Don’t prolong a conversation too long on LinkedIn. Take that conversation in a meeting or over the phone as soon as possible.

These two steps covered the cold outreach or the outbound marketing aspect of your B2B marketing. For this to work, you also need to invest in inbound marketing activities that will support outbound marketing. Let’s see what it is:

  • Make your business page a sales pipeline filling machine: Your business page acts as a source to drive leads to your business website. It is therefore important to design your page in such a way that it leads to a conversion action such as a click to your website. These actions are usually placed in the description of the company or in your posts. Potential customers who discover your brand on LinkedIn will almost certainly visit your business page. The company page should therefore contain all the information it needs. You can improve the performance of your profile by making a few simple changes:
    • A professionally created cover image and profile photo can make your page look more professional. Use a header image that grabs the attention or piques the reader’s interest. Normally, the profile image is the company logo.
    • Write a short summary line that summarizes the company’s work and incorporates relevant keywords. This will help in the discovery of your page.
    • Create an engaging “About Us”. This description will set you apart from your competition. The first two lines of your business description are the most important because that’s all LinkedIn displays. Write it down in such a way that they are curious to read more.
    • Post updates that speak directly to your target audience. This is the best way to gain leads from this section. Remember, you are looking for clicks from people looking for information.
  • Post useful content: Sharing valuable and industry specific content is one of the most effective ways for businesses to differentiate themselves and increase sales. Always include relevant keywords and hashtags in your posts to increase the organic reach of your content and make sure it reaches the right people. Experiment with different types of media in your LinkedIn posts. The platform allows you to post photos, videos, and PDFs to your feed. Post a mix of these formats to see what your audience prefers.

It’s not about selling when it comes to using LinkedIn for B2B marketing. The fundamental goal is to create a network of people who know your brand and who can contact you when they need to do business with you.

It was the last blog of this season. I’ll be back in a few weeks with a new theme in the new season.

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