There’s no better place to network with other companies than on LinkedIn.
You can connect with millions of brands and professionals and grow your business.
And there is a myriad of different B2B LinkedIn marketing strategies that you can try in order to connect with your audience and turn them into your customers.
In fact, according to the company’s own research, 89% of B2B marketers use LinkedIn for lead generation, and 62% confirm that it delivers twice the leads other social channels do.
Furthermore, the platform has a 3x higher conversion rate than other ad platforms, Google Ads included.
Independent sources confirm the same great results – when it comes to B2B and social media, LinkedIn has the highest visitor-to-lead conversion rate at 2.74%. This is almost 3 times higher than both Twitter and Facebook.
In this article, we provide 9 of the most efficient B2B LinkedIn marketing strategies and explore some of the most beneficial ways to generate leads and achieve business growth.
Let’s get on with it!
1. Turn Your Company Page Into a Powerful Lead Generation Tool
First impressions are pretty important. That’s why you need to make sure your company page is impressive.
Your Company’s Photo
First, choose an image that is attractive and represents your company in the best possible way.
In terms of your company profile picture, you shouldn’t try to be too creative – just use your logo there.
However, you can play around with the cover photo, and use it as a way to grab your audience’s interest.
Check Amazon’s company page. Their cover features a collage of photos showing happy employees, as well as a badge confirming them as one of LinkedIn’s top companies for the year, and the #1 the U.S.
Let’s move on to the company description.
It should be written in a way that provokes interest. Don’t start with the year when your company was founded, how many offices you have around the world, and the number of employees. Of course, this information matters and you should feature it – just don’t start with it.
When your potential customers open your LinkedIn profile, more often than not, they see the first two sentences of your description.
Using Amazon’s example, here’s what a potential customer will read:
“Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking.”
In fact, the whole of Amazon’s message is that inspiring:
They start with their principles and talk about innovation, but, at the same time, don’t miss any opportunities to stress how important to them are both their employees and their clients.
And they prove their products and services are high-quality because they “change lives”.
2. Be Active and Regularly Post Content
While setting up your company profile and engaging with your audience you need to think of how to turn your page into a lead generation tool.
Structure the information in a way that will promote engagement, share links leading to your website, and add a clear call to action buttons.
However, once you’ve created your LinkedIn profile it doesn’t mean you need to leave it to it. You need to optimize it and keep it up to date and consistently publish new content.
You can post all the new information regarding your company there, as well as share creatives that may interest your audience, create polls, and do your best to start discussions.
How to keep your LinkedIn feed busy?
Try out these ideas:
- Job offers
- Company milestones
- Case studies
- Blog articles
- Curated content
Feel free to experiment with different formats. You can share images, videos, slides, documents, eBooks as PDFs, and more. You can also try LinkedIn live for streaming and boost your engagement.
According to data, LinkedIn Live videos get on average:
- 7x more reactions
- 24x more comments
It’s worth a try, right?
3. Publish LinkedIn Articles
Speaking of content, LinkedIn has an option to publish articles directly within the platform.
You can create original posts or you can repurpose your case studies, market research data, and anything that brings value tо your target audience. Just, don’t forget to add links tо drive readers tо your cоmpany website and improve your traffic and cоnversions.
How are LinkedIn articles different from the regular blog posts you share on the platform?
Firsthey are not limited to LinkedIn users, i.e. they are treated like regular website content. Which means that they also appear in Google searches and might attract the attention of your customers in the SERPs.
Second, these articles are search engine friendly which increases their chances to rank, boost your search engine branding, and, consequently, bring traffic to your own website.
To that end, when publishing articles on LinkedIn, make sure you do your keyword research, and show your content A game.
4. Create a Showcase Page
If you haven’t heard of LinkedIn’s Showcase Pages, don’t worry, we are going to explain everything you need to know.
Showcase Pages are extensions or additions to your LinkedIn company profile. Their idea is to spotlight individual brands, business units, or initiatives. Once you create a Showcase Page, they will be displayed as “Affiliated Pages” on your company page.
Adobe for instance has several Showcase Pages about their different products and audiences – Adobe Creative Cloud, Adobe Experience Cloud, Adobe Document Cloud and more.
Once you explore more of the content on their pages, you will see content tailored specifically for different audiences.
What role does Affiliated pages play in terms of lead generation and business growth?
The Showcase Pages allow companies to promote individual brands that are extensions of their company.
These extensions are a great tool for lead capturing because you can create a business unit that is connected to a specific target audience. There, you can also create a community of followers around specific topics or subjects responding to different audience’s needs.
Using the Adobe example, they could target design companies within their Adobe Creative Cloud affiliate page, because this is the content and the service design agencies need. Adobe Experience Cloud could even be a suitable service for companies that deal with paperwork and need to edit, write or sign a big amount of documents. Moreover, Adobe could connect and target those companies in their Adobe Document Cloud affiliate page.
5. Optimize Your Page for Search Engines
As you’ve optimized your website with relevant keywords, you need to do the same for LinkedIn. This way your company profile will rank higher when people are searching for specific keywords.
It’s crucial to make your profile “readable” for search engines. That’s why your B2B LinkedIn marketing strategy should be aligned with your general marketing strategy and the keywords your business ranks for.
The search terms yоu choose must be relevant and descriptive оf уоur business and what yоu are prоviding, and you also need to use your branded keywords wherever possible.
6. Use LinkedIn Groups
LinkedIn groups are a great way to interact with your audience and offer lots of networking opportunities. You can be active in different groups or create a group for your audience where you could interact with B2B representatives or business owners.
Building a community of ready-to-buy prospects is the best way you can grow your business with LinkedIn marketing. Being the owner of a LinkedIn group allows you to share invaluable content with your audience and demonstrate expertise without being too salesy.
One way you can improve the growth of your group is by creating a great experience for those who join. Here, you can encourage members to invest more of their time in your group by starting discussions or asking for feedback about your products or services.
You can also create a VIP list and provide special offers to your clients. You could give away free trials and/or discounts, depending on your business and possibilities for these types of incentives.
7. Invest in LinkedIn Ads
Once you’ve built your LinkedIn presence and have populated your feed with high-quality content it might be the time to invest in LinkedIn ads.
On LinkedIn, you can target audiences based on their professional attributes like job level, skills, company, industry, and more.
Even though LinkedIn ads can be quite expensive compared to the rest of the social media channels, they are still effective and worth giving them a shot.
As mentioned, they have an unmatched conversion rate that beats even Google Ads!
You could reach out directly to decision-makers which can actually save you time, and bring in the best kind of leads.
8. Retarget Your Website Visitors on LinkedIn
Speaking about ads, we can’t go without mentioning retargeting.
If a guest visits a specific service or product page on your website and then leaves without converting, then LinkedIn allows you to retarget them with paid campaigns that bring them back to your domain.
By implementing this classic strategy, you should be able to convert quite a bit of your website traffic. You just need to make sure that your remarketing content is related to the visitor’s past interactions with your site.
9. Learn from LinkedIn Analytics
Check LinkedIn Analytics regularly to improve your B2B LinkedIn marketing strategy. Track post metrics to see what content people engage with the most, what drives the most actions, and what can be improved.
After you consult your LinkedIn Analytics, you can further adjust your content calendar and focus on formats that deliver the best results.
By using LinkedIn Analytics, you can monitor how people find you and what sections of your profile they interact with the most. You can also compare the results with your Showcase Pages and see how they perform.
Unlike Facebооk, Instagram, and оther sоcial channels, LinkedIn is a platform where yоur brand is nоt defined by the number of fоllowers yоu’ve gained but by the quality of cоntent that you share, the image you create, and the relationships you build with your clients.
So, when you are creating your B2B LinkedIn marketing strategy, make sure that your prоspective customers are getting quality informatiоn about yоur product, services, and the industry at every stage of the funnel.