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LinkedIn Marketing Strategies for B2B to Grow Your Business

There’s no better place to connect with business professionals than on LinkedIn. In fact, 89% of B2B marketers use LinkedIn for lead generation, and 62% say it generates them leads, over two times more than the next-highest social channel. If we need to speak about numbers and compare LinkedIn to the other popular social media channels 80% of B2B leads come from LinkedIn vs. 13% on Twitter and 7% on Facebook.

With LinkedIn you can connect with millions of brands or professionals and grow your business. There are different approaches you can try in order to connect with your B2B audience and turn them into your customers.

Let’s take a look at ten B2B strategies that matter most and explore some of the most effective ways to generate leads to achieve business growth.

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 photo you don’t have the opportunity to be creative as you need to put your logo there. The good thing is that you can improvise with the cover photo and use it as a way to grab your audience’s interest.


Check Slack’s company page. The title “Get ready for whatever work brings” is quite a good copy that drives attention. In addition, the call to action button leading to their website is right over there, you can see it without any confusion and visit their website.

Company Description

Let’s move to the company description. It should be written in a way that provokes interest. Don’t start with the year when your company launched, how many offices you have around the world, and the number of employees. Of course, this information matters, but don’t start with it.

When your potential customers open your LinkedIn profile they will see the first two sentences of your description. Using Slack’s examples you can read “On a mission to make your working life simpler, more pleasant and more productive.”

And scrolling down we can observe:

First, we notice a relevant to the world situation message about the Covid-19. Then information on how Slack has been transforming business communication with channel-based messaging platform.They proved their product is good because it is “used by millions”.

Be Active and Publish 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 lead to action. Share links leading to your website and add a clear call to action buttons.

Once you’ve created your LinkedIn profile it doesn’t mean it has to stay as it is. You need to optimize it and keep your company profile up to date. You can post all the new information regarding your company there.

How to keep your LinkedIn feed busy? Try out these ideas:

  • Job offers
  • Company milestones
  • Case studies
  • Infographics
  • 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 the data, LinkedIn Live videos get on average:

  • 7x more reactions
  • 24x more comments

It’s worth a try, right?

Try Publishing LinkedIn Articles

Speaking of content, you know LinkedIn has an option to publish articles there within the platform. You can publish your case studies, market research data оr anything that brings value tо your target audience. Additionally, you can add links tо drive readers tо your cоmpany website for cоnversion.

How are LinkedIn articles different from your regular blog posts you share on LinkedIn? First, they are not limited to LinkedIn users. Which means they appear in Google searches and might spark your customers’ interest.

Second, these articles are search engine friendly which will boost your ranking results. Sо, while publishing articles on LinkedIn make sure you have done your keyword research beforehand.

Create a Showcase Page

If you haven’t heard of LinkedIn’s Showcase Pages, don’t worry, we are going to explain their purpose. 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 different 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.

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 LinkedIn marketing strategy should be following your general marketing strategy and the keywords your business ranks for.

The keywords yоu choose must be relevant and descriptive оf уоur business and what yоu are prоviding.

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 free trial or discounts, depending on your business and possibilities for these types of incentives.

Invest in LinkedIn Ads

Once you’ve built your LinkedIn presence and have high-quality content on your feed it might be the time to invest in LinkedIn ads. On LinkedIn, you can target audiences based on their professional attributes like job function, 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. You could reach out directly to decision-makers which can actually save you time.

Retarget Your Website Visitors on LinkedIn

Speaking about ads we can’t forget to mention retargeting. If a guest visits a specific service page or product page on your site and then leaves without converting, then LinkedIn allows you to retarget them with paid campaigns that bring them back to your site.

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 on your site.

Learn from LinkedIn Analytics

Check LinkedIn Analytics regularly to improve your LinkedIn marketing strategy. Track post metrics to see what people have engaged with the most, what drove the most actions, and what needs to be improved. After you look over your LinkedIn Analytics you can adjust further your content calendar.

Using LinkedIn Analytics you can monitor how people find your page and what sections they have interacted with. You can also compare the results with your Showcase Pages and see how they perform.

Wrapping up

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 the quality of cоntent and infоrmation yоu Learn from LinkedIn Analyticsshare.

So, when you are creating your LinkedIn marketing strategy, ensure that your prоspective customers are getting quality informatiоn about yоur product, services, and the industry at every stage of the B2B marketing funnel.


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