LinkedIn nowadays is the most popular business platform in the world. In 2023 around 77% of recruiters regularly use LinkedIn for employees hiring, seeking job opportunities or building business relations worldwide. Hence, it is a great, well-developed platform that can be used as a tool for generating leads without investing a fortune. Learn how to use LinkedIn for B2B marketing effectively in our guide below.
LinkedIn account creation
Given how important the first impression is, before anything else you must create a polished and representative corporate page for your company. Consider this account as your website homepage. During the creation process, you need to clearly describe what your business provides your customers with.
Do not forget to fill in all the fields and use the same name, logo and visual style you use on your website. Also, to start a successful LinkedIn marketing B2B campaign, the page will have to contain the company’s mission, values, as well as contact information and a link to your marketplace.
Content nurturing in LinkedIn
Empty, but the pretty page will not help you to achieve your goals, because you will still remain unnoticed neither by the platform algorithms nor by the readers. That is why it is essential to post usable information for your potential customers. Your B2B content marketing on Linkedin can include news, thematic videos, LinkedIn posts, guides, manuals, blog articles, webinar recordings and so on.
As a consequence, you receive a more engaged audience and a bigger conversion rate for your business.
Make it more structured: LinkedIn content plan usage
Сhaos is always the enemy of success. You can have a developed page, interesting content and an engaged audience on Linkedin, yet if you use it sporadically you can lose everything very quickly. To avoid this, you will need a LinkedIn content plan which includes:
- The list of topics for posts (weekly, monthly, annually)
- Clear timing of posting (the best time to post is during lunchtime and early evenings)
- Adopt existing content to the LinkedIn standards
As a marketing tool LinkedIn is only effective when obeying the rules it offers. So, you need to find your unique voice but never forget about structuring your approach.
How to target B2B customers in LinkedIn: Audience engagement
But the question of where to find potential customers on LinkedIn still remains unanswered. The good news is that you do not have to look for them manually. You can start by reaching out to your former or current customers. Just type their company names and make your first connection. Furthermore, you can import your current connections from Gmail, Outlook, Yahoo! or Hotmail.
Further steps of building the audience in LinkedIn, consist of becoming active on other pages. For example, you can join the LinkedIn groups, where all your potential B2B counterparts are gathering. By participating in their discussions, and commenting on posts, the probability of becoming noticed and increasing your B2B sales as a result is higher by a few times. As a result, you receive warmer leads.
Main benefits of LinkedIn B2B marketing
One of the biggest benefits of LinkedIn B2B marketing comes with a broad toolboard it provides. Take a look at what you can do:
Searching for potential customers:
- Connection and networking with potential partners
Before making a connection with anyone you can check the profile of this person and gather some information about the potential lead. Hence, based on his/her preferences and sphere of work, you can make a more personalized connection request that will “warm” the lead before starting an interaction.
- Contacting new profiles
The paid version of LinkedIn allows you to write advertising messages to the prospects even if you don’t know them personally and you are not connected yet.
- Straightforward communication
Despite being a business platform, LinkedIn brings some informality into your communication with the audience. Using your LinkedIn page you can easily deliver your thoughts, ideas and vision to the audience fast and in a relatively informal way.
- Searching for employees and colleagues
Another benefit of Linkedin B2B marketing is that there are thousands of job seekers as well as colleges of your own. So, if you need to refresh your work approaches or find an employee – use the LinkedIn account.
- Using its learning hub
The best way to improve your communication with the clients or even learn how to make the marketing more effective is by using a LinkedIn learning hub. There are dozens of courses and many educational materials available.
- Tracking your own efficiency
With LinkedIn analytical tools you will stay up to date with your statistics. Periodical reports will outline the key numbers regarding your marketing efficiency, so you will know what exactly works great and what sags.
To summarize
LinkedIn is one of the easiest and effective ways to find and engage leads. At the same time, efficient B2B LinkedIn marketing is quite time-consuming and requires a systematic and developed approach.
That is why the most straightforward way to start and develop B2B lead generation via LinkedIn is by approaching professionals. So, contact us today and start getting new partners via LinkedIn tomorrow.
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